Professional Documents
Culture Documents
Retail Marketing
Retail Marketing
Retail Marketing
Marketing, Strategy and Enterprise
Module Code: MOD001195
Module Guide
Contents
Retail Marketing ..................................................................................................................................... 1
1. Key Information ................................................................................................................................ 2
2. Introduction to the Module ................................................................................................................ 2
3. Intended Learning Outcomes............................................................................................................ 3
3.1 Employability skills delivered in this Module ...................................................................................... 4
4. Outline Delivery ................................................................................................................................ 5
4.1 Attendance Requirements ................................................................................................................ 8
5. Assessment ...................................................................................................................................... 9
5.1 How to check your plagiarism via Turnitin ....................................................................................... 10
5.2 Submitting your work ...................................................................................................................... 12
5.3 Marking Rubric and Feedback ........................................................................................................ 12
5.4 Re-Assessment (resit) .................................................................................................................... 12
6. How is My Work Marked? ............................................................................................................... 12
7. Assessment Criteria and Marking Standards .................................................................................. 15
7.1 Specific Assessment Criteria and Marking Rubric........................................................................... 15
7.2 University Generic Assessment Criteria .......................................................................................... 17
8. Assessment Offences ..................................................................................................................... 19
9. Learning Resources ....................................................................................................................... 21
9.1. Library ........................................................................................................................................... 21
9.2. Other Resources ........................................................................................................................... 26
10. Module Evaluation ......................................................................................................................... 26
11. Report on Last Delivery of Module ................................................................................................. 27
Appendix 1: Re-Assessment Information .............................................................................................. 28
Page 1
Module Guide
1. Key Information
Module:
Retail Marketing
Module Leader:
Tim Froggett
Module Tutor:
Asanthi Kodituwakku
Every module has a Module Definition Form (MDF) which is the officially validated record of the module.
You can access the MDF for this module in three ways via:
All modules delivered by Anglia Ruskin University at its main campuses in the UK and at Associate
Colleges throughout the UK and overseas are governed by the Academic Regulations. You can view
these at www.anglia.ac.uk/academicregs. A printed extract of the Academic Regulations, known as the
Assessment Regulations, is available for every student from your Faculty Office (all new students will
have received a copy as part of their welcome pack).
In the unlikely event of any discrepancy between the Academic Regulations and any other publication,
including this module guide, the Academic Regulations, as the definitive document, take precedence
over all other publications and will be applied in all cases.
Page 2
Module Guide
announced a strategic review of its loss making US business Fresh & Easy. Tesco had believed that its
choice of locations and formats, merchandise range and assortment and supply chain capabilities were a
strong basis for a sustainable competitive advantage. This proved not to be the case and in December
2012 Tesco CEO concluded that Fresh & Easy would not deliver acceptable shareholder returns in its
current form.
When retailers disappear from our high street is it a failure of marketing or an unavoidable consequence
of the rapid pace of change in the retail environment reflecting the increasingly difficult task retail
marketers face in connecting with consumers? As you learn more about the retail environment, retail
marketing and retail strategy attempt to explain why the retailers listed above failed. In addition, prepare
your own list of retailers that you think are vulnerable to continuing difficult economic times.
These, and many other questions are addressed in a module which combines lectures with a practically
based seminar programme where key issues are addressed through the use of research activities which
explore current issues in retail marketing and consumer behaviour research. Examples of topics covered
are:
Retail strategies
The retail marketing mix
The contribution of the retail environment and the retail experience to customer satisfaction
On-line retailing and other emerging trends
How behavioural research helps retailers develop a better understanding of consumers and their
shopping habits
How supply chain management is an increasingly important driver of retail performance and
customer satisfaction.
