EMPI BUSINESS SCHOOL

Retail Marketing

Objective of the Course:

The purpose of this course is to provide a strategic perspective to the students

who want to make a career in retailing.

Indian retailing sector is becoming very active with the entry of players in the
organized sector. Government allowing entry of FDI into multi-brand retailing will
give the desired impetus to this sector. It is one of the largest sectors of the Indian
economy.

What do the students learn from this course?

The learning outcomes are:

 Appreciate the concepts of retailing

 How retailing is planned
 Various components of retailing
 Integrating the various components and challenges retailers face in India

Details of the Retail Management, Strategic Approach, 13th edition

Book:
Authors: Berman and Evans

Topics & Details of Cases Page Nos. from Book Lecture No.

Chapter 1 2 to 25
Introduction to retailing Lecture no 1 to 2

Chapter 3
Strategic Planning in retailing 61 to 100 Lecture no 3, 4 and 5
Chapter 4 and 5
Understand Retail Organization 102 to 156 Lecture no 6, 7 and 8
Chapter 6
Non-store retailing 157 to 198 Lecture no 9 and 10

Chapter 7
Identifying and Understanding 200 to 230 Lecture no 11 and 12
Customers

Chapter 10
Store Location Issues 265 to 330 Lecture 13, 14 and 15

Chapter 14
Merchandising Issues in retailing 419 to 481 Lecture No. 16 and
17

Chapter 17
Pricing in Retailing 505 to 540 Lecture no 18 and 19

Chapter 16
Building Retail Image 542 to 565 Lecture no 20 and 21

Chapter 19
Promotional mix of retailing 567 to 602 Lecture no 22 and 23
CASES-PRESENTATIONS Lecture 24 to 30
 Reliance Retail
 Retailing in India Impact of Hyper
markets.
 PVR segmentation strategy
 IOC loyalty programs
 Subways Franchising strategies
 Shoppers Stop Employee focus
 Rise and fall of Super Mart
1 Session/Lecture is 1 hour.
Evaluation

Case study and CP: 15%

Presentation: 15%
Assignment: 15%
Attendance: 15%
End-term: 40%