Unit Guide
  

MKW2500
Retail marketing
Semester 1, 2020 
  

We acknowledge and pay respects to the Traditional Owners and Elders - past, present and
emerging - of the lands and waters on which Monash University operates.  

  

Handbook link:
http://monash.edu.au/pubs/2020handbooks/units/MKW2500.html

The information contained in this unit guide is correct at time of publication. The University has the
right to change any of the elements contained in this document at any time.

Last updated: 17 Feb 2020

Table of contents 1
MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Table of contents
Unit handbook information 4
Synopsis 4
Mode of delivery 4
Workload requirements 4
Class Timetable 4
Unit relationships 4
Prerequisites 4
Prohibitions 4
Co-requisites 4
Enrolment rules 4
Chief Examiner 5
Unit Coordinator(s) 5
Teaching associates 5
Academic overview 5
Course outcomes 5
Unit learning outcomes 6
Teaching approach 6
Recording of lectures 6
Unit schedule 7
Assessment summary 7
Second marking 8
Return of final marks 8
Exam viewing 8
Assessment criteria 8
Assessment requirements 8
Hurdle requirement 9
Assessment tasks 9
Examination 12
Referencing requirements 12
Assignment submission 12
Feedback 13
Bring your own device 13
Learning resources 13
Required resources 13
Technological requirements 14

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Q Manual 14
Prescribed text and readings 14
Recommended resources 14
Other information 15
Policies 15
Student Academic Integrity Policy 15
Special Consideration 15
Graduate Attributes Policy 15
Student Charter 16
Student Services 16
Monash University Library 16
Disability Support Services 16

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Unit handbook information
Synopsis
This unit is designed to provide students with a theoretical and practical appreciation of marketing
principles in the general retail business environment. The unit provides a framework for examining,
analysing and applying various marketing tools in the formulation and implementation of retail
marketing strategies. Topics covered include merchandising planning; merchandise pricing; selling
and sales promotion; store location, layout and presentation.

Mode of delivery
Malaysia (On-campus)

Workload requirements
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per
semester typically comprising a mixture of scheduled learning activities and independent study.
Independent study may include associated readings, assessment and preparation for scheduled
activities. The unit requires on average three/four hours of scheduled activities per week.
Scheduled activities may include a combination of teacher directed learning, peer directed learning
and online engagement.

Class Timetable
Follow this link to view the scheduled times for your unit's learning activities for this teaching
period. 

Unit relationships
 
Prerequisites
MKF1120 or MKC1200 or MKB1700 or MKW1120 or MKS1120

Prohibitions
MKB2706 or MKB2500 or MKF2540 or MKF2521

Co-requisites
None

Enrolment rules

None
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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 None

Chief Examiner
Name: Dr Soo Yeong Ewe
Campus: Malaysia
Phone: 5514 6293
Email: ewe.sooyeong@monash.edu

Unit Coordinator(s)
Name: Dr. Soo Yeong Ewe
Campus: Malaysia
Email: ewe.sooyeong@monash.edu
Phone: 03-55146293

Teaching associates
Name: Ms Ho Hui Ping
Campus: Monash University Malaysia
Phone: 
Email: Ho.HuiPing@monash.edu

Academic overview
Course outcomes
Course outcomes associated with this unit are that graduates will:
1. be a critical and creative scholar who:
- produces innovative solutions to problems
- analyses evidence and information in a systematic manner
- communicates ideas and results effectively and perceptively to diverse audiences
- acquires reflective skills conducive to the development of lifelong learning
- is an independent scholar able to acquire and deploy new skills in a sound, evidence-based
approach to business challenges

2. be a responsible and effective global citizen who:

- engages in an internationalised world
- exhibits cross cultural competence
- demonstrates ethical values
- accommodates competing viewpoints and achieves collaborative outcomes

3. demonstrate proficiencies and competencies in at least one discipline-specific area and be able
to provide solutions relevant to the business, government and communities that you serve

4. be a committed scholar and practitioner able to collaborate with others to foster social
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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 4. be a committed scholar and practitioner able to collaborate with others to foster social
responsibility.

Unit learning outcomes

On successful completion of this unit, you should be able to:

1. develop an understanding of the retail industry and identify the different retail formats in
Malaysia and internationally

2. demonstrate a working knowledge of the application of marketing principles in the retail

sector

3. identify and analyse retail trends and their implications

4. equip students with the skills necessary to analyse retail marketing practices

5. develop the ability to design and implement retail marketing strategies.

