RETAIL MANAGEMENT

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

COURSE OUTCOMES(COS):

 

Course Outcomes

 

 

Learning and

teaching

strategies

 

Assessment

Strategies

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.

Approach in

teaching: Class

room Lecture

(Theory/ Using

Power Point

Presentation)

 

 

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.

 

9.00
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
 
• 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
 
• 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
 
• 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
 
• 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 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: 
 
• 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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