To get the most from the module it is important not only to attend lectures and seminars but also to take
a keen interest in topical retail stories presented through the media and to visit retailers as both
consumer and student of retail marketing. So get into the habit of taking paper and pen on your shopping
trips and making notes: it will make for a more interesting and rewarding learning experience
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Module Guide
Communication (oral)
Communication (written)
Commercial Awareness
Cultural sensitivity
Customer focus
Data Handling
Decision making
Enterprising
Flexibility
Initiative
Interpersonal Skills
Leadership/Management of others
Networking
Organisational adaptability
Project Management
Problem Solving and analytical skills
Responsibility
Team working
Time Management
Other
X
X
X
X
X
Page 4
X
X
X
X
X
X
X
X
X
x
x
Module Guide
4. Outline Delivery
Wk
1
Student activity
Introduction
to
marketing
Student activity
Reading references
retail In order to fully benefit from Gilbert D, (2003), Retail
the lessons, students are
Marketing Management, 2nd
expected
to
read
the
Edition, Pearson Education
recommended Lecture notes,
India, Chapter 1.
Practical applications and
Case studies, available in the Kotler P, Armstrong G,
IMSS.
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson Prentice Hall,
Chapter 13, pg. 314-323.
The
product
mix,
product selection and
buying, retailers as
product, retailer own
brand
Advertising
promotion
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson Prentice Hall,
Chapter 2.
http://www.referenceforbusin
ess.com/encyclopedia/StrThe/StrategyFormulation.html
and
Page 5
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson
Prentice
Hall,
Module Guide
Chapter 4 & 5.
The selling
environment - retail
atmospherics, store
design and layout
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson
Prentice
Hall,
Chapter 2, pg 44-48.
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson
Prentice
Hall,
Chapter 4 & 5.
Page 6
P,
Armstrong
G,
Module Guide
IMSS.
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing, 13th Edition,
Pearson
Prentice
Hall,
Chapters 8 & 11.
http://knowledge.wharton.up
enn.edu/article.cfm?articleid
=2837
consumer
- Principles of consumer
behaviour, motives for
shopping. the retail CDP
http://www.consumerpsychol
ogist.com/intro_Consumer_B
ehavior.html
Understanding
behaviour
Page 7
Module Guide
Chapters 6.
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing,
13th
Edition,
Pearson
Prentice
Hall,
Chapter 19.
Kotler P, Armstrong G,
Agnihotri P.Y, and Haque
E.U. (2010), Principals of
Marketing,
13th
Edition,
Pearson
Prentice
Hall,
Chapter 13, pg 329 - 333.
Page 8
Module Guide
5. Assessment
The assessment for this module consists of a written assignment.
You are required to provide a TWO PAGE summary of your complete assignment in order to
provide you with suggestions for improvement before the final submission.
Part
Type of
assessment
Word or
page
limit
Draft:
2 page summary of
assignment
2 pages
Written assignment
3000
words
Submission method
TBA
May 2015
Please follow email
correspondence for deadlines
and any possible revisions
Part 1 Assignment
Mark
Learning
Outcome
60%
1 and 2
2. Assess the extent to which the retail mix provides a basis for
sustainable competitive advantage
20%
1 and 2
20%
TOTAL MARKS
100%
All coursework assignments and other forms of assessment must be submitted by the published deadline
which is detailed above. It is your responsibility to know when work is due to be submitted ignorance of
the deadline date will not be accepted as a reason for late or non-submission.
Any late work will NOT be accepted and a mark of zero will be awarded for the assessment task in
question.
You are requested to keep a copy of your work.
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Module Guide
a) Keep Default
SID
f) or cancel
e) Upload
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Module Guide
Plagiarism Requirement:
Prior to final submission the assignment must be submitted to the electronic plagiarism checking
software (i.e. Turnitin);
Turnitin.com uses the Originality Check tool to compile the Originality Report, which contains
detailed information about the number and the use of each primary source in the submitted
document. This is done through the Similarity Index, which is a percentage of words in the paper
that match all the primary sources to all words in the document.
The Similarity Index also shows a copy of the student paper with primary sources. Each primary
source is given a colour and number. The text within the students paper, which corresponds to a
primary source, will be highlighted in that respective colour and attached with its respective number.
