Page 49 - MBA curriculum and syllabus R2017 - REC

Department of MBA, REC

BA17E05 RETAIL MARKETING LT P C
3 0 0 3
OBJECTIVE

To understand the concepts of effective retailing

UNIT I INTRODUCTION 9
Retailing: Role in distribution chain and functions. Global retailing scenario and trends – Indian retailing
scenario and trends. Challenges and opportunities forretail in India – Socio economic and technological
Influences on retail management – Government of India policy implications on retail.

UNIT II RETAIL FORMATS 9
Different organized and unorganized retail formats – Characteristics of each format – Rural retailing
initiatives. Emerging trends in retail formats – MNC's role in organized retail formats. Multichannel retailing

UNIT III RETAILING DECISIONS 9
Choice of retail locations - internal and external atmospherics – Positioning of retail shops – Building retail
store Image - Retail service quality management – Retail Supply Chain Management – Retail Pricing
Decisions. Merchandising and category management – buying.

UNIT IV RETAIL SHOP MANAGEMENT 9
Visual Merchandise Management – Space Management – Retail Inventory Management – Retail store
brands – Retail advertising and promotions – Retail Management Information Systems

UNIT V RETAIL SHOPPER BEHAVIOUR 9
Understanding of Retail shopper behavior – Shopper Profile Analysis – Shopping Decision Process - Factors
influencing retail shopper behavior – Complaints Management
TOTAL: 45 PERIODS
OUTCOMES
After completing the course the learner should be able to:
1. Apply the conceptual frameworks, theory and techniques to various concepts related to retail
management
2. Have a thorough understanding of various retail formats as well as of the opportunities and
challenges that are faced by the retail industry
3. Contribute effectively to the decision making process in the areas of store location, brand building,
pricing, supply chain management and category management
4. Manage effectively the aspects critical to retail stores like space management, inventory, accounts
and audit, building private labels and advertising
5. Understand the customer behavior, the customers’ purchase decision making process and to handle
customer complaints. Will be able to manage the retail sales force effectively

TEXTBOOKS
1. Michael Havy ,Baston, Aweitz and Ajay Pandit, Retail Management, Tata Mcgraw Hill, Sixth Edition,
2007
2. Ogden, Integrated Retail Management, Biztantra, India, 2008.

REFERENCES
th
1. Patrick M. Dunne and Robert F Lusch, Retailing, Thomson Learning, 4 Edition 2008.
2. Chetan Bajaj, Rajnish Tow and Nidhi V. Srivatsava, Retail Management, Oxford University Press, 2007.

Curriculum and Syllabus | Master of Business Administration | R2017 Page 49