This course aims to provide students with key principles, theories and relationships among various communication channels of retail brand contact. Students will learn the different theories of consumer behaviour, consumer's perception of brand identity, and different communication channels for retailers to reach and influence customers. We will also study influence of retail space design and merchandising over consumer purchases inside store. Through exposure to different theories and research studies, case studies and field trip, students should be able to analyse, integrate and develop effective and efficient communication campaigns, store layout design and in-store merchandising to achieve pre-set brand communication objectives.