日本語 English
| 開講年度/ Academic YearAcademic Year |
20262026 |
| 科目設置学部/ CollegeCollege |
経営学部/College of BusinessCollege of Business |
| 科目コード等/ Course CodeCourse Code |
BT237/BT237BT237 |
| テーマ・サブタイトル等/ Theme・SubtitleTheme・Subtitle |
Introduction to Retail Branding and Customer Experience Management |
| 授業形態/ Class FormatClass Format |
対面（全回対面）/Face to face (all classes are face-to-face)Face to face (all classes are face-to-face) |
| 授業形態（補足事項）/ Class Format (Supplementary Items)Class Format (Supplementary Items) |
|
| 授業形式/ Class StyleCampus |
講義/LectureLecture |
| 校地/ CampusCampus |
池袋/IkebukuroIkebukuro |
| 学期/ SemesterSemester |
春学期2/Spring Semester2Spring Semester2 |
| 曜日時限・教室/ DayPeriod・RoomDayPeriod・Room |
木3/Thu.3 Thu.3 , 木4/Thu.4, Thu.4 ログインして教室を表示する（Log in to view the classrooms.） |
| 単位/ CreditsCredits |
22 |
| 科目ナンバリング/ Course NumberCourse Number |
GBU3201 |
| 使用言語/ LanguageLanguage |
英語/EnglishEnglish |
| 履修登録方法/ Class Registration MethodClass Registration Method |
科目コード登録/Course Code RegistrationCourse Code Registration |
| 配当年次/ Assigned YearAssigned Year |
配当年次は開講学部のR Guideに掲載している科目表で確認してください。配当年次は開講学部のR Guideに掲載している科目表で確認してください。 |
| 先修規定/ Prerequisite RegulationsPrerequisite Regulations |
|
| 他学部履修可否/ Acceptance of Other CollegesAcceptance of Other Colleges |
履修登録システムの『他学部・他研究科履修不許可科目一覧』で確認してください。 |
| 履修中止可否/ Course CancellationCourse Cancellation |
〇（履修中止可/ Eligible for cancellation） |
| オンライン授業60単位制限対象科目/ Online Classes Subject to 60-Credit Upper LimitOnline Classes Subject to 60-Credit Upper Limit |
|
| 学位授与方針との関連/ Relationship with Degree PolicyRelationship with Degree Policy |
各授業科目は、学部・研究科の定める学位授与方針（DP）や教育課程編成の方針（CP）に基づき、カリキュラム上に配置されています。詳細はカリキュラム・マップで確認することができます。 https://www.rikkyo.ac.jp/about/disclosure/educational_policy/business.html |
| 備考/ NotesNotes |
Upon completion of this course, students will be able to:
1 Evaluate customer experience and customer journey in retail
2 Understand the fundamentals of retail branding
3 Understand core retail mix decisions
4 Assess the multisensory nature of retail environments
To succeed in today’s highly competitive marketplace, retail companies must brand themselves effectively in the minds of consumers and deliver superior customer experiences across multiple channels and touchpoints. Retail branding and customer experience management are therefore critical areas of decision-making for modern retailers. This course addresses retail branding by examining key issues such as segmentation, positioning, and retail mix decisions. It also explores customer experience management by unpacking the concept of customer experience and the customer journey. In addition, the course introduces service recovery strategies as part of managing customer relationships. Learning is centered on lectures, teaching cases and teamwork, encouraging students to apply theory to practice in collaborative settings.
| 1 | Introduction |
| 2 | The changing retail landscape |
| 3 | Customer experience and customer journey in retail |
| 4 | Showrooming and webrooming behaviors |
| 5 | The fundamentals of retail branding |
| 6 | Case on retail branding |
| 7 | Overview of retail mix decisions |
| 8 | Assortment planning and pricing strategies |
| 9 | Customer service, service quality, and service recovery |
| 10 | Case on customer service in retail |
| 11 | Sensory marketing in retail |
| 12 | The multisensory nature of retail stores |
| 13 | Student presentations |
| 14 | Course summary and key takeaways |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
Students are expected to read all the required readings to prepare class discussion and presentation.
At Rikkyo university, one credit is defined as 45 hours of study (including class time). Based on this, students are expected to engage in both pre-class preparation and post-class review.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Active participation in class(20%) Learning Diary(20%) Essays(30%) Retail Brand Project(30%) |
| 備考 (Notes) | ||
なし/None
| その他 (Others) | |||||
|---|---|---|---|---|---|
| Most articles and reading materials selected by the instructor will be provided. However, please note that students may be required to buy some of the case study readings. |
Students are expected to actively participate in discussions and presentations in and out of the class.
Notebook PC with WIFI connection.
Advanced Course(Min.TOEIC:850)
Upon completion of this course, students will be able to:
1 Evaluate customer experience and customer journey in retail
2 Understand the fundamentals of retail branding
3 Understand core retail mix decisions
4 Assess the multisensory nature of retail environments
To succeed in today’s highly competitive marketplace, retail companies must brand themselves effectively in the minds of consumers and deliver superior customer experiences across multiple channels and touchpoints. Retail branding and customer experience management are therefore critical areas of decision-making for modern retailers. This course addresses retail branding by examining key issues such as segmentation, positioning, and retail mix decisions. It also explores customer experience management by unpacking the concept of customer experience and the customer journey. In addition, the course introduces service recovery strategies as part of managing customer relationships. Learning is centered on lectures, teaching cases and teamwork, encouraging students to apply theory to practice in collaborative settings.
| 1 | Introduction |
| 2 | The changing retail landscape |
| 3 | Customer experience and customer journey in retail |
| 4 | Showrooming and webrooming behaviors |
| 5 | The fundamentals of retail branding |
| 6 | Case on retail branding |
| 7 | Overview of retail mix decisions |
| 8 | Assortment planning and pricing strategies |
| 9 | Customer service, service quality, and service recovery |
| 10 | Case on customer service in retail |
| 11 | Sensory marketing in retail |
| 12 | The multisensory nature of retail stores |
| 13 | Student presentations |
| 14 | Course summary and key takeaways |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
Students are expected to read all the required readings to prepare class discussion and presentation.
At Rikkyo university, one credit is defined as 45 hours of study (including class time). Based on this, students are expected to engage in both pre-class preparation and post-class review.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Active participation in class(20%) Learning Diary(20%) Essays(30%) Retail Brand Project(30%) |
| 備考 (Notes) | ||
なし/None
| その他 (Others) | |||||
|---|---|---|---|---|---|
| Most articles and reading materials selected by the instructor will be provided. However, please note that students may be required to buy some of the case study readings. |
Students are expected to actively participate in discussions and presentations in and out of the class.
Notebook PC with WIFI connection.
Advanced Course(Min.TOEIC:850)