COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14

CLASS MBA II SEM III BRANCH MBANAME OF THE TEACHER Mrs. Seema S Desai

Retail MarketingCOURSE TITLE:

The main objective of this course is to introduce students to the basic concepts of a Retail Marketing. This course targets the needs of rapidly growing Retail sector, providing an industry relevant and exciting education in the latest techniques and strategies being employed and developed. Retailers today must make complex decisions about selecting the appropriate target market and locations, determining what merchandise and service to offer, training and motivating retail employees, and deciding how to price products and present merchandise. The objective of this course is to enrich learners understanding of retailing. To survive and prosper in the retail jungle, retailers must build a path based on well-developed strategic plans and use state-of-art information and distribution systems to implement them. Thus, learners are exposed to well-established retail strategic framework and relevant research encompassing various areas of retailing. An applied perspective is adopted whereby learners are encouraged to apply concepts and perspectives learned in the course COURSE DESCRIPTION:

COURSE OBJECTIVES:

To introduce the fundamental concepts of Retail MarketingTo Gain knowledge and experience with regard to Retail Marketing To Identify and understand Retail Marketing Concepts and their evolution. To Follow Retail Marketing trends To equip the students with retailing strategies and they should perform retail operations.

COURSE LEARNING OUTCOMES:

COURSE LEARNING OUTCOMES:

At the end of the course, students should be able to anticipate and manage retail problems via:1. Acquiring and applying relevant knowledge and skills to manage retail management issues and formulate creative yet feasible solutions for customer care, store care, merchandise care and formulate creative yet feasible solutions for customer care, store care, merchandise care and retail strategies.2. Conducting Market research, Problem-solving and reasoning3. Discuss and analyze the latest strategies required for the development of retail marketing.4. Identify and evaluate challenges and opportunities concerning the applications of the latest retail strategies.5. Conducting self-directed learning6. Collaborating with team members7. Probing, note-taking and communicating effectively

Unit I: Introduction to Retailing 6After completion of this unit student will be able to:1. Discuss the Introduction and basic concept of Retailing2. Analyze Importance of Retailing in the Economy.3. Discuss the basics of Place of Retailing in a Distribution Channel 4. Visualize the Function of Retailers.

Unit II : Retailers & Retail Formats: 6After completion of this unit student will be able to:1. Classify & Discuss about the Types of Retailers 2. Analyze different Retailing Concepts -Retail Mix 3. Discuss about Theories of Retail Change

Unit III : Retail Strategy 6After completion of this unit student will be able to:1. Explain Objective and Mission Statement 2. Discuss about the Store Image & Target Customers 3. Differentiate between Sustainable &Competitive Advantage 4. Understand Market Segmentation, Growth Strategies, Establishing Retail Mix, & Retail Mix Scales

Unit IV: Store Location: 6

After completion of this unit student will be able to:1. Discuss about Classification of Consumer goods, Types of Retail Locations, Factors for choosing a location, Issues to be thought of while choosing a Retail site. 2. Differentiate between Store Layout & Design Stores Image 3. Analyze Store Layout Key considerations, factors of Design Decisions, Store Layout, Steps for designing Layout

Unit V : Store Management: 6

After completion of this unit student will be able to:1. Analyze Responsibility of a Store Manager, Major Functions of a Store, Check List for a Store manager 2. Discuss about House Keeping, Merchandise Handling & Controlling, Stock Shrinkage. 3. Discuss about Safety in Stores, Managing People.

Unit VI : Service Retailing: 6 After completion of this unit student will be able to:1. Analyze Importance of Service Retailing, Indicators of Quality Service, Characteristics of Services2. Discuss Merchandise Service Spectrum 3. Discuss Service Retailing Strategy

DETAILED LECTURE PLAN:

COURSE PLAN 2012-2013

CLASSMBA IISem IVBRANCH : Management StudiesLectNo.BRIEF CONTENTTEACHING STRATEGIES*SCHEDULED DATECONDUCTED DATE

Month :-January 2013.

1RETAIL MARKETING Objective : This paper will help students to understand the Retail issues in marketing as the leading sector to make successful careers. Students will get an opportunity to find scope in different service sectors.

