RETAIL MANAGEMENT

Published on Business Studies (https://business.iisuniv.ac.in)

RETAIL MANAGEMENT [1]

Paper Code:

DBSG 511 A

Credits:

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:

RETAIL MANAGEMENT [1]

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