WM9A1-15 Digital Retail Strategy
Introductory description
Modern retail has gone through a transformational shift moving from a more traditional brick and mortar model to a digital first industry. As online channels continue to dominate as avenues of growth, businesses increasingly try to re-imagine their strategies leveraging digital tools and platforms to improve their business models, operations and customer experience.
Module aims
The Digital Retail Strategy module aims to appraise students of modern trends in retail and how digital technologies are influencing the industry. The module delivers a hands-on experience of digital retail platform development and covers a range of supporting topics such as:
- Web Retail Store Design
- Digital Marketing Tools for Online Retail
- Sales Strategies & Conversion Rate Optimization for Digital Retail
- Digital Supply Chain & Partnerships
- Modern/Emerging Technologies and their Impact on Digital Retail
Outline syllabus
This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.
Digital Platform
- Web Tech and Models
- Store Design
- Key Functionality for Digital Store
Digital Retail
- Online Selling Process
- Digital store management
- Partnerships
-Digital Marketing for Retail - Conversion Rate Optimization
Retail Channels
- B2B and B2C
- Marketplaces
- Digital Retail Supply Chain Planning
Technology
- Key Retail Tech
- Business Intelligence
- Data-Driven Retail
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate the ability to develop a use-case-appropriate strategy presentation using key module learnings, informed by collaboration and reflective practice.
- Critically assess different digital retail platform technologies and develop an understanding of design optimization for delivering conversion friendly storefronts.
- Critically evaluate various sales, marketing and operations strategies that help deliver success for the digital enterprise and employ the most appropriate ones for the assigned use case.
- Critically analyse the potential and role of modern technologies in delivering higher levels of customer convenience and selling success.
- Evaluate key digital storefront design and functionality choices and employ appropriate ones for delivering customer experience and selling success for the assigned use case.
Indicative reading list
Specific reading list for the module
Interdisciplinary
A mixture of technology/computing topics and business topics
International
Topics are of high international demand
Subject specific skills
Web Store Development - Web Store Design - Sales Strategy - Marketing & Operations Planning - Data Driven Intelligence
Transferable skills
Strategy Development Skills - Sales skills - Data Driven Decision Making - Channel Planning - Communication Skills - Teamwork
Study time
| Type | Required |
|---|---|
| Lectures | 20 sessions of 1 hour (13%) |
| Seminars | 10 sessions of 1 hour (7%) |
| Online learning (independent) | 30 sessions of 1 hour (20%) |
| Private study | 30 hours (20%) |
| Assessment | 60 hours (40%) |
| Total | 150 hours |
Private study description
Students will be provided learning material on an appropriately designed moodle page to engage with for independent learning. Student would then be expected to further improve their understanding of concepts by engaging in private study.
Costs
No further costs have been identified for this module.
You must pass all assessment components to pass the module.
Assessment group A5
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Digital Store Front Design - Group Assessment | 30% | 18 hours | No |
|
Students are tasked with creating and/or critiquing a digital store front using commonly used platforms and analysis tools. This activity will include a peer-review process. |
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| Business Report | 70% | 42 hours | Yes (extension) |
|
A business-style report in which the students will be working on strategy development for the digital retail operation. |
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Assessment group R5
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
| Digital Store Front Design - Individual Assessment | 30% | No | |
|
Students are tasked with creating and/or critiquing a digital storefront using commonly used platforms and analysis tools. |
|||
| Business Report | 70% | No | |
|
A business-style report in which the students will be working on strategy development for the digital retail operation. |
|||
Feedback on assessment
In - Module Assessment : Verbal feedback will be provided post presentation and a group feedback sheet will be released along with the group mark.
Essay Based Assessment : Written feedback will be provided for the essay based assessment in a standardized mark sheet.
Courses
This module is Optional for:
- Year 1 of TWMS-H1S4 Postgraduate Taught e-Business Management (Full-time)