Marketing Research

Paper Code: 
BSR 216
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

With retail sector already gaining grounds, this course has been introduced to fill in for the opportunities available in the retail sector by imparting the empirical knowledge of the functioning of retail formats.

Course Outcome(COs):

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSR 216

Retail Management

CO 65:To familiarize the students with the concept of retailing, its functions and types.

CO 66 :To make the students understand the consumer buying behaviour of consumers and the method to communicate with them.  

CO 67:To equip the students to take up decision regarding strategy and location of a retail store.  

CO 68 :To develop the skills among the students to enable them to make pricing and CRM decisions.   

CO 69: To make the students aware about the major designing, decoration and management decisions of a retail store. 

Approach in teaching:

Classroom Lectures,

  Discussion, PPT, Sharing web links, Videos . 

 

Learning activities for thestudents:

Self learning assignments, Role plays, presentation,  case study, Group discuss

 

9.00

Introduction to Retail Management: Retailing: Meaning, Retail format, types of retailers (store, non-store retailing), Indian retailing scenario, Functions performed by retailers.

9.00

Retail Consumer behaviour and communication mix: Types of buying decisions, Retail buying process, Factors influencing retail buying decisions. Retail communication mix: Meaning, methods, Retail communication process.

9.00

Retailing strategy: Definition, strategic retail planning process Financial strategy: Strategic profit model

Location & site analysis: Types of retail locations, factors affecting Trade

area demand, factors affecting the attractiveness of a site

9.00

Retail operations: Supply chain management: Meaning, process, importance, retail logistics.

Customer Relationship Management: Meaning, Importance, Customer Relationship Management process (customer data collection, data analysis, target customer identification, Development of Customer Relationship Management program implementation)

Retail Pricing: Pricing strategies (Every Day Low Price, High Low Price),  Price adjustments (Mark downs, coupons, Rebates, Price bundling, multiple- unit pricing, variable pricing, online pricing)

9.00

Store management: Functions of store manager

Layout and Visual merchandising: Types of store layout designs, planograms, Merchandise presentation techniques.

Customer service: Importance, SERVQUAL gaps model.

Essential Readings: 
  • Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2003
  • Vedamani, Gibson G., Retail Management, Jaico Publishing House, Mumbai
  • Pradhan, Swapna, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, 2nded.

 

References: 
  • Dunne &Lusch, Retailing, South-Western Educational Publishing, 2004, 5th Edition
  • Retail Management, ICFAI Centre forManagement Research, Hyderabad, May, 2003.
  • Khandelwal, Aditi, Retail Management, RBSA Publishers, Jaipur, 2013
Academic Year: 
2021-2022
  • Printer-friendly version
  • PDF version