Teaching approach
This unit adopts an Experiential learning approach and as such students will acquire knowledge,
skills and values from direct experiences outside a traditional academic setting. Much of the
learning exercises will involve reflections as well as field visits to the retailers.

LECTURES: The 2 hour lecture is designed to provide you with an overview of the core concepts
and practices of Retail marketing. The lectures are divided up into topics that align with your
prescribed textbook. During the lecture, you will be exposed to examples and discussions that will
help you to understand the links between theory and practice.

TUTORIALS: The tutorials have been especially designed to provide an opportunity for
experiential learning. As such, you will be involved in weekly interactive tasks that are designed to
provide you with the opportunity to contextualise the unit in scenarios that reflect contemporary
marketing issues. These interactive tasks are designed to reinforce your understanding of the
concepts outlined in the lecture and to help prepare you for the end of the semester exam.

Recording of lectures
This unit will have lectures recorded. These recordings will be available to current students. In the
event that there is an equipment failure and the lecture is not recorded in part or in full, no
alternative recording will be provided. The Chief Examiner may determine a part or parts of lecture
unsuitable for recording.

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Unit schedule
For units with on-campus classes, teaching activities are normally scheduled to start on the hour
(teaching will commence on the hour and conclude 10 minutes prior to the scheduled end time).

Students should note that the program outlined below is a guide to the material to be covered in
this unit and not a definitive statement of when that material will be covered.  Specific details
relating to the timing will be discussed in class.

Week Activities Assessment

1 Lecture 1 - Introduction to Retail Marketing, Chapter

1

2 Lecture 2 - Types of retailers, multichannel and

omnichannel retailing (Ch 2 & 3)

3 Lecture 3 - Retail Consumer Behavior and Market

Segmentation (Ch 4)

4 Lecture 4 - Retail Market Strategy (Ch 5)  Group Assignment 1 due on

Thursday, 4pm (Malaysian Time)

5 Lecture 5 - Retail Location & Retail Design and

Layout 1 (Ch 7,8 & 16) 

6 Lecture 6 - Retail Location & Retail Design and

Layout 1 (Ch 7,8 & 16)

7 Lecture 7 - Retail Customer Service & Customer

Relationship Management (Ch 10 & 17) 
 

8 Lecture 8 - Retail Product Brand, Buying and

Merchandising (Ch 11 & 12)

9 Lecture 9 - Retail Pricing (Ch 13) Group Assignment 2 due on

Thursday, 4pm (Malaysian Time)

10 Lecture 10 - Retail Marketing Communications (Ch

14)

11 Lecture 11 - International Retail Marketing

(reference book: Retail Marketing Management, Ch
13)

12 Unit review

SWOT VAC

Examination period

Assessment summary
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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Within semester assessment: 50% + Examination: 50%

Assessment task Value Due date

Case Study Analysis (Individual assignment) 5% Week 6

Tutorial Assessment (Individual assignment) 10% End of the tutorials that

have assessment

Group Assignment 1 - A Study on Retail Marketing 10% Week 4, Thursday 4pm

Literature (Malaysian Time)

Group Assignment 2 - Comparative Analysis: Mystery 25% Week 9 - Thursday 4pm

Shopper Observation (Malaysian time)

Examination 50% To be advised

A student’s final mark is normally the sum of the marks obtained in all of the individual assessment
items in the unit.

Second marking
In the Faculty of Business and Economics, all of the following assessment items graded as a fail
by the first marker are blind marked by a second marker:

● examination papers
● in-semester assessment items worth 20% or more

Return of final marks

Faculty policy states that 'the final mark that a student receives for a unit will be determined by the
Board of Examiners taking into account all aspects of assessment'.

The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.

Exam viewing
Feedback on student performance in examinations and other end-of-semester assessment is
required. The feedback should be in accordance with the University's procedures on Unit
Assessment. Details of the examination script viewing arrangements set down by the Faculty of
Business and Economics are available at https://www.monash.edu/business/current-students
/exams-and-results/exam-performance-and-feedback

Assessment criteria
Assessment Criteria Grading Descriptors available at:
https://www.monash.edu/__data/assets/pdf_file/0006/801690/Assessment-in-Coursework-Units-
Grading-and-Marking-Procedures.pdf

Assessment requirements
MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
8
 Assessment requirements
Hurdle requirement

This unit has a threshold mark hurdle, which means you must achieve at least 45% of the available
marks in the Final Exam/Final Major Assessment Task to be able to pass the unit. If you do not
achieve the threshold mark, you will receive a fail grade (NH) and a maximum mark of 45 for the
unit.