The percentage of each primary source refers to a percentage of words in the entire paper that
match the source.
HOW TO VIEW YOUR FEEDBACK
Click on the class that you wish to view and then you will see the assignments for the module listed.
Click the blue view button to open up the document viewer. A new window will open and you will see
your feedback on the right-hand side of the screen. Or click on the grey arrow to download a copy of
your assignment and feedback.
POINTS TO NOTE
3. The Originality Report will not be used to make assessment decisions unless concerns
arise as to poor academic practice, plagiarism, or collusion. The report may then be
considered as part of the normal investigatory procedures undertaken by the academic
team and the Director of Studies (again, please see Section 10 of the Assessment
Regulations).
4. Re-sits and extensions are also to be submitted via Turnitin. New Turnitin classes will be
created for re-sits.
5. Full details as on submitting to Turnitin, the Originality Report, and a FAQs list, can be
located on the module VLE.
All assignments must be submitted by the published deadline. It is your responsibility to know
when work is due to be submitted ignorance of the deadline date will not be accepted as a
reason for late or non - submission.
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Module Guide
Module Guide
Anonymous marking your name is not attached to your work so, at the point of marking, the
lecturer does not know whose work he/she is considering. When you undertake an assessment task
where your identity is known (e.g. a presentation or Major Project), it is marked by more than one
lecturer (known as double marking)
Internal moderation a sample of all work for each assessment task in each module is moderated
by other Anglia Ruskin staff to check the standards and consistency of the marking
External moderation a sample of student work for all modules is moderated by external
examiners experienced academic staff from other universities (and sometimes practitioners who
represent relevant professions) - who scrutinise your work and provide Anglia Ruskin academic staff
with feedback, advice and assurance that the marking of your work is comparable to that in other UK
universities. Many of Anglia Ruskins staff act as external examiners at other universities.
Departmental Assessment Panel (DAP) performance by all students on all modules is discussed
and approved at the appropriate DAPs which are attended by all relevant Module Leaders and
external examiners. Anglia Ruskin has over 25 DAPs to cover all the different subjects we teach.
This module falls within the remit of the Marketing, Strategy and Enterprise DAP.
The following external examiners are appointed to this DAP and will oversee the assessment of this
and other modules within the DAPs remit:
Academic Institution
Position or Employer
Dr Ross Brennan
University of Hertfordshire
Reader in Marketing
Dr Lindsey Carey
Senior Lecturer
Mr David Gibson
Mr Luiz Montanheiro
University of Sheffield
Associate Lecturer
Bournemouth University
The above list is correct at the time of publication. However, external examiners are appointed at
various points throughout the year. An up-to-date list of external examiners is available to students and
staff at www.anglia.ac.uk/eeinfo.
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Module Guide
Student submits
work / sits
examination
DAP4 Stage
1
2
Any issues?
YES
NO
Students receive
initial (unconfirmed)
feedback
Marking Stage
Any issues?
YES
NO
Marks submitted to DAP5 for
consideration and approval
Confirmed marks
issued to students
via e-Vision
All work is marked anonymously or double marked where identity of the student is known (e.g.in a presentation)
The internal (and external) moderation process compares work from all locations where the module is delivered
(e.g.Cambridge, Chelmsford, Peterborough, Malaysia, India, Trinidad etc.)
The sample for the internal moderation process comprises a minimum of eight pieces of work or 10% (whichever
is the greater) for each marker and covers the full range of marks
Only modules at levels 5, 6 and 7 are subject to external moderation (unless required for separate reasons). The
sample for the external moderation process comprises a minimum of eight pieces of work or 10% (whichever is
the greater) for the entire module and covers the full range of marks
DAP: Departmental Assessment Panel Anglia Ruskin has over 25 different DAPs to reflect our subject coverage
Page 14
Module Guide
A+ = 80-89%
A = 70-79%
B = 60-69%
C = 50-59%
D = 40-49%
F = 30-39%
F- = 20-29%
F = 10 -19%
F---- = 0-9%
Exceptional retail
mix analysis.
