Um17mb624 - Rm.pdf

P E S UNIVERSITY Faculty of Management Studies MBA Program COURSE PLAN Course Code Title of the course UM17MB624 RETAIL MARKETING Dr R K Gopal, Dr. Smitha S Ranganathan Faculty Name Evaluation Weight age for ISA (%age): 60% Total No. of Lecture Hours Total No of Practical Hours 3 Hours Exam Duration Note: L: Lecture T: Tutorial P: Practical S: Self Study C: Credit

L 2

No. of Hours/Week T P S 1 0 2 39 Hours NIL Exam Marks

C 3

100

Description: Course Objectives: • To critically analyze the retailing process, the environment within which it operates, and the institutions and functions that are performed. • To provide a foundation for those students who plan to work in retailing or related disciplines Course outcomes: • The contribution of retailers to the product value chain. • Consumer motivations, shopping behaviors, and decision processes for evaluating retail offering and purchasing merchandise and services. • Corporate objectives, competitor analysis, and competitive strategy • the traditional bases for segmentation and how segmentation can inform retail strategy • How retailers differentiate their offering as an element in their corporate strategy. • Factors affecting strategic decisions involving investments in Locations, supply chain and information systems, and customer retention programs. • How retailer’s communicate with their customers. • Tactics (pricing, merchandise assortment, store management, visual merchandising, customer service) for extracting profit from a retail offering Prerequisites: UM17MB554 – Marketing Management Pedagogy/Andragogy/Didactics: The course will have 60 percent of time in lecture, 20 percent in case study & on field activity and 20 percent leaning through discussions.

P E S UNIVERSITY Faculty of Management Studies MBA Program Session

Topic

Didactics

% coverage

Cumulative %

2

2

3 3 3 3 3

5 8 11 14 17

3 3 3 3 2 2

20 23 26 29 31 33

Text Book, Hand out, PPTs

2 2 2 2 2 3

35 37 39 41 43 46

Text Book, Hand out, PPTs

3 3 3 2

49 52 55 57

Text Book, Hand out, PPTs

Suggestive reading

UNIT 1 1 2 3 4 5 6

Introduction to retail, Structure of retailing and distribution, oppoutunities, Retail management decision process. Types of retailers Application questions assignment Multichannel retailing Customer buying behavior Application questions assignment

Lecture, Discussions, PPT

Text Book, Hand out, PPTs

UNIT 2 7 8 9 10 11 12

Retail Market strategies Financial strategies Application questions assignment Retail Locations Retail Site locations (Self Study) Application questions assignment

Lecture, Discussions, PPT

Unit 3 13 14 15 16 17 18

Human resource management Information systems and supply chain management Application questions assignments Customer relationship management CRM (Self study) Application questions assignments

Lecture, Discussions, PPT

UNIT 4 19 20 21 22

Managing the merchandise planning process Buying Merchandise Application questions assignments Retail Pricing

Lecture, Discussions, PPT

P E S UNIVERSITY Faculty of Management Studies MBA Program 23 24

Retail communication mix (Self Study) Application questions assignment

2 2

59 61

4 2 2 3 2 3 3 3 2

67 69 71 74 76 79 82 85 87

3 2 2 2 2 2

90 92 94 96 98 100

UNIT 5 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

Managing the store Managing the store Lecture, Application questions assignment Discussions, PPT Store layout, design and visual merchandising Store layout, design and visual merchandising Application questions assignment Customer service Lecture, Customer service (Self Study) Discussions, PPT Application questions CASE DISCUSSIONS/PRESENTATIONS Case Study Case Study discussions Case Study Student presentations Student presentations Student presentations Student presentations Student presentations

Text Book, Hand out, PPTs

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Reference Books: 1. “Retail Management” Levy & Weitz, Tata McGraw Hill, New Delhi, 8th Edition, 2013 2. “Retail Management A Strategic Approach”, Berman, Barry Evans, Joel R, Pearson Education, New Delhi, 11th Edition, 2004