College of Agriculture and Life Sciences | The University ...



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|COURSE SYLLABUS |

|RCSC 434: Omnichannel Retailing |

|Spring 2015 |

|Tuesday & Thursday @ 11:00 – 12:15 |

|MKPRK #207 |

|[pic] |

Course Description:

An examination of the organizing principles and strategies applied by retailers that market goods and/or services using an omnichannel retail business model. Emphasis will be placed on retailers involved in integrating operations of two or more channels including store, online, and/or catalog retail channels.

Instructor Information:

Name: Charlette Padilla

Office: MCPRK 425D

E-mail address: charletp@email.arizona.edu

Office Hours: By appointment /D2L Chat

Course Web Site: Available at

WELCOME: to RCSC 434, Omnichannel Retailing. In technology something is new when you cannot find an unanimous way to spell it - Omni-channel, omni channel and omnichannel across the web. For the sake of argument we will spell it omnichannel . We will discuss and discover the relationships with retail – cross channel, together with the technological changes involving the market place. It is time to connect.

My previous experience as an instructor is with Pima Community College, University of Arizona, Arizona Arts Institute and the Academic Director at Tucson Design College. In addition some of my personal retail experiences with Talbots, Alexander Henry Fabrics, St John and co-owner for 13 years of J.Kareiva Menzwear.

Course Objectives and Expected Learning Outcomes:

On completion of this course, the student should be able to:

1. Identify the major forms of omnichannel organizational subjects

Introduction of Omni channel (Week 1 & 2)

2. Compare and contrast the benefits and challenges associated with adopting each omnichannel nonstore retail channels ( brick and mortar VS nonstore Channel):

Strengths and weaknesses of specific retail channels (Week 3, 4 & 5)

3. Define the Omnichannel Retailing consumer.-

The Omnichannel Retailing Consumer (Week 6, 7 & 8)

4. Investigate the theories that can be used to explain omnichannel consumers’ search and purchasing behaviors across the retail channels.

- Multichannel Retail Strategies: Implementing Omnichannel Strategies and Cross-Channel collaborations (Week 9 & 10)

5. Illustrate ways in which omnichannel retailers integrate branding, pricing, traditional promotional, social media marketing, email marketing, and fulfillment strategies across channels.

Technology Solutions and Omichannel Retailing; customer Service Delivery (Week 11& 12)

6. Analyze the role played by customer relationship management in omnichannel strategy execution

Technology Solutions and Omichannel Retailing; Customer Service Delivery (Week 12 & 13)

7. Report and evaluate the elements of an omnichannel retail service and fulfillment strategies as a retailer

Presentations and class discussion of nonstorechannels evaluation (Week 14 & 15)

Topics:

What is Omnichannel Retailing-(Learning Objective 1)

Evolution and Economic Impact of Omnichannel Retailing

Contemporary Omnichannel Business Models

Trends Shaping the Development of Omnichannel Retailing

Strengths and Limitations of Specific Retail Channels (Learning Objective 2)

Physical Retail Channels

Direct Marketing and Direct Selling Retail Channels

Electronic Retailing Channels

The Omnichannel Retailing Consumer (Learning Objective 3)

Major Theories that Explain Omnichannel Search and Purchase Behaviors

Omnichannel Consumer Segmentation Schemes

The Omnichannel Shopping Experience (Learning Objective 4)

Omnichannel Retail Strategies

Implementing Integrated Strategies among Channels: Benefits and Challenges (Learning Objective 1, 5 &6)

Technology Enablers of Omnichannel Strategies

Product, Price, Distribution/Fulfillment, Promotion, Social Media Marketing, and Email Marketing with regard to Omnichannel Retailing (Learning Objective 5)

Customer Relationship Management (Learning Objective 6)

Technology Solutions and Omnichannel Retailing (Learning Objective 6 &7)

Online and Mobile Communications

Omnichannel Customer Service Delivery

Social and Regulatory Issues

Omnichannel Fulfillment and Supply Chain Challenges and Solutions

Course Methodology:

This course is a hybrid course in which we will reduce face-to-face time and blend instructions with technology. The class will be a blend of lecture, in-class group, D2l chat , online collaboration and individual D2L discussion and assigned readings for class discussion and group activities, hourly examinations, and 2 group projects.