Comprehensive
and detailed
evidencing
exceptional in-store
research.
Exceptional clarity,
structure,
referencing and
range of sources
Outstanding retail
mix analysis. Very
detailed showing
outstanding insight
with outstanding
level of in-store
research.
Outstanding clarity,
structure,
referencing and
range of sources
Analysis good
overall with minor
omissions in
respect of some
mix elements.
Structure, clarity
referencing and
range of sources
are good
Basic level
analysis. Lacks
details and is not
based on detailed
in-store research.
Structure, clarity,
referencing and
range of sources
are acceptable
Little/nothing of
merit
Understanding and
application of
theoretical
perspectives is
very good but lacks
the insight for a
first class answer
Clarity structure,
referencing range
of sources are very
good
Discussion is
rather descriptive
and application of
theoretical
perspectives lacks
insight. Structure,
clarity, referencing
and range of
sources are good
with some errors
Analysis and
application are at a
basic standard as
are referencing,
structure, clarity
and range of
sources
Understanding and
application of
theoretical
perspectives is
exceptional. Clarity
structure,
referencing range
of sources are
exceptional
Understanding and
application of
theoretical
perspectives are
outstanding. Clarity
structure,
referencing range
of sources are
outstanding
Understanding and
application of
theoretical
perspectives is
excellent Clarity
structure,
referencing range
of sources are
excellent
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Little/nothing of
merit
Module Guide
Exceptional insight
is demonstrated in
identification and
analysis of relevant
future challenges.
All academic
aspects of work are
exceptional
Outstanding insight
is demonstrated in
identification and
analysis of relevant
future challenges.
All academic
aspects of work are
Outstanding
Excellent insight is
demonstrated in
identification and
analysis of relevant
future challenges.
All academic
aspects of work are
excellent
Insight
demonstrated is
below level
required for first
class answer but is
nevertheless very
good All academic
aspects of work are
very good
Limited range
factors are
identified and
application is
limited. Academic
aspects of work are
satisfactory
Page 16
Not of a standard
eligible for a
compensated pass
with significant
omissions and lack
of applications.
Limited
understanding of
scholarly
convention
Little/nothing of
merit
Module Guide
Mark Bands
Outcome
Knowledge & Understanding
90-100%
80-89%
70-79%
60-69%
50-59%
Achieves module
outcome(s) related to
GLO at this level
40-49%
A marginal pass in
module outcome(s)
related to GLO at this
level
30-39%
A marginal fail in
module outcome(s)
related to GLO at this
level. Possible
compensation. Satisfies qualifying mark
20-29%
10-19%
Fails to achieve
module outcome(s)
related to this GLO.
Qualifying mark not
satisfied. No
compensation
available
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Module Guide
1-9%
0%
Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the
assignment brief (eg: answers the wrong question) and/or related learning outcomes
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Module Guide
8. Assessment Offences
As an academic community, we recognise that the principles of truth, honesty and mutual respect are
central to the pursuit of knowledge. Behaviour that undermines those principles weakens the community,
both individually and collectively, and diminishes our values. We are committed to ensuring that every
student and member of staff is made aware of the responsibilities s/he bears in maintaining the highest
standards of academic integrity and how those standards are protected.
You are reminded that any work that you submit must be your own. When you are preparing your work
for submission, it is important that you understand the various academic conventions that you are
expected to follow in order to make sure that you do not leave yourself open to accusations of plagiarism
(e.g. the correct use of referencing, citations, footnotes etc.) and that your work maintains its academic
integrity.
directly copying from written work, physical work, performances, recorded work or images, without
saying where this is from;
using information from the internet or electronic media (such as DVDs and CDs) which belongs to
someone else, and presenting it as your own;
rewording someone elses work, without referencing them; and
handing in something for assessment which has been produced by another student or person.
