Teaching Plan

405(MKT). Retail Marketing

Prof. Pankaj Kapse.

Unit Lecture Planned Completio

Topic Remark Sign.
No No. Date n Date
Overview of Retailing: Definition,
Scope, Role of Retailer in the Channel of
Distribution, Benefits of Retailing ,
1 Functions of Retailers , Evolution of
Retailing – Global Retail Scenario –
Indian Retail Scenario – Drivers of retail
change in India -
Emerging Trends and Opportunities in
2 India, Retailing Industry – Size of
Retail in India and its components.
Retailing Environment: Economic
Environment – Legal Environment –
Technological Environment –
3 Competitive Environment – Indian
Experience in
Retailing – Foreign Direct Investment in
Retail in the Indian context.
Unit 1
Classification of Retailers:
Classification by Ownership –
Independent Stores – Chain stores –
Franchise Stores – leased Departments –
Cooperatives , Classification by Strategy
4 – General Merchandise Retailers –
Discount Stores – Specialty Stores – Off
Price Retailers , Classification by
Product Line – Department stores –
Supermarkets – Hypermarkets –
Convenience Stores - Services retailing
Non Traditional Retail Classifications:
Non store retailer – Direct Marketing –
5 Catalog Marketing– Telemarketing – TV
Home shopping Automatic vending – E
Tailing, Malls and other formats
6 Tutorial
Retail Market Strategy: Definition, target
market & retail format, Differentiating,
7
Unit 2 Growth strategies, Strategic Retail
planning process.
8 Strategic Profit Model : Gross Margin
 Return On Inventory Management
(GMROI)
Retail Location & Site Selection: Types
of retail locations, Steps involved in
9
choosing a retail location, Methods of
evaluating a trading area,
Store Layout, Design &Visual
Merchandising: Store planning, Store
10 Design and the retailing mix, Space mix,
effective space management, Store
layout
Circulation plan, Floor Space
11 management Markups Markdowns
Shrinkage in merchandise Management
12 Tutorial
Retail Administration: Store
management, Human resource
13
management, Information System &
SCM.
Planning Merchandise Assortment:
Category management, Buying
14 organization, Assortment planning
process, Analyzing merchandise
performance
Planning Merchandise Assortments:
Organizing the buying process by
15
categories- Category Management – The
Unit 3 Buying Organization
Setting Financial Objectives for the
Merchandise Plan – Gross Margin
Return On Inventory Management
16 (GMROI), Measuring Inventory
Turnover – Sales Forecasting –
Assortment Planning Process – Variety –
Assortment – Product
Availability – Tradeoffs between
17 Variety, Assortment and Product
Availability – Assortment Plan, Product
18 Tutorial
Unit 19 Pricing: Setting the Retail price
4 20 Pricing Objectives – Pricing strategies
Pricing Methods – Pricing Adjustments
21
– Price Discrimination
Retail Communication Mix: Role of
Communication in Retailing – Methods
22
of communication – Planning the Retail
Communication Programs
23 Implementing and Evaluating the Retail
Communication Programs
 24 Tutorial
Mall Management: Major players
25
nationally & internationally,
Role of promoter, developer& retailer:
selecting tenant stores, Managing
26
experience, target footfalls & their
conversion to sales
Identifying customers, differentiating
the mall, real estate pricing, Measuring
Unit 5 27 duration & sequence of visit, Number &
nature of outlets visited &spend of share
of wallet across the tenants
Challenges to Indian Retail Sector :
28 Political & legal, economic, real estate
pricing,
customer coming of age to shop in
29
organized sector
30 Tutorial
 Learning Resources:
Learning Resources for the subject

405. Retail Marketing

1. Text Books

1. Retailing Management by Michael Levy & Barton Weitz, TMGH, 5th Edition
2. Retailing Management by Swapna Pradhan , TMGH

2 Reference Books

1. Retail Management by Gibson Vedamani , Jaico Books

2. Retailing by Patrick Dunne, Robert Lusch, David Griffith, Thomson Learning,
3. Indian reprint.
4. Retail Marketing Management by David Gilbert, Pearson Publication.
5. Retail Management, Arif Sheikh, Himalaya Publishing

3 Supplementary Reading Material

1. It happened in India by Kishore Biyani, Rupa & Co.

2. Business Today, November1999, Mall Management, pp. 7-22

4 Websites

1. http://www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf
2. http://www.indiaretailing.com/
3. http://www.imagesretail.com/

5 Journals

1. Organized Retailing in India: Upstream Channel Structure and Management by

2. Dabas, Chitra Srivastava; Sternquist, Brenda; Mahi, Humaira., Journal of
3. Business & Industrial Marketing, 2012, Vol. 27 Issue 3
4. India: Shopping with the Family by Sheth, Kartik N.; Vittal, Ireena., McKinsey
5. Quarterly, 2007, Issue 4
6. The Future of Shopping by Rigby, Darrell.,Harvard Business Review, Dec2011,
7. Vol. 89 Issue 12
8. The Wheelof Retailing byHollander, Stanley C., Journal of Marketing, Jul1960,
9. Vol. 25 Issue 1
10. The Mall as Bazaar: How Kiosks Influence Consumer Shopping Behavior by
11. Runyan, Rodney; Kim, Jung-Hwan; Baker, Julie.