D2L logon

You will need to access D2L for all assignments (Content) as well read the HOME PAGE of this course on D2L regularly for updates and notes.

|1. Go to D2L WEBSITE: |

|2. Select the "Check that your browser is compatible" hyperlink. |

|(That's step Number 2 in the student login instructions.) |

|3. Select the UA NetID Login button on the top left side of the screen. |

|4. Enter your UA NetID and password-- |

|this is the same way you get into your UA Web-mail. |

|5. Select the (+) symbol beside the Semester and Department names. |

|Then select the hyper linked Course Name. |

|6. On the Course Home page, take a look at blue and red navigational |

|bars along the top of your screen. |

|Select “Content” to get to the Syllabus, etc. for your course. |

Technology Requirements:

• Working University of Arizona (UA) email address

• UA ID to be able to access Desire to Learn (D2L) to successfully function in this class

• All assignments must be done in word (examples - doc, docx) or a pdf & rtf file.

• All PowerPoint please keep files at a minimum

• All assignments and quizzes are restricted to Arizona Time –if you are not in Arizona adjust your time accordingly

Technological glitches & problems must be worked – out ahead of time and not be used as excused for late work or uncompleted assignments

D2L Technical Questions or Problems

If you have any questions or problems regarding D2L, please do not contact me, as the D2L technical support people have access to D2L server and are trained to handle any problems or questions. They can be contacted at:

.

Additionally you can contact UITS 24/7 at: or directly at - (520) 626-TECH (8324)

Teaching Format:

The teaching format will consist of a combination of face-to-face lectures, interactive classroom activities, guest speaker presentations, examinations and quizzes, and D2L assignments, online learning lab and discussions

Required Text and Readings:

Required Readings:

RCSC 434 Readings from Textbook Chapters (20153). Published by University Readers. Available online at:

This course packet contains a collection of readings consisting of chapters from three different textbooks that incorporate a omnichannel perspective. These include:

Poloian, Lynda Gamans (2009). Multichannel Retailing. New York: Fairchild Books.

Poloian, Lynda Gamans (2013). Retailing Principles: Global, Multichannel, and Managerial Viewpoints. New York: Bloomsbury Publishing, Inc.

Roberts, Mary Lou and Debra Zahay (2013). Internet Marketing: Integrating Online and Offline Strategies, Mason, OH: South-Western Cengage Learning.

Other supplementary readings from relevant trade journals and research reports will be provided as class handouts and/or provided on D2L and required as supplementary reading.

Required/Recommended Knowledge:

Prior completion of introductory course work in marketing and retailing is assumed. Students should have an understanding of basic marketing and retailing principles.

Grading Policy for RCSC 434:- (Points distribution is on D2L)

GRADES:

1. Grades are not negotiable unless it is my error, discussion may take place. You have only one week after the grade has been posted in order to discuss a posted grade.

2. I do not round off or curve grades – the posted grade is the grade you earned. Therefore, do not miss an assignment ONE POINT will make a difference on your grade

3. Grades should not be a surprise - it is a measurement of your efforts, coming to class, being on time, respect of schedules and deadlines, quality of your work, be prepared and participate , and RESPECT and be courteous to members of the classroom community – Live with your results and be accountable for your own actions.

Honors Section for RCSC 434:

For students enrolled in the Honors College and taking the honors section of this course, an additional project consisting of a paper on a relevant omnichannel retailing topic will be required. This paper will be developed during the regular semester, and students will be required to meet at periodic intervals with the instructor regarding the paper. At the end of the semester, students will be asked to make a brief presentation of their paper to the class. This additional assignment will be worth 35 points. Thus, the final grades of all honors students will be based on a total of 310 points.

