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MBA Elective - MKT 586
Jami Moiz
Course
ERP Class NBR  2363
Information
 Programs  MBA
and Title
Class Details  Class Timings and
  Main Campus Room MCS 5
Room
MON TUE WED THU FRI SAT SUN

 Session Day(s) 11.30 am

11.30 am to
N to 1.30 N N N N
1.30 pm N
pm

 Credit Hours  3
 Email jmoiz@iba.edu.pk
 Contact No. +92-2138104701 Extension 2001
Amjad Ali Memon amjad.memon@khi.iba.edu.pk 92 333
 Teaching Assistant
2965183
Course
Description
Course Description

This course provides a managerial introduction to the strategic and tactical

aspects of retailing decisions. Analysis of existing generalizations and principles
related to the economic and social role of retailing; competitive
strategies; efficiency in retailing; and essential concepts for retail management.
Retail Audit to ascertain level of competition among brands.
The retailers like IKEA and Walmart have become brand icons. The subject is in hig
h demand due to growing retail industry in Pakistan as global retail giants have sta
rted entering the market, therefore ‘Retailing’ offers one of the best career 
 opportunities for today’s graduates and knowledge of this field carries high import
ance and provides a competitive advantage.   

MBA Program Learning Goals

1. Communication Skills
Learning The students will be able to communicate effectively in wide variety of business
Goals settings, employing mediums such as written, oral and visual

2. Knowledge of All Business Disciplines

Students will be able to demonstrate understanding of theory and practice in relation
to major business-related functions.

2. Critical Thinking
Students are able to develop a critical approach in research and use of management
theory and practice leading to effective decision making

4. Ethics
Students will have an understanding and awareness of the ethical implications of
their decisions.

5. Global Mindset
Students will develop an appreciation of global best practices and learn to adapt
them to local cultural contexts.

Course Objectives and Outcomes

To familiarize students with the decisions involved in running a retail firm and
the concepts and principles for making those decisions. While the course
focuses on the retail industry including retailers of consumer services, the
content of the course is useful for students interested in working for companies
that interface with retailers such as manufacturers of consumer products or for
Learning students with a general management or entrepreneurial interest.
Outcomes
Specific learning outcomes are to develop an understanding of:
• 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

The objective of this course is to familiarize students with the decisions

involved in running a retail firm and the concepts and principles for making
those decisions. While the course focuses on the retail industry including
retailers of consumer services, the content of the course is useful for those
interested in working for companies that interface with retailers such as
manufacturers of consumer products or for students with a general
management or entrepreneurial interest. In class exercises and discussions will
be used to help the student relate current retail strategies to the basic concepts
of retailing. The course is so designed that it will help students to understand
the SKU strategies which cater to various segments in a given economy.

With the growth of electronic retailing, consolidation of large retailers, and

growth of national chains, evolution of the concept of Hyper Marts (Metro,
MAKRO) the emphasis in retailing classes and therefore retailing texts has
changed. Historically, retailing students were trained to become buyers as their
first job out of school. Today, there are more store manager careers available.
Although not in our part of the world, but definitely in closer proximities like
UAE/GULF/MENA, the career in Store Management is very much in.
Bricks and mortar retailers:
Develops a multi‐channel strategy provide new and exciting retailing careers.
The course on Retailing Management reflects this shift. Although the content
will help prepare students for executive training programs for merchandising
and buying, an entire part of the course is devoted to store management
issues. Sections on how Internet retailing is similar to and different from bricks
and mortar retailers are integrated throughout the discussions. Real hardcore
daily issues (being faced by FMCGs) like shelf space negotiation, KIOSK
placement & management (to create ease in purchase execution), Secondary
Sales Activities, Relationship between Distributor & Retailers, Retailer Loyalty
Programs, etc would be deeply looked into.

