SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN525005
Module Leader Ruth Marciniak
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

The evaluation of retail performance is dependent upon quality of goods, quality of the service process, retail design and image, whether it be offline or online. From the customer's perspective, this highly complex mix influences consumer decision making, loyalty and, ultimately contributes to the retail experience. The foundation of this module is creative industry practice, set within a theoretical context. The aim of the module is to explore key concepts and theoretical foundations of experiential retail marketing e.g. retailscapes, both virtual and physical, in creating retail experiences for the consumer.


The experience economy: evolution, theoretical concepts and the demand for experiences Retail experiences: retail format development: historical perspective & retail categorisation framework Staging experiences that sell - Oldenberg's Third Space Retail design and layout: creating different retail experience - fashion and lifestyle retail pops ups, events, flagship stores, concept stores & digital experiences Experiential marketing strategy: experiential objectives Customer experience management and customer relationships: physical and emotional expectations Customer experience in the digital world: virtual retail experiences and customer journey mapping Transferring the retail experience across geographical and cultural boundaries

Learning Outcomes

On successful completion of the module the student should be able to:-1. Obtain a critical understanding of the relationship between traditional retail marketing and experiential retail marketing. CW022. Explore the development of retail experiences as a marketing concept. CW023. Critically assess the application of theoretical concepts of experiential marketing in current retail marketing strategies. CW01/CW024. Provide a create solution for a retail brand experience. CW015. Explore digital media for fashion and lifestyle by importing, creating and manipulating image files and effectively communicate ideas through visual presentation formats. CW01

Teaching / Learning Strategy

The teaching and learning strategy is delivered through lectures, seminars and labs supported by multimedia and online resources. Lectures are used to communicate key theories and practices of the subject. Seminar groups are used to discuss application of theory, often via case studies. Labs are used to support assessment work wherein students will be using in design, photoshop and illustrator. Formative feedback is provided in tutorials. Directed study takes the form of reading and group discussion outside of class. Field visits and guest lecturers will be drawn upon to enhance students' learning. All module materials are made available to students via the University's VLE, GCU Learn.

Indicative Reading

Belk, Russell W. & Rosa Llamas (Eds.) (2013), The Routledge Companion to Digital Consumption, Abingdon: Routledge Berkhout C. (2016) Retail Marketing Strategy: Delivering Shopper Delight, Kogan Page Jay Diamond J., Diamond E., & Litt S. (2015) Fashion Retailing: A Multi-Channel Approach, 3rd Ed, Fairchild Books Dillion S. (2011) The Fundamentals of Fashion Management, Fairchild Books Halepete Iyer j. & Bennur S. (2017) Retailing in Emerging Markets 2nd Edition, Fairchild Books Harris C. (2017) The Fundamentals of Digital Fashion Marketing, Bloomsbury Publishing Koumbis D. (2014) Fashion Retailing: From Managing to Merchandising, Fairchild Books Mikunda C. (2006), Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience, London: Kogan Page. Peppers D. & Rogers M. (2016) Managing Customer Experience and Relationships: A Strategic Framework, 3 rd edition, John Wiley and Son Petermans A. & Kent A. (2016) Retail Design: Theoretical Perspectives, Taylor and Francis Pine J. & Gilmore J. (2007) Authenticity: What consumers really want, Harvard Business School Press, Boston Pine J. & Gilmore J. (2011) The Experience Economy: Work is Theatre & every business a Stage, Harvard Business School Press, Boston Sherman G.J. & Perlman S. (2014) The Real World Guide to Fashion Selling and Management, 2 nd ed, Fairchild Books Smilansky S (2017) Experiential Marketing: A practical guide to interactive brand experiences, 2 nd edition, Kogan Page Wright T. & Snook C.J. (2017) Digital Sense: The Common Sense Approach to Effectively Blending Social Business Strategy, Marketing Technology, and Customer Experience, John Wiley and Son Zentes J. Morschett D. & Schramm-Klein H. (2016) Strategic Retail Management: Text and International Cases, third edition, Springer Gabler Journals Journal of marketing management Journal of Retail & Leisure Property Journal of Retailing and Consumer Services The Service Industries Journal Web sites

Transferrable Skills

Visual and written communication Organising and planning work Intercultural awareness Global mind set Research skills Ability to apply knowledge and theory to real-world problems Creativity in applying knowledge to contemporary issues and emerging themes in marketing Ability to prioritise tasks and manage time Problem solving

Module Structure

Activity Total Hours
Independent Learning (FT) 72.00
Lectures (FT) 12.00
Assessment (FT) 40.00
Seminars (FT) 12.00
Practicals (FT) 12.00
Tutorials (FT) 2.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 30.00 45% Group Presentation & Portfolio 10 mins plus 1,500 words (Week 12)
Course Work 02 n/a 70.00 45% Individual Report 2,500 words (Day 1, Week 15)