PROGRAMME : MBA (FT)
Batch: 2017-19 Term - 4th
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Course Code & Title
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Retail Marketing MM 606
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Credit Hours
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3
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Faculty
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Dr. Sapna Parashar
Dr.Tejas Shah
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E-mail ID
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sapna@nirmauni.ac.in
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Blog
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http://eraofretail.blogspot.in/
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Extension No.
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645, 261
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******************************************************************************
Retailing is set of distribution and value creation
activities . As a business activity it is the largest private activity in the
world and is vital to the world economy as it provides large scale employment
both skilled and unskilled .Retailers have harnessed new technologies in
communication and logistics to build supplier networks and consumer market around the world. Thus, key
to successful retailing is offering the right product, in the right place, at
the right time, and making a profit. The course will focus on issues related to
retailing like how to design and organize the store, attract the right
shoppers, site selection, merchandising planning and customer analysis with
special reference to India.
II. Course Objective
1.
To
enhance student’s understanding of
retail sector
2.
To develop understanding of various retail concepts and its application
3.
To
discuss the role and importance of retail parameters in developing
retail strategy
III. Course Learning
Outcomes (CLO)
After going through course of Retail Marketing students will be
able to:
1. Identify and define Retail Marketing
concepts and its significance in retail marketing
2. Relate and analyze
factors affecting retail value Proposition
3.
Develop retail marketing strategy
IV .Text Book
Berman,
Barry; Evans, Joel , Chatterjee ,Patrali and Shrivastava ,Ritu (2018), Retail
Management: A Strategic Approach .New
Delhi: Pearson Education. Thirteenth Edition
V. Assessment Components
& Schedule
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Component
(with No. of sub
components)
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Weightage
(each part of Component)
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Schedule
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Overall
Weightage of the Component
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Brief Description of the Assignment/ Project
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Class Test
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20%
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After 12 th session
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20%
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End Term
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40%
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As per schedule
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40%
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Quiz
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5%
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After 9 th session and 18 th session
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10%
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Retail Concepts and
Cases
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Group Project
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20%
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Submission after 12thand 22nd
sessions
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20%
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Presentation and report submission
on Factors affecting retail value proposition and Retail
mix strategies of Retailers
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Group Assignment
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10%
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Continuous
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10 %
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Based on Retail Concepts
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VI. Session Plan
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Session
No.
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Topic/Sub
Topic
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Session
Details
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|||||
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1
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Scope of Retailing and Retail Scenario in India
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Text Book
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Chapter 1
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||||
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Pedagogy
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Lecture & Discussion
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||||||
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CLO
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1
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||||||
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SLO
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Students should be able understand the scope of
retail in India
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||||||
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2
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Value and Value Chain
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Text Book
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Chapter 2
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||||
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Reference
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Kahmsera, V. (2014), “Future of Retail”, Retailer, January, pp. 50-1
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||||||
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Pedagogy
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Lecture & Discussion
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||||||
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CLO
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1,3
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||||||
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SLO
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Students should be able:
understand
Value proposition
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||||||
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3
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Retail Institutions by Ownerships
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Text Book
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Chapter 4
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||||
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Reference
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Misra S.C. (2012), “Dominant Retail Formats”, Images Retail, March, pp. 98-100
Cover Story (2013), “Indian Retail Formats”, Images
Retail, March, 60-64
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||||||
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Pedagogy
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Lecture & Discussion
Flip Classroom on
FDI and Cash Carry Formats
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||||||
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CLO
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1
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||||||
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SLO
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Students should be able:
a.
to understand retail formats in India
b.
to
familiarize with format in developing
market
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||||||
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4
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Retail Institutions by Store Based Strategy
Mix
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Text Book
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Chapter 5
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||||
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Reference
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Competition in the Age of
Ominchannel Retailing by Erik Brynjolfsson;
Yu Jeffrey Hu; Mohammad S. Rahman(2013)
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||||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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1,3
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||||||
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SLO
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Students should be able .to understand the Indian retail perspective
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||||||
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5
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Store Based Strategy Mix
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Text Book
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Chapter6
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||||
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Case
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Toys "R" Us Japan
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||||||
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Pedagogy
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Case Analysis
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||||||
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CLO
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1
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||||||
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SLO
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Students should be able:
Understand Business formats and their value proposition and
Strategies of retailer
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||||||
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6
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Online Retailing
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Text
Book
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Chapter 6
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||||
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Case
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Big Basket .com
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||||||
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Pedagogy
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Flip Class room
Strategies of different
E-commerce Companies in India
Case Analysis
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||||||
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CLO
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1,2,3
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||||||
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SLO
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Students should be able:
a. to understand challenges and scope of online retail in India
b. Online Retailing in India
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||||||
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7.
