MK9513 - Retail and Multichannel Marketing

What will I learn on this module?

This module aims to provide you with the knowledge and skills covering a variety of strategic marketing principles and tools used by retailers to satisfy both transactional and relational objectives.

You will consider the principles of retailing and how they translate into the practice of digital alternatives which have evolved in this dynamic sector, enabling retailers to engage and interact with you across various platforms, channels (multi and omni) and touchpoints.

The issues you will cover can be split into three themed areas:
1 The principles of Retailing: its role and importance to the economy and to customers and their decision making/buying.
2 The Retail Mix: an applied marketing mix e.g. buying and selling, merchandising, service, store environment and image etc. and
3 The Digital Revolution: and how it has further evolved the retail function into a multichannel approach for ‘media meshing’ customers, requiring different approaches to the standard Retail Mix.

On completion of this module you will be able to link theory to practice and analyse the options for different trading platforms for different types of offerings of goods and services to different target markets, thereby interpreting and rationalising solutions to a range of business problems across alternative business retail models.

How will I learn on this module?

You will learn through a combination of lectures, seminars, directed and independent learning on this module. You will receive two hours of lectures per week and one seminar each week.

The directed learning will enable you to keep up-to-date with events in this dynamic market and your independent learning will enable you to explore areas of retailing and practitioners’ practice that are of specific interest to you.

There will be a range of different exercises built into your seminars and directed learning, from which you will receive formative feedback, some of which will contribute to the module assessment through tasks undertaken during seminar sessions as part of the overall assignment.

Retailing and multichannel retailing is so fundamentally customer orientated that whether or not you go on placement into this area of business or have career aspirations here, a knowledge of how to best to satisfy your customers in the different ways they want to be satisfied within the constraints of different business models will be invaluable to you across all business sectors. . Wherever your interest lie, the combination of your lectures, which will be tutor-led, your seminars and directed learning and independent learning will enable you to gain a deeper and broader knowledge of the topic whilst allowing you the opportunity to work both individually and in groups to enhance your research base and develop your skills and levels of engagement, creativity and individual choice.

How will I be supported academically on this module?

Support will be provided to you by the module tutor, who will be involved in delivering the lectures, and members of marketing staff who make up the module team. Seminars, of about 20 students, are designed to be interactive therefore you will be able to engage with your seminar tutor to experience more personal academic support which will include formative feedback on various tasks and exercises, some constituting components of your assessment on this module. The module tutor will be contactable in person or via email for enquiries.

You module is supported by the e-learning portal, which will include module documentation including lecture and seminar schedules and materials, assessment information, electronic reading lists, relevant conference papers, journal articles, web links etc. that will of relevance to your involvement and learning in this module.

The assessment will include both group (presentation) and individual (report) components planned sequentially as your knowledge and understanding progresses through the module. All tasks are linked and build up to the final task in the assignment which will be the culmination of all the research you have undertaken using a variety of methods designed to allow you to develop and showcase the skills you have developed thus far prior to going out on placement and for later on in graduate employment.

Support will be provided to encourage you to become active and independent learners through an experiential approach to the co-creation of knowledge through engagement and enquiry which will prepare you for higher levels of academic rigour.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Understand and evaluate the relevance and importance of retailing to the economy and the extent of its application, challenges and influence on society. (MLO1)
• Through research based .learning you will understand and apply the fundamentals of retailing in both physical and multi-channels platforms to achieve appropriate business solutions. (MLO2)

Intellectual / Professional skills & abilities:
• Apply team working and communication skills effectively in a group research setting. (MLO3)
• You will evidence skills in the use and application of technology as an aid to your learning and research and how it impacts on business applications and models. (MLO4)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Be aware of the issues of corporate social responsibility and ethics as fundamental to business models in retailing, national and international contexts. (MLO5)

How will I be assessed?

You will be assessed via 2 components in this module. A group component weighted at 25% of the module assessment and an individual report weighted at 75%.

The group work, which will address MLO1, MLO2, MLO3, MLO4 and MLO5, will involve research on a retailer of your choice addressing its current strategy for its off and online operations. Formative feedback will be given to students during the preparation and development of this process. The assessment will incorporate an element of the multichannel approach and will be delivered using a digital tool, such as a vlog. Written and oral feedback on this task will be given by the tutor alongside discussion with you on how the key issues can be progressed to the next stage of the assessment as a means of feedforward.

The individual task will take the form of a report which will build on the work you undertook in the group task but enable you to incorporate your own research into an analysis, critical review and proposal for how your chosen retailer might progress its business model in the future to sustain its place in an increasingly competitive market.

This component will address the same MLOs as in the group task, MLO1, MLO2, MLO3, MLO4 and MLO5. You will work on the assessment on a continuous basis from the start of the module in order to monitor and research the strategies and tactics that are being employed by your chosen retailer and its competitors – much as you would be doing if you were working for that retailer in reality. Written feedback will be provided to you via a structured assessment/feedback sheet that accompanies the brief in addition to comments on your written work.





Module abstract

There isn’t a business that exists that can afford not to sell, make a profit or fail to engage its customers, which is why retailing and multichannel impacts on, and can be universally applied across a range of business scenarios.

This module introduces you to a range of contemporary practice in a dynamic business environment with increasingly sophisticated, techno-savvy and demanding customers. Therefore, you will be researching the practices of exemplars and the demands that face them as technology has evolved the sector into a more ‘wired’ servicescape.

You will develop your academic skills of research and critical review across a variety of tasks including the assessment which also involves you in a multichannel theme: a group component (25%, undertaken mid-semester) incorporating a digital format and an individual component (75% at the end of the semester) thereby enabling you to market yourself and a your learning via a multichannel format.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2021 or September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of online and face to face teaching due to the ongoing Covid-19 pandemic.

We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Students will be required to attend campus as far as restrictions allow. Contact time will increase as restrictions ease, or decrease, potentially to a full online offer, should restrictions increase.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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