Swinburne University of Technology - Melbourne Australia
Future Students - Courses
Duration
Contact Hours
Campus
Prerequisite
Corequisite
12 Weeks or equivalent
36 hours or equivalent
Prahran
Credit Points: 12.5 Credit Points
This unit is a core unit in the Graduate Certificate of Business Management (Retail Management), and an elective unit in specified Graduate Certificates of Business Management. The Graduate Certificate programs form the first year of the Master of Business Management .
The purpose of this unit is to provide students with an understanding of the importance of adopting a strategic approach to retailing in a complex, competitive and changing environment. This overarching strategic approach is supported by a focus on retail analysis, retail marketing, advertising and the operational aspects of a retail business. The aims of this subject are to: Provide students with the skills and knowledge to understand the principles and practices of retail marketing and operations in today’s environment Understand the application of marketing concepts to the retail sector in order to achieve organisational goals Identify and understand the needs, wants and demands of industry and consumer groups Understand the methodologies, tools and techniques of retail merchandise management and pricing, and the importance of information gathering and processing in retailing
The purpose of this unit is to provide students with an understanding of the importance of adopting a strategic approach to retailing in a complex, competitive and changing environment. This overarching strategic approach is supported by a focus on retail analysis, retail marketing, advertising and the operational aspects of a retail business.
The aims of this subject are to:
Lectures, guest speakers, industry visits, case study analysis, online delivery
Individual assignment/report 30-50% Syndicate assignment/report and presentation 30-50% Case study analysis and/or group-based discussion 10-30%
Swinburne University of Technology (SUT) works to produce higher education graduates who are capable in their chosen professions, can contribute in an entrepreneurial and innovative way within their workplace or community, can operate effectively and ethically in their business life, and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes commensurate with professional standards appropriate to the business and wider community. Within this context it is the intention that this program will enable students to develop the following skills: · Teamwork skills · Analytical skills · Business research skills appropriate to addressing managerial challenges and problem solving · Problem solving and decision making skills · Communication skills · Reporting and presentation skills · Ability to work independently · Ability to address unfamiliar problems · Ability to engage in critical enquiry and discussion · Ability to identify and address ethical matters in business
Swinburne University of Technology (SUT) works to produce higher education graduates who are capable in their chosen professions, can contribute in an entrepreneurial and innovative way within their workplace or community, can operate effectively and ethically in their business life, and are adaptable and able to manage change. It is expected that graduates will leave with a diverse wealth of experiences and will have developed individual knowledge, abilities and attitudes commensurate with professional standards appropriate to the business and wider community.
Within this context it is the intention that this program will enable students to develop the following skills:
· Teamwork skills
· Analytical skills
· Business research skills appropriate to addressing managerial challenges and problem solving
· Problem solving and decision making skills
· Communication skills
· Reporting and presentation skills
· Ability to work independently
· Ability to address unfamiliar problems
· Ability to engage in critical enquiry and discussion
· Ability to identify and address ethical matters in business
· The principles of situational analysis · Consumer analysis, characteristics, needs. and customer identification · Trade area analysis · Managing the operations of a retail business · Marketing; creating and delivering value · Retail branding · Communicating with customers, establishing and maintaining a retail image · Advertising development and working with partners · Advertising by types: brand, institutional, promotions, price and items, in store, point of sale · The role of online retailing in the marketing mix · Concept of “green operations” in retail · Customer relationship management and loyalty · Retail organisation and human resource management · Merchandise management and pricing · Retail accounting and financial management · Supply chain and logistics planning and relationships
· The principles of situational analysis
· Consumer analysis, characteristics, needs. and customer identification
· Trade area analysis
· Managing the operations of a retail business
· Marketing; creating and delivering value
· Retail branding
· Communicating with customers, establishing and maintaining a retail image
· Advertising development and working with partners
· Advertising by types: brand, institutional, promotions, price and items, in store, point of sale
· The role of online retailing in the marketing mix
· Concept of “green operations” in retail
· Customer relationship management and loyalty
· Retail organisation and human resource management
· Merchandise management and pricing
· Retail accounting and financial management
· Supply chain and logistics planning and relationships
Berman, B. & Evans, J. (2007), Retail Management: A Strategic Approach,10th ed. Dawson, et al. (2008), The Retailing Reader, Routledge. Dunne, P. & Lusch, R. (2008), Retailing, 6th ed., Thomson South-Western. Millar, D. (2008), Retail Marketing, A Branding and Innovation Approach. Quester, et al. (2007), Marketing: Creating and delivering value, 5th ed., Mc Graw-Hill. Robbins,S., Bergman, R., Stagg, I. & Coulter, M. (2009), Management, 3rd ed., Pearson, Australia
Berman, B. & Evans, J. (2007), Retail Management: A Strategic Approach,10th ed.
Dawson, et al. (2008), The Retailing Reader, Routledge.
Dunne, P. & Lusch, R. (2008), Retailing, 6th ed., Thomson South-Western.
Millar, D. (2008), Retail Marketing, A Branding and Innovation Approach.
Quester, et al. (2007), Marketing: Creating and delivering value, 5th ed., Mc Graw-Hill.
Robbins,S., Bergman, R., Stagg, I. & Coulter, M. (2009), Management, 3rd ed., Pearson, Australia
