In this course we explore the meaning of the terms retailing, marketing and marketing communications. We have also considered the importance of the marketing mix and identified the different communication tools that a retailer might use to interact and communicate with their target customers. You are being introduced to a few theoretical concepts and ideas, which have shall be illustrated using real world examples and cases in retailing.
Participants shall be introduced to some of the key areas of marketing communications – the message, the media and the communication tools. We consider the basics of the communication model that underpins the development of marketing communication messages. We also explore what it takes to develop a communication message, how to use communications to build a brand and the characteristics of the different media that might carry marketing communications. In addition, we identify a range of communication tools which make up the marketing communication mix. The course also aims to introduce the importance of marketing and communication from a retail perspective.
Retail marketing is the planning and process of selling goods or services directly to consumers. It is the activity of finding out what products and services a store’s customers want, and finding ways of encouraging customers to buy them. As consumers, we all have our own experiences of buying the goods and services we need for our everyday consumption. Additionally, we have our own opinions of the different types of retailers we encounter while shopping. An example of retail marketing is an in-store promotional campaign for snack foods in a hyper market during Hari Raya month.
Retailing includes important aspects such as buying and merchandising of products, human resource management – managing the in-store staff who process your order or help you at the self-service checkouts, logistics and distribution – the processes that get the goods to your store and marketing – the in-store promotional techniques used to encourage you to make a purchase.