Assessment tasks

Assessment task title: Case Study Analysis (Individual assignment)

Due Date: Week 6
Weighting/Value: 5%
Details of Task: Students are required to provide their answers to specific case studies and
questions. Case studies will be allocated to the students during tutorial and the students need to
submit their answers on Moodle.
Release date: Week 6
Word limit:  500
Presentation requirements: No oral presentation is required for this assignment.
Estimated return date: Two weeks after the submission
Criteria for marking: 5 marks will be allocated for this assessment based on the quality of the
answers. 
Learning objectives assessed: This task assesses learning objectives 2, 3 and 4.
Submission details: The answers need to be submitted on Moodle. The detailed instruction on
submission will be provided during week 6.
Penalties for late lodgement: Students are responsible for turning up for this assessment on the
specified time and date. If the students are absent without a valid reason (e.g. medical) then they
will be marked as absent.
Assessment coversheet: Not required.
Additional information: Not applicable.

Assessment task title: Tutorial Assessment (Individual assignment)

Due Date: End of the tutorials that have assessment
Weighting/Value: 10%
Details of Task: Participate actively in each of the tutorial classes and complete the task assigned
by the staff member.
Release date: During each tutorial class that contains assessment.
Word limit:  To be announced by the staff member during each tutorial class that contains
assessment.
Presentation requirements: No oral presentation is required for this assignment.
Estimated return date: Two weeks after the submission of each tutorial assessment.
Criteria for marking: The mark will be averaged for the weeks of tutorial with assessment, i.e. total
marks/ no. of tutorial assessment.  

Learning objectives assessed: This task assesses learning objectives 1, 2, and 3.

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Learning objectives assessed: This task assesses learning objectives 1, 2, and 3.
Submission details: To be announced by the staff member during each tutorial class that contains
assessment.
Penalties for late lodgement: Students are responsible for turning up for this assessment on the
specified time and date. If the students are absent without a valid reason (e.g. medical) then they
will be marked as absent.
Assessment coversheet: Not required.
Additional information: Not applicable.

Assessment task title: Group Assignment 1 - A Study on Retail Marketing Literature

Due Date: Week 4, Thursday 4pm (Malaysian Time)
Weighting/Value: 10%
Details of Task: This assignment aims to provide the opportunity to students to acquire knowledge,
skills and values from the research activity in which they are involved for this assignment. Students
are required to perform a literature review on the retail marketing topic assigned to them and
synthesize their review in a report format.

The topic for this assignment may vary among groups, which will be provided by the staff member
in Week Two.

A template of the worksheet of literature review will also be provided to students as a guideline to
perform the literature review. Students are required to attach this worksheet together with the
written report.

The following format is recommended for presenting this assignment:

Topic for the assignment

Introduction of the topic (up to 200 words)

Synthesis of the reviewed literature (up to 1200 words)

Conclusion (up to 200 words)

References

Appendix :

Worksheet of the literature review

Release date: Week 2
Word limit:  1600 words (This word limit does not include the references and appendices).
Presentation requirements: No oral presentation is required for this assignment.
Estimated return date: Two weeks after the submission of this assignment.
Criteria for marking: A group of four to five students will be formed to complete this assignment.
Students are required to form the group yourselves. All members of the group must be equally
involved in preparing the assignment. All group members will receive the same mark. Peer
evaluation may be used to assess students' work and contribution. 
Learning objectives assessed: Group Assignment 1 assesses unit objectives 1, 3 & 4.
Submission details: The following guidelines will assist you in completion and submission of the
assignments:

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 1. You must keep a copy of all your assignments.
2. Assignments must be typed in 1.5 space using Times New Roman or Arial in a font size of
12 points. Please keep adequate margins on all sides.
3. Your assignment must be done using the APA referencing style.  
4. It is the student’s responsibility to submit the assignment on the due date. The staff member
will provide details on how to submit your assignment.
5. You are expected to prepare and present your work in a professional manner. Attention to
basic elements of expression – spelling, punctuation, and grammar is essential.

Penalties for late lodgement: A penalty of 10% per day will apply for late submissions.
Assessment coversheet: Required.
Additional information: Not applicable.

