Advanced Retail Management

Paper Code: 
MRM 421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The purpose of paper is to give students an in-depth knowledge of Retail Management.

12.00
Unit I: 
Retail franchising:

Retail franchising: Concept, Evolution of franchising, types of franchising, advantages and disadvantages of franchising, franchising in India

12.00
Unit II: 
Retail location:

Retail location: Location and retail strategy, introduction, importance of location decision, level of location decision, legal and environmental considerations. Types of retail locations

12.00
Unit III: 
Trading and site selection:

Trading and site selection: Trading area, meaning and types of trading zones, characteristics of trading areas and site, trade area analysis, considerations for site analysis.

12.00
Unit IV: 
Retail marketing and communication:

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 displays.

12.00
Unit V: 
Establishing and maintaining a retail image:

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.

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

Essential Readings: 

• Gibson G. Vedmani, Retail Management, Jaico Publishing House
• Barry Berman, Joel R. Evans, Retail Management, Pearson Education

References: 

• Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivatava, Retail Management, Oxford University Press
• Swapna Pradhan, Retail Management, Tata McGraw Hill

Academic Year: 
2019-2020
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