RETAIL MANAGEMENT

Paper Code: 
DBSG 511 A
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO 141: Equip the students with an understanding of basics of retailing and consumer behaviour.

CO 142 :  Appraise the students with the integrities of merchandise management.

CO 143: Create a Framework for students to take up decision regarding retail strategy in general and pricing, location & financial aspects in particular. 

CO144: Develop the skills among the students to enable them to make customer centric decisions with regards to CRM, service quality and communication.  

CO 145: Examine the major designing, decoration and management decisions of a retail store.

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

/Discussions

 

Learning

activities for the

students:

Role Play activities/

Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

12.00
Unit I: 
Introduction to Retail Management

                                                                      

  • Concept, features, retail formats (store, non-store, organized, unorganized) , types of retailers, Wholesaling v/s Retailing
  • Functions performed by retailers
  • Indian Retailing Scenario – Drivers and challenges to retail, FDI in Multi Brand and Single Brand Retail, Porters Model
  • Retail Buying Behavior : Types of buying decisions, Retail buying process, Factors influencing retail buying decisions.

 

 

 

12.00
Unit II: 
Merchandise Management

 

  • Basics, Process, Factors Affecting Buying Function, Parties Involved & their roles
  • Merchandize Planning: Implications, process, merchandise hierarchy
  • Assortment Planning : Process
  • Retail Merchandise Procurement : Types of merchandise kept in store, merchandize sourcing (Sourcing vendors, Negotiating with vendors, Vendor relationships)

 

 

12.00
Unit III: 
Retailing Strategy

 

  • Definition, strategic retail planning process
  • Financial Strategy: Strategic profit model
  • Retail Pricing: Pricing strategies (Every Day Low Price, High Low Price), Price adjustments (Mark downs, coupons, Rebates, Price bundling, multi-unit pricing, variable pricing, online pricing)
  • Location & Site Analysis: Types of retail locations, factors affecting Trade area demand, factors affecting attractiveness of a site

 

 

 

12.00
Unit IV: 
Retail Operations

                                                                                      

  • Customer Relationship Management: Meaning, Importance, Customer Relationship Management process (customer data collection, data analysis, target customer identification, Development of Customer Relationship Management program implementation)
  • Customer Service: Importance, SERVQUAL gaps model.
  • Retail Communication Mix: Meaning, Methods, Retail communication process

 

 

 

12.00
Unit V: 
Store Management

                                                                                           

  • Functions of Store Manager : Managing store employees, Compensation & reward, Shrinkage management.
  • Controlling Costs : Increasing labor productivity, Reducing maintenance and energy costs, Reducing inventory losses
  • Layout and Visual Merchandising: Types of store layout designs, planograms, Merchandise presentation techniques.
Essential Readings: 
  • Levy M., Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd
  • Vedamani, Gibson G., Retail Management, Jaico Publishing House,
  • Pradhan, S, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company

 

References: 

SUGGESTED READINGS:

  • Dunne &Lusch, Retailing, South-Western Educational Publishing
  • Retail Management, ICFAI Centre for Management Research
  • Khandelwal A., Retail Management, RBSA Publishers

 

e-RESOURCES

 

JOURNALS

  • International Journal of Retail Management and Research (IJRMR)
  • Journal of Retailing

 

 

 

Academic Year: 
2023-2024
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