Evaluation Criteria for Assignments for RCSC 434:

PARTICIPATION/DISCUSSION:

The discussion questions /topics will be posted on your syllabus in which the discussion must be completed by 11:59 PM (Arizona Time) that day to complete your input. All discussions are given a credit grade and are graded in the discussion section of D2L not in your dropbox.

For each discussion, I will provide the subject/and or questions and submit my own commentaries. During each week, students actively are engaged in their group activities and class discussions. During discussions students must contribute a well-constructed manner to earn 100% of the discussion grade points. Please consider the tone of the discussions will be evaluated.

Well –constructed discussions means significant participation by:

1. Providing pertinent information to the class discussion from assigned reading chapters.

2. Keeping all remarks positive, but at the same time questioning things with which there is difference.

3. Sharing personal experience, other classes, websites, and other relevant information.

4. Building on commentaries from other students. You are expected to respond at least to 3 or more Online, discussion questions that are connected to the quizzes and exams .

The highest score you will be able to achieve will be a 25. Let us say that the highest score is equivalent of “perfect”. So we understand what a score of 25 is in our environment, here is the dictionaries definition of “perfect”:

“an unsurpassable degree of accuracy or excellence”

What will it take to get a perfect score? Efforts with results, your spelling and grammar without error and exceeding expectations at all levels.

You will be graded as follows

1. for answering the discussion question

2. for the second post. Second post may be a reply to another student’s post, or a revision of the original post, if the student has changed their opinion about the topic.

3. Posts that do not use course materials to back up their arguments will not be given full credit.

4. Posts that have poor grammar, spelling and use a small “i” for personal “I“will lose points

5. An occasional, brief reply to other discussions (e.g. "Great idea, Tess”) does not fulfill the discussion requirement.

Examinations: The examinations will consist of a series of objective questions. Questions will be on material covered in class lectures, discussion, and speaker presentations, student project presentations, and readings from textbook chapters and supplementary course readings. The number of points that will be allocated to questions will be clearly indicated on the exams. All questions will require students to apply, evaluate, and interpret information based on course materials.

Omnichannel Retailer Strategy Evaluation Project: The project involves students in developing an evaluation of specific strategy and mix elements of an omnichannel retail firm. Students, working in groups of approximately 6 persons, will select a firm and conduct an analysis of the firm’s strategies and mix elements by applying information learned in the course. The project includes a series of oral presentations to the class incorporating Power Point and other types of visual materials that cover evaluations of the firm’s brick-and-mortar channel strategies, nonstore channel(s) strategies, and an overall evaluation of the firm’s omnichannel strategies. A separate, detailed assignment sheet outlining specific requirements of the project and grading criteria will be supplied.

Group participation in the project will be assessed via group evaluations. Failure to participate equally with other group members in the project will result in a reduction in any non-participating individual’s points earned on the project.

In-Class Group and Individual Participation: Participation will be assessed via attendance taken in class, participation in in-class group exercises and discussions, and the instructor’s record regarding general participation in the class. The weighting of each element toward the total 25 participation points will be approximately as follows: class attendance – 70%; work on in-class exercises and participation in class discussions – 30%. Class attendance is extremely important for success in the class as is participation in class discussions. Students who have 3 or more unexcused absences will receive none of the 12 participation points allocated for attendance. Students having 1, or 2 unexcused absences will receive 10 out of 12 points, respectively. Please note that group participation in the Omnichannel Retailer Strategy Evaluation Project is assessed separately as part of the points to be earned on that project.

D2L Quizzes: Several quizzes will be given periodically during the semester on D2L. These quizzes (counting approximately 5 points each) will cover material from recent class discussions and activities, textbook and lecture topics, and/or course assignments. Quizzes totaling 35 points will be given. Missed quizzes CANNOT be made up. There are no exceptions to this policy.

Late Work Policy:

Any work submitted past the due date will not be accepted unless prior arrangements are made with the course instructor. Work turned in past the due date must be given directly to the course instructor and cannot be submitted to an office or the course TA unless prior arrangements are made with the instructor. No late work will be accepted if submitted more than 1 week past the due date.

