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Durham University

Postgraduate Module Handbook 2021/2022

Module Description

Please ensure you check the module availability box for each module outline, as not all modules will run in each academic year. Each module description relates to the year indicated in the module availability box. Please be aware that modules may change from year to year, and may be amended to take account of, for example: changing staff expertise, disciplinary developments, the requirements of external bodies and partners, and student feedback.

Department: Management and Marketing

BUSI4R015: Retail Analytics

Type Tied Level 4 Credits 15 Availability Available in 2021/22
Tied to G5K709 Business Analytics


  • None


  • None

Excluded Combination of Modules

  • None


  • 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

Learning Outcomes

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

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • 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.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 10 1 a week 2 hours 20
Seminars 4 1 every two weeks 1 hour 4
Preparation and reading 126
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 3000 words (maximum) 100%

Formative Assessment:

Team project, based on a retail audit

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University

    If you have a query about a specific module or degree programme, please contact the appropriate department. For programmes in the Business School please see the Learning & Teaching Contact List.

    If you have a question about Durham's modular degree programmes, please visit our User Guide. If you have a question about modular programmes that is not covered by the User Guide, or a query about the Postgraduate Module Handbook, please contact us using the Comments and Questions form below.