Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4235	RETAIL MARKETING	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR BURCU ILTER

Offered to

BUSINESS ADMINISTRATION

Course Objective

This course aims to provide the student with a comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. Current multi-channel retail strategies among bricks-and-mortar and web-based firms will be analyzed.

Learning Outcomes of the Course Unit

1	To demonstrate an understanding of the crucial and growing role played by retailers in the marketing environment.
2	Recognize retail marketing strategies of the companies with the purpose of understanding the complexities of retailing.
3	Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
4	Improve oral and written communication skills through class discussions and presentations.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Building and sustaining relationships in retailing
2	Retail Institutions
3	Assignment 1 on Retail Institutions
4	Trade Area Analysis and Site Selection
5	Developing and Implementing Merchandise Plans
6	Assignment 2 on Trade Area Analysis and Site Selection and Developing and Implementing Merchandise Plans
7	Establishing and Maintaining Retail Image
8	Assignment 3 on Establishing and Maintaining Retail Image
9	Pricing and Promotion in Retailing
10	Assignment 4 on Pricing and Promotion in Retailing
11	Consumer Behavior in Retailing
12	Assignment 5 on Consumer Behavior in Retailing

Recomended or Required Reading

Berman, Barry and Evans, Joel R. (2010). Retail Management: A Strategic Approach. New Jersey: Pearson

Planned Learning Activities and Teaching Methods

1. Lecture
2. Group Work
3. Presentations
4. Class Discussions

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	PRS	PRESENTATION
2	FIN	FINAL EXAM
3	FCG	FINAL COURSE GRADE
4	RST	RESIT
5	FCGR	FINAL COURSE GRADE (RESIT)

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1. Final Exam
Students will be assessed on their knowledge of concepts and theories through a essay-type written exam.
2. Assignments (5 X 10 points)
Students will do an observation in a real marketing environment about topics covered in class and prepare a written report. They are expected to share their observation with their class-mates through oral presentations.

Assessment Criteria

Late submissions of reports will not be graded.

Language of Instruction

English

Course Policies and Rules

1. Students will attend 70% of the course.
2. Students are expected to participate actively in class discussions.
3. Students are expected to attend to classes on time.
4. Students must obey the time limits of their presentation

Contact Details for the Lecturer(s)

burcu.ilter@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)