Description

To stimulate thinking and discussion, the following set of resources were developed for this project: 2 multi-media DVD-ROMs, 6 web-based case scenarios and a set of teaching strategies based on these materials, as noted below:

1.  Two multimedia DVD-ROMs on the responsibilities and job duties of a retail store manager

Interviews with store managers and operations managers of two well-known retail firms (Theme and Sincere) were video-recorded, and transcriptions of the interviews were used for preparing the subtitles of the videos. The videos were shown in class in order to improve students' understanding of retail store operations.

The responsibilities of a retail store manager presented in the DVD-ROMs are:

• a morning briefing to salespersons, including sales figures from the previous day, promotion details and targets to be achieved;
• floor checking, involving routine checking of lighting and tidiness in order to give customers a good impression;
• email checking to communicate with stores, headquarters and different departments, update the system information, and approve stock refunds or exchange;
• communication with on-site staff to help them solve some on-site problems, and assign supervisors to check merchandise counting; and
• a meeting with operations, merchandising and marketing staff.

The retail manager also gives his views and advices to students would like to work in retailing.

2.  Six role play case scenarios for group discussion in tutorial classes to enhance students' problem-solving skills

In-depth interviews with store managers from different brands were conducted, and the following cases related to authentic problems on the sales floor were developed:

• Black out: There is no electricity during business hours in a retail store
• Get hurt: An accident happens in a retail store
• Overcrowd: Many customers would like to use a fitting room in a retail store but there are not enough rooms, which leads to customers complaints
• Return: Customers would like a refund for damaged goods
• Thief case one: A theft takes place in a retail store
• Thief case two: Another theft occurs in a retail store

Intended educational value

The development of an interesting and interactive approach to teaching and learning helps to shift the mode of learning from passive to active engaged learning.

Example of application

This approach has been applied in teaching the compulsory "Fashion Retailing" subject offered by ITC.

Evaluation

Students' feedback was very positive (see findings of student questionnaire survey).