Electronic retailing (e-tailing)

E-tailing has experienced a dazzling growth during the recent years due to its
distinct advantages for both consumers and retailers, such as shopping at
round-the-clock convenience, decreasing dependence to store visits, saving
travel costs, widening market area, lowering overhead expenses, supporting
 customer relations and offering broad range of products (services). E-
commerce will be discussed through guest speaker sessions as well as
experiential visit to electronic stores. Students will get a broad understanding
of the differences and similarities between brick and mortar retailing Vs E-
retailing.

Teaching and Learning Methodology

The pedagogy used for the course will be a combination of:

- Live cases/ campaigns/ guest speaker sessions
- Written case analysis
Teaching and - Oral case discussion
Learning - Video/DVD Cases
Methodology - Short Ads/Videos and their discussion
- Activities/Experiential Learning
- In Class Assignments
- Slides
- Study Trips/Tours
- Readings (online and Embedded in Slides)
- Presentations/Debates – both formal and informal
- Exams
- Self-Study

Text Book and Pre Course Reading Material, Important Dates.

1) Retailing Management 7e by Levy and Weitz, Irwin/McGraw Hill, 2008.

Textbooks
and Reading 2)Retail Management: A Strategic Approach; Berman and Evans,
Materials; Pearson/Prentice‐Hall, 10 Edition, 2007, ISBN: 0131870165.
Important
Dates
The texts will be supplemented by articles and other materials distributed in
class or on LMS. The class will also feature guest speakers representing retailing
areas of local organizations.

Prerequisite Pre- Requisite: Marketing Management

Courses,
Skills and Prerequisite Skills and Knowledge to take this Course
Knowledge
Be comfortable with using technology for learning. There is a mobile and laptop
 usage policy.

Assignments:  Week  Topic Required Reading 

 1  Mini Cases In class will be assigned
 2 Retail Video  In class will be shared
 Students will form groups of 3- 4 and will be assigned a
 Retailing Term
 3 major retailer.
Project
 Notebook will also contain a project part in which
 Notebook students will be required to write the details of their
4 everyday tasks achieved at the retail outlet.

 Glossary
5 In class Activity

Required
Text(s):

GROUP FORMATION:

Groups of 2 students would be formed. This group would be approved jointly

by the course facilitator and teaching assistant after an interview. You need to
make your group, communicate proposed group members names and erp
setting up an appointment to meet via email to the Teaching Assistant and cc
This needs to be completed by Thursday January 23rd.

RETAIL VIDEO ASSESSMENT ASSIGNMENT

A group of 2 students will select one retail video from the inventory available
on first come first serve basis – send your Title, date/session you wish to
present to amjad.memon@khi.iba.edu.pk.The group will select a brand of the
same product category as per the video and then analyze that brand in retail
outlets in Karachi. Two groups will present in each session.
Deliverables: 3 slide PowerPoint presentation and 2 sides of an A4 sheet of
analysis and recommendation for that brand. TO BE SUBMITTED BEFORE START
OF SESSION.
Time: 5 minutes for presentation and 5 minutes for Q&A
Each student will be given a notebook in which students will have a section of VDO
Assignment. This section should contain all the details of the work done for the VDO
assignment e.g. how this retail outlet is matched with your VDO, Meeting the retailer’s
owner, whom did you meet, what questions you asked, How you compare Pakistani
retailers with the one shown in the VDO.

Mini Cases
Each student will be allotted a mini case from a list. They will have to analyze,
discuss in one class and answer related questions to it. It will be a one session
activity.

RETAILING TERM PROJECT

Students will form groups of 3- 4 and will be assigned a major retailer.

