BA 4008

Retail Marketing

HBS > Professional Electives > Retail Marketing
Course ID
BA 4008
Level
Post Graduation
Semester
Semester III

OBJECTIVES:
• To understand the concepts of effective retailing

UNIT I INTRODUCTION
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
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
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
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
Understanding of Retail shopper behavior – Shopper Profile Analysis – Shopping Decision Process – Factors influencing retail shopper behavior – Complaints Management – Retail sales force Management – Challenges in Retailing in India.

TOTAL: 45 PERIODS

OUTCOMES:
• To provide insights on retail operation
•  To understand effective methods and strategies required for retail management.
•  To understand how to utilize resources and techniques used in retail management.
•  To understand analysis of store location, merchandising, products and pricing.
•  To gain knowledge about shopping behaviour

REFERENCES :

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. Patrick M. Dunne and Robert F Lusch, Retailing, Thomson Learning, 4th Edition 2008.
4. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford University Press, 2007.
5. Swapna Pradhan, Retail Management -Text and Cases, Tata McGraw Hill, 3rd Edition, 2009.
6. Dunne, Retailing, Cengage Learning, 2nd Edition, 2008
7. Ramkrishnan and Y.R.Srinivasan, Indian Retailing Text and Cases, Oxford University Press, 2008
8. Dr.JaspreetKaur , Customer Relationship Management, Kogent solution.