FUNDAMENTALS OF RETAIL MANAGEMENT

Paper Code: 
24MRM321
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The course will enable students to learn about retailing and explore the opportunities in retail sector

 

Course Outcomes: 

Course

Learning Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MRM321

FUNDAMENTALS OF RETAIL MANAGEMENT

(Theory)

CO235: Understand the concept of retailing

CO236: Explore the opportunities available in retail sector

CO237: Review different retail formats

CO238: Analyze role of retailers in economic development

CO239: Develop decision making skills for managing retail business

CO240: Contribute effectively in course-specific interaction

Approach in teaching:

Interactive Lectures,

Group Discussion,

Tutorials, Case Study,

Demonstration.

 

Learning activities for the students:

Self-learning assignments,

presentations, practical exercises

Class test,

Semester end

examinations,

Quiz,

Assignments,

Presentation,

Peer Review

 

12.00
Unit I: 
Retailing

Concept, Scope, Place of retailing in Distribution Channel, Evolution of retailing in India, Development of retail sector in India,

Factors behind the change of Indian retailing industry, Functions of retailer, social and economic significance of retailing

Theories of retail change: Theory of natural selection in retailing, Theory of wheel of retailing, Accordion theory, retail life cycle theory

12.00
Unit II: 
Retailer and retail formats

Retailers’ characteristics, Type of merchandise,

Variety and assortment, Services offered, Price and cost of offering breadth and

depth of merchandise and services

Retail institutions by ownership, Retail institutions by store-based strategy mix, web, non-store based and other forms of non-traditional retailing

12.00
Unit III: 
Retailing strategy

Concept, Situation Analysis, Objectives, Control, Feedback. Building a sustainable competitive strategy- Customer Loyalty, Location, HRM, Distribution and Information Systems, Unique Merchandise, vendor relations, Customer Service. Strategic Retail Planning Process

12.00
Unit IV: 
Retail Marketing

Retail Marketing Mix, Retail Pricing, Retail Promotional Mix, STP Approach, Retail Communication Mix, Concept of Integrated Marketing Communication, Role of Branding in retail

12.00
Unit V: 
Store Location

Trading Area Analysis, Characteristics of Trading Area, Types of location, Location and Site Evaluation

Store Layout, Design and Visual Merchandising: Store Design, Space Management, Visual Merchandising, Atmospherics, Significance of retail image

Essential Readings: 
  • Levy Weitz, Retailing Management, Mc Graw Hill
  • Barry Berman, Joel R. Evans, Retail Management, Pearson Education
  • Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivatava, Retail Management, Oxford University Press

 

References: 

Suggested Readings:

·          Swapna Pradhan, Retail Management, Tata McGraw Hill

·          Gibson G. Vedmani, Retail Management, Jaico Publishing House

 

E Resources:

·          Asian Journal of Management Cases, http:// sagepub.com

·          South Asian Journal of Business and Management Cases, http:// sagepub.com

 

Journals:

·          International Journal of Research and Analytics

·          Gyan Management

.          Consumer Voice

Academic Year: 
2024-2025
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