Retail Management And Merchandising

Retail Management & Merchandising PR & Marketing Strategy PR & Marketing

Mid-Term Assessment – Written assignment (case, essay) Activity brief BBA 324 – Retail Management & Merchandising – 2CH/3ECTS Online campus

Professor: Mr. N. Solly MOENG |


Description Running a retail business requires a seamless coordination of a number of experiential, PR and Marketing elements aimed at attracting customers to the store (be it a traditional physical or Online Store) and to keep them there for as long as possible, ensuring that they get exposed to a bigger variety of products than they came looking for and that they spend more money in the store. Store design and in-store promotions play a big role in customer satisfaction, so do product and service quality, as well as after-sales support/responsiveness. You are required to draft a PR & Marketing strategy for your favorite Retail Store to achieve the above. In a 1,200-word essay, tell us how you would position yours as a preferred shopping destination for decerning customers.

Format This activity must meet the following formatting requirements:

• Font size 12

• Type-face Ariel and Times New Roman

• Double-spaced

• 1,200 words

• Harvard Referencing System

Goal(s) The aim of this assignment is to assess the extent to which you have understood the importance of PR & Marketing, as well as other elements of customer engagement in a retail environment. How these are coordinated will help you run a successful retail business.

Due date Date: 23rd August 2021 Time: 14:00 (CEST)

Weight towards final grade

40% towards the final grade.

Learning outcomes

On successful completion of this course, students will be able to: 1. explore and identify the best approaches for attracting and

retaining happy customers in a retail environment. 2. analyse the different tools for promoting pleasant in-store

experiences for retail customers, as well as integrating such tools into a seamless, winning, customer engagement strategy.

3. apply the theoretical knowledge of PR & Marketing in the retail space.


Assessment criteria

The assessment of this assignment will focus on the steps outlined in the rubric found on the next page.





Rubric: written assignment

Criteria Accomplished (A) Proficient (B) Partially proficient (C) Borderline (D) Fail (F)

Problem identification

The student has understood the importance of and contextualized PR, Marketing and other elements of customer engagement in the retail environment. Armed with this broad understanding, the student has development a convincing PR & Marketing Plan that stands a good chance of achieving the objective of attracting and retaining customers to the store, leading to them spending more.

The student correctly identified the challenges and came up with a well thought out plan, customized to the type of store they’re running, to achieve positive outcomes. Key elements of the strategy have been named and integrated into a winning plan.

The student correctly identified the case (issues), considering obvious environmental/contextual drivers. There is evidence of analysis, but it lacks depth.

The student correctly identified the issue(s) but analysis was weak. An absence of context – the work is basically descriptive with little analysis.

The student failed to correctly identify the issue(s); analysis was incorrect or too superficial to be of use; information was misinterpreted.

Information gathering

The student showed skill in gathering information and analyzing it for the purposes of filling the information gaps identified. Comprehensive and relevant.

Relevant information gaps were identified and additional relevant information was found to fill them. At least two different types of sources were used. The student demonstrates coherent criteria for selecting information but needs greater depth.

The student correctly identified at least one information gap and found relevant information, but which was limited in scope. Some evidence of sound criteria for selecting information but not consistent throughout. Needs expansion.

An information gap was identified and the student found additional information to fill it. However, this was limited in scope. Weak criteria for the selection of necessary information.

Information was taken at face value with no questioning of its relevance or value. Gaps in the information were not identified or were incorrect.

Conclusions The student evaluated, analyzed, synthesized all information provided to create a perceptive set of conclusions to support the decisions and solutions in terms of PR & Marketing elements selected.

The student evaluated, analyzed and synthesized to create a conclusion(s) which support decisions and solutions.

The student reached conclusions, but they were limited and provided minimal direction for decision-making and solutions.

The conclusion was reasonable but lacked depth and would not be a basis for suitable strategy development.

The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.

Solutions The student used problem solving techniques to make thoughtful, winning decisions in a unique environment characterized by fast shifting consumer shopping preferences and practices. Alternative solutions were explored and ruled out.

The student used problem solving techniques to make appropriate decisions about complex issues. Relevant questions were asked and answered. A realistic solution was chosen. Alternatives were identified, explored and ruled out.

The student used problem- solving techniques to make appropriate decisions about simpler issues. The solution has limited benefit but does show understanding of implications of the decision. Alternatives were mentioned but not explored.

The student used problem solving techniques to make decisions about simpler issues but disregarded more complex issues. Implications of the decision were not considered. Alternatives were not offered.

The student formed a conclusion, but it was not reasonable. It was either unjustified, incorrect or unrelated to the case in hand.