Singapore University of Social Sciences

Retail Management

Retail Management (MKT353)


MKT353 Retail Management aims to enhance the understanding of principles of traditional and contemporary retail strategies. In this course, students will learn fundamentals of retail theories as well as contemporary marketing practices. The course discusses the importance of technology and digital retailing, multi-channel and omni-channel strategy. It also examines retail market strategies, consumer behavior in retail, merchandising, retail pricing and communication strategies.

Level: 3
Credit Units: 5
Presentation Pattern: Every July


  • Overview and basic understanding of retail management
  • Strategic retail management process
  • Elements of digital retailing
  • Multichannel and omni-channel retailing
  • Mobile and social retailing
  • Retail location decisions
  • Trade area analysis and selection
  • Merchandise management process
  • Retail pricing strategies
  • Consumer buying decision processes in retail context
  • Communication through new and traditional media channels
  • Retail customer relationship management programs
  • Collection and analysis of customer shopping data

Learning Outcome

  • Develop an understanding of the 7C framework of digital retailing
  • Appraise the various multi-channel and omni-channel retail strategies
  • Plan and define retail strategy
  • Evaluate the buying decision process for retail patronage
  • Demonstrate essential proficiency in written and verbal communication skills
  • Apply the retail management knowledge and information to recommend retail strategies in particular scenarios
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