RETAIL MANAGEMENT

Paper Code: 
ABF 201
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

 

Course Outcomes

 

 

Learning and

teaching

strategies

 

Assessment

Strategies

On completion of this course, the students will be able to:

CO 68: Equip the students with an understanding of retailing, its functions and types.

CO 69 :  Appraise the students with consumer buying behaviour of consumers and the methods to communicate with them. 

CO 70: Equip the students to take up decision regarding strategy and location of a retail store. 

CO 71: Develop the skills among the students to enable them to make pricing and CRM decisions.  

CO 72: Examine the major designing, decoration and management decisions of a retail store.

Class room Lecture

(Theory/ Using

Power Point

Presentation)

Role Play activities/Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

 

9.00
Unit I: 
Introduction to Retail Management

Unit I : Introduction to Retail Management                                                                                                                                              

  • Retailing: Meaning, Retail format, types of retailers (store, non- store retailing)
  • Indian retailing scenario
  • Functions performed by retailers.
9.00
Unit II: 
Retail Consumer Behavior and Communication Mix

Unit II : Retail Consumer Behavior 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
Unit III: 
Retailing Strategy

Unit III : 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 attractiveness of a site
9.00
Unit IV: 
Retail Operations

Unit IV : 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, multi-unit pricing, variable pricing, online pricing)

 

9.00
Unit V: 
Store Management

 

Unit V : 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: 

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: 
2022-2023
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