- An undergraduate course
in
Business and Management.
An introduction to retail management and marketing
- On this page
| Course facts | |
|---|---|
| About this course: | |
| Course code | B122 |
| Credits | 30 |
| OU Level | 1 |
| SCQF level | 7 |
| FHEQ level | 4 |
| Course work includes: | |
| 3 Tutor-marked assignments (TMAs) | |
| End-of-module assessment | |
| No residential school | |
The retail industry is highly dynamic and innovative. This course looks at how retailing has developed within a business context, and how retail outlets work and apply retail marketing. It offers a balance between theory and practice that is innovative and engaging. During your studies you will consider contemporary factors that affect retailing: globalisation; the impact of ever-changing technology; and social and ethical issues. This course is designed for retail industry employees wishing to develop a career in management, and anyone interested in working in the retail sector, or simply wanting to know more about the world of retailing. If you are planning to study more than one course, it is recommended that you study B120 first, but you can start your studies with B122 if you wish.
Register for the course
What you will study
The course content has been developed through discussions with a range of retail employers. As a result it has practical relevance and is responsive to the employment needs of retailers and the skills and characteristics required for developing a knowledgeable, ambitious and motivated workforce.
It presents the principles of retail management and marketing, for students aiming for a higher qualification in retail management and for anyone wishing to develop their knowledge of retailing and the retail industry.
You will receive a number of core texts, each including a mix of discussion, readings and activities. These texts will be supported by a website and multimedia learning materials such as audio podcasts, video materials and web-based activities all presented online. Each book plus the associated online session makes up a single block as follows:
Block 1: What is retailing? This block establishes the historical and business context of retailing and sets out the competitive retail landscape. It considers the range and scope of types of retail formats and operations; and identifies the key issues affecting the development of retail brands. This block also examines retail law, including consumer protection, product liability, displaying prices, consumer credit and employee-related legislation. Finally, it introduces the remaining blocks and considers the linkages between them.
Block 2: Managing Retail Stores. This block explores the key elements of day-to-day store operations and focuses on issues associated with managing people and process. Key topics include: managing a retail store; store design; visual merchandising and stock management; retail store information systems; and managing and developing people in retail organisations.
Block 3: Retail marketing management. This block explores retailing from a marketing perspective. It examines how each of the elements of the marketing mix applies in a retail context: product; price; place; promotion and branding; and service delivery.
Block 4: Retail planning and supply. This block builds on associated issues raised in blocks 1, 2 and 3. Key topics covered are: retail location; retail logistics and demand-driven supply; alternative distribution channels; delivering customer value; and managing supply relationships, including the use of information systems.
Block 5: Contemporary issues in retailing. This block refers to issues raised in the other blocks and examines the major forces currently influencing and shaping retailing. It considers in some detail the influences of retail expansion, internationalisation, the changing retail environment, and the impact of technology including online retailing. Please note that this block does not have a printed book and is delivered online only.
In summary, each block examines issues, topics and theories that will enable you to build a solid understanding of the foundations of retail management and retail marketing. The identified themes focus on areas posing major challenges to retailers. Completing this course will give you a good grounding in retail business, enabling you to progress to further levels of retail and business studies.
You will learn
The academic purpose of this course is to introduce you to the main functions and management of a retail business and the key issues associated with understanding retail trading and retail environments. After studying the course, you should be able to:
- explain relevant theories and concepts of retailing
- describe the key elements of a retail business and the retail trading environment
- discuss issues associated with operating a business in a retail environment/context
- outline the key course topics and explain why each topic is important to understanding the principles of retail management
- explain linkages between components of the course
- organise your studies, including paper-based and computer-based services
- continue to develop your awareness of how you learn and how different elements of the course applied to your individual learning style.
Vocational relevance
We recognise that there are many capable people working in retail with excellent shop floor skills, commitment, energy and experience but who lack the necessary academic qualifications to further their careers and to move into management both within and outside the retail industry. This course is for everyone from shop assistants to senior managers working in retail outlets of all types and sizes including the charity sector.