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Franchising and Retailing
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Reference
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Retailer (2008), Feasibility of Retail Franchising”, Retailer, October, pp. 43-50
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||||
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Case
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Ferns and Petals
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||||||
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Pedagogy
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Case
Analysis
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||||||
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CLO
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2
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||||||
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SLO
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Students should be able:
to understand franchising in retail in India
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||||||
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8.
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Identifying and
Understanding Customers
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Text
Book
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Chapter
7
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||||
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Reference
Case
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Sinha, P.K. and Uniyal, D.P. (n.d.), Segmenting Shoppers on
their behaviour, IIM- Ahmedabad,
pp. 1-35
Case :Shiny Provision Store
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||||||
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Pedagogy
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Lecture
and Case Analysis
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||||||
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CLO
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1 and 3
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||||||
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SLO
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Students should be able:
to understand consumer behavior in Retail Sector
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||||||
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9.
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Strategic Retail Planning
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Text Book
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Chapter 3
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||||
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Case
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Fab India
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||||||
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Pedagogy
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Lecture
and Case Analysis
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||||||
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CLO
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2,3
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||||||
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SLO
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Students should be able:
understand Planning process in organized retailing and retail
model of Fab India
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||||||
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10
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Retailing and
Research
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Text Book
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Chapter 8
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||||
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Case
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Future
Shop
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||||||
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Pedagogy
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Lecture and Case
Analysis
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||||||
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CLO
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2,3
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||||||
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SLO
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Students should be able:
to understand scope of research in developing
research strategy
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||||||
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11
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Retail Location
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Text Book
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Chapter 9
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||||
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Reference
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Note on Retail Location by Erik
Brynjolfsson; Yu Jeffrey Hu; Mohammad S. Rahman(2013)
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||||||
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Pedagogy
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Lecture and Class Discussion
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||||||
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CLO
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2
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||||||
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SLO
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Students should be able:
to
understand parameters of selecting a retail location
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||||||
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12
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Factors affecting selection of appropriate Site
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Text Book
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Chapter 10
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||||
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Case
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Stephanie’s Boutique
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||||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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2
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||||||
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SLO
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Students should be able:
to understand types of retail location
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||||||
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13
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Class Test
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||||||
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14
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Managing Merchandise Assortment
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Text Book
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Chapter 14
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||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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1,2
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||||||
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SLO
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Students should be able: to understanding concept
of merchandising management and
its relevance to retailers
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||||||
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15
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Group Presentation
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
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||||||
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16
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Category Management
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Text Book
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Chapter14
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||||
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Reference
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Retail Strategy (2008), Managing Categories, Retailer, August, pp. 9-97
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||||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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2,3
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||||||
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SLO
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Students should be able:
to understanding types of categories and
category management
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||||||
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17
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Implementing Merchandising Plan
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Text Book
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Chapter 15
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||||
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Case
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Prerna Stores
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||||||
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Pedagogy
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Class Exercise
Category Management
Case Analysis
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||||||
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CLO
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2,3
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||||||
