VISUAL MERCHANDISING AND STORE DESIGN
| Course Code |
MKTG413 |
| Credits |
3.00 |
| Hours / Week |
3 |
Macao is currently positioning itself as the World Centre of Tourism and Leisure. The city is attracting multibillion dollar development of large scale integrated resorts. This has given the city many luxury resorts, hotels, casinos and shopping centres. The growing presence in Macao of world-renowned retailers has generated new demand for knowledgeable managers. Our Tourism Retail and Marketing programme prepares students to succeed in the fast paced, constantly evolving retail sector, equipped them with skills in management, marketing, operations, logistics and customer service. Job opportunities abound for graduates of this programme. They include: in-store operations; marketing and public relations work; buying; merchandising roles; consultancy in analysis.
Store design and visual merchandising is a key area for the retail and marketing management professionals. Visual merchandising and store design is about presenting your retail space to influence the psychology of consumers. This can be used to drive sales, to organise and layout the retail space effectively and efficiently, to develop the brand and business, to develop a relationship with consumers and to compete in highly competitive retail industry. If you ever stood outside a shop or a store appreciating the artistry of its design and window display, or been distracted by an item while walking pass through a department store, or stopped to take in information from a store guide, then you have been side-tracked by the works of store designers and visual merchandisers. If you have purchased as a result of stopping in your progress along the pavement or through a store, then you have been influenced by the supremacy of store design and visual merchandise. Store design and visual merchandising can help support the brand image as well as underpin a successful retail strategy. Retailers rely on these two concepts to entice customers inside and influence their buying behaviour to encourage purchases.
This is an introductory course aiming to offer students a range of basic concepts related to store design and visual merchandising in relation to retail and marketing management. The focus of this course is on the basic design principles and to encourage students to act creatively to apply them via a consultancy project for local entrepreneurs and/or small-and-medium-sized firms. This course gives opportunity for students to relate and apply their knowledge of retail and marketing management with their newly gained design knowledge in a real-world situation. In order to enhance the quality of the content, this course has the support of local experts and practitioners to provide a range of presentations on relevant topics.
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