Entry
This course is for anyone with an interest in retailing. No work or management experience, or previous educational qualifications are assumed. You will be expected to carry out some tasks online and to participate in online discussions.
If you have any doubt about the suitability of the course, please contact our Student Registration & Enquiry Service.
Outside the UK
This course is relevant to retailing both inside and outside the UK.
Regulations
As a student of The Open University, you should be aware of the content of the Module Regulations and the Student Regulations which are available on our Essential documents website.
If you have a disability
Transcripts of any audio components and Adobe Portable Document Format (PDF) versions of printed material are available. Some Adobe PDF components may not be available or fully accessible using a screen reader and mathematical, scientific, and foreign language materials may be particularly difficult to read in this way. Other alternative formats of the study materials may be available in the future. Our Services for disabled students website has the latest information about availability.
Part of this course is delivered through a website and includes the use of multimedia materials and online activities. If you use specialist hardware or software to assist you in using a computer or the internet and have concerns about accessing this type of material you are advised to talk to the Student Registration & Enquiry Service about support which can be given to meet your needs.
If you have particular study requirements please tell us as soon as possible, as some of our support services may take several weeks to arrange. Visit our Services for disabled students website for more information, including:
- help to determine your study requirements and how to request the support that you need
- Disabled Students' Allowances (DSAs)
- using a computer for OU study
- equipment and other support services that we offer
- examination arrangements
- how to contact us for advice and support both before you register and while you are studying.
Study materials
What's included
The printed books are complemented by online materials and activities. There is a printed study guide (Getting Started) and a website that hosts multimedia learning items including audio and visual material and activities.
Computing requirements
You will need a computer with internet access to study this course as it includes online activities, which you can access using a web browser.
- If you have purchased a new desktop or laptop computer since 2007 you should have no problems completing the online activities.
- If you’ve got a netbook, tablet or other mobile computing device check our Technical requirements section.
- If you use an Apple Mac you will need OS X 10.6 or later.
You can also visit the Technical requirements section for further computing information including the details of the support we provide.
Teaching and assessment
Support from your tutor
You will have a tutor who will help you with the study material and mark and comment on your written work, and whom you can ask for advice and guidance. If you are new to The Open University, you will find that your tutor is particularly concerned to help you with your study methods. We may also be able to offer group tutorials or day-schools that you are encouraged, but not obliged, to attend. Where tutorials are held depends on the distribution of students taking each course.
Contact our Student Registration & Enquiry Service if you want to know more about study with The Open University before you register.
Assessment
The assessment details for this course can be found in the facts box above.
You will be expected to submit your tutor-marked assignments (TMAs) online through the eTMA system unless there are some difficulties which prevent you from doing so. In these circumstances, you must negotiate with your tutor to get their agreement to submit your assignment on paper.
Future availability
The details given here are for the course that starts in October 2013 and April 2014. We expect it to be available twice a year.
Students also studied
Students who studied this course also studied at some time:
How to register
To register a place on this course return to the top of the page and use the Click to register button.
Student Reviews
“I was undecided about taking this module as I have no experience of working in Retail but I am glad ...”
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“I chose B122 as although I'd amassed 180 points towards my BA, the retail side of things in particular was ...”
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Distance learning
The Open University is the world’s leading provider of flexible, high quality distance learning. Unlike other universities we are not campus based. You will study in a flexible way that works for you whether you’re at home, at work or on the move. As an OU student you’ll be supported throughout your studies – your tutor or study adviser will guide and advise you, offer detailed feedback on your assignments, and help with any study issues. Tuition might be in face-to-face groups, via online tutorials, or by phone.
For more information read Distance learning explained.
Undergraduate
| Course facts | |
|---|---|
| About this course: | |
| Course code | B122 |
| Credits | 30 |
| OU Level | 1 |
| SCQF level | 7 |
| FHEQ level | 4 |
| Course work includes: | |
| 3 Tutor-marked assignments (TMAs) | |
| End-of-module assessment | |
| No residential school | |
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