FORMAT NO: LP 01

ISSUE NO: 2
ISSUE DATE: 28.01.12
EASWARI ENGINEERING COLLEGE
DEPARTMENT OF MANAGEMENT STUDIES
COURSE PLAN
Regulation – 2017
Course/Branch : MBA Total no. of hours given in syllabus:
Subject Code : BA 5005 Lecture : 45
Subject Title : Retail Marketing Tutorials : -
Year/Semester : II/ III (2018-2019) Practical : -
Faculty Name : S.Chandrasekaran TOTAL : 45

COURSE OBJECTIVES:

1. To study about the fundamentals, retail trends and external environment influences
towards retail
2. To understand the retail format type, Business models and theories of retail
3. To explore the entire decision process in retail such as positioning, merchandising
and category management.
4. To plan, coordinate and manage the retail shop and know the various emerging trends
in the retail industry.
5. To understand the shopper behaviour from acquiring knowledge, decision making in
pre-purchase, purchase and post purchase activities

S.No. Topics No. of Text/Ref Page. Teaching

hours Books No. Methodology
UNIT I - INTRODUCTION
UNIT OBJECTIVES: To study about the fundamentals, retail trends and external environment
influences towards retail.
1. An overview of Global Retailing 1 T1 10 Chalk &
Board
2. Opportunities 1 T1 12 PPT
3. Retail trends in India 1 R3 23 PPT
4. Growth of retailing 1 R5 6 PPT
5. Retail market Decision process 1 T1 15 PPT
6. Challenges 1 R3 8 PPT
7. Service retailing 1 R1 10 PPT
8. Socio economic and technological T1 8 PPT
1
Influences on retail management
9. Government of India policy implications on T1 8 PPT
1
retails.
10. Beyond syllabus: Retail Analytics 1
Sub Total:10 hrs
UNIT OUTCOMES: Students can face the challenging retail environment and make retail market
decision process.
UNIT II RETAIL FORMATS
UNIT OBJECTIVES: To understand the retail format type, Business models and theories of retail.
 1. Organized and unorganized formats 1 T1 42 PPT
2. Different organized retail formats R3 22 Chalk and
1
Board
3. R3 30 Chalk and
Characteristics of each format 1
Board
4. R3 36 Chalk and
Emerging trends in retail formats 1
Board
5. MNC's role in organized retail formats. 1 R3 64 PPT
6. Theories of retail development 1 R3 67 PPT
7. Concept of retail life cycle 1 R3 69 PPT
8. T1 40 Chalk and
Business model in retail 1
Board
9. Traditional business models in Indian retail 1 R3 88 PPT
10. Beyond syllabus: FDI in Indian Retail Sector 1
Sub Total: 10 hrs
UNIT OUTCOMES: Students can focus on various types of retail formats which evolved over the past
years which influenced by social and economic development
UNIT III RETAILING DECISIONS
UNIT OBJECTIVES: To explore the entire decision process in retail such as positioning,
merchandising, category management.
1. Choice of retail locations 1 T1 221 PPT
2. Internal and external atmospherics T1 588 Chalk and
1
Board
3. Positioning of retail shops T1 222 Chalk and
1
Board
4. Building retail store Image 1 T1 250 PPT
5. T1 608 Chalk and
Retail service quality management 1
Board
6. T1 315 Chalk and
Retail Supply Chain Management 1
Board
7. Retail Pricing Decisions 1 T1 461 PPT
8. T1 368 Chalk and
Merchandising and category management 1
Board
9. Buying 1 T1 428 PPT
10. Beyond syllabus: Importance of customer
1
experience in retail management
Sub Total: 10 hrs
UNIT OUTCOMES: Students become familiar with the various factors that are important in the
decision making process.
UNIT IV RETAIL SHOP MANAGEMENT
UNIT OBJECTIVES: To plan, coordinate and manage the retail shop and know the various
emerging trends in the retail industry.
1. Visual Merchandise Management 1 T1 585 PPT
2. Space Management 1 T1 580 PPT
3. Retail Inventory Management 1 T1 400 PPT
4. Retail accounting and audits Handout Chalk and
1
s Board
5. Retail store brands 1 T1 530 PPT
6. Retail advertising and promotions R3 418 Chalk and
1
Board
 7. Retail Management Information Systems 1 R3 447 PPT
8. Online retail Handout Chalk and
1
s Board
9. Emerging trends Handout Chalk and
1
s Board
10. Beyond syllabus: Ethical issues in organized
1
retail sector
Sub Total: 10 hrs
UNIT OUTCOMES: Students become aware of the necessity of managing visual merchandise,
space, inventory and promotions
UNIT V RETAIL SHOPPER BEHAVIOUR
UNIT OBJECTIVES: To understand the shopper behaviour from acquiring knowledge, decision
making in pre-purchase, purchase and post purchase activities
1. Understanding of Retail shopper behaviour 1 R3 117 PPT
2. Shopper Profile Analysis 1 Handouts PPT
3. Shopping Decision Process 1 R3 112 PPT
4. R3 119 Chalk and
Factors influencing retail shopper behavior 1
Board
5. Complaints Management 1 Handouts PPT
6. Retail sales force Management 1 R1 468 PPT
7. Challenges in Retailing in India 1 R3 55 PPT
8. R3 325 Chalk and
Retail in HRM 1
Board
9. T4 392 Chalk and
Store management 1
Board
10. Beyond syllabus: E-commerce in rural India 1
Sub Total: 10 hrs
UNIT OUTCOMES: Students will explore more ideas on the shopper profiling and shopping
behavior decision making

