PANPACIFIC UNIVERSITY NORTH PHILIPPINESUrdaneta City, Pangasinan

College of Business Education

COURSE SYLLABUS2nd Semester SY 2012-2013

I. COURSE CODE : MKT 7 COURSE TITLE : Retail Management CREDITS : 3 units Prerequisite : Marketing 1

II. COURSE DESCRIPTION: This course provides the student with comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. We will analyze current multi-channel retail strategies among bricks and mortar and web-based firms. Retailing is changing today, and the successful business will know how to identify, adapt and plan with the changes, without moving away from its core competencies. We will consider: the development of a retail format and its strategy, the analysis of a target market, demographic analysis related to site selection, retail personnel issues, and category management. Buying, financial analysis and pricing will also be investigated.

III. GENERAL OBJECTIVES: At the end of this course, the students are expected to:1. To understand and able to determine the various type of retail store

in the market and appreciate the improvement of the new trends and development in retail management.

2. To conduct a research of any types of retail store that is available within the city as part of their requirement for this course. That will help them to analyze the current situation and trends of any retail store and gain an idea in retail management.

3. To attend any PUNP Junior Marketing Associations seminars or trainings if there is an opportunity for this semester that could develop our students personality and learning in Marketing field.

Specific Objectives Course OutlineTime

Allotment

Strategies/Methodologies

Evaluation

Discuss classroom policy, course requirement and syllabus

Assign Group to conduct a field research: any retail store in Pangasinan as a part of their requirement for this subject. (Research work)

Define and explain Retailing and Retailer with the two segment of retail sector.

Differentiate In store retailers vs. Non- store retailers.

I. Introduction Policy and

guidelines/syllabus distribution.

Retailing

RetailerThe 2 sector of retailers:a. In store retailersb. The non-store retailers

3 hours LectureInteractive Discussion

Group dynamics:

Each group will think and analyze different question that they going to conduct in their field research. And delegates each members for their task.

RecitationGroup Activity

Each assign group that will describe about the different format of in store retailing.

Discuss briefly the definition of each major format.

II. Major Format of In store Retailing

The range of merchandise Pricing Location of the store Communication Customer service Design and display

2 hours Group Reporting Critical Thinking

RecitationAssignment

Describe the different retail format with their value preposition

To develop critical thinking of the student, each group will describe the assign retail store and illustrate them in class.

To illustrate the importance of the new marketing realties about retail transformation.

III. Retail Format and their Value Preposition

Branded stores Specialty stores Department stores Supermarkets Discount stores Hyper-mart Convenience stores Shopping malls

New Marketing Realities:

- Retail Transformation- is part of major societal forces where today the market place is radically different as a result of major, and sometimes interlinking, societal forces that have created new behavior, ne opportunities, and new challenges.

4 hours LectureDiscussion

RecitationClass Activity

To compare the increasing power and supplier- customer relationship.

To discuss the evolution of organized retailing.

IV. The changing market: under customers

The increasing power Supplier-customer

relationship. Evolution of organized

retailing.

3 hours LectureDiscussion

QuizRecitation

To describe the V. Technology in Retail 3 hours Lecture Recitation

importance and effects of technology in retail business.

Explain how to technology functions in Retail business.

Business Customer Interface

-Bar Coding and scanners-Payment- Internet

Retail Operations/ Operation Support System

- ERP systems- CRM systems- SCM system Decision Support System

/Strategic Decision Support System

- Store Site Location- Visual Merchandising

Interactive Discussion

Assignment

PRELIM EXAM

Differentiate the factor we consider in selecting best sites.

Identify and explain the 6 factors in selecting sites.

VI. Factors we consider in selecting best sites for your retail store/ company

2 factor we consider in selecting best sites;

- Intuition- Formal Study 6 factors in selecting site:

a. Know your brand identity5 types of brands:-convenience brand- price brand- range brand- experience brand- hedonism brand

b. Don’t be a copy cat c. Know your market

6 hours Lecture QuizRecitationAssignment

d. Identify a location type e. Asses and choose your site - visibility - accessibility - foot and vehicular traffic - parking - size of the commercial center - synergy - condition of the trade area - security - sensory cues f. Negotiate the lease

Discuss and elaborate what we should watch for in choosing sites.

