RETAIL MARKETING

Paper Code: 
24MBM326
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to expose the different ways of approaching the retail marketplace, to learn a set of retail marketing principles and to feel more confident about practical uses of retail marketing.

 

 

Course Outcomes: 

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24MBM326

Retail

Marketin

g

(Theory)

CO433: Examine retail marketing

fundamentals and challenges in India.

CO434:    Examine                retail                success

through strategic planning to build

sustainable competitive advantages in

a dynamic market landscape.

CO435: Assess marketing strategies

tailored for retailing, and customer

relationship                     management                  (CRM)

techniques    for                    sustainable                  retail success.

CO436:     Create                 store                 location

strategies        and                       merchandise

management essentials.

CO437:    Appraise                excellence in

managing    a    retail                  business                  by

optimizing       various                      operational

dimensions,     within                       the                       retail

organization.

CO438: Contribute                                 effectively                      in

course-specific interaction.

Approach                          in teaching: Interactive Lectures,

Group Discussion, Tutorials, Case Study Learning

activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

12.00
Unit I: 
Introduction to Retail Marketing

Retail Marketing in India- Basic Concepts, Opportunities and Challenges, Retail Organisation and Retail Formats, Trends in Retailing in India. Factors behind the change of Indian retailing industry, Functions of retailer, social and economic significance of retailing

 

12.00
Unit II: 
Strategic Planning in Retailing

Concept, Situation Analysis, Objectives, Control, Feedback. Building a sustainable competitive strategy- Customer Loyalty, Location, HRM, Distribution and Information Systems, Customer Service.

Identification of Consumer Characteristics, Shopping Behavior, Strategic Retail Planning Process.

 

 

12.00
Unit III: 
Marketing Strategies for Retailing

Retail Marketing Mix, Retail Pricing, Retail Promotional Mix, STP Approach, Retail Communication Mix, Concept of Integrated Marketing Communication, Retail Branding strategies and CRM in Retail

 

12.00
Unit IV: 
Store Location and Merchandise Management

Retail Store Location Strategies, Retail Store Design and Retail Merchandising: Concept, Evolution, Merchandise Sourcing, Factors affecting the merchandising functions.

Merchandiser: Role and responsibilities.

 

12.00
Unit V: 
Managing a Retail Business

Operational Dimensions of Retailing, Management of Service and Quality in Retailing, Human Resource Management in Retail Organisation.

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
  1. Pradhan S. (2020) Retail Management McGraw Hill India Publication
  2. D. Chitra & V. Mahalakshmi Retail Marketing 2021, Walnut Publication
  3. Berman, B., Evans, B. Chatterjee, P.(2018). Retail Management, Pearson Publication.
  4. Bajaj, Tuli, Srivastava, Retail Management, Oxford University Press, Third edition , 2016.

 

References: 

Suggested readings

  1. Gibson, Retail Management, Pearson Education, Fifth edition, 2017.
  2. Michael Levy, Weitz Barton, Retailing Management, Mc Graw Hill Education, 2017.
  3. U C Mathur, retail Management: Text and Cases, IK International Publishing House Pvt. Ltd. , 2013.
  4. Berman, Barry and Joel R Evans: Retail Management, A Strategic Approach, 12th Edition, Pearson Prentice Hall, 2012.
  5. David Gilbert: Retail Marketing Management, Prentice Hall, 2003.
  6. K V S Madan: Fundamentals of Retailing, Tata Mc Graw Hill, 2009
  7. Gibson G Vedamani: Retail Management: Functional Principles and Practices, Jaico Publishing House, 2004.
  8. Michael Levy, Barton A Weitz: Retailing Management, Tata McGraw Hill, 2005.
  9. James R. Ogden and Denise T. Ogden: Integrated Retail Management, Biztantra, 2008.
  10. Swapna Pradhan: Retailing management, Text & Cases, Tata McGraw Hill, 2009.

11.P.K. Agarwal, N.C. Bansal, Rajan Yadav, Manoj Kumar, Retail Management, Pragati Edition, First Edition, 2008.

E resources

  1. Pearson Education (29 titles), Elibrary.in.pearson.com
  2. World Ebook Library, http://Community.WorldLibrary.In/?AffiliateKey=NDL-FL1773

 

Journals

  1. Journal of Marketing
  2. Indian Journal of Marketing

 

Academic Year: 
2024-2025
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