RETAIL MANAGEMENT

Paper Code:

ABF 201

Credits:

3

Contact Hours:

45.00

Max. Marks:

100.00

Objective:

COURSE OUTCOMES(COS):

Course Outcomes

Learning and

teaching

strategies

Assessment

Strategies

On completion of this course, the students will be able to:

CO 68: Equip the students with an understanding of retailing, its functions and types.

CO 69 : Appraise the students with consumer buying behaviour of consumers and the methods to communicate with them.

CO 70: Equip the students to take up decision regarding strategy and location of a retail store.

CO 71: Develop the skills among the students to enable them to make pricing and CRM decisions.

CO 72: Examine the major designing, decoration and management decisions of a retail store.

Class room Lecture

(Theory/ Using

Power Point

Presentation)

Role Play activities/Group

Discussions/ Class

Presentation

Class

participation,

tutorial

assignments and

presentations,

class tests, C A

Test, Semester

End Exams.

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, 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:

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)· 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 manager
Layout and Visual merchandising: Types of store layout designs, planograms, Merchandise presentation techniques.
Customer service: Importance, SERVQUAL gaps model.

Essential Readings:

· Levy M., Weitz, Barton A., Retailing Management, Tata McGraw-Hill Publishing Company Ltd

· Vedamani, Gibson G., Retail Management, Jaico Publishing House,

· Pradhan, S, Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company

References:

· Dunne &Lusch, Retailing, South-Western Educational Publishing

· Retail Management, ICFAI Centre for Management Research

· Khandelwal A., Retail Management, RBSA Publishers

· https://www.youtube.com/watch?v=toRXTZIoHXU

· https://www.youtube.com/watch?v=toRXTZIoHXU&t=3s

· https://www.youtube.com/watch?v=eAgV5uZJxJc

· International Journal of Retail Management and Research (IJRMR)