Course Title: Omnichannel Retailing

Part A: Course Overview

Course Title: Omnichannel Retailing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009,
Sem 1 2010,
Sem 1 2011,
Sem 1 2018,
Sem 2 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 2 2020,
Sem 2 2021,
Sem 2 2022,
Sem 2 2023,
Sem 2 2024


Singapore Inst of Management


625H Economics, Finance and Marketing


Offsh3 18,
Offsh1 19,
Offsh3 19,
Offsh1 20,
Offsh3 20,
Offsh1 21,
Offsh3 21,
Offsh1 22,
Offsh3 22,
Offsh1 23,
Offsh3 23,
Offsh1 24

Course Coordinator: Dr. Fatima Madani

Course Coordinator Phone: Please contact via email

Course Coordinator Email:

Course Coordinator Location: Melbourne City Campus

Course Coordinator Availability: By Appointment via email only

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - Marketing Principles

Course Description

The changes in the retail sector have made retailing increasingly complex and more competitive. Contemporary retailers are adopting an omnichannel approach; the seamless integration of their physical and online retail experiences. This course will introduce you to retail marketing strategies and management. Emphasis will be placed on the application of theoretical concepts to practical marketing situations. In this course you will develop an understanding of the current and evolving nature and role of retail marketing in the overall marketplace. You will also learn how to identify, appraise, and formulate retail marketing strategies that result in profitable and sustainable performance. Throughout the course, you will be expected to visit stores, websites and other retail environments to explore ongoing developments in retailing.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Apply broad theoretical and technical knowledge of retail marketing and management to understand opportunities and challenges for creating an excellent customer experience.
  2. Provide in-depth specialist and professional advice related to market selection, location analysis and the retail marketing mix.
  3. Critically analyse and summarise market information to assess the retailing environment and formulate effective retail strategies.
  4. Apply reasoned judgements to address challenges in a variety of retail environments with reference to managerial, ethical, regulatory and global perspectives.
  5. Apply an adaptive and collaborative approach to working with others in creating strategies to manage retail operations.

Overview of Learning Activities

In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; debating selected topics; producing written work and collaborating with peers on set tasks or projects.

Overview of Learning Resources

Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and assessment materials are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period. 

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 20%
Linked CLOs: 1, 2, 4, 5

Assessment Task 2: 40%
Linked CLOs: 1, 2, 3, 4, 5

Assessment Task 3: 40%
Linked CLOs: 1, 3, 4

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.