MKF2200

Winning the retail customer

(BUS)

Mr Michael Morrison

6 points + OCDL + First semester

Synopsis: Consumer behaviour - consumer buying model; store and product selection criteria; customer segmentation; core customer concept. Customer service - service definition and expectations; development and delivery; customer service strategies. Retail selling - principles and practice; customer relations. Managing the sales floor - staff scheduling; training; productivity; consumerism.

Assessment: Written (2000 words): 20% + Written (4000 words): 40% + Examination (2 hours): 40%