You will be designated job roles on the store floors where you will actively
participate and monitor daily retailing functions of each section/department of
the retailer. The activity will take place for a minimum of 6 working days with
the group has rotating along all functions of the retailer.
You must monitor the retailer operations at all different times of the day. If the
retailer duties are in shifts, they must be incorporated so as to cover all shifts
during the day and evening over the duration of 7-day engagement in the
project.
Time in - Time Out Sheets for the students will be maintained at the retail
outlets and will contribute to the final report grade. Operations at the retailers
must include, but not be limited to, trading area analysis/ site selection,
information gathering and processing in retail, creating a retail customer
profile, retail organization personnel management, merchandising and
merchandise plans, display management and customer services, check out,
assortment selection, pricing, promotional strategies, recommendations to the
retailer.
Students must also maintain a daily activity chart to be signed off by their
retailer supervisors. The activity chart must be part of the term presentation
and report. Pics and videos are welcome.
In the 3rd, 6th and 9th weekly session the groups will need to present Retail
Term project progress reports that would comprise a single slide ppt on their
chosen retail establishment. These would determine status of term project.
These would be evaluated and counted towards final term project grade.
The Final Presentation must incorporate the key insights that the students
gained during the duration of the project. The Retail Supervisors must be
invited to IBA to be part of the panel evaluating these term projects and
provide input regarding the respective group’s presentation. Their feedback will
be incorporated into the Final grade.

TERM PROJECT - PRESENTATION REQUIREMENTS

1. Notebook:

Notebook will also contain a project part in which students will be required to write
the details of their everyday tasks achieved at the retail outlet.

This notebook will need to be submitted on the day of final project presentation.
Following points are to be observed and noted:

 Ownership
 Location
 Customer segmentation/target consumer profiling
 Display Management
 Product categories available
 Inventory management and supply chain functions
 Customer service and employee management
 Pricing strategies and retail communication mix

2. Content:
It is your job to fill your presentation with interesting facts about the
retailer that we may not have known before. The content from your
presentation may end up on a quiz or a test, so it is important that you
provide useful information about the retailer. A background of how the
store began would be interesting. If you can get pictures from the store,
use those in your presentation. If you own something from the store
(especially one that some people may have not been in), bring it.

These are things you MUST include in your presentation:

a) Ownership – who is this retailer owned by? What other retail stores
are owned by this store? Talk a little bit about the other stores owned
by the same company. How are they similar/different to the store you
are focusing on? Where is the company’s headquarters?
b) Merchandise mix – What types of merchandise do they carry? What
brands?
c) Location – Where are their stores located? Where is the closest one
to IBA?
d) Employees – How many? What types of jobs are available for
someone with a business degree? (Include these, if you can find: Do the
employees have to wear the retailer’s clothing? How much is the
employee discount?)
e) Other interesting facts including recent news, promotional
campaigns, ads, coupons, or exerts from a personal interview you did
with an employee/manager/owner.
f) Visuals – You have to have pictures or props that you bring with you.
3. Presentation style: You have to be prepared for your presentation. You
may use Power point, posters, the dry‐erase board, props, models,
music, movie clips, news clips, games, handouts, lists, or any other
creative method for sharing your information. You don’t have to have a
Power point if you would rather use another medium for presenting
your material.
4. Time: 10 minutes Presentation and 5 minutes Q&A
5. Dress: Business casual or clothing that goes along with your
presentation.

Retail Outlets:

1. Imtiaz
2. Team A Ventures -Debenhams
3. Mothercare
4. Ideas GulAhmed

GENERAL INSTRUCTIONS
Attendance: Attendance of the lectures is an integral part of the course and is
expected from all students. To participate and receive credit for your
participation, you have to be present in class. To reward students who have
perfect attendance, 2 points will be added to the final grade of any student who
is present for the entirety of every class meeting (including test days and the
exam). Students with one absence will receive 1 point added to their final
grade. This means that they have attended the entirety of every class meeting
(including test days and the exam) except one. Perfect attendance means
perfect attendance. There may be things that come up that are beyond your
control, and I understand that. However, I will not give anyone credit for being
in class if they were absent, even if they have a documented excuse. This
system is in place to reward those who make the effort to be in class. If you
miss 7 classes, I will subtract 5 points from your final grade for those absences
and every absence thereafter. This policy is in place to keep you accountable
for your absences. If you are ever unsure about how many absences you have,
you can e‐mail me. It stands to reason that if you have missed OVER 20% of
required class time you have missed too much material, and therefore, you will
lose points from your final grade. This policy applies regardless of your
performance on each examination. If you do not understand this policy, please
see me.
1) In addition to the above, all verbal and/or written instructions given
during the course of the semester will require strict compliance. Non‐
compliance will warrant a penalty.
2) It is hoped that, during the course of the semester, you will not raise
questions that have already been answered in this outline. Please keep this
outline handy and remain familiar with the contents of this outline throughout
the semester and act accordingly.

