Retail Marketing

No specific prior knowledge is required.

• ME1. Theoretical-Practical Classes (TP): Sessions focused on the presentation and discussion of the fundamental concepts of marketing, complemented by case study analysis, promoting critical reflection and active student participation.
• ME2. Project-Based Learning (PBL): Development of individual and group projects in which students apply marketing concepts and tools to analyse business problems and collaboratively design marketing strategies and marketing plans for brands and organisations.
• ME3. Tutorial Guidance (TG): Continuous supervision and feedback sessions to monitor the progress of individual and group projects, clarify questions, and provide formative feedback throughout the learning process.
• ME4. Seminars (S): Participation in seminars and guest lectures delivered by industry professionals, focusing on the discussion of real-world cases and strengthening the connection between theoretical concepts and professional practice.

The learning objectives of the CU are:

• OA1. Analyze retail structures and formats, considering their role in the organization and dynamics of distribution channels.
• OA2. Evaluate omnichannel retail strategies for integrating channels and optimizing the buyer’s journey.
• OA3. Apply emerging technologies and data-based methods to personalize the retail experience.
• OA4. Develop retail marketing strategies, including market analysis, planning and performance evaluation.
• OA5. Create innovative point-of-sale solutions, considering the impact of digital retail, ephemeral retail and consumer trends.

• P1. Retail and Distribution Channels
  1.1. Retail structures and formats
  1.2. Power, relationships, and conflicts in channels
• P2. Omnichannel Retail and Channel Integration
  2.1. The customer journey
  2.2. Digital retail marketing and technologies in retail
  2.3. Ephemeral retail: pop-up stores
  2.4. Data-driven retail: capturing, integrating, and personalizing the experience
• P3. Retail Marketing Strategy and Planning
  3.1. Market and competitor analysis
  3.2. Retail marketing strategy and mix
  3.3. Store design and planning
  3.4. Retail performance evaluation.

Students may choose one of the following two assessment regimes:

A) CONTINUOUS ASSESSMENT:

• MA1. Individual Written Test (40%): Individual written test designed to assess the acquisition and application of the knowledge and competencies developed throughout the course unit. Closed book. Minimum grade: 6,0. Mandatory assessment component.
• MA2.1 Group Project (20%): Development of a group project focused on the analysis of a company or brand operating in the retail sector, involving the characterisation of the retail format and distribution channels, the evaluation of the omnichannel strategy, the analysis of the use of technologies and data in the shopping experience, and the development of an innovative retail marketing strategy. The project should include the definition of improvement proposals for the customer experience, the point of sale and/or digital channels, as well as the identification of performance evaluation indicators. Minimum grade: 9,5. Mandatory assessment component.

AI Guideline: Level 2 permitted (AI as a support tool for writing and code drafting). Students must obligatorily submit an AI usage declaration, including the list of prompts used and a record of their critical intervention.

• MA2.2 Individual Oral Presentation and Project Defence (20%): Individual presentation of the project and answers to questions from the evaluation panel. Minimum grade: 9,5. Mandatory component for the validation of the group project grade (MA2.1).

GenAI Guideline: Level 0 (No AI use allowed).

• MA3. Individual Retail Store Visit Report (20%): Development of an individual report based on the observation and critical analysis of a retail store, applying the concepts addressed in the course unit. Minimum grade: 9,5. Mandatory assessment component.

AI Guideline: Level 2 permitted (AI as a support tool for writing and code drafting). Students must obligatorily submit an AI usage declaration, including the list of prompts used and a record of their critical intervention.

Final Classification Formula:

FC = (0,40 × MA1) + (0,20 × MA2.1) + (0,20 × MA2.2) + (0,20 × MA3)

B) EXAMINATION ASSESSMENT (Resit/Special Examination Periods):

MA4. Individual Written Examination (60%): Minimum grade: 9,5.

MA5. Individual Oral Examination for Grade Defence (40%): Minimum grade: 9,5.

Examination Formula:
FC = 0,60 × MA4 + 0,40 × MA5

Working Student Status (TE): Students holding Working Student status are exempt from attendance requirements in MA2.1. The group project may be replaced by an individual project, and the corresponding individual oral defence (MA2.2) is mandatory.

Grade Improvement: Students may improve their final classification in accordance with the provisions of the Institution's Academic Regulations. The retention of grades obtained in continuous assessment components is subject to the regulations currently in force.

Suspected Fraud: In the event of a well-founded suspicion of fraud identified during the marking process, the student will be required to undertake an oral examination to verify the knowledge and competencies demonstrated. This verification will be conducted by a panel composed of the course unit instructor and two additional lecturers from the same subject area. If the student fails to demonstrate the knowledge and competencies evidenced in the written assessment, the assessment will be annulled.

NAO