COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14

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CLASS MBA II SEM III BRANCH MBA
NAME OF THE TEACHER Mrs. Seema S Desai
COURSE TITLE:


COURSE DESCRIPTION:


















Retail Marketing
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 PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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COURSE OBJECTIVES:






COURSE LEARNING OUTCOMES:

















To introduce the fundamental concepts of Retail Marketing
To 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 PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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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 reasoning
3. 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 learning
6. Collaborating with team members
7. Probing, note-taking and communicating effectively


Unit I: Introduction to Retailing 6
After completion of this unit student will be able to:
1. Discuss the Introduction and basic concept of Retailing
2. 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: 6
After 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

COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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Unit III : Retail Strategy 6
After 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.
COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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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
Services
2. Discuss Merchandise Service Spectrum
3. Discuss Service Retailing Strategy











DETAILED LECTURE PLAN:

COURSE PLAN 2012-2013

CLASS MBA II Sem IV BRANCH : Management Studies
COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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Lect
No.
BRIEF CONTENT
TEACHIN
G
STRATEG
IES*
SCHEDUL
ED DATE
CONDUC
TED
DATE
Month :- January 2013.
1 RETAIL 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.

Lecture 13/01/
UNIT 1 : Introduction to Retailing
2 Introduction to syllabus

PPT Lecture 09/01/14
3 Introduction to Retailing PPT Lecture 10/01/14
4 Place of Retailing PPT Lecture 15/01/14
5 Place of Retailing in a Distribution Channel PPT Lecture 16/01/14
6 Importance of Retailing in the Economy, Function of Retailers

PPT Lecture 22/01/14
Unit 2: Retailers & Retail Formats:

7 Classification of Retailers PPT Lecture 23/01/14
8 Classification & Types of Retailers Activity 24/01/14
9 Retailing Concepts

PPT Lecture 29/01/14
10 Retailing Concepts -Retail Mix PPT Lecture 30/01/14
11 Retailing Concepts PPT Lecture 31/01/14
Lecture Planned: 12 Lectures Conducted: Lectures Adjusted: Monitors Sign:
Month :- February 13
12 Theories of Retail Change PPT Lecture 05/02/14
COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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13 Case- Theories of Retail Change. Discussion 06/02/14
Unit 3: Retail Strategy
14 Retail Strategy - Introduction Group
Discussion
07/02/14
15 Retail Strategy Objective and Mission Statement PPT Lecture 12/02/14
16 Store Image - Store Image & Target Customers PPT Lecture 13/02/14
17 Sustainable & Competitive Advantage PPT Lecture /02/14
18 Market Segmentation, Growth Strategies PPT Lecture 20/02/14
19 Establishing Retail Mix, Retail Mix Scales PPT Lecture 21/02/14
Unit 4: Store Location

20 Classification of Consumer goods PPT Lecture 26/02/14
21 Types of Retail Locations, Factors for choosing a location Field Work 27/02/14
22 Issues to be thought of while choosing a Retail site. Store Layout
& Design Stores Image
Discussion 28/02/14
Lecture Planned: 11 Lectures Conducted: Lectures Adjusted: Monitors Sign:
Month :- March 13
23 Store Layout Key considerations factors of Design Decisions PPT Lecture 05/03/14
24 Store Layout, Steps for designing Layout PPT Lecture 06/03/14
Unit 5 : Store Management
25 Responsibility of a Store Manager, Major Functions of a Store PPT Lecture 07/03/14
26 Check List for a Store manager, House Keeping, PPT Lecture 28/03/14
Month :- April 13
27 Merchandise Handling & Controlling PPT Lecture 02/04/14
COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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DETAILED LECTURE PLAN





Assignment Schedule:

S.No Nature Of Assignment Issue Date Submission /presentation date
1. Case Study
*Cases ( 1 to 7) selected from the
Book Retail Management by Harjit
Singh - Chand Publication
23/01/14 20/03/14
2. Mini Projects
- A Study of Marketing Strategies of
Large Retail Houses
-A Study of Marketing Strategies of
Small Retailers (Kirana Shops)
24/01/14 21/03/14

28 Stock Shrinkage, Safety in Stores, Managing People. PPT Lecture 03/04/14
Unit 6 : Service Retailing
29 Importance of Service Retailing, PPT Lecture 04/04/14
30 Indicators of Quality Service, Characteristics of Services
Merchandise
PPT Lecture 09/04/14
31 Service Spectrum, Service Retailing Strategy PPT Lecture 10/04/14
32 Assignment Black
Board, PPT

33 Revision Black Board
34 Question paper discussion Black Board

Lecture Planned: 05 Lectures Conducted: Lectures Adjusted: Monitors Sign:
COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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REFERENCE BOOKS -

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

Edition.


Faculty Signature Approved By HOD Dean Academic
























COURSE PLAN FOR RETAIL MARKETING MB216

For semester III 2013-14


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Mapping of Course outcomes Vs Programme Outcomes











Course Outcomes (COs)
Programme Outcomes (POs)
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
1. CO1 1 2
2. CO2 1
3. CO3 1 2
4. CO4 2
5. CO5 2 1 2
6. CO6 1
7. CO7 1 2 2