OTHER ADMINISTRATIVE DETAILS:

Do not wait until the end of the semester to see me regarding problems with
the course material or your performance. Your performance in this Week is
important to me, so please discuss if you are struggling in this course.
Written assignments must be submitted at the beginning of the Week session.
As managers, you will not be afforded the luxury of missing deadlines (think of
deadlines as “windows of opportunity”). Late assignments will be penalized
20% for each Week day past the deadline (note: on an A to F scale, this drops
your score a full letter grade).
If you can convey your thoughts more succinctly in your written assignments,
please do so! Suggested paper lengths are only upper limits. Do form
independent study groups to brainstorm about cases and readings outside of
Week.
Like managers executing actual plans, we may find that the course syllabus
must be amended as the semester progresses.

VDOs Folder:

https://drive.google.com/folderview?
id=0Bw524r53j8tBYkFwWF84MlIyeUE&usp=sharing
Please select the Retailing Video from the below list:

1. The History of Wal-Mart

2. Retail Revolution in India
 3. Staples’ Retail Mix
4. West Point Market : A Unique Grocery Retailer
5. Rainforest Café: A Themed Restaurant Chain
6. Build-A-Bear: Experimental Retailing
7. Domino’s Pizza in Mexico.
8. Behind the Scenes at Costco.
9. Yum Brands – Growth of Strategies
10. Rubios Expands through Franchising.
11. CEO Jim McCann of 1-800 Flowers
12. How to Buy Diamonds
13. eBay and the World of Online Auctions
14. Shopping for Bargains : Comparison Sites
15. Segmenting for Retail Markets
16. McDonald’s : A Global Retailer
17. Copy Services – A Growth Opportunity for Staples
18. Suburban Regional Malls
19. Lifestyle Centers : The New Mall
20. Wild Oates Markets: Building Employee Commitment
21. Creston Vineyards’ Distribution Channels
22. Microwave Popcorn – Act II
23. Innovation and Technology in Physical Distribution
24. Netflix – Retailing a Service
25. Amazon’s Strategic Evolution
26. Jos. A. Bank’s Growth Strategy
27. Lands’ End’s Private Label Merchandise
28. JC Penny Quality Assurance for Private Label Merchandise
29. Starbucks: Fair Trade Relationship with Coffee Farmers
30. Pricing Decisions
31. Wal-Mart’s Public Image
32. Walgreens uses EAS to Reduce Shoplifting
33. Centralized Cash Wraps at JC Penny
34. Potbelly Sandwich Works: Retail Entrepreneurship
35. Apple Store in Europe
36. Services Retailing
37. Pet Economy : Pampering your Pets
38. The Container Store: The Best Company to Work For

Electronic
Resources: Fall Semester Begin: 15th January 2020
Graduate Program Midterm: 5th March to 11th March 2020
Faculty Evaluation: 22nd April to 6th May 2020
Calendar: Preparatory Holiday: 5th May to 9th May 2020
Important
Dates Final Examination: 11th May to 21st May 2020
Promulgation of Results: 11th May to 5th June 2020

Student Week Session Session Topic

Outcomes:
Go over Syllabus, Form Groups, Pick
your presentation date/retailer, VDO
topic, Case topic, Retailing Diary

Session#1 INTRODUCTION TO RETAILING, TYPES

OF RETAILERS and RETAILING
GLOSSARY
1
Activities: Introductions, Plan Groups
and presentation dates

Guest Speaker Session: Fuad Chundrigar

Session #2 Lecture Discussion: Multi Channel
Retailing vs Omni Channel Retailing

Lecture discussion:
Session #3 Shopper Buying Behavior
Groups Meeting with JM & AAM

