SYLLABUS

Retail Management (MKTG 4760)

Spring 2011
Wed. 6:00 - 8:30 PM ROOM 1235 Schneider Hall

Instructor: Dr. William J. Ward a.k.a. DR4WARD

Office: 3233 Schneider Hall

Office hours: Tues. and Wed., 5:00 – 6 PM (& by appt)

Phone: 616 915 8138 E-mail: william.j.ward@wmich.edu

Text: “Retail Management” Seventh Edition, Levy & Weitz. Publisher: Mcgraw-
Hill Irwin (Copyright 2009).

Prerequisites: MKTG 2500 

Class Description: This course focuses on professional management of retail

companies. It addresses all levels of management responsibility (strategic,
administrative, and operational) within the two largest functional divisions of retail
organizations, namely, the merchandising and the store operations divisions.
Attention is also given to other functions (finance, human resources, research,
advertising, etc.) but primarily as they relate to merchandising and store
operations.

Course Objectives: Upon completion of this class students should, among

other things:

 Understand the domain, role and dimensions of retailing.

 Explain strategic concepts, principles and practices relating to retailing
and retail markets.
 Identify and examine the various types of retailing formats and institutions.
 Understand the environmental factors and forces that influence domestic
and global retailing.
 Provide a strategic planning approach to retail management and develop
retailing mix strategies for various target markets.
 Recognize the importance of new trends in technology and global retailing
impacting retail.

Grade Determination: Your final grade will be based upon the following:
In-class Attendance & Participation   150 pts / 25 %
Exam 1, 2 & 3 150 pts / 25 %
Outside of Class Engagement & Reflection 150 pts / 25 %
Weekly Projects & Teaching Presentations 150 pts / 25 %
Total Points                                                           600 pts / 100 %

Grading Scale:
93 – 100% A
88 – 92 BA
83 – 87 B
78 – 82 CB
73 – 77 C
68 – 72 DC
63 – 67 D
0 – 62 E

Skills: Students will learn by doing. Students will gain hands on experience with
new digital tools and social media platforms, and Internet Marketing to
understand and evaluate best practices, models, and strategy being used by
retailers and marketers today.

Classroom Expectations: I enjoy an open and informal classroom atmosphere.

You are encouraged to share information and personal experiences, and ask
questions during lectures and discussions. The most effective learning takes
place during two-way communication. Your classroom participation is
encouraged inside and out of the classroom and your grade will reflect your
contributions.

Attendance & Participation (25%): Being present in class and contributing to

class discussions will result in a higher grade. Failure to participate in class
activities and repeatedly arriving late or being absent will lower your participation
grade.

Attendance at all class meetings is expected in order to assure an even flow of

information and a minimum of disruption for both me and the other members of
your class. An absence will lower your grade, plus participation points for
assignments done in class. We will not make any special accommodation for you
if you miss an assignment or a deadline. Late assignments will not be accepted,
nor made up without my prior approval.

Exams (25%)
Examinations will be derived from lectures, handouts, text materials, cases, in class
assignments and reading assignments. Exams will consist primarily of multiple choice
questions: It is essential that you take good notes and pay careful attention to lectures and
class discussions. Examinations are given on the dates scheduled unless otherwise
notified by the professor. Make-up exams will only be given in the case of documented
medical emergencies.

Outside of Class Engagement & Reflection (25%): Learning does not take
place once a week during class but on a frequent and regular basis. Weekly
assignments will require class engagement and reflection outside of class to
demonstrate conceptual understanding and insight into Retail Management.

Weekly Individual & Group Projects & Team Teaching Presentations (25%):

Weekly projects related to chapter topics will be assigned for individuals and
teams.

Each student will be required to make a formal and professional multi-media

presentation on new trends in technology and global retailing. Presentations will
be 10-15 minute multi-media presentations followed by discussion.

Examples of Presentation subjects include but are not limited to: case study of
innovative retail best practice, an in-depth analysis of a particular new digital
technology or tool improving the retail customer experience, a global retail
innovation or trend impacting retail, etc. Instructor approval is required.

Class Schedule: The following schedule is for reference only. The dates, other
than the final exam date, are approximates. We will make every attempt to stay
as close to these target dates as possible.

DATE TOPIC/READING ASSIGNMENT

 Jan. 12 Class Begins – Introduction to course.
New Rules & New Tools.

Jan. 19 Chapter 1 – Introduction to Retailing

Chapter 2 – Types of Retailers

Jan. 26 Chapter 4 – Customer Buying Behavior

Feb. 2 Chapter 5 – Retail Market Strategy

Feb. 9 Chapter 7 – Retail Locations (Types)

Chapter 8 – Retail Site Location (Picking a
location)

Feb. 16 Chapter 8 – Retail Site Lcations

Feb. 23 Exam 1 – Chapters 1, 2, 4, 5 & 7

Mar. 2 Spring Break

Mar. 9 Employee Relationships

Chapter 9 Human Resource Management

Mar. 16 Vendor Relationships

Chapter 10 – Information Systems & Supply
Chain Management

Mar. 23 Customer Relationships

Chapter 11 – Customer Relationship
Management
Chapter 19 – Customer Service
Mar. 30 Exam 2 – Chapters 8, 9, 10, 11 & 19

April 6 Chapter 14 – Buying Merchandise

Chapter 15 – Retail Pricing
April 13 Chapter 16 – Retail Communication
Chapter 18 – Store Layout, Design & Visual
Merchandising
April 20 Exam 3 – Chapter 14, 15, 16, 18
April 27 Final Exam Week – Class Wrap Up