It is important that you do not plagiarise intentionally or unintentionally because the work of others
and their ideas are their own. There are benefits to producing original ideas in terms of awards, prizes,
qualifications, reputation and so on. To use someone elses work, words, images, ideas or discoveries is
a form of theft.
Collusion
Collusion is similar to plagiarism as it is an attempt to present anothers work as your own. In plagiarism
the original owner of the work is not aware you are using it, in collusion two or more people may be
involved in trying to produce one piece of work to benefit one individual, or plagiarising another persons
work.
Examples of collusion include:
Module Guide
Many parts of university life need students to work together. Working as a team, as directed by your
tutor, and producing group work is not collusion. Collusion only happens if you produce joint work to
benefit of one or more person and try to deceive another (for example the assessor).
Cheating
Cheating is when someone aims to get unfair advantage over others.
Examples of cheating include:
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Module Guide
9. Learning Resources
9.1. Library
Notes
Key text
Retail Marketing Management, David Gilbert, FT
Retail Marketing, Peter McGoldrick, McGraw Hill
Books
Retail Management: A Strategic Approach, Berman and
Evans, Pearson
Retailing Management: Levy and Weitz, McGraw Hill
Introduction to Retailing, Lusch, Dunne and Carver,
South Western Cengage Learning
International Retailing, Alexander and Doherty, Oxford
University Press
Journals
REFER TO THE VLE FOR ADDITIONAL RESOURCES
AND VISIT THE VLE REGULARLY FOR UPDATED NEWS
STORIES, LINKS, CASES AND WHITE PAPERS
Specific journal articles
Websites
REFER TO THE VLE FOR ADDITIONAL RESOURCES
AND VISIT THE VLE REGULARLY FOR UPDATED NEWS
STORIES, LINKS, CASES AND WHITE PAPERS
o
Advertising Association
The Advertising Association is a federation of 26
trade bodies representing the advertising and
promotional marketing industries, including
advertisers, agencies, media and support
services. The website contains a lot of information
about advertising related issues plus some useful
student briefings about the industry.
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Module Guide
o
Ofcom
The regulator for the UK broadcast and
telecommunications industry. Ofcom deals with
complaints about TV and radio, and is largely
consumer orientated. The website provides
research and market reports.
Voucher Association
A trade body which represents the interests of
voucher providers in the corporate incentive,
loyalty, reward and gift voucher markets.
Advertising Archives
This website provides an online picture library,
containing a vast collection of American and
British press advertisements and magazine cover
illustrations in Europe.
Brandchannel.com
Brandchannel.com provides a global perspective
on brands, and challenges viewers to think
further about the important issues that are
affecting brands now and in the future. They offer
tools and information, including global listings for
conferences, courses and careers, as well as links
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Module Guide
to other valuable industry resources.
Marketing Society
A professional association dedicated to raising the
stature of marketing in business.
Mintel
A global supplier of consumer, media and market
research.
Thomson Intermedia
Xtreme Information
B2BMarketingBiz.com
Offers a free weekly B2B case study by e-mail
from an American "media company serving
marketers".
B2BYellowPages.com
"A worldwide business-to-business Yellow Pages
and website directory that allows businesses to
locate and/or publicise websites to other
businesses".
Business.com
A business-focused search engine and directory useful for general industry background or
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Module Guide
specifics about a particular product line.
Contact B2B
"High profile exhibition platform, from which
businesses of all sizes are able to sell,
demonstrate and explain their products and
services to an appreciative and decision making
audience". The website provides a list of
upcoming B2B exhibitions.
CRM Buyer
"Offers impartial product reviews and practical
advice, in addition to a comprehensive directory
of CRM vendors".
Line56
"The leading source of global news and analysis
on e-business technology and strategy".
MagPortal.com
Offers over 300 searchable articles in its B2B
section.
