Retail Marketing

Syllabus

Course Code: BA4008

RETAIL MARKETING

Unit I: Introduction                                                                                                                                 9

An overview of Global Retailing – Challenges and Opportunities – Retail Trends in India – Socio Economic and Technological Influences on Retail Management – Government of India Policy Implications on Retails.

Unit II: Retail Formats                                                                                                                            9

Organized and Unorganized Formats – Different Organized Retail Formats – Characteristics of Each Format – Emerging Trends in Retail Formats – MNC's Role in Organized Retail Formats.

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. Merchandizing and Category Management – Buying.

Unit IV: Retail Shop Management                                                                                                        9

Visual Merchandise Management – Space Management – Retail Inventory Management – Retail Accounting and Audits - Retail Store Brands – Retail Advertising and Promotions – Retail Management Information Systems - Online Retail – Emerging Trends.

Unit V: Retail Shopper Behaviour                                                                                                         9

Understanding of Retail Shopper Behavior – Shopper Profile Analysis – Shopping Decision Process - Factors Influencing Retail Shopper Behaviour – Complaints Management - Retail Sales Force Management – Challenges in Retailing in India.