Lecture13/01/

UNIT 1 : Introduction to Retailing

2Introduction to syllabus

PPT Lecture09/01/14

3Introduction to Retailing PPT Lecture10/01/14

4Place of RetailingPPT Lecture15/01/14

5Place of Retailing in a Distribution Channel PPT Lecture16/01/14

6Importance of Retailing in the Economy, Function of Retailers

PPT Lecture22/01/14

Unit 2: Retailers & Retail Formats:

7Classification of RetailersPPT Lecture23/01/14

8Classification & Types of RetailersActivity24/01/14

9Retailing Concepts

PPT Lecture29/01/14

10Retailing Concepts -Retail MixPPT Lecture30/01/14

11Retailing Concepts PPT Lecture31/01/14

Lecture Planned: 12 Lectures Conducted: Lectures Adjusted: Monitors Sign:

Month :- February 13

12Theories of Retail ChangePPT Lecture05/02/14

13Case- Theories of Retail Change.Discussion06/02/14

Unit 3: Retail Strategy

14Retail Strategy - IntroductionGroup Discussion07/02/14

15Retail Strategy Objective and Mission StatementPPT Lecture12/02/14

16Store Image - Store Image & Target CustomersPPT Lecture13/02/14

17Sustainable & Competitive AdvantagePPT Lecture/02/14

18Market Segmentation, Growth StrategiesPPT Lecture20/02/14

19Establishing Retail Mix, Retail Mix ScalesPPT Lecture21/02/14

Unit 4: Store Location

20Classification of Consumer goodsPPT Lecture26/02/14

21Types of Retail Locations, Factors for choosing a locationField Work27/02/14

22Issues to be thought of while choosing a Retail site. Store Layout & Design Stores ImageDiscussion28/02/14

Lecture Planned: 11 Lectures Conducted: Lectures Adjusted: Monitors Sign:

Month :- March 13

23Store Layout Key considerations factors of Design DecisionsPPT Lecture05/03/14

24Store Layout, Steps for designing LayoutPPT Lecture06/03/14

Unit 5 : Store Management

25Responsibility of a Store Manager, Major Functions of a StorePPT Lecture07/03/14

26Check List for a Store manager, House Keeping,PPT Lecture28/03/14

Month :- April 13

27Merchandise Handling & ControllingPPT Lecture02/04/14

28Stock Shrinkage, Safety in Stores, Managing People.PPT Lecture03/04/14

Unit 6 : Service Retailing

29Importance of Service Retailing, PPT Lecture04/04/14

30Indicators of Quality Service, Characteristics of Services MerchandisePPT Lecture09/04/14

31Service Spectrum, Service Retailing StrategyPPT Lecture10/04/14

32AssignmentBlack Board, PPT

33Revision Black Board

34Question paper discussionBlack Board

Lecture Planned: 05 Lectures Conducted: Lectures Adjusted: Monitors Sign:

DETAILED LECTURE PLAN

Assignment Schedule:

S.NoNature Of AssignmentIssue Date Submission /presentation date

1. Case Study*Cases ( 1 to 7) selected from the Book Retail Management by Harjit Singh - Chand Publication23/01/1420/03/14

2. Mini Projects- A Study of Marketing Strategies of Large Retail Houses -A Study of Marketing Strategies of Small Retailers (Kirana Shops)24/01/1421/03/14

REFERENCE BOOKS -

1. A Sivakumar, Retail Marketing Excel Books New Delhi 2nd edition.2. Suja Nair, Retail Management Himalaya Publishing House Mumbai3. Arif Sheikh & Kaneez Fatima, Retail Management Himalaya Publishing House Mumbai 2nd Edition.

Faculty Signature Approved By HOD Dean Academic

Mapping of Course outcomes Vs Programme Outcomes

Course Outcomes (COs)Programme Outcomes (POs)

PO1PO2PO3PO4PO5PO6PO7PO8PO9PO10PO11

1. CO112

2. CO21

3. CO312

4. CO42

5. CO5212

6. CO61

7. CO7122

10