2 E-TAILING IN MULTI CHANNEL

RETAILING
Session #4 Guest Speaker Session: Adnan Mirza
E-commerce

RETAILING STRATEGY:
Session #5 Retail Market Strategy
Mini Case
3
Retail Financial Strategy
Session #6
Mini Case
 Experiential Visit to Jodia Bazaar and
Session #7 Marriot Road (Group 1)

4
Experiential Visit to Jodia Bazaar and
Session #8
Marriot Road (Group 2)

Lecture discussion: The Valentine’s Day

Session #9 Retail Phenomena
Guest Speaker: TCS Sentiments
5

Lecture discussion: Visibility &

Session #10
Customer Collaboration.

Lecture Discussion: Managing

Session #11 Merchandise Assortments & Planning
Systems.
6
Lecture Discussion:
Session #12
Retail Communication Mix

Lecture Discussion: Store Location,

Buying Merchandise & Retail Pricing
Session #13 Guest Speaker Session + Panel
Discussion:
7 Fashion Retail

Session #14 Experiential Visit to Metro (Group 1)

Session #15 No Class (Mid-term Exams)

Session #16 No Class (Mid-term Exams)

 Session #17 Experiential Visit to Metro (Group 2)

9 Lecture Discussion: Retailing in 2030

Guest Speaker + Panel Discussion: E-
Session #18 Commerce Team - Unilever

Session #19 Off day (Utilize for Market Visit)

10
Guest Speaker: Trade Marketing
Session #20 Manager–Shan
Foods)

Guest Speaker Session: Atif Murtaza

Session #21 (Training Manager at
Shan Foods
11

Session #22 Experiential Visit to goto.com

Week 12 Retailing Presentations

Week 13 Retailing Presentations

Week 14 Retailing Presentations

Marks Distribution

Total
Marks Head
Marks /Head

Class Participation 10

Assignments & Quizzes 20

Marks Notebook Assignment 10

Distribution
 Mid Term Paper 10

Term Project 30

Final Exam 20

 Total Marks 100

Points Grade
92.5 A
86.5 A-
81.5 B+
Grading 76.5 B
Scale: 71.5 B-
67.5 C+
63.5 C
59.5 C-
0 F

Academic Conduct

Policy - IBA policy

Attendance:
Attendance and Withdrawal Policy

IBA policy

Plagiarism Policy

IBA policy

Class participation

Policy - I will ask you to rate your own class participation, and I will also get feedback from
Assignments: the entire class on the students they have learnt the most from during class. I will
then assess this information against my own observation, and then arrive at your
final CP. Final veto is mine, although I am quite democratic 

1. Extremely Weak (0-5)

• You are consistently absent/late from class

• You attend class without showing any evidence of being ‘mentally’ present

• You show disrespectful behavior towards your peers

2. Unsatisfactory (6-10)

• You are present and courteous, but do not participate very much in class even
when prompted.

• You hardly ever participate on LMS.

• You are essentially a passive recipient of information.

3. Satisfactory (11-15)

• You are present and courteous, but participate in class only when prompted.

• The above attitude is also reflected in your case study discussions, written work and
LMS discussions.

4. Good (16-20)

• You are present and courteous, and share actively regarding assigned
readings/cases and topics under discussion.

• The above attitude is also reflected in your case study discussions, written work and
LMS discussions.

• However, you participate in activities only when prompted.

5. Very Good - Almost There! (21-25)

• When you are present and courteous, and provide guidance to your fellow students
during discussion.

• This is also reflected in your case study discussions, written work and LMS
discussions.

• You also participate in activities in a proactive manner.

6. Excellent - Exceptional in all Respects (26-30)

• You are present and courteous, and introduce new and thought provoking ideas,
concepts and issues in class.

• This is also reflected in your case study discussions, written work and LMS
discussions.

• You initiate classroom activities and discussions and contribute immensely to class
participation.

• Your classmates acknowledge your great contribution to their learning.