MSc in Marketing and International Business

Second Term 2023-24

MIB604 - Sales and Retail Management

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Brief Course Description

The field of retailing and sales management presents the complexities involved in retailers’ relationships with both the consumers and other channel members. By engaging in strategic retail management, the retailer is urged to study competitors, suppliers, economic factors, consumer changes, marketplace trends, legal restrictions, and other elements, and to manage a retail business from a broader perspective of managing a channel that can bridge the gaps between the consumers and the suppliers. Retail sales management focuses on the practical application of sales techniques and the management of a retail firm’s sales operation.

The objectives of this course are to introduce students to the basic principles of strategic planning and the decisions for managing a retail business with a special focus on sales management. The topics to be examined include: customer relationships and channel relationships, the value chain, strategic planning for retail business, the impact of technology on retail relationships, emerging retailing approaches, the types and the characteristics of retail institutions, as well as marketing and sales management issues involved in retailing. The ultimate goal is to provide students with the knowledge and ability needed in retail management. Throughout the course, students will be encouraged to apply the concepts learnt to analyse real business situations and make decisions accordingly.

 

Lecturer

Second Term 2023-24
Prof. POON Shing-Chung, Patrick (潘 盛 聰)    

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Last Updated: 6 Jan 2023

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Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk