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EAST WEST COLLEGE OF MANAGEMENT

DEPARTMENT OF MANAGEMENT

LESSON PLAN

MBA 3rd semester

SUBJECT: RETAIL AND SERVIVE MANAGEMENT

FACULTY HANDLING SUBJECT: VIVEK.V

Order of syllabus completion: As per syllabus (1, 2, 3, 4, 5 and 6)

Date No of hours Topics Covered Remarks


UNIT 1

2 Foundations of services marketing - The services


concept- Service Industry Nature of Services, Distinctive
Characteristics of Services,
3 Classification of Services Importance of Services
Marketing
5 The Growth in Services Global & Indian Scenarios,
Extended Services Marketing Mix:
6 7 Ps of Services Marketing
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Date Faculty signature


Date HOD signature

UNIT 2
7 The GAP model, Customer expectations of services
8 Customer perceptions of Serviceand Measurement of
quality in services,
10 Servqual model and measurement methods,
Employees role in service delivery, Creating a culture of
service, the services marketing
triangle,
11 Customers role in service delivery, Services -Market
Segmentation
13 Positioning and Differentiation of Services, Strategies for
managing closing the five gaps.
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UNIT 3
15 Managing the Service Process new service evelopment,
Service Blueprints, Customer defined service standards,
Physical Evidence and Cape Services.
17 Service encounter, Service failure and recovery, Service
pricing, Customer relationship management and
Loyalty in services,
18 Role of social media in customer services
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UNIT 4
19 Introduction to retailing, types of retailers and Retail
formats
20 theories of retail development,
21 Consumer shopping behaviour and decision making
process,
22 concept of franchising, Retail mix
23 measuring performance in retail
24 Introduction to multi-channel retailing, Retail Strategy
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UNIT 5
25 Key elements of store operations and managing touch
points
26 role of a store manager
27 Retail location selection
28 Segmenting and targeting in retail,
29 shopper marketing -
components,
30 store design and layouts
31 Visual Merchandising
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UNIT 6
32 Integrated marketing Communications in retailing
33 Merchandising concept and functions,
34 Merchandise Management
35 Concept of CPFR, Category Management
37 Definition and process, Introduction to private labels.
Customer services in retailing.
40 revision
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