Retail marketing


Volume horaire
27 H
Nombre de places
Ouvert aux visitants

Contribution pédagogique du cours au programme

Aucune contribution pédagogique associé à ce cours pour ce programme.


Omnichannel distribution management and logistics play a major role in today’s business world. However, many companies still confuse omnichannel with multi- and cross-channel retailing which narrows their understanding of what it means to have a successful omnichannel strategy and how to consistently manage a network of the store and non-store distribution channels. This course adopts a holistic approach on omnichannel retailing as it covers simultaneously the consumer and company’s standpoints while keeping the balance between strategic and tactical decisions related to marketing, distribution management and logistics. Moreover, it discusses some basic spatial interaction models used as a stepping stone in Geographic information systems (GIS). Some of the companies discussed during the semester involve Amazon, Alibaba, Walmart, Tesco and Carrefour. The course follows the simple management structure of Analyzing, Planning, Execution, and Control, so at the end of the course, the students will be able to design a structured omnichannel strategy considering the latest trends or customer service, customer experience and last-mile delivery modes. Course of Marketing and Supply Chain Management

Organisation pédagogique


- Lectures

In group

- Exercises
- Oral presentations
- Projects
- Case studies/texts


- Discussions/debates


Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) Identify the different type of store and non-store distribution channels
  • - (niv. 3) Choose the most suitable marketing strategy for every distribution channel according to the favourability/unfavourability of the internal and external environment
  • - (niv. 4) Analyze the internal and external environment affecting the company's distribution and logistic activities
  • - (niv. 5) Design one year distribution plan
  • - (niv. 6) Select the best logistic partner for the chosen distribution strategy

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

1. Omnichannel distribution management plan (Part 1) 2. Omnichannel distribution management plan (Part 2) 3. Omnichannel distribution systems in retailing 4. Merchandising techniques in retailing distribution 5. Strategic & tactical modelling in distribution management & logistics 6. Mid-term test 7. Presentation of the final projects

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

Distribution plan, store and non-store distribution formats, distribution channel strategies, logistics

Supports pédagogiques

Mandatory tools for the course

Aucun élément de cette liste n'a été coché.

Documents in all formats

- Newspaper articles
- Case studies/texts

Moodle platform

Aucun élément de cette liste n'a été coché.


Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

1. Zentes, J., Morschett, D., & Schramm-Klein, H. (2018). Strategic retail management. 3rd ed. Springer. 2. Berman, B., & Evans, J. R. (2018). Retail management.13th ed., Pearson Education Limited. 3. Smith, PR. & Zook, Z. (2019). Marketing Communications. Integrating Online and Offline, Customer Engagement and Digital Technologies. Kogan Page. 4. Ailawadi, K. L., & Farris, P. W. (2020). Getting multi-channel distribution right. John Wiley & Sons.

Littérature complémentaire

1. Beck, N. & David Rygl (2015). Categorization of multiple channel retailing in Multi-,Cross-,and Omni‐Channel Retailing for retailers .  Journal of Retailing and Consumer Services, Vol. 27, pp. 170–178 2. Chopra, S. (2016). How omni-channel can be the future of retailing. Decision, vol.43,135-144 3. Larke, R. M. Kilgour & H. O’Connor (2019). Build touchpoints and they will come: transitioning to omnichannel retailing. International Journal of Physical Distribution & Logistics Management. Vol. 48 Issue: 4, pp.465-483. 4. Bernon, M., J. Cullen, Gorst (2016). Online retail returns management Integration within an omni-channel distribution context. International Journal of Physical Distribution & Logistics Management, Vol. 46 No. 6/7, pp. 584-605 5. Ailawadia, K. & P. Farris (2017). Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions. Journal of Retailing, vol. 93, issue 1, 120-135. 6. Rigby, D. (2011). The future of shopping. 7. Hubner et al. (2016). Distribution systems in omni-channel retailing. Business Research, 9, 255–296 8. Kollmann, T. et al. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services 19, 186–194. 9. Harris, P. et al., (2019). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services Vol. 44, pp. 108–117 10. Hübner et al. (2016). Retail logistics in the transition from multi-channel to omni-channel. International Journal of Physical Distribution & Logistics Management, Vol. 46 No. 6/7, pp. 562-583

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Stoyanov, D. (2021), "Marketing of vending channels: a case of French university campuses", International Journal of Retail & Distribution Management, Vol. 49 No. 5, pp. 577-594.

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) : Continuous evaluaiton for every session
Ecrite et orale (40 min) / individuelle / Anglais / pondération : 30 %
Précisions : Participation during the oral discussions in class. Homework and in-class assignments!
Evaluation intermédiaire / contrôle continu 2Séance n° 6
Ecrite (180 min) / individuelle / Anglais / pondération : 30 %
Précisions : Mid-term test
Evaluation intermédiaire / contrôle continu 3Dernière séance
Ecrite et orale (30 min) / en groupe / Anglais / pondération : 40 %
Précisions : Students have to form international teams and design a 1-year marketing plan for a distribution channel of their own choice. Half of this evaluation (20%) is based on the written group work presentation prepared by the students at home (For example MS PowerPoint, Prezi, etc.). One of the team members should send the presentation to the professor by e-mail at least one day before the final session. The other half of this evaluation is based on the individual performance of each team member during project presentation in class (20%)
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.