Advanced Retail Management

Paper Code: 
MRM 221
Credits: 
4
Contact Hours: 
60.00
9.00
Unit I: 
Retail Marketing and Communication

Role of marketing in retail, retail marketing mix- product, price, place, promotion, presentation, customer service, people.
The STP Approach- Segmentation, target market, positioning.
Retail communication mix- Advertising, sales promotion, public relations and publicity, personal selling, point of purchase (POP) displays.

9.00
Unit II: 
Retail Franchising

Concept, Evolution of Franchising, Types of Franchising, Advantages and Disadvantages of Franchising, Franchising in India.

9.00
Unit III: 
Establishing and maintaining a retail image

Significance of retail image, components of retail image, dynamics of creating and maintaining a retail image.

Atmosphere- store based retailing perspective, non-store based retailing perspective. Community relations.

Retail brand.

9.00
Unit IV: 
Retail Location

Location and retail strategy, introduction, importance of location decision, Levels of location decision, legal and environmental considerations.
Types of retail location.

9.00
Unit V: 
Trading and Site Selection

Trading area , meaning, types of trading zones, characteristics of trading areas and site ,trade area analysis, Considerations for site analysis

Essential Readings: 

1.    Gibson G. Vedmani: Retail Management – Functional principles & Practices; Jaico publishing house.
2.    Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford university press.
3.    Swapna Pradhan : Retail Management, Tata McGraw Hill
4.    Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education

 

Academic Year: 
2018-2019
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