Assessment task title: Group Assignment 2 - Comparative Analysis: Mystery Shopper Observation

Due Date: Week 9 - Thursday 4pm (Malaysian time)
Weighting/Value: 25%
Details of Task: You will work in teams of 4 - 5 people. This assessment task requires students to
select two competing clothes shops (i.e. clothes as their main products, not including departmental
stores/hypermarkets that sell clothes). The students are required to visit the two clothes shops and
act as Mystery Shoppers. During the visits, students are required to make careful notes of the
ambience (e.g. lighting, music, decoration etc.), layout, size, product, price, promotion and
services provided. A minimum of 1 trip per clothes shop is required. It is imperative that students
select the clothes shop after considerate deliberation of the target market, type of products,
location etc. Students must also ensure that the timing of the visits are comparable (e.g. if the visit
for shop A falls on weekday, visit to shop B must also fall on a weekday). The students are then
required to submit the report with strategic recommendations.

Release date: Week 5
Word limit:  3000 words
Presentation requirements: A written report of 3000 words to be submitted on Moodle in week 9. A
group presentation is required in week 9 or 10. Students are required to submit their presentation
slides to the staff member via email one day before the presentation.

Estimated return date: Two weeks after submission

Criteria for marking: 

Executive Summary               5%

Introduction to the Retailers                               10           

Analysis of the Retailers' STP                                                   10

Comparison of Marketing Strategy               20

Identification of problem areas               10

Recommendations               20

Organization of the report         5

References                 5

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Observation Note               10

Group Presentation         5

 
Learning objectives assessed: This task assesses learning objectives 3, 4 and 5
Submission details: All reports to be submitted on Moodle.
Penalties for late lodgement: A penalty of 10% per day will apply for late submissions.
Assessment coversheet: Required
Additional information: Oral presentation is required for this assignment.

Examination
This unit may employ electronic assessment for the final exam.  Further details will be provided to
you by Week 4 of Semester.

Weighting: 50%
Length: 2 hours and 10 minutes
Type (open/closed book): closed book
Exam details: The final examination format consists of short answer questions.

No prior examination papers are available for viewing.

Electronic devices allowed in the exam: 

Calculators are not permitted to be used during the exam.

Referencing requirements
To build your skills in citing and referencing, and using different referencing styles, see the online
resources Academic Integrity: Demystifying Citing and Referencing at https://www.monash.edu/rlo
/research-writing-assignments/referencing-and-academic-integrity/citing-and-referencing

Assignment submission

Online Submission:

If Electronic Submission has been approved for your unit, please submit your work via the Moodle
site or other; as directed by the staff member for this unit. 

Please keep a copy of tasks completed for your records.

All assignments to be submitted on Moodle unless any exceptions informed by the staff member.

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Feedback
Our feedback to you

Types of feedback you can expect to receive in this unit are:

● Formal individual feedback on assignments expressed as a letter grade

● Answers to questions relating to the discipline or the unit’s work
● Advice about seeking additional help to develop your writing or research skills
● Informal feedback relating to class activities

Your feedback to us

One of the formal ways students have to provide feedback on teaching and their learning
experience is through the Student Evaluation of Teaching and Units (SETU) survey. The feedback
is anonymous and provides the Faculty with evidence of aspects that students are satisfied with
and areas for improvement.

Previous student evaluations of this unit

In response to previous SETU results of this unit, the following changes have been made:

1. The textbook has been changed to a newer version of Retail Marketing book.

2. The assessment components have been revised to provide better assessments for student
learning.

3. The tutorial activities have been re-designed to provide students with more learning and sharing
opportunities. This change may also increase the active participation during tutorials.

If you wish to view how previous students rated this unit, please go to:
https://www.monash.edu/ups/setu/about/setu-results/unit-evaluation-reports

Bring your own device

Please note: This is a bring your own device unit. You will be expected to bring a web-connected
device to class to access specialist software. The applications for your class can be accessed at
the website move.monash.edu

For more information, visit monash.edu/move

Learning resources
Monash Library Unit Reading List (if applicable to the unit): http://monash.rl.talis.com/index.html
Research and Learning Online: www.monash.edu/rlo

Required resources 13
MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 Required resources
Students generally must be able to complete the requirements of their course without the
imposition of fees that are additional to the student contribution amount or tuition fees. However,
students may be charged certain incidental fees or be expected to make certain purchases to
support their study. For more information about this, refer to the Higher Education Administrative
Information for Providers, Chapter 18, Incidental Fees at http://education.gov.au/help-resources-
providers

Levy, M., Weitz, B. and Grewal, D. (2019), Retail Management, 10th edition, McGraw Hill.

Technological requirements
Virtual learning environment (VLE): Moodle

Material used in class together with other information of importance to you will be published online
via the unit’s Moodle site. In order to access information about this unit in Moodle you must be
enrolled in the unit and have a valid student account with authcate username and password.
Moodle can be accessed through my.monash portal by clicking on the Moodle link under “Online
systems”. If you need some help with Moodle then check out the Moodle Support for Students
page.

