BA5005

Retail Marketing

HBS > Professional Electives > Retail Marketing
Course ID
BA5005
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. Mercandising 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 manage the retail chains and understand the retail customer’s behavior.

REFERENCES :

  1. Michael Havy ,Baston, Aweitz and Ajay Pandit, Retail Management, Tata Mcgraw Hill, Sixth Edition, 2007.
  2. J K Nayak, Prakash C.Dash, Retail Management, Cengage, 2017.
  3. Dr.Harjit Singh, Retail Management A Global Perspective, S.Chand Publishing, 3rd Edition,2014.
  4. Patrick M. Dunne and Robert F Lusch, Retailing, Cengage, 8th edition, 2013.
  5. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford University Press, 3rd Edition 2016.
  6. Swapna Pradhan, Retail Management -Text and Cases, Tata McGraw Hill, 4th Edition, 2012.
  7. Ramkrishnan and Y.R.Srinivasan, Indian Retailing Text and Cases, Oxford University Press, 2008.