Retail Marketing (Functional Electives Marketing)

Paper Code: 
MBM-521
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To expose students to the different ways of approaching the retail marketplace, to learn a set of retail marketing principles and to feel more confident about practical uses of retail marketing.
  • To create a comprehensive application of marketing concepts to the discipline of retail management.
  • To provide an understanding of specific retail marketing concepts like store design, visual merchandising, retail location strategies, management of retail brand.
8.00
Unit I: 
Introduction to Retail Marketing

Retail Marketing in India- Basic Concepts, Opportunities and Challenges, Retail Organisation and Retail Formats, Trends in Retailing

8.00
Unit II: 
Strategic Planning in Retailing

Identification of Consumer Characteristics, Shopping Behavior, Targeting Customers and Gathering Information

8.00
Unit III: 
Marketing Strategies for Retailing

Retail Branding Strategies, Retail Pricing and Retail Promotional Strategy, CRM in Retail

8.00
Unit IV: 
Store Location and Merchandise Management.

Retail Store Location Strategies, Retail Store Design and Visual Merchandising.

8.00
Unit V: 
Managing a Retail Business

Operational Dimensions of Retailing, Management of Service and Quality in Retailing, Human Resource Management in Retail Organisation.

Essential Readings: 
  • Berman, Barry and Joel R Evans: Retail Management, A Strategic Approach, Pearson Prentice Hall, 2008.
  • Lamba A.J., The Art of Retailing, Tata Mc Graw Hill, 2007
References: 
  1. David Gilbert: Retail Marketing Management, Prentice Hall.
  2. Gibson G Vedamani: Retail Management: Functional Principles and Practices, Jaico Publishing House.
  3. Michael Levy, Barton A Weitz: Retailing Management, Tata McGraw Hill.
  4. James R. Ogden and Denise T. Ogden: Integrated Retail Management, biztantra.
  5. Chetan Bajaj, Rajnish Tuli, Nidhi V Srivastava: Retail Management, Oxford University Press.
  6. Swapna Pradhan: Retailing management, Text & Cases, Tata McGraw Hill.
  7. P.K. Agarwal, N.C. Bansal, Rajan Yadav, Manoj Kumar, Retail Management, Pragati Edition, First Edition.
  8. A Sivakumar, Retail Marketing, Excel Books.
  9. Bhalla , Visual Merchandising, Tata McGraw Hill