Course Outline: Retail Marketing

Course code: MK:611

Credit:3 Credits , Elective Course
Area: Marketing
Program: PGDM
Term V Academic Year 2021
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Instructor(s) Name D K Batra Click or tap here to
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Room no. 310 Academic Block
Email dkbatra@imi.edu Click or tap here to
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Phone (Extn no.) 195 Click or tap here to
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Meeting Hours Monday & Thursday 4 pm
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1. COURSE DESCRIPTION

Disruptions in businesses due to Covid-19 are putting retail business into a tizzy! How
doesone retail and sell amidst challenges? Retailers are focusing on digital transformation to
take care of such challenges –‘Phygital’ has become the new buzzword. The retailing sector
is going through a massive and fast paced consolidation process as evidenced by Reliance
taking over the gigantic Future Group’s Retailing arm .A large no of malls are facing the
prospect of closure on account of heavy rentals coupled with depressed demand. The
industry in the meanwhile has experimented with a lot of formats and models and yet is
searching for an Indian Model of Retailing befitting the needs of the Industry in this
millennium. This is coupled with the fact that E-commerce Market Places have also
contributed to retailing growth and Omni- channels have started doing well in a small way
in India. In spite of the fact that India is called a nation of shopkeepers with one of the largest
no of small sized mom and pop stores in the world , it is witnessing growth in the organized
sector, albeit the share is still less than 12 %. With the promise shown by smaller towns, the
future for retail looks positive. Omni channel retailing has been experimented recently after
it showed tremendous growth during last year in the US and EU. Indian retail stores in large
format are yet to adopt best retailing benchmarked practices and are therefore still
struggling to hold on and yet to reach a comfortable profit surplus situation
 2. COURSE OUTCOMES (COs)

After going through the course, the students would be able to:

Course Outcome 1 (CO1): Understand the concepts in the domain of organized retail decision making
through a comprehensive ‘wheel of retailing’.

Course Outcome 2 (CO2):. Analyse the different retail marketing strategies employed in retailing of
various products and services.

Course Outcome 3 (CO3): Demonstrate problem solving skills in planning the marketing operations
of a retail business entity with a focus on organised Retailing Formats.

Course Outcome 4 (CO4): Identify the challenges faced by retail managers employed in various
functional roles as Store operations managers , Merchandisers and Buyers

3. MAPPING OF THE PROGRAM OUTCOMES (POs) AND COURSE OUTCOME (COs)

Course Outcomes (COs)

Program Outcomes (POs)

CO1 CO2 CO3 CO4 CO5

PO1: Student should be able to write well organized and 1

grammatically correct business reports and letters.

PO2: Student should be able to make effective oral 2

presentations.

PO3: Student should be able to demonstrate critical thinking 2 3

skills by understanding the issues, evaluating alternatives on
the basis of multiple perspectives and presenting a solution
including conclusions and implications.

PO4: Student should be to demonstrate problem solving skills 2 3

by understanding and defining the problem, analyzing it and
solving it by applying appropriate theories, tools and
techniques from various functional areas of management.

PO5: Student should be able to illustrate the role of responsible 3

leadership in management.

PO6: Student should be able to identify social concerns and 1

ethical issues in management.

PO7: Student should be able to identify challenges faced by the 2

organization at the global level.

PO8: Student should be able to take decisions in the global 2

business environment.
4. PEDAGOGY
The course will adopt a participative reading based and experiential learning mode . Workshop mode
on XL Based predictive analysis and case based method of instruction to promote original and
independent thinking by the students in a blended learning environment . Class lectures and an End
Term project will focus on strengthening the understanding of basic concepts and emerging trends in
the subjects covered in the course. Students will be expected to come prepared by reading the
assigned articles and cases in advance as this will form an important part of the evaluation and
assessment process.
Inputs from practicing professionals in the function will also add value to the learning by exposing
students to the actual challenges faced by organisations and solutions that address the demands of
retail marketing.