OutsourcingCenter
A portal that "hosts a wealth of free research,
case studies, database directories, market
intelligence, and ever-expanding content targeted
to the information organisational decision-makers
seek on emerging trends and best practices in
outsourcing as a strategic business solution".
SupplyChainBrain.com
"The nerve center for today's supply-chain news,
developments and innovative thinking". The
website contains case studies, newsletters, and
online magazines.
Publications
Brand Republic
This website features professional marketing
news, views and developments. It incorporates
material from Marketing, Campaign, PR Week,
Revolution, Direct Response, Marketing Direct and
Promotions & Incentives, all of which are
available on subscription. Students rates
available.
B2B Online
Online magazine - offers an annual listing of the
best 100 B2B websites, which can be sorted by
industry.
ComputerWeekly.com
Online magazine - includes a searchable library of
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Module Guide
white papers.
ClickZ
E-mail marketing news, articles and case studies.
Shared Insights
A source of information for the evaluation,
purchase and implementation of electronic
business to business technology and solutions.
This website has good news items, applications
information, plus case studies and white papers.
The website also provides access to a number of
affiliate websites, such as CRM and
PortalCommunity.
E-Commerce Times
"Provides daily original editorial content, with full
coverage of e-business and technology news and
information".
Financial Times
Extensive range of articles and case studies.
CIO
An online magazine with various 'research
centres' including CRM, ERP, and Supply Chain
Management. Provides newsletters and case
studies.
Mad.co.uk
Features professional marketing news, views and
developments. The website incorporates material
from Marketing Week, Design Week, Precision
Marketing, DM Weekly, Technology Week and
Creative Review, all of which are available on
subscription. Student rates available.
McKinsey Quarterly
"Articles that go beyond reportage and analysis to
offer new ways of thinking about management in
the private, public, and nonprofit sectors". The
website provides a free online newsletter, and
there are membership options for access to
archives.
The Manufacturer.com
An online magazine providing news and articles.
Good for supply chain management issues.
Times Online
Module Guide
Link to Harvard Referencing guide http://libweb.anglia.ac.uk/referencing/harvard.htm
Page 26
Module Guide
This form should be completed by module tutors (where there is more than one delivery) and forwarded to Module Leaders who
compiles the results on to one form for use at the Programme Committee and other methods of disseminating feedback to
students.
Semester/Trimester: 2
The mark range covered 0 96%. In Cambridge the overall pass rate was 83% and the module satisfaction rating was
83%. The overall pass rate in other centres ranged from 73 100%.
Feedback from Students Briefly summarise student responses, including any written comments
Student responses are overwhelmingly positive praising the applied and practical nature of the module and its
assessment
Module Leader/Tutors Reflection on Delivery of the Module, including Response to Feedback from Students
(including resources if appropriate)
Feedback and evaluations in all centres is excellent. Module will continue its applied and practical nature retaining the
strong emphasis on in-store research
Developments during the current year or planned for next year (if appropriate)
The range of on-line resources will be further developed
External Examiners Comments State whether the external examiner agreed the marks and/or commented on the
module
All marks agreed by External Examiner
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Module Guide
Type of assessment
011
Part 010 Assignment
Mark
Learning
Outcome
60%
1 and 2
2. Assess the extent to which the retail mix provides a basis for
sustainable competitive advantage
20%
1 and 2
20%
TOTAL MARKS
Page 28
100%
Version 1
1. Module Title
Retail Marketing
2a. Module Leader
Timothy Froggett
2b. Department
2c. Faculty
Dept of Marketing, Strategy and Lord Ashcroft International
Enterprise
Business School
3a. Level
6
4a. Credits
15
150
5. Restrictions
Type
Module Code
Module Name
PreBD130002S
Managing People, Finance and Marketing
requisites:
CoNone
requisites:
Exclusions:
None
Courses to which this
None
module is restricted
Condition
AND
(Compulsory)
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Mode of Delivery
Face to Face
Page 2 of 3
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