Retail Management

Paper Code: 
24DBSG511A
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

To prepare the students for working in Retail Industry by giving them a comprehensive understanding of retail industry, its basics, merchandise management, strategy formation and store management. 

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24DBSG511A

 

Retail Management

(Theory)

 

 

CO169: Adeptly demonstrate the concept and relevance of retail industry and consumer buying behavior.

CO170 : Outline the nuances of merchandizing and related concepts.

CO171 : Facilitate in taking decisions regarding retail strategy, pricing, location & financial aspects. 

CO172 : Examine the ways to make customer centric decisions with regards to CRM, service quality, communication and CRM in retail.  

CO173 : Optimize the costs at retail store and code effective layouts and Visual merchandising in retail.

CO174 : Contribute effectively in course-specific interaction

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

 

 

e-RESOURCES

 

REFERENCE JOURNALS

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

 

 

 

Academic Year: 
2024-2025
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