Are we all retailers now?


Consumers today sell directly to other consumers, as well as developing new preferences over the ownership of goods, such as renting or sharing. Meanwhile, technology firms are developing platforms and applications ranging from augmented reality, to IOT (Internet of Things) connectivity, to AI and machine learning, which are complementing or substituting for traditional retailing functions. Even, public actors are entering the retail space, through public-private partnerships in areas of shortage or high demand areas of overlapping needs, such as transport infrastructure.


If traditional retailers, as well as consumers, technology firms, public authorities, manufacturers, social media companies, coffee shops, banks, and so on, are all retailers now, working cooperatively and competitively in a networked ecosystem, then do our current marketing models still work?


If one of the most successful retailers of this new age, Amazon, makes more money from renting out its retail infrastructure than from its actual retail sales, are we witnessing a paradigm shift?


Are the links between marketing, sales, and product delivery now so broken that conventional retailing no longer represents a viable business model?


This course considers such issues.


Led by Dr Richard Cuthbertson, of the Oxford Institute of Retail Management, at the Saïd Business School, University of Oxford, and Visiting Senior Fellow at Aalto University, this course provides students with an understanding of strategic retail management and marketing in a rapidly changing environment, with a special emphasis on developing new business models, service systems, and customer experiences in an increasingly digital world.


Course can be found from WebOodi and MyCourses with following information:


Course code: 23E01000

Course name: Advanced Topics in Marketing / Retail Futures: New business models, service systems, and customer experiences

Credits: 6 cr

Teaching times: IV 2018–19 (spring)


- 26th February introduction to the course

- students work independently

- 12th March formative essay dead line

- 14th March small group tutorials (via Skype)

- students work independently and in groups

- 26th-28th March workshop

- students work independently

- 11th April examination


Registration times: 28.01.19, 09:00 - 18.02.19, 23:59