Make-Up Policy For Examinations And Quizzes:

Hourly exams should be completed on the scheduled day. These tests may be made up only if missed for a valid reason and the instructor is notified PRIOR to the scheduled time for the test or quiz. A DOCUMENTED, ACCEPTABLE EXCUSE WHICH CAN BE VALIDATED IS REQUIRED. Make-up tests may not be the same test taken at the regularly scheduled class time and must be taken as soon as possible after the student returns to class. Exams will not be given on individual request prior to the scheduled date. With the exception of the final quiz, missed D2L-class quizzes CANNOT be made up.

Extra Credit Projects:

Since the total number of points to be earned in the class can be accumulated through numerous activities throughout the semester, extra credit projects cannot be completed to replace or augment unearned points on assigned course work.

Incompletes:

Incomplete grades will be given only to those students who have participated fully in the majority of the class and who experience an extreme and unusual situation outside of their control that severely interferes with their ability to successfully complete the course (see academic policies in the current UA electronic catalog). An option to receive an incomplete will be at the discretion of the instructor. In addition, the reason for the incomplete must be verified, and there must be a written agreement with the student which specifies the work to be done and a timetable for completion.

Student Code of Academic Integrity:

Students are encouraged to share intellectual views and discuss freely the principles and applications of the course materials. However, graded exams and quizzes must be the product of independent effort unless otherwise instructed. Group projects and presentations must represent the students’ own intellectual work. Students are expected to adhere to the UA Code of Academic Integrity as described in the UA academic policies (see electronic catalog located at

Attendance Policy:

Students are expected to attend face-to face class regularly, come to class on time, and participate in class discussions, individual assignments, and group activities. See the university policy on absences under academic policies in the UA electronic catalog. Attendance will be taken regularly in each the class through various methods as a means of documenting regular and on-time classroom attendance and will be evaluated as an aspect of class participation. Those students with 3 or more unexcused absences will not be eligible to earn any of the 12 participation points allocated to class attendance. Therefore, if there are extenuating circumstances that may culminate in an extended number of absences such as academic university sponsored trips, university-recognized religious holidays, severe illness that requires extended hospitalization or medical care, or death of an immediate family member, please consult the instructor and provide written documentation that provides the reason for the absence(s) and that can be verified by the instructor.

Although not a part of the attendance policy, another aspect of the participation grade is your responsibility to maintain good participation with group members in completing all group activities conducted inside and outside of class. Thus, good attendance will be necessary to fulfill your commitment to your group.

|Online (Tentative) |Topic |Days online class |

|Tuesday |Group 1- Chat- (Strengths and Limitations chat |2/10 |

| |on presentation for February 12) | |

|Tuesday |Group 1 –Quiz |2/17 |

|Thursday |Group 2 Chat |2/19 |

| |DQ 1 | |

|Tuesday |Group 3 chat |2/26 |

|Tuesday |Exam 1 (Opens at 11:00 AM and closes at 5:00 |3/10 |

| |PM) | |

|Thursday |Group 4 chat |3/12 |

|Thursday |Group 5 chat |3/26 |

|Thursday |Group 6 chat |4/02 |

|Thursday |Group 7 chat |4/09 |

|Thursday |Exam 2 (Opens at 11:00 AM and closes at 5:00 |4/23 |

| |PM) | |

|Chapter Topic |Presenter |Dates |

|What is Omnichannel Retailing-(Learning Objective 1) |Charlette |1/15 -2/05 |

|Evolution and Economic Impact of Omnichannel Retailing | | |

|Contemporary Omnichannel Business Models | | |

|Trends Shaping the Development of Omnichannel Retailing | | |

|Strengths and Limitations of Specific Retail Channels (Learning Objective 2 &7) |Group 1 |2/12 |

