MSc Multichannel Retail Marketing

Overview

The MSc Multichannel Retail Marketing will provide you with a comprehensive knowledge of core marketing principles, along with an additional focus on multichannel retailing, that will prepare you for a career in retailing and marketing management. The course has been designed to develop your knowledge and understanding of multichannel practices and their strategic importance to businesses as varied as retailers, manufacturers, or brand owners, as they consider the many routes by which they interact with customers.

Many of the modules that make up the MSc Multichannel Retail Marketing are taught by staff from the University of Stirling’s Institute for Retail Studies. Not only are all of the teachers on the course research active but, drawing on the Institute’s thirty-five years of work within the retail sector, they also have a deep understanding of the practical issues involved in multichannel retailing. Our research-led teaching approach is a key strength of this course. In addition to consistently engaging in academic literature through weekly readings and module assessments, the course gives you a number of opportunities to apply concepts, theories and frameworks to practical aspects.

Course objectives

The MSc Multichannel Retail Marketing will provide you with a comprehensive knowledge of core marketing principles, along with an additional focus on the channel issues in retailing and marketing, that will prepare you for a career in retailing or retail marketing. The course has been designed to develop your knowledge and understanding of the strategic importance of developing and managing retail channels at both national and international levels. At the end of the course you will be able to:

• explain the multiple routes or channels by which customers and retailers interact with each other and with the marketing activities of other businesses such as manufacturers and product brand owners
• analyse the market competitiveness of a range of multichannel approaches used by retailers
• understand the range of problems multichannel retailers face including brand consistency, matching prices across channels, the ‘last mile’ of a supply chain, and product returns
• consider the social, political and cultural context of retailing and the impact that this has on channel choice in different international markets
• explore the ethical issues that arise from retail marketing activities and to understand the impact retail marketing has on society in general