Retail Management

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

With retail sector already gaining grounds, this course has been introduced to fill in for the opportunities available in the retail sector by imparting the empirical knowledge of the functioning of retail formats.

Course

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

ABF 201

Retail Management

CO 66: Equip the students with an understanding of retailing, its functions and types.       

 

CO 67:  Appraise the students with consumer buying behaviour of consumers and the methods to communicate with them.

 

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

 

CO 69: Develop the skills among the students to enable them to make pricing and CRM decisions.

 

CO 70: Examine 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 thestudents:

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

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

 

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: 
Retail Consumer behavior and communication mix

Types of buying decisions, Retail buying process, Factor 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 asite.

9.00
Unit IV: 
Retail operations

Supply chain management: Meaning, process, importance, retail logistics. Customer Relationship Management: Meaning, Importance, Customer Relationship Management process (customer data collection, data analysis, target customer identification, Development of Customer Relationship Management program implementation)Retail Pricing: Pricing strategies (Every Day Low Price, High Low Price), Price adjustments (Mark downs, coupons, Rebates, Price bundling, multi-unit pricing, variable pricing, online pricing)

9.00
Unit V: 
Store management

Functions of store managerLayout and Visual merchandising: Types of store layout designs, planograms, Merchandise presentation techniques.Customer service: Importance, SERVQUAL gaps model.

Essential Readings: 

• Levy, Michael and Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd., NewDelhi
• Vedamani, Gibson G., Retail Management, Jaico Publishing House,Mumbai
• Pradhan, Swapna, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, NewDelhi.
• Dunne &Lusch, Retailing, South-Western EducationalPublishing.
• Retail Management, ICFAI Centre for Management Research,Hyderabad.
• Khandelwal, Aditi, Retail Management, RBSA Publishers,Jaipur.

Academic Year: 
2021-2022
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