E-retailing is the fastest growth area in fashion retailing and is an integral element of internationalization. As such it is probably the current most important strategic development facing international fashion retailers. The programme aims to provide a highly targeted, practical programme to support this growing sector. As a business discipline, multichannel marketing management is essential for an organisation's overall strategic planning, as it is designed to maximise the revenues and profits of the firm. Emphasis is placed on linking the fundamentals of marketing to multichannel practices, considering the multiple routes by which customers and businesses interact with each other, studying the importance of multichannel retailing, marketing strategy development and integration of channels.
The Multichannel Marketing course is designed to help you develop a critical appreciation of key areas in fashion retail including:
Insight into all the multiple routes by which customers and businesses interact with each other. A thorough understanding of e-business and e-consumer behaviour in achieving and maintaining market competitiveness and e-profitability will be investigated.
An understanding of multichannel marketing practices using case study material from UK textile retailers and other successful global retailers, including looking at the value, mid-market and luxury fashion sectors.
The first two semesters are spent following a programme of lectures and tutorials, which are continually assessed through written assignments. You take examinations in January and May and following a satisfactory assessment you commence a research project culminating in the submission of a dissertation in mid-September.
2.1 UK Honours degree or equivalent, or an approved combination of educational qualification and industrial experience.Applications from candidates with academic backgrounds in Marketing, Management, and Arts and Social Science (combinations of English, History, Languages, Politics, Psychology) related disciplines (minor or major) are particularly welcomed. Other academic backgrounds are also considered, including Fashion Management, Media, Culture and Society and other multi-disciplinary subjects.
2017 entry: UK/EU students (per annum): £9,250; International students (per annum): £21,000
Recipient: University of Manchester
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