BUSI4R015: Retail Analytics

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• To provide students with a systematic way of understanding the role of data in management decision-making across the retail and distributive industries

• Fundamentals of retail management
• Retail strategies - single-channel, multi-channel, omni-channel
• Location management and intelligent network planning
• Retail mix elements
• Retail communication and customer relationship management
• Concepts in retail data analysis
• Data requirements for market segmentation - geodemographic, psychographic, behavioural
• Key metrics - Customer Lifetime Value, Marketing ROI, etc.
• Brand management metrics
• Financial analytics in retail and distribution management

Subject-specific Knowledge:

• On completion of the module students should:
• have a critical appreciation of the use of data in the retail and distributive trades;
• be able to identify, collect, analyse and apply appropriate retail data forms and techniques;
• have an advanced understanding of when data analytics might add value to the retail decision-making process.

Subject-specific Skills:

• On completion of the module students should:
• be able to scope data requirements from the description of a retail situation;
• be able to understand customer behavioural data and conduct analysis on it;
• be able to apply retail science to the analysis of real-world business situations.

Key Skills:

• Effective written communication
• Planning, organising and time management
• Problem solving and data analysis
• Making effective use of communication and information technology

• The learning outcomes will be met through a combination of lectures, workshops and groupwork (including group discussion of case examples, data analysis exercises and a retail audit), together with individual exercises and guided reading.
• The summative assessments of the module are designed to test students' understanding and critical appreciation of the key concepts associated with retail analytics techniques, and their ability to discuss the data requirements for each stage in the process of setting up and managing a small business.

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