Retail Marketing

Paper Code: 
EMM 523
Credits: 
4
Contact Hours: 
60.00
Objective: 

To provide an understanding of the concepts, techniques and approaches required for effective decision making in the areas of Retail Management.

12.00
Unit I: 
Introduction:

Meaning and Definition, Social and economic Significance of retailing, Opportunities in retailing, characteristics of retailing Historical perspective of Retail in India and current Scenario. Types of retailers, retail change drivers in India

12.00
Unit II: 
Evolution of retail formats, Theories of Retail Development -

Environmental Theory, Cyclical Theory , Conflict Theory
Retail Strategy: Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process. Retail Value Chain.
 

12.00
Unit III: 

Retail Marketing and Communication: Role of marketing in retail, retail marketing mix- product, price, place, promotion, presentation, customer service, people. The STP Approach- Segmentation, target market, positioning, Retail Merchandising, Recent Trends in Retailing.
Retail communication mix- Advertising, sales promotion, public relations and publicity, personal selling, point of purchase (POP) displays.
 

12.00
Unit IV: 

Retail Franchising – Concept, Evolution of Franchising, Types of Franchising, Advantages and Disadvantages of Franchising, Franchising in India.

12.00
Unit V: 

Retail Location: Location and retail strategy, introduction, importance of location decision, Levels of location decision, legal and environmental considerations. Types of retail location.
Trading and Site Selection: Trading area , meaning, types of trading zones, characteristics of trading areas and site ,trade area analysis, Considerations for site analysis
 

References: 
  1. Gibson G. Vedmani: Retail Management – Functional principles & Practices; Jaico publishing house.
  2. Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford university press.
  3. Swapna Pradhan : Retail Management, Tata McGraw Hill
  4.  Barry Berman, Joel R Evans: Retail Management – A strategic approach; Pearson Education