Retail Management

Paper Code: 
ABF 201
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives: This course will enable the students to- The objective of this course is to fill in for the opportunities available in the retail sector by imparting the empirical knowledge of the functioning of retail formats.

Course Outcomes (COs):

Course

Learning outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 201

Retail Management

CO 66 To familiarize the students with the concept of retailing, its functions and types.

CO 67 To make the students understand the consumer buying behaviour of consumers and the method to communicate with them. 

CO 68To equip the students to take up decision regarding strategy and location of a retail store.  

CO 69To develop the skills among the students to enable them to make pricing and CRM decisions.   

CO 70 To make the students aware about the major designing, decoration and management decisions of a retail store.

 

Approach in teaching:

Classroom Lectures,

Discussion, PPT, Sharing web links, Videos .

 

Learning activities for the  students:

Self learning assignments, Role plays, presentation,  case study, Group discussions.

 

 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group projects

 

9.00
Unit I: 
Introduction to Retail Management

Retailing: Meaning, Retail format, types of retailers (store, non-store retailing), Indian retailing scenario, Functions performed by retailers

9.00
Unit II: 
Consumer behavior and communication mix

Types of buying decisions, Retail buying process, Factors influencing retail buying decisions.
Retail communication mix: Meaning, methods, Retail communication process.

9.00
Unit III: 
Retailing strategy

Definition, strategic retail planning process , Financial strategy: Strategic profit model, Location & site analysis: Types of retail locations, factors affecting Trade area demand, factors affecting attractiveness of a site

9.00
Unit IV: 
Retail operations

Supply chain management: Meaning, process, importance, retail logistics, CRM: Meaning, Importance, CRM process (customer data collection, data analysis, target customer identification, Development of CRM program implementation),Retail Pricing: Pricing strategies (EDLP, HLP), Price adjustments (Mark downs, coupons, Rebates, Price brandling, multiple-unit pricing, variable pricing, online pricing)

9.00
Unit V: 
Store management

Functions of store manager, Layout and Visual merchandising: Types of store layout designs, planograms, Merchandise presentation techniques, Customer service: Importance, SERVQUAL GAPS MODEL

References: 

• Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2003
• Vedamani, Gibson G., Retail Management, Jaico Publishing House, Mumbai
• Pradhan, Swapna, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, 2nd ed.
• Dunne & Lusch, Retailing, South-Western Educational Publishing, 2004, 5th Edition
• Retail Management, ICFAI Centre for Management Research, Hyderabad, May, 2003.

Academic Year: 
2020-2021
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