Structure and Grading:
Your assignment should have the following structure. The assignment will be graded according to this layout with specific marks for each section.

A shopping centre is a planned or managed retail facility where stores are allocated space by a leasing agency and where pedestrian flows are controlled through limited entrance and exit points and through designed pathways, stairs and escalators. Shopping centres focus on shopping goods and market to middle income suburban residents. Most shopping centres cater to an auto dependent population residing within a defined trade area but many also attract consumers from greater distances because of their diversity of stores, restaurants, market focus and ambience. The success of a shopping mall depends on its ability to attract and retain consumers and its ability to offer a shopping experience different to its competitors. In this assignment, your task is to evaluate a section of Erin Mills Town Centre, level one; between Hudson’s Bay and GAP, and between RW&Co and Pearle Vision.

REQUIRED TASKS:
1. Introduction (approx. 1/2 page) (10 marks) Provide a general introduction to the topic of shopping centres by explaining their function, their typical layout and the main issues that impact their effectiveness as a retail form. Indicate the negative impacts shopping centres face i.e. their unplanned nature, duplication of stores, competition with larger retail formats. Is it it common to build shopping centres in present day? This is a general discussion and should not focus on your specific shopping mall.
2. Discuss the retail area in terms of its organization, store type and mix, pricing, product mix and its overall ambience. Elaborate on the ambience of the shopping centre, was it clean? Good lighting? Appealing? Planters? Decorations. Etc. (approx. 1 page) (15 marks)
3. Provide a critical analysis of this retail space based on your observations and assessment. (approx. 1.5 pages) (15 marks)
Is this a successful retail space? Is the store mix, service mix and price focus appropriate? Does the ambience facilitate a positive shopping experience? Can you suggest changes to improve the retail space?
Inform your discussion through analysis of the retail plan you produced, your field observations and by your knowledge of the retail economy. Were there vacancies, evidence of failed businesses? Does this retail strip cater well to the surrounding population? Who does the retail strip cater towards specifically? Your discussion should not be organized by question and should not have a question/answer focus.
4. Compare and contrast planned (Shopping Centres) and unplanned retail (Retail Strips) formats identifying the advantages and disadvantages of both and commenting on the challenges that both retail formats experience. Discussing the following topics: What about parking? On street? Is this problematic? Are there more chains or independent stores? How does this affect the shopping entre? Does this shopping centre attract outside consumers? The target market? Etc. (approx. 1.5 pages) (15 marks)
5. Conclusion (approx. 1/2 page) (10 marks)
Focus on the function of shopping centres and their future in urban retailing. What conditions result in a successful shopping centre? This is a general discussion and should not focus on your specific shopping centre. Discuss what makes a successful shopping centre.