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Retailing Management and Services

Authors : Asif Ali , Dr. Ms. Namrata Dubey
ISBN : 978-93-5480-728-2
₹220.00
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Authors : Asif Ali , Dr. Ms. Namrata Dubey
ISBN : 978-93-5480-728-2
Syllabus
Course Code: 3.4.1
RETAILING MANAGEMENT AND SERVICES
Module 1: Introduction to Services Marketing 8 Hours
Foundations of Services Marketing - The Services Concept- Service Industry –Nature of Services, Distinctive Characteristics of Services, Classification of Services – Importance of Services Marketing - The Growth in Services – Global & Indian Scenarios, Extended Services Marketing Mix: 7 Ps of Services Marketing.
Module 2: Service Quality 10 Hours
The GAP Model, Customer Expectations of Services, Customer Perceptions of Service and Measurement of Quality in Services, Servqual Model and Measurement Methods, Employees Role in Service Delivery, Creating a Culture of Service, the Services Marketing Triangle, Customers role in Service Delivery, Services -Market Segmentation –Positioning and Differentiation of Services, Strategies for Managing Closing the Five Gaps.
Module 3: Service Blue Print 10 Hours
Managing the Service Process – New Service Development, Service Blueprints, Customer Defined Service Standards, Physical Evidence and Cape Services. Service Encounter, Service Failure and Recovery, Service Pricing, Customer Relationship Management and Loyalty in Services, Role of Social Media in Customer Services.
Module 4: Introduction to Retailing 10 Hours
Introduction to Retailing, Types of Retailers and Retail Formats Including e-Tailers, Theories of Retail Development, Consumer Shopping Behaviour and Decision-Making Process, the Concept of Franchising, Retail Mix, Measuring Performance in Retail, Introduction to Multi-Channel Retailing, Retail Strategy
Module 5: Stores Management 8 Hours
Key Elements of Store Operations and Managing Touch Points, Role of a Store Manager, Retail Location Selection, Segmenting and Targeting in Retail, Shopper Marketing -Components, Store Design and Layouts, Visual Merchandising.
Module 6: IMC in Retailing 10 Hours
Integrated Marketing Communications in Retailing, Merchandising Concept and Functions, Merchandise Management, Concept of CPFR, Category Management - Definition and Process, Introduction to Private Labels. Customer Services in Retailing.
BU2023/MBA/3/04
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