P E S UNIVERSITY

Faculty of Management Studies

MBA Program
COURSE PLAN

Course Code Title of the course No. of Hours/Week

UM17MB624 RETAIL MARKETING L T P S C
Faculty Name Dr R K Gopal, Dr. Smitha S Ranganathan 2 1 0 2 3
Evaluation Weight age for ISA (%age): 60%
Total No. of Lecture Hours 39 Hours
Total No of Practical Hours NIL
Exam Duration 3 Hours Exam Marks 100
Note: L: Lecture T: Tutorial P: Practical S: Self Study C: Credit

Description:
Course Objectives:
• To critically analyze the retailing process, the environment within which it operates, and the institutions and functions that are performed.
• To provide a foundation for those students who plan to work in retailing or related disciplines

Course outcomes:
• The contribution of retailers to the product value chain.
• Consumer motivations, shopping behaviors, and decision processes for evaluating retail offering and purchasing merchandise and
services.
• Corporate objectives, competitor analysis, and competitive strategy
• the traditional bases for segmentation and how segmentation can inform retail strategy
• How retailers differentiate their offering as an element in their corporate strategy.
• Factors affecting strategic decisions involving investments in Locations, supply chain and information systems, and customer retention
programs.
• How retailer’s communicate with their customers.
• Tactics (pricing, merchandise assortment, store management, visual merchandising, customer service) for extracting profit from a retail
offering
Prerequisites: UM17MB554 – Marketing Management
Pedagogy/Andragogy/Didactics: The course will have 60 percent of time in lecture, 20 percent in case study & on field activity and 20 percent
leaning through discussions.
 P E S UNIVERSITY
Faculty of Management Studies
MBA Program
% Cumulative
Session Topic Didactics Suggestive reading
coverage %
UNIT 1
Introduction to retail, Structure of retailing and
1 distribution, oppoutunities, Retail management 2 2
decision process.
2 Types of retailers Lecture, 3 5
Discussions, PPT Text Book, Hand out,
3 Application questions assignment 3 8 PPTs
4 Multichannel retailing 3 11
5 Customer buying behavior 3 14
6 Application questions assignment 3 17
UNIT 2
7 Retail Market strategies 3 20
8 Financial strategies Lecture, 3 23
9 Application questions assignment 3 26 Text Book, Hand out,
Discussions, PPT
10 Retail Locations 3 29 PPTs
11 Retail Site locations (Self Study) 2 31
12 Application questions assignment 2 33
Unit 3
13 Human resource management 2 35
14 Information systems and supply chain management 2 37
Lecture,
15 Application questions assignments 2 39 Text Book, Hand out,
Discussions, PPT
16 Customer relationship management 2 41 PPTs
17 CRM (Self study) 2 43
18 Application questions assignments 3 46
UNIT 4
19 Managing the merchandise planning process 3 49
20 Buying Merchandise Lecture, 3 52 Text Book, Hand out,
21 Application questions assignments Discussions, PPT 3 55 PPTs
22 Retail Pricing 2 57
 P E S UNIVERSITY
Faculty of Management Studies
MBA Program
23 Retail communication mix (Self Study) 2 59
24 Application questions assignment 2 61
UNIT 5
25 Managing the store 4 67
26 Managing the store 2 69
27 Application questions assignment Lecture, 2 71
28 Store layout, design and visual merchandising Discussions, PPT 3 74
Text Book, Hand out,
29 Store layout, design and visual merchandising 2 76
PPTs
30 Application questions assignment 3 79
31 Customer service 3 82
Lecture,
32 Customer service (Self Study) 3 85
Discussions, PPT
33 Application questions 2 87
CASE DISCUSSIONS/PRESENTATIONS
34 Case Study Case Study 3 90
35 Case Study discussions 2 92
36 Student presentations 2 94 -
37 Student presentations Student 2 96
38 Student presentations presentations 2 98
39 Student presentations 2 100

Reference Books:
1. “Retail Management” Levy & Weitz, Tata McGraw Hill, New Delhi, 8th Edition, 2013
2. “Retail Management A Strategic Approach”, Berman, Barry Evans, Joel R, Pearson Education, New Delhi, 11th Edition, 2004