Module Details

Module Code: HOSP7033
Title: Off-trade Management
Long Title: Off-trade Management
NFQ Level: Intermediate
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 8110 - Hospitality
Module Delivered in: 1 programme(s)
Module Description: The off-trade retail sector in Ireland reflects the dynamic nature of modern life and changing consumer demands. It provides a diverse, exciting and demanding career field. This module will enable students to gain the knowledge of the specific factors that affect the off-licence trade in Ireland.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse current changes in the off trade environment and describe possible future implications for the industry.
LO2 Recognise the variety of different retail operations that operate within the trading environment and the varying competitive strategies which they employ.
LO3 Evaluate the importance of Best Practice in Merchandising standards, relevant retail management techniques and in store display.
LO4 Classify the promotional techniques required to capitalise and maximise potential revenue and sales.
LO5 Identify the legal obligations required to operate a beverage retail business.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Current Off-trade Issues
Introduction to the Off-trade Retail market. Operational framework of the Off-trade industry. Impact of the Off-trade Retailing sector on the Irish Economy. Relevent Legislation and its impact on the Industry. Changing Societal and Consumer trends and its impact on the off trade.
Industry Classification
Off-trade Ownership and Retailer Classifications. Industry formats. Store Based Classifications: Independents, Chain Stores and Franchising. Wholesalers. Supplier chain management.
Merchandising
Merchandising concepts. Industry Standards and Industry Best Practise. Merchandising Philosophy. Ranging policy. The Pareto rule. Creation and Implementation of Planograms. Stock and Sales Monitoring. Devising, Scheduling and Implementing Merchandise Plans. Developments of new and niche brands. Growth in market shares of these brands. Brand developments. Speciality products. Utilisation of Supplier Representatives to maximise Point of Purchase promotion, merchandising and opportunities.
Promotion
The Design and Implementation of Promotional Plans based around key Calendar Events. Maximising Sales Opportunities based on these Events. Unique In-store promotions tailored to local requirements. Personal Selling Techniques. Communication of Promotional Offering.
Sales and Revenue Optimisation
Financial and Operational Management. Profit Planning: Sales Mix. Management of Budgets. Human Resource Allocation. Store format and size Space Allocation: Hot Spots. Inventory Control and Management. Security Issues to prevent Stock Loss.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Presentation % of Total Mark 30
Timing Week 8 Learning Outcomes 3,4
Assessment Description
Critically evaluate an Operating Off-licence.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3,4
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Retail beverage industry lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Suggested readings Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Retail beverage industry lecture Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Suggested readings Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Goworek, H. and McGoldrick, P.. (2015), Retail Marketing Management: Principles and Practice, Pearson, [ISBN: 978-027375874].
  • Murphy, J.. (2015), Responsible Sales, Service and Marketing of Alcohol: For the Tourism, Hospitality and Retail Industries, 1. Goodfellow Publishers Limited, Ireland, [ISBN: 1910158186].
  • Richard Hammond,. (2011), Smart Retail, [ISBN: 978-0273712770].
Supplementary Book Resources
  • Paul Brittain, Roger Cox. (2004), Retailing: An Introduction, [ISBN: 978-0273678199].
Supplementary Article/Paper Resources
  • Mintel International Group. (2003), Off-Licences: Retail Intelligence.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OBARM_7 Bachelor of Business in Beverage Industry Management 6 Mandatory