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Retail Marketing

The document outlines a course on Retail Marketing, covering key concepts such as retail formats, strategy, and shopper behavior. It includes five units focusing on global retailing, retail decisions, shop management, and the influence of socio-economic factors. Course outcomes emphasize understanding retail operations, management strategies, and consumer behavior.

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keerthi
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4 views2 pages

Retail Marketing

The document outlines a course on Retail Marketing, covering key concepts such as retail formats, strategy, and shopper behavior. It includes five units focusing on global retailing, retail decisions, shop management, and the influence of socio-economic factors. Course outcomes emphasize understanding retail operations, management strategies, and consumer behavior.

Uploaded by

keerthi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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L T P C

P24BAMM04 RETAIL MARKETING


3 0 0 3
COURSE OBJECTIVES:
 Learn the concept of retailing, retail formats and recent developments in retail industry.
 Gain knowledge of different dimensions of retail strategy.
 Identify customer services in retailing and understand services retailing.

UNIT I: INTRODUCTION 9
An overview of Global Retailing - Challenges and opportunities - Retail trends in India - Socio
economic and technological Influences on retail management - Government of India policy
implications on retails.

UNIT II: RETAIL FORMATS 9


Organized and unorganized formats - Different organized retail formats - Characteristics of
each format-Emerging trends in retail formats-MNC's role in organized retail formats.

UNIT III: RETAILING DECISIONS 9


Choice of retail locations - internal and external atmospherics - Positioning of retail shops -
Building retail store Image - Retail service quality management - Retail Supply Chain
Management - Retail Pricing Decisions. Merchandizing and category management-buying.

UNIT IV: RETAIL SHOP MANAGEMENT 9


Visual Merchandise Management - Space Management - Retail Inventory Management - Retail
accounting and audits -Retail store brands-Retail advertising and promotions-Retail
Management Information Systems-Online Retail-Emerging trends.

UNIT V: RETAIL SHOPPER BEHAVIOUR 9


Understanding of Retail shop per behavior-Shop per Profile Analysis- Shopping Decision
Process- Factors influencing retail shop per behavior-Complaints Management-Retail sales force
Management - Challenges in Retailing in India.
TOTAL: 45 PERIODS

Text Book:
1. Michael Havy , Baston, Aweitz and Ajay Pandit, Retail Management, Tata McGraw Hill,
Sixth Edition,2007.
Reference Books:
1. Michael Havy, Baston, Aweitz and Ajay Pandit, Retail Management, Tata McGraw Hill,
Sixth Edition,2007.
2. Ogden, Integrated Retail Management, Biztantra, India,2008.
3. PatrickM. Dunne and Robert FLusch, Retailing, ThomsonLearning,4thEdition 2008.
4. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford
University Press,2007.
5. SwapnaPradhan, Retail Management-Text and Cases, TataMcGrawHill,3rdEdition, 2009.
6. Dunne, Retailing, Cengage Learning,2ndEdition, 2008.
7. Ram krishnan andY.R. Srinivasan, Indian Retailing Text and Cases, Oxford University
Press,2008.

Course Outcomes: At the end of the course, the students will be able
CO Course Outcome Statement Knowledge Level
CO1 Discuss the insights of retail operation Understanding
CO2 Develop effective methods and strategies required for retail Understanding
management.
CO3 Explain concept of utilizing resources and techniques used in retail Understanding
management.
CO4 Describe the store location, merchandising, products and pricing. Understanding
CO5 Establish knowledge about shopping behaviour Understanding

CO-PO Mapping
CO PO1 PO2 PO3 PO4 PO5
CO1 2 2 1 3 2
CO2 1 1 1 2 2
CO3 2 1 1 1 2
CO4 1 1 1 2 2
CO5 2 2 1 1 2
Average 1.6 1.4 1 1.8 2

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