Post on 09-Sep-2015
description
Course Outline
Course Outline
Batch:PGDM (2014-16)Term: V
Course:Retail Management Credits: 2.5
Course Instructor:Dr. C. Thakur
Objectives of the course:
1. To provide an overview of Indian and global retail scenario.
2. To apprise students of various retail theories and formats.
3. To facilitate students develop an understanding of retail customers and retail organization.
4. To facilitate students gain an insight into concepts of retail location and site selection.
5. To provide students an analytical view of various aspects of retail merchandising.
6. To apprise students of various retail pricing strategies.
7. To facilitate students understanding of retail store layout, service delivery, retail information system and supply chain in retail.
Course Outline:
This course aims at equipping the participants with myriad management models and techniques that find application in managing various aspects of complex business of retailing such as pricing strategies, location strategies, merchandising strategies, visual merchandising strategies etc. besides familiarizing them with various retail concepts. Strategic topics such as supply chain management and logistics have been incorporated to make this course as insightful as possible. Many cases have been included to provide practical learning related to the subject.
Learning Outcomes:
.At the end of this course, the students will be able:
1) To set up a retail organization and manage it
2) To better understand and analyze retail consumer behavior
3) To do a trading area analysis to determine retail location and also take site related decisions
4) To take decisions regarding retail merchandising including procurement, inventory level and its financial aspects
5) To formulate retail pricing strategies
6) To design retail store layout, set up and manage retail information system and supply chain
Basic Text Book:
*Retail Management: A Strategic Approach by Barry Berman & Joel R. Evans, Pearson, Eleventh Edition: 2011
Reference Books:
Retailing Management by SwapnaPradhan, McGraw-Hill, 3rd Edition: 2011
Retail Management by Chetan Bajaj, RajnishTuli, and NidhiVarmaSrivastava, OXFORD Higher Education, Second Edition.
Managing Retailing by Piyush Kumar Sinha and D. P. Uniyal, Oxford Higher Education
Session Plan:
Session No
Topic
Pedagogy
Pre class preparation details for students
1,2,3
Retailing : Introduction & Overview
HBR Article: Rocket Science Retailing is almost here Are you ready?
HBR Article: Old pillars of new retailing
Emerging Issues in Retailing Research (Journal of Retailing, 2009)
Retailing Research: Past, Present and Future, Journal of Retailing, 2007)
Indian Retailing Report (IBEF, 2015)
GRDI 2015 (Global Retailing) AT Karney Report
Lecture / Presentation/ Discussion/ HBS Case/ Journal articles/ reports
*chapter1,2,3
Material Given by faculty
4
Retail Theories and formats: classification of Retail Institutions by Ownership, strategy mix, pricing, store based ,non-store based
HBR Article: Retailing : Confronting the challenges that face bricks and mortar stores
Lecture / Presentation/ Discussion
&
Case Analysis
*chapter4,5,6
Suggested case
5,6
Omni Channel Retailing
Competing in the age of Omni channel retailing (MIT Sloan Management Review)
How to win in an Omni Channel world (MIT Sloan Management Review)
HBR Article : The future of shopping
Research Paper:
From multi-channel retailing to Omni channel retailing (Journal of Retailing, 2015)
MIT Sloan Management Review & HBR articles
7,8
Internet Retailing
What matters most in the internet retailing (MIT Sloan Management Review)
3 critical issues in internet retailing (MIT Sloan Management Review)
Research Paper
Internet Retailing: Past, Present and Future ( International Journal of Retail and Distribution Management Journal, 2010)
MIT Sloan Management Review articles
JournalArticle
9,10
Understanding retail customers: Factors influencing the retail shoppers, Customer decision making process, Developing customer loyalty, Changing Indian consumer.
Retail Organization & Retail strategy.
Research Paper:
Customer Experience Management: Understanding the buying process, Journal of Retailing, 2009.
Lecture / Presentation/ Discussion
&
Case Analysis
Journal of retailing (2009)
*chapter7,8
Suggested case
11
MID TERM (20 MARKS)
Case /Test/
Assignment
Based on first 10 sessions
12,13,
14,15
Retail Marketing Strategy, promotions & Branding.
HBS Cases:
Reed Supermarket: A new wave of competitors
Toys R Us
Wal Mart Stores Discount Operations
Research Paper:
Communication and Promotion Decisions in Retailing (Journal of Retailing, 2009)
Retailing Innovations (Journal of Retailing, 2011)
HBS Cases
Journal articles
*chapter19
Material given by faculty
16
Retail merchandising : Introduction and overview
HBR Article: Welcome to the new world of merchandising
Retail merchandising : Buying organizations, Merchandising philosophy, Merchandising considerations, Drawing merchandising plans; Process of Merchandise planning, the methods of Merchandise procurements or sourcing.
Financial merchandising & implementing merchandise plan
Lecture / Presentation/ Discussion
&
HBS Case Analysis
*chapter14,15,16
Suggested case
Suggested HBR article
17
Retail Pricing Strategies : Retailers approach, EDLP and high-low pricing, Approaches for setting prices, Adjustments in initial retail price, Other retail pricing strategies
HBS Case: Culinarian Cookware: Pondering Price Promotion
Lecture / Presentation/ Discussion
&
HBS Case Analysis
*chapter17
18
Retail store location: Trading Area Analysis, GIS, Store types, Delineating trading area
Site selection : Types of location, Advantages of planned shopping centers, General location selection
Lecture / Presentation/ Discussion
&
Case Analysis
*chapter9,10
Suggested case
19
Retail store layout : Design and visual merchandising, Visual merchandising success factors, Store layout, Creating store image, Merchandise presentation, Visual merchandising techniques, Atmospherics, Store security
Lecture / Presentation/ Discussion/ Case Analysis
*chapter13,18
Material given by faculty
20
Retail Store Operations: 5 s of store operation, budgeting & planning, managing the infrastructure & human resources. Retail audits
Service delivery in Retail, servicing the retail customer
Retail information system. Role of technology in Retail ; Supply chain management
Lecture / Presentation/ Discussion/ Case Analysis
*chapter11
Material given by faculty
*Guest Lecture(between 11th- 20th session)
*subject to availability
End Term (40 Marks)
Written Exam
Based on 11-20 sessions
Evaluation Scheme:
Sr. No.
Components
Weightages (%)
Learning Outcomes
1
Project
20
1
2
Case Analysis & Presentation
20
2,3,4,5
3
Mid Term
20
2,3,4
4
End term
40
5,6,1