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Section 1: Introduction To Retailing

This document outlines a course on retail management and digital marketing. It includes 18 sections covering topics such as the retail environment, retail strategic planning, customer relationship management, retail supply chain management, retail information systems, market selection and location analysis, pricing, marketing communications, store layout and design, retail security, and emerging trends in retailing like e-commerce. Students will be assessed based on class participation, assignments evaluating retail websites, a class test, and a mid-semester exam. One assignment asks students to compare their shopping experience on 4 retail websites based on product details, reviews, website features, and ease of use.

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58 views

Section 1: Introduction To Retailing

This document outlines a course on retail management and digital marketing. It includes 18 sections covering topics such as the retail environment, retail strategic planning, customer relationship management, retail supply chain management, retail information systems, market selection and location analysis, pricing, marketing communications, store layout and design, retail security, and emerging trends in retailing like e-commerce. Students will be assessed based on class participation, assignments evaluating retail websites, a class test, and a mid-semester exam. One assignment asks students to compare their shopping experience on 4 retail websites based on product details, reviews, website features, and ease of use.

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Digital Marketing and Retail Management

Ankita Bhardwaj

SRF

RETAIL MANAGEMENT
REFERNCES /READINGS
SECTION 1 : INTRODUCTION TO RETAILING
1: The retail environment 1. Sinha and Uniyal chap 1,4(RR)
 The changing consumer 2. Bajaj , Tuli, Srivastava chap 1,4
 The retail response
 The role of government.
2: Theories of retail change 1. Sinha and Uniyal chap 1(RR)

3: Retail strategic planning 1. Sinha and Uniyal chap 11(RR)

4: Building and sustaining relationship 1. Sinha and Uniyal chap 5


through customer value 2. Bajaj , Tuli, Srivastava chap 16(RR)
 Customer value
 Relationship marketing
 Social marketing

SECTION 2: MANAGING THE RETAIL SUPPLY CHAIN


5: The development of retail marketing 1. Bajaj , Tuli, Srivastava chap 1,2(RR)
 What is retail marketing
 Types of retail formats.
6: Evaluation and identification of retail 1. Sinha and Uniyal chap 4,9(RR)
customers 2. Bajaj , Tuli, Srivastava chap 4,5(RR)
 Consumer behaviour
 Retail market segmentation
7: Retail logistics. 1. Sinha and Uniyal chap 8 (RR)
 Supply chain management 2. Bajaj , Tuli, Srivastava chap 9
 Efficient consumer response
 The retail supply chain
SECTION 3: INTERNAL PLANNING AND MANAGEMEMENT
8 Retailing information system and research 1. Sinha and Uniyal chap16 (RR)
 Retail information system 2. Bajaj , Tuli, Srivastava chap 9
 RFID, UPC, EDI
 Marketing and market research
9:Market selection and location analysis 1. Sinha and Uniyal chap 6 (RR)
 Deciding target customer group 2. Bajaj , Tuli, Srivastava chap 7
 Choosing right location
 Regional analysis
 Trading area analysis
 Actual site analysis and selection
10:Financial aspects of operations 1. Sinha and Uniyal chap 13 (RR)
management 2. Bajaj , Tuli, Srivastava chap 6

11: Merchandise buying and handling.


 Inventory planning 1. Sinha and Uniyal chap 7,9
 Merchandise mix 2. Bajaj , Tuli, Srivastava chap 10,11(RR)
 Vendor interaction
 Merchandise logistics
SECTION 4: RETAIL TACTICS
12 Pricing in retail 1. Sinha and Uniyal chap 13 (RR)
 Pricing Objective 2. Bajaj , Tuli, Srivastava chap 12
 Pricing flexibility
 Pricing strategy
 Establishing price
13 Effective marketing communication mix 1. Sinha and Uniyal chap 11
 Retail promotional mix 2. Bajaj , Tuli, Srivastava chap 13(RR)

14 Store layout and design 1. Sinha and Uniyal chap 10 (RR)


2. Bajaj , Tuli, Srivastava chap 15
SECTION 5: MANAGING RETAIL OPERATION
15 Retail security 1. Bajaj , Tuli, Srivastava chap 14
 Causes of shrinkage
 Scale and types of retail crime
 Dealing with crime
 Retail loss prevention
16 Management of mall How can shopping mall management best
capture mall image? By Chebat , Sirgy, Jornal
of Business Reserach, (2010)

17 Managing people 1. Bajaj , Tuli, Srivastava chap 8

SECTION 6: MANAGING THE FUTURE


18: Emerging Trends 1. Bajaj , Tuli, Srivastava chap 18
 Internationalising of retailing
 Electronic commerce
 Green retailing

Required course readings:

1. PIYUSH KUMAR SINHA, DWARIKA PRASAD UNIYAL , MANAGING RETAILING, OXFORD


UNIVERSITY PRESS, DELHI (TEXT BOOK)
2. BAJAJ C., TULI R., SRIVASTAVA N.V., RETAIL MANAGEMENT, OXFORD UNIVERSITY PRESS,
DELHI
3. LEVY IM., WEITZ B.A., RETAILING MANAGEMENT , TATA MCGRAW HILL
4. BERMAN B. , EVANS J.R. RETAIL MANEGEMENT, PERASON EDUCATION .
Assessment

Assessment Marks allotted


Class participation 5
Assignment 7.5
Class test 5
Mid semester exam 7.5

Assignment
EVALUATE WEBSITE

a) Go to four retail web sites and shop for a product. Answer the following questions.
i. Identify the retailers you chose and why?
ii. Compare your experience of shopping on the internet to shopping in
the store
iii. Compare the retail offerings:
 Product details
 Reviews and suggestions
 Website features
 Ease of use.
iv. Which one of these websites would you prefer to use in future? Why?
b) Assume you are interested in buying a digital camera. Go to Flipkart, Amazon, Paytm
and compare shopping on these websites. What features you find difficult or
helpful? From which site would you buy? Why ?
c) Go to www.urbanladder.com, www.pepperfry.com, www.furlenco.com, . what are
the purposes of these sites? How do they add value to the customers? Evaluate the
website-features you like and dislike.(look and feel, navigation, ease of use, return
policy etc)
d) Assume that you are going to buy an engagement ring for your fiancée. Compare and
contrast the shopping experience when you go to www.bluestone.com and
www.caratlane.com. ? Evaluate the website-features you like and dislike.(look and
feel, navigation, ease of use, return policy etc). How easy was it to locate what you
were looking for? Special features you noticed. Which website would you prefer and
why?

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