5. COURSE EVALUATION COMPONENTS (CECs)

Details of evaluation Components
1. Tests & Quizzes- 1 , 2 & Mid Term test 20% ( 10% +10%) Individual
2. Class Participation & 15 % Individual
Franchising Assignment
3. End Term Project 25% Group
4. End Term exam 30% Individual
5. Cases presentation 10% Group

6. MAPPING BETWEEN COs, POs and CECs

Course Evaluation Components (CECs)
COs POs
CEC1 CEC2 CEC3 CEC4 CE5
CO1 PO 2&8 Quiz 1
CO2 PO3 End Term
CO3 PO 1,3,4 End Term
Project
CO4 PO5,6 Class
participation
7. RESOURCES
7.1 Textbook
Managing Retailing, Piyush K. Sinha & Dwarika P. Uniyal, Oxford, 4nd ed.

7.2 Reference Books

1. Retailing Management, Levy, Weitz & Pandit, Tata McGraw Hill, 8th ed
2. Why we buy : the science of shopping, Paco Underhill, Simon Schuster
3. Call of the Mall: the geography of shopping, Paco Underhill, Simon Schuster
4. Retail Management: a strategic approach, Barry Berman, Joel R Evans & Mini Mathur,
Pearson, 11th ed. 2011.

7.3 Online References (if any)

https://www.journals.elsevier.com/journal-of-retailing
8. SESSION PLAN
Session Topic
1-2 Retailing in Covid Times
• Prospects & problems
• Developing a retail
strategy
• Digital Transformation in
retail
• Future of Retailing
• Wheel of Retailing
3-4 Planning the Retail business
• Retailing formats
• Types of Retailers
• Franchising
Multichannel Retailing
5-6 Retail buying behavior and
Distribution to retail
• Retail Anthropology
7-8 Store Location & site location
• Trading area analysis
• Identification &
acquisition of Retail space
9-10 Merchandise Management
• Merchandising strategy
• Buying organization
• Implementing
merchandising plans
Readings & Cases /Instructor
• T :Chapter 1-3,
• C:Food World A
• R: Selling to Mom and Pop
stores in emerging markets
• A note on Franchising –HBR
• A note on How to buy a
Franchise
• T : Chapter 5
C: Fern and Petals Franchising
case
Discussion on Project
• Discussion on Book Reading
‘Call for the Mall ‘
And ‘Why we buy’ Paco
Underhill
• T : Chapter 4
C: Shiny Provision Store
• R: Service Blueprinting
• R: Note on Retail Location
• Checkout counters becoming
battleground for marketers
• Note on retail store location
C: Aakash Book stores
C: Superior savings-
a BFSI Location Case
• T: Chapter 6
• R: Welcome to the new world
of merchandising
• How to induce retailers to
reduce stock outs
T: Chapter 7,9
C: Girish Food Store
Visiting Faculty
 11 Retail financial management Visiting Faculty

12-13 Managing the mechanizing • R: Note on Retail

Process and Supply chain Manufacturing and Retail
• Role technology • Indian Malls going Hitech
• Logistics & Supply chain • Beyond Bar Codes
• Buying Process • Discussion on Wal-Mart: the
• Managing the retail retail chain effect and on ZARA
operations in Banking C: TBA
T: Chapter 7-8
14 Merchandising Planning T : Chapter 13
Six Month Plan and OTB C: Reed Supermarket Case
calculation XL Based workshop
Pricing in retail

15 Retail promotions R: Retail Promotional Pricing

• Strategy & role
• Store image
• Planning & execution
17 Customer Facing Store
Operations and Service
18- 19 Store layout design and
Visual merchandising
20 Online retailing and Omni-
Channel retailing for product
and banking services
T: Chapter 12
C: Spencer’s ./BFSI Case
R: Note on Customer Care and
service
• Customer Loyalty in Retail Sector
• Issues and challenges in managing
store operations visiting faculty
• Sam’s rules for building a business
• Chapter 10 Visiting Faculty
• Blueprinting for Banking services
T: Chapter 18
C: BigBaslket.,com

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or purchasing a paper for one’s own submission. Cheating is strictly prohibited at IMI and will
invite penalty as per policies of the Institute.