Q Manual
Work submitted for assessment must be consistent with the guidelines set down in the Q Manual,
which is the faculty's student guide for producing quality work on time. Copies of this manual can
be purchased at the bookshop or accessed online at https://www.monash.edu/business
/5931328906e0c/pdf_file/current-students/qmanual.pdf

Virtual learning environment (VLE): Moodle

Material used in class together with the other information of importance to you will be published
online via the unit's Moodle site. In order to access information about this unit in Moodle you must
be enrolled in the unit and have a valid student student account with authcate username and
password. Moodle can be accessed through my.monash portal by clicking on the Moodle link
under "Online systems". If you need some help with Moodle then check out the Moodle Support for
Students page.  

Prescribed text and readings

Levy, M., Weitz, B. and Grewal, D. (2019), Retail Management, 10th edition, McGraw Hill.

Goworek and McGoldrick (2015), Retail Marketing Management: Principles and Practice, Pearson
Education.

Recommended resources
You are urged to read widely in the appropriate academic journals, business newspapers,

magazines and periodicals to inform yourself about current developments in Marketing and
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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 magazines and periodicals to inform yourself about current developments in Marketing and
Retailing. You are expected to use these resources as wider reading in assignments. These
include:

Journal of Retailing

Journal of Services Marketing

Journal of Retailing and Consumer Services

Journal of Business Research

Journal of Marketing

Asia Pacific Business Review

https://medallionretail.com/retail-marketing-ideas/
https://www.vendhq.com/blog/
https://www.retailcustomerexperience.com/

Other information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that
staff and students are aware of the University's academic standards, and to provide advice on how
they might uphold them. You can find Monash's Education Policies at:
http://www.policy.monash.edu/policy-bank/academic/education/index.html

Student Academic Integrity Policy

www.monash.edu/__data/assets/pdf_file/0004/801841/Student-Academic-Integrity-Policy.pdf

Special Consideration
For information on applying for special consideration, please visit: http://www.monash.edu/exams
/changes/special-consideration

Graduate Attributes Policy

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 http://www.monash.edu/policy-bank/academic/education/course-governance-and-design/course-
design-policy

Student Charter
www.monash.edu/students/policies/student-charter.html

Student Services
The University provides many different kinds of services to help you gain the most from your
studies. Further information is available at www.monash.edu/students

You can also access important information from the Faculty of Business and Economics current
students page  https://www.monash.edu/business/current-students

English Connect provide services to improve and develop your language skills with
programs,  including online English Connect Grammar Resources, Let’s Chat conversational and
oral skills group sessions, classes on oral presentation and public speaking skills (Speaking with
Confidence) and grammar for academic English (Polish Up Your Grammar).  Peer Support (one on
one service) runs out of the Library and is to assist you with written assignments. You can register
or gain more information at http://www.monash.edu/english-connect

Monash University Library

The Monash University Library provides a range of services, resources and programs that enable
you to save time and be more effective in your learning and research.
Go to http://www.monash.edu/library or the library tab in my.monash portal for more information.

Disability Support Services

Students who have a disability, ongoing medical or mental health condition should contact
Disability Support Services. 

Disability Support Services also support students who are carers of a person who is aged and frail
or has a disability, medical condition or mental health condition. 

Disability Support Services will assess each student and recommend reasonable adjustment to
teaching and assessment practices.

For within semester assessment activities, it is the students responsibility to provide confirmation
of their requirement for alternative arrangements to the Chief Examiner or appropriate faculty
contact person responsible for administering the arrangements no later than two week before the
assessment.

For mid semester tests being conducted at the Caulfield Racecourse, DSS provide the
adjustments (eg larger font) and instructions to Exams Branch.

https://www.monash.edu/__data/assets/pdf_file/0004/801616/Assessment-in-Coursework-Units-
Adjustments-to-Assessment-Procedures.pdf

Students Disability Advisers visit all Victorian campuses on a regular basis. 

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020
 ● Australian Campus Website: monash.edu/disability
● Monash Malaysia Website: https://www.monash.edu.my/student-services/support-services
/disability-support
● Monash South Africa Website: https://www.iiemsa.co.za/disability-support/
● Email: disabilitysupportservices@monash.edu

  

  

Copyright © Monash University 2020. All rights reserved. Except as provided in the Copyright Act 1968, this work may
not be reproduced in any form without the written permission of the host Faculty and School/Department.

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MKW2500 Retail marketing - Semester 1 (S1-01) - 2020