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GB 747, Retail Marketing and Channel Management
Loyola College in Maryland
Sellinger School of Business and Management
Mrs. Hope B. Corrigan, MS, MBA
Course Description
This course examines the strategic role of retailing in the distribution of consumer goods and services.
Students learn why consumer insight and superior execution are critical factors for building retail brands
that will be successful in the future. Key topics of the course include Retail Formats, Multichannel
Required Text
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Course Learning Objectives
1. Analyze the growing diversity of retail formats.
2. Examine opportunities and challenges that retailers face when interacting with customers through multiple
channels.
Other Materials
A textbook used in the introductory level marketing course should be available as a resource to
independently review basic marketing concepts as needed. Students are expected to have a copy of A
Blackboard
The electronic Blackboard will be used frequently in this course. The professor will post PowerPoint
Marketing Tool Kit
The professor developed a Marketing Tool Kit that includes the major marketing tools that are taught in
a basic level marketing course. The Tool Kit contains the types of data that students should know how to
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Academic Honesty
Students are expected to maintain the highest standards of academic honesty. All students of the College
are expected to understand the meaning of the Loyola College Honor code. Ignorance of the Code is not a
Documenting Sources for an Academic Research Paper
As stated by Diana Hacker, the author of
other writing that borrows information from sources, the borrowed information – quotations, summaries,
Use a writing style book, writers reference or a guide to writing research papers for specific guidelines for
complete citations for books, articles, government publications, company annual reports, home pages, etc.
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Course Requirements
Standards for Student Writing 2
Business managers and educators agree that written and oral communication skills are necessary for
are writing in the first person and using slang instead of business terminology. Slight differences of style,
such as use or absence of commas in some instances, are not gross writing errors.
Please note: No late assignments will be accepted. If a student must miss class on the date an assignment is
due, the student should proactively notify the professor (either during the prior class or via telephone) to
make arrangements to hand in the assignment by the required due date.
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Individual Assignments
Students in this graduate course will complete two individual assignments. The first assignment requires
Take Home Exam
this final you will either pick a
your favorite retailer.
This take home final exam is due to the professor on the last day of class. You are strongly encouraged to
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Individual Attendance and Class Participation
You are expected to attend all classes. It is important for students to hear the lectures, watch the videos,
Grading
The breakdown of points to determine your grade is as follows:
Grading Points Description
Case Paper 150 5 to 10 pages including case write-up, discussion questions,
teaching notes and sources
Final grades will be given on the basis of the following final point totals:
A 930 points and above
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C+ 770 points and above
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Library Resources
Students are expected to be comfortable using secondary marketing resources (library databases and reference
books) available at the Loyola Notre Dame Library to collect the information necessary to complete the course
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Class Schedule
Date Topic
Reading Assignments
Chapters and Articles
—————- ———————————————————————— ———–——————-
1 Introductions – Instructor and Students
Course Expectations and Syllabus
Building Retail Brands to Drive Value – Video
—————- ——————————————–—————-———— ——————————
3 Types of Retailers
Discuss Franchises
Store Choices – In-class Exercise
Chapter 2
NAICS codes – Handout
Get Out and Do It – 6
Customer Buying Behavior
Bring the textbook to class
Discuss Geographic Classification of Customers
–
Mart in Vogue?
–
Case Analysis
Chapter 4
Get Out and Do It – 5
—————- ———————————————————————– ——————————
4 Site Visit
Giant Fresh Food Facility
Ci
r
cuit City
–
Case Analysis
Meet at this location at
6:15 p.m. Wear closed-toe
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Date Topic Reading Assignments
Chapters and Articles
—————- ——-——————————————–——————– ———–——————-
7 Site Visit
General Growth Properties
The Mall in Columbia
10300 Little Patuxent Parkway
Columbia, Maryland 21044
Meet at this location at
6:15 p.m. The entrance is
between Sears and Master
Cuts.
—————- ——-——————————————–——————– ———–——————-
9 Due – Individual Written Assignment – Site Visit Journal
Customer Relationship Management
Bring the textbook to class
CRM Discussion Questions
–
In
–
class Exercise
Chapter 10
Managing the Merchandise Planning Process
Discuss Planning and Managing Merchandise
– Case Analysis
Chapter 11
Discussion Questions
——————————
–
carb trend
–
Case Analysis
Questions 6, 9
–
11
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Date Topic Reading Assignments
Chapters and Articles
—————- ——-————————————-————————— ———–——————-
—————- ——-——————————————–——————– ———–——————-
12 Course Evaluations
Human Resource Management
Ethical Hiring Decisions – In-class Debate
Study Guide – Handout
Hiring for Looks –
Reading Assignment
Retail Communication Mix
Discuss In-store Advertising
Brand Associations – In-class Exercise
Retailing in Europe – Video
Chapter 14
In-store Advertising –
Reading Assignment
Media Comparison –
Handout
—————- ——-——————————————–——————– ———–——————-
13 Due – Case Presentations from Students
—————- ——-——————————————–——————– ———–——————-