retail mgmt

Course Outline

Course Outline

Batch:PGDM (2014-16)Term: V

Course:Retail Management Credits: 2.5

Course Instructor:Dr. C. Thakur

Objectives of the course:

1. To provide an overview of Indian and global retail scenario.

2. To apprise students of various retail theories and formats.

3. To facilitate students develop an understanding of retail customers and retail organization.

4. To facilitate students gain an insight into concepts of retail location and site selection.

5. To provide students an analytical view of various aspects of retail merchandising.

6. To apprise students of various retail pricing strategies.

7. To facilitate students understanding of retail store layout, service delivery, retail information system and supply chain in retail.

Course Outline:

This course aims at equipping the participants with myriad management models and techniques that find application in managing various aspects of complex business of retailing such as pricing strategies, location strategies, merchandising strategies, visual merchandising strategies etc. besides familiarizing them with various retail concepts. Strategic topics such as supply chain management and logistics have been incorporated to make this course as insightful as possible. Many cases have been included to provide practical learning related to the subject.

Learning Outcomes:

.At the end of this course, the students will be able:

1) To set up a retail organization and manage it

2) To better understand and analyze retail consumer behavior

3) To do a trading area analysis to determine retail location and also take site related decisions

4) To take decisions regarding retail merchandising including procurement, inventory level and its financial aspects

5) To formulate retail pricing strategies

6) To design retail store layout, set up and manage retail information system and supply chain

Basic Text Book:

*Retail Management: A Strategic Approach by Barry Berman & Joel R. Evans, Pearson, Eleventh Edition: 2011

Reference Books:

Retailing Management by SwapnaPradhan, McGraw-Hill, 3rd Edition: 2011

Retail Management by Chetan Bajaj, RajnishTuli, and NidhiVarmaSrivastava, OXFORD Higher Education, Second Edition.

Managing Retailing by Piyush Kumar Sinha and D. P. Uniyal, Oxford Higher Education

Session Plan:

Session No

Topic

Pedagogy

Pre class preparation details for students

1,2,3

Retailing : Introduction & Overview

HBR Article: Rocket Science Retailing is almost here Are you ready?

HBR Article: Old pillars of new retailing

Emerging Issues in Retailing Research (Journal of Retailing, 2009)

Retailing Research: Past, Present and Future, Journal of Retailing, 2007)

Indian Retailing Report (IBEF, 2015)

GRDI 2015 (Global Retailing) AT Karney Report

Lecture / Presentation/ Discussion/ HBS Case/ Journal articles/ reports

*chapter1,2,3

Material Given by faculty

4

Retail Theories and formats: classification of Retail Institutions by Ownership, strategy mix, pricing, store based ,non-store based

HBR Article: Retailing : Confronting the challenges that face bricks and mortar stores

Lecture / Presentation/ Discussion

&

Case Analysis

*chapter4,5,6

Suggested case

5,6

Omni Channel Retailing

Competing in the age of Omni channel retailing (MIT Sloan Management Review)

How to win in an Omni Channel world (MIT Sloan Management Review)

HBR Article : The future of shopping

Research Paper:

From multi-channel retailing to Omni channel retailing (Journal of Retailing, 2015)

MIT Sloan Management Review & HBR articles

7,8

Internet Retailing

What matters most in the internet retailing (MIT Sloan Management Review)

3 critical issues in internet retailing (MIT Sloan Management Review)

Research Paper

Internet Retailing: Past, Present and Future ( International Journal of Retail and Distribution Management Journal, 2010)

MIT Sloan Management Review articles

JournalArticle

9,10

Understanding retail customers: Factors influencing the retail shoppers, Customer decision making process, Developing customer loyalty, Changing Indian consumer.

Retail Organization & Retail strategy.

Research Paper:

Customer Experience Management: Understanding the buying process, Journal of Retailing, 2009.


&

Case Analysis

Journal of retailing (2009)

*chapter7,8

Suggested case

11

MID TERM (20 MARKS)

Case /Test/

Assignment

Based on first 10 sessions

12,13,

14,15

Retail Marketing Strategy, promotions & Branding.

HBS Cases:

Reed Supermarket: A new wave of competitors

Toys R Us

Wal Mart Stores Discount Operations

Research Paper:

Communication and Promotion Decisions in Retailing (Journal of Retailing, 2009)

Retailing Innovations (Journal of Retailing, 2011)

HBS Cases

Journal articles

*chapter19

Material given by faculty

16

Retail merchandising : Introduction and overview

HBR Article: Welcome to the new world of merchandising

Retail merchandising : Buying organizations, Merchandising philosophy, Merchandising considerations, Drawing merchandising plans; Process of Merchandise planning, the methods of Merchandise procurements or sourcing.

Financial merchandising & implementing merchandise plan


&

HBS Case Analysis

*chapter14,15,16

Suggested case

Suggested HBR article

17

Retail Pricing Strategies : Retailers approach, EDLP and high-low pricing, Approaches for setting prices, Adjustments in initial retail price, Other retail pricing strategies

HBS Case: Culinarian Cookware: Pondering Price Promotion


&

HBS Case Analysis

*chapter17

18

Retail store location: Trading Area Analysis, GIS, Store types, Delineating trading area

Site selection : Types of location, Advantages of planned shopping centers, General location selection


&

Case Analysis

*chapter9,10

Suggested case

19

Retail store layout : Design and visual merchandising, Visual merchandising success factors, Store layout, Creating store image, Merchandise presentation, Visual merchandising techniques, Atmospherics, Store security

Lecture / Presentation/ Discussion/ Case Analysis

*chapter13,18


20

Retail Store Operations: 5 s of store operation, budgeting & planning, managing the infrastructure & human resources. Retail audits

Service delivery in Retail, servicing the retail customer

Retail information system. Role of technology in Retail ; Supply chain management

Lecture / Presentation/ Discussion/ Case Analysis

*chapter11


*Guest Lecture(between 11th- 20th session)

*subject to availability

End Term (40 Marks)

Written Exam

Based on 11-20 sessions

Evaluation Scheme:

Sr. No.

Components

Weightages (%)

Learning Outcomes

1

Project

20

1

2

Case Analysis & Presentation

20

2,3,4,5

3

Mid Term

20

2,3,4

4

End term

40

5,6,1

retail mgmt

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