Course Outline: Retail Marketing

Course code: 611

Credit:3 Credits , Core Course
Area: Marketing Program:
PGDM
Term V Academic Year 2024-25
Instructor(s) Name DK Batra Click or tap here to
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Room no. 310 Click or tap here to
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Email dkbatra@imi.edu Academic Block
Phone (Extn no.) 195 Click or tap here to
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Meeting Hours Tuesday Thursday 1-4 pm

1. COURSE DESCRIPTION

Retailers are focusing on digital transformation to take care of such challenges –‘Phygital’
has become the new buzzword. The retail sector is going through a massive and fast paced
consolidation process A large no of malls are facing the prospect of closure on account of
heavy rentals coupled with depressed demand. The industry in the meanwhile has
experimented with a lot of formats and models and yet is searching for an Indian Model of
Retailing befitting the needs of the industry in this millennium. This is coupled with the fact
that E-commerce Market Places along with the mushrooming of e tailing stores like Zepto
and Big Basket now etc with dark stores have also contributed to retailing growth and
Omni- channels have started doing well in a small way in India. In spite of the fact that India
is called a nation of shopkeepers with one of the largest no of small sized mom and pop
stores in the world , it is witnessing growth in the organized sector, albeit the share is still
less than 12 %. With the promise shown by smaller towns, the future for retail looks
positive. Omni channel retailing has been experimented recently after it showed
tremendous growth during last year in the US and EU. Indian retail stores in large format
are yet to adopt best retailing benchmarked practices and are therefore still struggling to
hold on and yet to reach a comfortable profit surplus situation
 2. COURSE OUTCOMES (COs)

After going through the course, the students would be able to:

Course Outcome 1 (CO1): Understand the concepts in the domain of organized retail decision making
through a comprehensive ‘wheel of retailing’.

Course Outcome 2 (CO2):. Analyse the different retail marketing strategies employed in retailing of
various products and services.

Course Outcome 3 (CO3): Demonstrate problem solving skills in planning the marketing operations
of a retail business entity with a focus on organised Retailing Formats.

Course Outcome 4 (CO4): Identify the challenges faced by retail managers employed in various
functional roles as Store operations managers , Merchandisers and Buyers

3. MAPPING OF THE PROGRAM OUTCOMES (POs) AND COURSE OUTCOME (COs)

Course Outcomes (COs)

Program Outcomes (POs)

CO1 CO2 CO3 CO4 CO5

PO1: Student should be able to write well organized and 1

grammatically correct business reports and letters.

PO2: Student should be able to make effective oral 2

presentations.

PO3: Student should be able to demonstrate critical thinking 2 3

skills by understanding the issues, evaluating alternatives on
the basis of multiple perspectives and presenting a solution
including conclusions and implications.

PO4: Student should be to demonstrate problem solving skills 2 3

by understanding and defining the problem, analyzing it and
solving it by applying appropriate theories, tools and
techniques from various functional areas of management.

PO5: Student should be able to illustrate the role of responsible 3

leadership in management.

PO6: Student should be able to identify social concerns and 1

ethical issues in management.

PO7: Student should be able to identify challenges faced by the 2

organization at the global level.

PO8: Student should be able to take decisions in the global 2

business environment.
4. PEDAGOGY
The course will adopt a participative reading based and experiential learning mode . Workshop mode
on XL Based predictive analysis and case based method of instruction to promote original and
independent thinking by the students in a blended learning environment . Class lectures and an End
Term project will focus on strengthening the understanding of basic concepts and emerging trends in
the subjects covered in the course. Students will be expected to come prepared by reading the
assigned articles and cases in advance as this will form an important part of the evaluation and
assessment process.
Inputs from practicing professionals in the function will also add value to the learning by exposing
students to the actual challenges faced by organisations and solutions that address the demands of
retail marketing.

