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RETAIL MANAGEMENT

Course Code: BBAMK 30603 Credit Units: 04

Course Objective:
Keeping in view the growth of retail industry, the course has been designed to familiarize students with the basics of
retail industry and give them an overview about rural marketing practices.

Course Contents:
Module I: Introduction
Nature, scope and importance of retailing, retail competition theories, Retail management process, Influence of
changing environment on retailing viz demographic changes, lifestyle changes, technology changes (e-business),
Retail Environment.

Module II: Consumer Behavior in Retailing


Consumer Behavior in retailing , Buying decision process in retailing, Types of buying decision, market
segmentation for retailing, generational cohorts.

Module III: Retail Marketing Strategy& Customer Service


Types of retailers, multichannel retailing, Retail strategy concept & its elements, Strategic retail planning process,
Retail Pricing, Retail Promotion tool, Customer Loyalty Programme, global retailing growth strategies &
international market entry strategies, Advantages through customer service, Customer evaluation of service quality,
GAP model for improving service.

Module IV: Merchandise management


Retail Information system & supply chain management, Concept of merchandise management. Planning
Merchandise organizing buying process, developing an assortment plan, allocating merchandise to stores meeting
vendors and establishing strategic relations with them, branding strategies for retail (e.g., private labels).

Module V: Store management & visual merchandising


Store layout & space planning, atmospherics, Choosing store location, visual merchandising, Recruitment, selection,
Training, motivation, Compensation and Control of store employees.

Module VI: Rural Retailing


Introduction to rural retailing, Relevance, Importance and the Emerging Scenario of Rural markets, Major problem
areas in rural retailing, Strategies for Rural Retailing, Social and sustainability aspects of rural retailing.

Examination Scheme:

P-1 C-1 CT-1 EE-1


Components
Weightage (%) 10 10 20 60

Text & References:


Text:
Levy & Weitz , Retailing Management, Fifth edition , Tata McGraw Hill,
Kashyap Pradeep, Raut Siddhartha, The Rural Marketing Book, 2006, Biztantra.

References:
Retailing management, Swapna Pradhan,, 3rd edition Tata McGrawhill.
Retail Marketing Management, David Gilbert.
Barry Berman & Joel R. Evans, Retail Management, A Strategic Approach, Ninth Edition, Pearson Education.

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