Vår 2025

BED-2145 Consumer Behaviour and Active Retailing - 10 stp

The course is administrated by

Handelshøgskolen ved UiT

Course contents

The objective is to give students insights on the management of stores and retail chains. Students will learn essentials of retail management, in-store consumer behavior, and in-store marketing. This involves topics such as consumer metrics, decision-making, attention, memory, and attitudes, retail strategy, competitive advantage, retail formats, assortment, location, omni-channel retailing, store design, store migration patterns and principles for active retailing.

Objective of the course

Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied. The student should

Knowledge

Be able to account for selected concepts, theories, methods and practice in retail marketing, including localization, assortment management, and channel selection.

Skills

Can understand and tackle issues in retailing marketing in a professional context.
Can segment consumers based on different criteria, including involvement and decision-making.
Can use the conceptualization and methodology of active retailing in practice.
Can analyze the strategic situation of a retailer and propose measures that can improve the competitive situation and the profitability of the store and chain.
Can recommend choice of retail location.

Competencies

Can contribute to the development of retail strategies and in-store marketing campaigns
Can present and describe marketing management issues and research findings

Language of instruction

English, but Norwegian if there are no exchange students registered in the course. Norwegian students can write the Exam in Norwegian.

Teaching methods

A combination of classroom lectures (physical), digital lectures, and field excursions.