5. COURSE EVALUATION COMPONENTS (CECs)

Details of evaluation Components
1. Tests & Quizzes- 1 , 2 & Mid Term test 20% ( 10% +10%) Individual
2. Class Participation & 15 % Individual
Assignment
3. End Term Project 25% Group
4. End Term exam 30% Individual
5. Cases presentation 10% Group

6. MAPPING BETWEEN COs, POs and CECs

Course Evaluation Components (CECs)
COs POs
CEC1 CEC2 CEC3 CEC4 CE5
CO1 PO 2&8 Quiz 1
CO2 PO3 End Term
CO3 PO 1,3,4 End Term
Project
CO4 PO5,6 Class
participation
7. RESOURCES
7.1 Textbook
Managing Retailing, Piyush K. Sinha & Dwarika P. Uniyal, Oxford, 4nd ed.

7.2 Reference Books

1. Retailing Management, Levy, Weitz & Pandit, Tata McGraw Hill, 8th ed
2. Why we buy : the science of shopping, Paco Underhill, Simon Schuster
3. Call of the Mall: the geography of shopping, Paco Underhill, Simon Schuster
4. Retail Management: a strategic approach, Barry Berman, Joel R Evans & Mini Mathur,
Pearson, 11th ed. 2011.

7.3 Online References (if any)

https://www.journals.elsevier.com/journal-of-retailing
8. SESSION PLAN

Session Topic Readings & Cases /Instructor

1-2 Retailing in Covid Times • T :Chapter 1-3,

• Prospects & problems • C:Food World A
• Developing a retail
strategy
• Digital Transformation in
retail
• Future of Retailing
• Wheel of Retailing

3-4 Planning the Retail business • R: Selling to Mom and Pop

• Retailing formats stores in emerging markets
• Types of Retailers • A note on Franchising –HBR
• Franchising • A note on How to buy a
Multichannel Retailing Franchise
• T : Chapter 5
C: Fern and Petals Franchising
case
Discussion on Project

5-6 Retail buying behavior and • Discussion on Book Reading

Distribution to retail ‘Call for the Mall ‘
• Retail Anthropology And ‘Why we buy’ Paco
Underhill
• T : Chapter 4
C: Shiny Provision Store
7-8 Store Location & site location • R: Service Blueprinting
• Trading area analysis • R: Note on Retail Location
• Identification & • Checkout counters becoming
acquisition of Retail space battleground for marketers
• Note on retail store location
C: Aakash Book stores
C: Superior savings-
a BFSI Location Case
• T: Chapter 6
9-10 Merchandise Management • R: Welcome to the new world
• Merchandising strategy of merchandising
• Buying organization • How to induce retailers to
• Implementing reduce stock outs
merchandising plans T: Chapter 7,9
C: Girish Food Store
Visiting Faculty
 11 Retail financial management Visiting Faculty

12-13 Managing the mechanizing • R: Note on Retail

Process and Supply chain Manufacturing and Retail
• Role technology • Indian Malls going Hitech
• Logistics & Supply chain • Beyond Bar Codes
• Buying Process • Discussion on Wal-Mart: the
• Managing the retail retail chain effect and on ZARA
operations in Banking C: TBA
T: Chapter 7-8
14 Merchandising Planning T : Chapter 13
Six Month Plan and OTB C: TBA
calculation XL Based workshop
Pricing in retail

15 Retail promotions R: Retail Promotional Pricing

• Strategy & role T: Chapter 12
• Store image C: Spencer’s ./BFSI Case
• Planning & execution
17 Customer Facing Store R: Note on Customer Care and
Operations and Service service
Customer Loyalty in Retail Sector
Issues and challenges in managing
store operations visiting faculty
18- 19 Store layout design and Sam’s rules for building a business
Visual merchandising Chapter 10 Visiting Faculty
Blueprinting for Banking services
20 Online retailing and Omni- T: Chapter 18
Channel retailing for product C: BigBasket.,com
and banking services

ACADEMIC INTEGRITY & CLASS RULES

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common knowledge, without granting credit to the originator. Plagiarism is unacceptable in IMI
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permitted by the faculty). It also includes providing false data or references/list of sources which
either do not exist or have not been used, having another individual write your paper or assignment
or purchasing a paper for one’s own submission. Cheating is strictly prohibited at IMI and will
invite penalty as per policies of the Institute.