VII. What you should watch for in choosing sites

Site size and condition Maintenance Length of the lease Rental rates Security deposit Hidden charges Competition safeguards Future plans Reputations

3 hours Lecture RecitationAssignment

To discover and analyze the decision making in retail marketing.

VIII. Decision-Making in Retail Marketing

Changing Retail Landscape

6hours LectureCase study

RecitationAssignmentQuiz

To analyze and create own strategies in the 2 case study given as their assignment.

Research Findings: How Marketing Decisions are made

Decision Processes:- Specification od strategic

marketing.- Marketing budget- Modeling and critique- Marketing program- Market plan implementation- Marketing plan review and

evaluation. Knowledge power Case study: Book R-etailer-

Understanding the customer journey

Case study: Financial Services- Cost effective Direct marketing

Identify the Functions of Retailers.

Differentiate the role of producer and customer in retail management.

IX. Functions of Retailers Functions:

-They provide convenience-They provide guarantee and services-They perform promotional activities-They perform storage function-They perform intelligence service for the manufacturer-They serve as buying agent of the consumer.

Role of Producer and Customer

4 hours Lecture AssignmentQuizRecitation

MidtermExamination

To report their respective field study to their assign retail store

Discuss all the factors we need to know in retail store.

X. Group ReportingFinal output of the assign Retail store as a requirement of this subject.

5 hours Group ReportingField Study/ Interview Research: Special Store, Department Store, Supermarket etc..

ProjectRecitation

To classified the different types of Retailers

Illustrate examples of the types of retailers

XI. Types of Retailers

By sales volume-small, medium, large

By product mix, offered-gen. merchandise store, specialty store etc.

By form of ownership-Corporate chain stores, independent stores, franchise store

By method of operation-full service retailers, supermarkets, discount stores and non-store retailers.

3 hours Lecture AssignmentRecitation

Semi- FinalExamination

To distinguish the essentials personal qualities in retail Selling.

To explain the opportunities in retail selling, retain industry

XII. Retail Selling

Essential Personal Qualities-One must be willing to work for long hours.- One must be services-

6 hours Lecture RecitationAssignment

and etc. minded.-One must understand Human needs-One must understand market trends.-One must possess good communication skills.-One must maintain financial discipline.

* Opportunities in Retail Selling * Retail Industry * The Retail Store * Chain Store * Retail Store Location * Retail Store Design

To learn some points in successful retailing

Illustrate how retailer’s co –operatives been implemented.

To discover and learn from learning retailing skills, trends and etc.

To learn from the experts of PUNP JMA seminars that could add to the new trends/marketing development ideas of marketing.

XIII. Successful Retailing Understand the stock mix Keep an eye on purchase

pricing The selling price. Adopt a definite pricing

policy Create special displays Promote self-service

purchasing Provide the best service Rotate stocks Dispose of stagnant items Maintain a happy staff

Retailer’s Co-operatives

Learning Retailing Skills

6 hours Lecture QuizRecitation

Changing Trends

Retail Pricing

Flea Markets

Customer service

54 hours

Final Examination

V. COURSE REQUIREMENTS:

A. Class Standing 70% Quizzes 25% Attendance 10% Recitation 10% Assignment 5% Attitude 10% Project/ Reporting/Group Activity 10%

B. Examinations 3 0%

TOTAL 100%VI. REFERENCES:

1. David L. Kurtz, Principles of Marketing, Copyright 2007., 2 by South Western2.Ac-ac, Maria Victoria M. Principles of Marketing, Anvil Publishing, Inc., 2009.3.Dwyer, F. Robert et al, Business Marketing Connecting, Strategy Relating and Learning, Mc-Graw Hill,

20104.Young, Felina et al, Principles of Marketing, Rex Bookstore, 2008

5.Medina, Roberto. Principles of Marketing, Rex Bookstore, 2008

VII. WEBSITES1. www.pragmaticmarketing.com 2. www.learnmarketing.com 3. www.wikipedia.com 4. www.marketingteacher.com 5. www.marketing91.com

Prepared by: Checked by:

MARIJONA E. SUZUKI, MBA DONNA P. TAGUIBA, Ph.D.

Instructor Dean, College of Business Education