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SLO
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Students should be able:
to develop and implement merchandising plans
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||||||
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18
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Logistics and Inventory Management in Retail
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Text Book
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Chapter -15
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||||
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Pedagogy
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Guest Lecture
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||||||
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CLO
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2,3
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||||||
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SLO
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Students should be able:
to enhance knowledge of back end value
creation
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||||||
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19
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Pricing In Retail
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Text Book
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Chapter
17
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||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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2
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||||||
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SLO
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Students should be able:
to understand pricing in retail
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||||||
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20
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Financial aspect of Retail Operations
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Text Book
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Chapter
16
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||||
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Case
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Neiman Marcus and Family Dollar
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||||||
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Pedagogy
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Lecture and Discussion
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||||||
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CLO
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3
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||||||
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SLO
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Students should be able:
to develop financial strategy in retail
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||||||
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21
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Establishing and Maintaining Retail Image
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Text Book
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Chapter
18
|
||||
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Reference
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Shorotriya, V. (2008), “Visual Merchandising”, Retailer, February
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||||||
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Pedagogy
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Lecture and Discussion
Video
Youtube videos on store images
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||||||
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CLO
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1,2
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||||||
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SLO
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Students should be able:
to understanding concept of retail
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||||||
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22
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Visual Merchandising
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Text Book
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Chapter
`18
|
||||
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Reference
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Kotler, P. (1973-74), “Atmospherics as Marketing Tool”, Journal of Retailing, Vol. 49, No. 4,
pp. 48-64
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||||||
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Pedagogy
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Lecture and Discussion
Class Exercise
|
||||||
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CLO
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2,3
|
||||||
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SLO
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Students should be able:
To understand and design
visual merchandising plan for different formats
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||||||
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23
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Group Presentation on Group Projects
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
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||||||
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24
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Group Presentation on Group Projects
Pedagogy : Presentation
CLO:1,2,3
SLO: Students should be able: To understand and design retail strategies
|
||||||
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25
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Retail Promotion Strategy
|
Text Book
|
Chapter
19
|
||||
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Pedagogy
|
Lecture and Discussion
Class Exercise /Guest
Lecture
|
||||||
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CLO
|
2,3
|
||||||
|
SLO
|
Students should be able:
understanding types of retail communication tools and media vehicles
|
||||||
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26
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Human Resource in Retail Organizations and
Life Style Retailing
|
Text Book
|
Chapter
11
|
||||
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Case
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Multimedia
Case on Zara
|
||||||
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Pedagogy
|
Lecture and Case Analysis
|
||||||
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CLO
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2
|
||||||
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SLO
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Students should be able:
a. understand role of HR in Indian retail scenario
b. Life styling retailing in India
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||||||
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27
|
Building and Sustaining Relationship in
Retailing
|
Text Book
|
Chapter 2
|
||||
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Reference
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Reddy,
A. (2015), “Importance of CRM technology in Fashion”, Images Retail, May, pp. 80-83
|
||||||
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Pedagogy
|
Class Discussion
|
||||||
|
CLO
|
1,2,3
|
||||||
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SLO
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Students should be able:
understand relationship marketing in retail
|
||||||
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28
|
Customer Service and CRM Practice to Build Loyalty
|
Text Book
|
Chapter 2
|
||||
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Reference
|
Note on
Customer Care and services by Michael R. Pearce(2005)
|
||||||
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Pedagogy
|
Class Discussion and Class Exercise
|
||||||
|
CLO
|
1,2,3
|
||||||
|
SLO
|
Students should be able:
understand
customer services and loyalty marketing in retail
|
||||||
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29
|
Future of Retail in India and Role of IT
|
Text Book
|
Chapter
20
|
||||
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Reference
|
Jagtiani, A. (2010), “Leveraging IT”, Images Retail, May, pp. 78-80
|
||||||
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Pedagogy
|
Class Discussion and Videos
|
||||||
|
CLO
|
3
|
||||||
|
SLO
|
Students should be able:
Understand future of retail and role of IT sector in India
|
||||||
|
30
|
Review Session
|
Pedagogy
|
Class Discussion
|
||||
|
CLO
|
1,2,3
|
||||||
|
SLO
|
Students should be able:
Understand concepts of
retail marketing and its application
|
||||||
In
addition the contemporary reference articles and cases will be given to the
students
Reference
- Levy, Michael, Weitz, Barton and Ajay Pandit (2017). Retail Management. New Delhi: Tata Mc Graw Hill.
- Swapna Pradhan and (2009).Retail Management (Text and Cases ).New Delhi :Tata Mc Graw Hill .
- Bruce Margaret , Moore Christopher and Birtwistle Grete (2004 ) International Retail Marketing . Elsevier :New Delhi.
- Ogden ,R.James and Ogden, T. Denise (2006). Integrated Retail Management (Indian Adaption ) . Wiley Pvt Ltd: New Delhi.
- Bajaj , Chetan , Tuli , Rajnish and Srivastava , Nidhi (2005).Retail Management. Oxford University Press.
Instructions:
1.
Quizes
will be administered in the class.
- Students are supposed to read the suggested chapters, readings and case studies as per the course outline before the class.
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