|Physical Retail Channels | | |

|Direct Marketing and Direct Selling Retail Channels | | |

|Electronic Retailing Channels | | |

|The Omnichannel Retailing Consumer (Learning Objective 3 &7) |Group 2 |2/24 |

|Major Theories that Explain Omnichannel Search and Purchase Behaviors | | |

|Omnichannel Consumer Segmentation Schemes | | |

|The Omnichannel Shopping Experience (Learning Objective 4) | | |

|Omnichannel Retail Strategies |Group 3 |3/03 |

|Implementing Integrated Strategies among Channels: Benefits and Challenges (Learning Objective 1, 5 ,6 &7) | | |

|Technology Solutions and Omnichannel Retailing (Learning Objective 6 &7) |Group 4 |3/24 |

|Online and Mobile Communications | | |

|Omnichannel Customer Service Delivery | | |

|Social Media Marketing (Learning Objectives 4 & 5) |Group 5 |3/31 |

|Synchronizing Supply Chain (Learning Objective 4, 5 & 7) |Group 6 |4/07 |

|Omnichannel Fulfillment and Supply Chain Challenges and Solutions | | |

|Social and Regulatory Issues: (Learning Objectives 4,6 & 7) |Group 7 |4/17 |

|Technology Enablers of Omnichannel Strategies (Learning objective 7) |Final presentations |4/30 -5/6 |

|Product, Price, Distribution/Fulfillment, Promotion, Social Media Marketing, and Email Marketing with regard to | | |

|Omnichannel Retailing (Learning Objective 5) | | |

|Customer Relationship Management (Learning Objective 6) | | |

Assignment Format:

All work (written, oral, and visual) should reflect high professional standards including neatness, accurate spelling, good grammar, good sentence structure, and appropriate documentation of sources. Handouts providing detailed explanations of each major course assignment (other than examinations and extra-credit quizzes) will be provided. Grading criteria that will be used to evaluate the assignment will be included in the handout.

Bibliography:

Additional information related to the omnichannel retailing can also be found in the following trade journals and consumer publications library database.

Trade Journals:

Stores Advertising Age

Chain Store Age Executive Marketing News

Direct Marketing Internet Retailer

WGSN database

Consumer Publication

The Wall Street Journal Business Week Economist

Forbe's Nation's Business Harvard Business Review

Sloan Management Review Business Horizons

Classroom Behavior:

1. A general rule of thumb is that two to three hours of study time for each hour in class is required. This time should be allocated to course readings; summarizing notes from course lectures, discussions, and presentations; and conducting research and evaluations fro course projects.

2. It is each individual’s responsibility to keep up with assignments and bring questions regarding course materials to the attention of the instructor by seeking help in class or on an individual basis.

3. Professional demeanor is expected of students in class. This means coming to class on time, paying attention in class, and participating individually and in groups in all aspects of the class. Students should demonstrate a respectful and cooperative attitude toward the instructor, other students, and class guests and should not speak while others are speaking.

4. Unless special permission is provided by the instructor and the use of electronic devices is for work pertaining to class, all electronic devices (e.g., computers, cell phones, smart phones, tablets, etc.) must be turned off during class.

5. Students should not walk in and out of the classroom during class unless there is an emergency.

6. Students should not be working on unrelated tasks during class (e.g., working on computers or other technology, reading assignments for another class, reading newspapers, working puzzles, etc.)

7. Violations of any of the above will result in sanctions deemed appropriate by the instructor. Students will be notified in writing and via an instructor-student conference when there is a persistent problem with poor professionalism in class. Serious and/or persistent problems may result in any one or combination of the following penalties: request to correct the behavioral problem, administrative course withdrawal; course failure; request to leave class; reduction of up to 50 points in final course grade.

8. At the beginning of the semester, each student will select a group for work on in-class discussion exercises and on the Omnichannel Retailer Strategy Evaluation Project. Cooperation with group members, quality participation, and focused attention to group activities and assignments is expected and will be part of the course participation grade and of the grade assigned on the Omnichannel Retailer Strategy Evaluation project.

