Retailing Management and Services

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.