D Y Patil International University, Akurdi, Pune

Program

Year of Study

Semester

Course Type

M.B.A-DB

II  Year

IV

Core Course

Course full title

Retailing

Course short title

RL

Course code

MA404

Course credit

4

Reviewed By

Dean / Academic In-Charge

Course Description

This course will introduce you Retailing. Retailing refers to the range of activities undertaken in the retail store by the retailers as well as the brand to promote the products to the customers in order to generate awareness, interest, and sales.

In simple words, everything from the interior and exterior of the retail store, to in-store advertisements, product placements, offers and promotions, and the behaviour of store representatives comes under retail marketing.

Course Outcomes (CO) / Learning Outcomes

CO 1

To provide insights into all functional areas of retailing

CO 2

To give an account of essential principles of retailing.

CO 3

To give a perspective of the Indian retailing scenario.

CO 4

To give an insight on Retail Planning, Administration.

CO 5

To explain the Retail communication , Merchandising  Pricing

CO6

ELABORATE on the various aspects of Mall Management & Challenges to Indian Retail sector

Course Content

Unit No.

Topics

Content

No of Sessions

1

Introduction to Retail ailing, Retail Environment  & Retail Classification

Overview of Retailing: Definition, Scope, Role of Retailer in the Channel of Distribution, Benefits of Retailing, Functions of Retailers

Retailing Environment: Economic Environment – Legal Environment – Technological Environment – Competitive Environment

Classification of Retailers: Classification by Ownership – Independent Stores – Chain stores – Franchise Stores – leased Departments – Cooperatives , Classification by Strategy – General Merchandise Retailers – Discount Stores – Specialty Stores – Off Price Retailers , Classification by Product Line – Department stores – Supermarkets – Hypermarkets – Convenience Stores - Services retailing.

Non Traditional Retail Classifications: Non store retailer – Direct Marketing – Catalog Marketing– Telemarketing – TV Home shopping – Automatic vending – E – Tailing – Malls and other formats

10

2

Retail Location, Administration, Planning

Retail Location & Site Selection: Types of retail locations, Steps involved in choosing a retail location, Methods of evaluating a trading area,

Store Layout, Design &Visual Merchandising: Store planning, Store Design and the retailing mix, Space mix, effective space management, Store layout

Retail Administration: Store management, Human resource management, Information System & SCM

Planning Merchandise Assortment: Organizing the buying process by categories- Category Management – The Buying Organization – Setting Financial Objectives for the Merchandise Plan – Gross Margin Return On Inventory Management (GMROI), Measuring Inventory Turnover – Sales Forecasting – Assortment Planning Process – Variety – Assortment – Product Availability – Tradeoffs between Variety, Assortment and Product Availability – Assortment Plan, Product Mix Trends.

10

3

Merchandising Pricing & Retail Communication

Merchandise Pricing: Setting the Retail Price- Pricing Objectives – Pricing strategies – Pricing Methods – Pricing Adjustments – Price Discrimination

Retail Communication Mix: Role of Communication in Retailing – Methods of communication – Planning the Retail Communication Programs – Implementing and Evaluating the Retail Communication Programs

10

4

Mall Management & Challenges to Indian Retail sector

Mall Management: Major players nationally & internationally, Role of promoter, developer& retailer: selecting tenant stores, Managing experience, target footfalls & their conversion to sales. Identifying customers, differentiating the mall, real estate pricing, measuring duration & sequence of visit, Number & nature of outlets visited &spend of share of wallet across the tenants.

Challenges to Indian Retail Sector: Political & legal, economic, real estate pricing, customer coming of age to shop in organized sector

10

Total lectures

40

Learning Resources

1

Recommended Reference Book

1.     Retail Management by Gibson Vedamani , Jaico Books

2.      Retailing by Patrick Dunne, Robert Lusch, David Griffith, Cengage Learning, Indian reprint.

3.     Retail Marketing Management by David Gilbert, Pearson Publication.

4.     Retail Management, Arif Sheikh, Himalaya Publishing

2

Recommended Text Book

1.     Retailing Management by Michael Levy & Barton Weitz, TMGH, 5th Edition

2.     Retailing Management by Swapna Pradhan , TMGH

3

Recommended Research Journals

1. Organized Retailing in India: Upstream Channel Structure and Management by Dabas, Chitra Srivastava; Sternquist, Brenda; Mahi, Humaira., Journal of Business & Industrial Marketing, 2012, Vol. 27 Issue 3
2. India: Shopping with the Family by Sheth, Kartik N.; Vittal, Ireena., McKinsey Quarterly, 2007, Issue 4
3. The Future of Shopping by Rigby, Darrell.,Harvard Business Review, Dec2011, Vol. 89 Issue 12
4. The Wheelof Retailing byHollander, Stanley C., Journal of Marketing, Jul1960, Vol. 25 Issue 1
5. The Mall as Bazaar: How Kiosks Influence Consumer Shopping Behavior by Runyan, Rodney; Kim, Jung-Hwan; Baker, Julie., Journal of Marketing Management. Feb2012, Vol. 28 Issue 1/2, p85-102.

4

Recommended Websites

1. http://www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf
2. http://www.indiaretailing.com/
3. http://www.imagesretail.com/