9. If there are serious problems with group participation on the Omnichannel Retailer Strategy Evaluation project, groups will be granted the right to request to “fire” a non-participating group member. It is strongly suggested that all groups experiencing serious inter-member conflicts try to resolve the conflicts before they escalate to a situation in which members feel a need to request that a member be removed from a group. However, if a group finds the need to request to remove a member from the group, they must make the request by writing a memo to the instructor. The memo must provide a strong justification for the request and must document specific reasons for the request. A copy of the memo should also be sent to the individual they are asking be removed from the group. In such cases, the instructor will meet with all involved parties and make a final determination regarding necessary courses of action. Depending on the situation and how it affects each group member, possible courses of action available to the instructor may include the following: request that each group member complete separate projects and/or any action outlined in #7 above for sanctions concerning poor professionalism in the class.

10. The Arizona Board of Regents’ Student Code of Conduct, ABOR Policy 5-308, prohibits threats of physical harm to any member of the University community, including to one’s self. (See ).

11. Students are responsible for all materials and announcements presented in class whether in attendance or not. Please make arrangements with your classmates and/or group members to obtain missed handouts in the event that you are absent from class.

12. Announcements about changes in the course schedule, assignments, exams, etc. are often made at the beginning of each class. Students not present when class starts may miss important announcements. Please do not ask the instructor to use class time to repeat missed announcements. It is each student’s responsibility to learn about these announcements on their own time from the instructor or other class members.

13. Keep up with class readings and assignments and plan ahead so that there is plenty of time to clarify questions, complete assignments, and prepare for examinations.

14. Attire worn during exams (e.g., caps, sunglasses, etc.) should not conceal your eyes in any way.

15. No one will be permitted to leave the classroom during a scheduled exam until the exam is completed and turned in unless there is a serious emergency.

Special Needs and Accommodations:

Students needing special accommodations or services should contact the The Disability Resource Center, 1224 East Lowell Street, Tucson, AZ 85721, (520) 621-3268, FAX (520) 621-9423, email: uadrc@email.arizona.edu, . Students must register and request that the Disabilities Resource Center send an official notification of their accommodations needs to the instructor. Please have documentation sent before the end of the second week of class. A reasonable effort to do everything possible to enhance the learning experience will be made. Please plan to meet with the instructor by appointment or during office hours to discuss accommodations and how course requirements and activities may impact your ability to fully participate. The need for accommodations must be documented by the appropriate office.

Confidentiality Of Student Records:

University policies regarding confidentiality as outlined at will be followed.

Online Student Interaction Guidelines:

1) The Arizona Board of Regents’ Student Code of Conduct , ABOR policy 5-308, prohibits threats of physical harm to any member of the University community, including one’s self. See: .

2) It is expected that students may disagree with the research presented or the opinions of their fellow classmates. To disagree is fine but to disparage others views is unacceptable. All comments should be kept civil and thoughtful.

3) This Class runs under university policies regarding disruptive behavior. .

Information Subject To Change Statement:

Information contained in the course syllabus, other than the grade and absence policies, may be subject to change with reasonable advance notice, as deemed appropriate by the instructor.

Statement of Copyrighted Materials:

Students are advised that all lecture notes, lectures, study guides, and other course materials disseminated by the instructor to the students, whether in class or online, are original materials and as such reflect intellectual property of the instructor or author of those works. All readings, study guides, lecture notes and handouts are intended for individual use by the students. Students may not distribute or reproduce these materials for commercial purposes without the express written consent of the instructor. Students who sell or distribute these materials for any use other than their own are in violation of the University’s Intellectual Property Policy (available at policy.pdf). Violations of the instructors copyright may result in course sanctions and violate the Code of Academic integrity.

Subject to Change Statement

Information contained in the course syllabus, other than the grade policies, may be subject to change with reasonable advance notice, as deemed appropriate by the instructor.

Instructor's Note: In order to allow you to plan ahead for your semester activities, we will make every effort to stay on schedule. However, the following class schedule as well as the course requirements and procedures are subject to change in because of unforeseen events. It is required to visit the Course Home Page everyday

If you read the syllabus and email me that you have read the syllabus and understand the course requirements for grades before midnight on Thursday January 15th – you will be awarded 5 extra credit points

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