MKTG 4431: Retail Marketing

Students develop an in-depth understanding of retail and services management as well as non-store retailing. Topics include an overview of retail marketing; retail marketing, financial and location strategy; merchandising; pricing and distribution; promotion including communications, store layout, store design, visual merchandising; and customer service.

Learning outcomes

  • Apply the principles, practices, and concepts used in retail marketing management.
  • Describe the complex nature and environment of retail marketing management together with the buying and selling of goods, services, and ideas to the final consumer.
  • Understand the conceptual and organizational aspects of the retail sector, including strategic planning and management in the retail industry.
  • Understand the key elements in planning, managing, and executing the retail marketing mix as they relate to the product, price, distribution, and promotion.
  • Identify the approaches to and guidelines used to analyze and solve retailers' problems and make decisions in retail organizations.

Course topics

Module 1: Retail Marketing Management

Module 2: Retail Marketing Strategy

Module 3: Retail Marketing Mix - Product

Module 4: Retail Marketing Mix - Price

Module 5: Retail Marketing Mix - Distribution

Module 6: Retail Marketing Mix - Promotion

Required text and materials

Levy, M., & Weitz, B., Grewal D. (2019). Retailing Management (10th ed.). New York: McGraw-Hill Education;
Type: Textbook. ISBN: 978-1-260-08476-4

Additional requirements

A computer with Internet access is required.


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course and 50% or higher on the final mandatory exam.

Assignment 1: Retail Marketing Management 10%
Assignment 2: Retail Marketing Strategy 15%
Assignment 3: Retail Marketing Mix-Product 10%
Assignment 4: Retail Marketing Mix-Price and Distribution 15%
Assignment 5: Retail Marketing Mix-Promotion and Marketing Communication 20%
Final Exam * 30%


Open Learning Faculty Member

An Open Learning Faculty Member is available to assist students. Primary communication is through the Learning Environments “Mail” tool or by phone. Students will receive the necessary contact information at the start of the course.

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