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Sample Assignments

Retail Marketing Final Group Presentation

Objective: Apply the key learnings from each week into ONE Final Group Marketing Plan Oral and Written Presentation to be presented in class - 25%. 

 

  • students will prepare a marketing plan in groups of 4-5, to be presented to a small panel (e.g. class professor, guest professor, business representatives)

  • The same retailer will be chosen so that groups can compare and compete with final presentations

  • They are to meet with the manager/owner and interview them

  • They will need to go to the store and study the environment

 

The presentation will consist of approx. 15-20 slides with the following:

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Executive summary  (one slide)

 

Situational analysis: (5 C’s) One slide per:

  • Customers

  • Company

  • Competitors

  • Context

  • Collaborators

 

STRATEGIC DEVELOPMENT (one slide per)

  • Segmentation

  • Targeting

  • Positioning Map

  • SWOT

 

MARKET POSITIONING STRATEGIES  (4 Ps)  (min one slide per P)

  • Product   - improved from Assignment 2                 

  • Promotion - improved from assignment 3 

  • Place - In store Layout & atmospherics  

  • Price – price positioning in market

 

Summary of key recommendations, estimated costs, and impact to business (up to 3 slides)

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 Appendices  

Shopper Research Assignment

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Objective: Present a recommendation plan to increase customer engagement during the purchase phases based on research conducted on a small retailer.

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Instructions:

  1. Select a small retailer for this assignment.

  2. You should approach them and tell them of your assignment so you can ask observe their customers, their store, and interview/survey their customers. Your retailer must be approved by the Professor.

  3. To be presented, approx 12-15 slides

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Presentation includes:

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Executive Summary:

The executive summary should give an overview (not an explanation) of the report. Often, executives will only read the executive summary.

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Research Methods:

Use at least two research method Provide details of what method(s) you used for each (e.g. survey, observation, interviews)

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Summary of research findings with insight in each of shopping phases

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Recommendations for the pre-purchase shopping phase,  that would Attract more customers to the location: can they do more to get customers attention and participation

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Recommendation for the purchase shopping phase,  based on your research what experience  would  keep customers engaged in the location longer and motivate customers to purchase more

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Recommendations for post-purchase shopping: advocacy and loyalty. Based on your research that would  create positive post-purchase customer behaviour (loyalty, positive WOM, customer satisfaction, etc.)

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Retail Management Assignment

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Objective: Apply the key learnings from each weeks into developing a Retail Plan for a new retail concpt.

 

Your group of 4 students will present a new retail concept (hypothetic - as if you were going to open a new retail business).                                                                                                     

Using the accumulated concepts learned in class, your presentation of approx. 12-15 slides will include: 

  • Executive summary of the concept (1-2 slides),

  • Retail Strategy:

    • Target market (1 slide)

    • Positioning Map (1 slide)

    • retail mix (P’s) (1-3 slides per P),

    • How you will build sustainable advantage over your competitors (why you will succeed, how you will grow) (1-3 slides)

    • Appendices

  • Ensure you use a key concepts and terminology from each week’s lesson

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