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NBS8638 : Omnichannel Retailing

  • Offered for Year: 2024/25
  • Module Leader(s): Mr Kirk Dodds
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
  • Capacity limit: 150 student places

Your programme is made up of credits, the total differs on programme to programme.

Semester 2 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


This module focuses on a key element of the marketing mix in the digital context – channel. The aim of the module is to provide a comprehensive understanding of digital marketing channels, multichannel to omnichannel retailing strategies. Key issues in developing effective online retailing channels are examined, including issues of channel power, relationship and channel conflict and their implications for strategy development. The module covers various types of retailing channel structures and strategies and focuses on the current and future role of digital technologies in their development. The module culminates in an understanding of how to segment consumers and develop an appropriate omnichannel retail strategy. The assignment enables students to apply their learning to develop an omni channel retailing strategy for a target firm.

Outline Of Syllabus

- Introduction to channels, multichannel and omnichannel marketing strategies.
- Channel power.
- Channel relationships.
- Channel conflict.
- Retailing and other channel structures and strategies.
- Digital retailing platforms and technologies.
- Channel segmentation and omnichannel retail strategy development.
- The evolution and future of online retailing.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture21:002:00Key module content
Scheduled Learning And Teaching ActivitiesLecture52:0010:00Key module content
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching22:004:00Formative feedback, cases, assignment
Scheduled Learning And Teaching ActivitiesFieldwork12:002:00Field trip to company.
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Student knowledge of omnichannel retailing will be developed primarily through the lectures, including guest lectures, and via the discussion of many cases of different omnichannel strategies, both in lectures and the small group sessions. This will be supported through directed reading and independent study. Small group sessions enable students to ask specific questions regarding their assignments and to receive verbal feedback. A field trip will be organised to an exemplar organisation for omnichannel retailing.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Report2M100Students will critically assess the omnichannel strategy (2,000 words) of a company and develop a new strategy based on the knowledge and understanding gained from the module.
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Oral Presentation2MStudents will present their strategic omnichannel analysis of the selected company to the class and receive verbal feedback.
Assessment Rationale And Relationship

The summative assessment for the module is a 2000-word group report that will provide students with the opportunity to:
1. Critically assess the omnichannel strategy of a selected company using the knowledge, understanding, and skills developed on the module.
2. Systematically develop a new omnichannel strategy for the company based on the evaluation using the knowledge, understanding, and skills gained from the module, with recommendations for its implementation.

The formative assessment relates to the first step of the group report, the assessment of the omnichannel strategy of the target company. Students will receive verbal feedback on the presentation of their initial evaluations in order to inform their assignment preparation.

Reading Lists