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FUNDAMENTALS OF RETAIL MANAGEMENT
Course Outcomes (COs):
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Learning Outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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CO1: Understand the concept of retailing CO2: Explore the opportunities available in retail sector CO3: Review different retail formats CO4: Analyze role of retailers in economic development CO5: Develop decision making skills for managing retail business CO6: Analyze the factors that influences the buyers |
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 |
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
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
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
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
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
• 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
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