Content beyond the Syllabus: (5 Hrs)

1. Retail Analytics
2. FDI in Indian Retail Sector
3. Importance of customer experience in retail management
4. Ethical issues in organized retail sector
5. E-commerce in rural India

ASSIGNMENTS:
1. Report on organized retail format with an example – CO2
2. CRM practices adopted by a retail outlet – CO3

Course Outcomes:
CO1: Students can face the challenging retail environment and make retail market
decision process.
CO2: Students can focus on various types of retail formats which evolved over the past
years which influenced by social and economic development
CO3: Students become familiar with the various factors that are important in the decision
making process.
CO4: Students become aware of the necessity of managing visual merchandise, space,
inventory and promotions.
CO5: Students will explore more ideas on the shopper profiling and shopping behavior
decision making.
CO6: Students can understand the areas of accountability for a Retail Manager and also
the depth of retail operations.

Program Outcomes:

PO1: Ability to apply the business acumen gained in practice.

PO2: Ability to understand and solve managerial issues.
PO3: Ability to communicate and negotiate effectively, to achieve organizational and
individual goals.
PO4: Ability to upgrade their professional and managerial skills in their workplace.
PO5: Ability to explore and reflect about managerial challenges, develop informed
managerial decisions in a dynamically unstable environment.
PO6: Ability to take up challenging assignments.
PO7: Ability to understand one’s own ability to set achievable targets and complete them.
PO8: Ability to pursue lifelong learning.
PO9: To have a fulfilling business career.

PROGRAM SPECIFIC OUTCOMES:

PSO1: Students will possess the ability to apply management techniques for rational
decision making and innovative thinking.
PSO2: Students will be competent professionals in their area of specialization.
PSO3: Students will obtain expected business intricacies and become socially responsible
citizens.

MAPPING OF COURSE OUTCOMES WITH THE PROGRAM OBJECTIVES:

CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9
CO1 S M S M W W M W S
CO2 M M W M M W M W M
CO3 S M M S W M M M S
CO4 S M M M W M M M M
CO5 M M W M M S M S S
CO6 S S M W M M M M M

SUBSTANTIAL – S; MODERATE – M; WEAK – W

Justification of the mapping:

Students can understand the opportunities, retail trends and government policy
BA5005 .1
towards retailing which will prepare them for a career in retailing.
The students learn about the various types of retail formats, the life cycle and the
BA5005 .2 successful business model that would enable them to become more productive
and also in acquiring the necessary skills

The knowledge about the store atmospherics and the supply chain models that
BA5005 .3 are used effectively in retail management permit the students to develop
leadership skills suitable for a wide range of industry.

Information on store brands, the methods by which merchandise is actually

BA5005 .4 managed, shift in focus towards online retail along with the current market
trends facilitate the students to acquire required proficiency to manage
 enterprises successfully.

Understanding the profile of the shoppers along with their decision process will
BA5005 .5
assist in identification of problem areas and means to solve the problem.
Obtaining the necessary skills required for retail manager will impact the
BA5005 .6
survival of the organization in turbulent times.

Mapping of course outcomes with the program specific outcomes:

CO PSO1 PSO2 PSO3

CO1 M S W
CO2 S M M
CO3 S M M
CO4 M S S
CO5 M M W
CO6 S S M

Justification of the mapping:

The study of the retail environment will make the students competent in their
BA5005 .1
particular area of specialization.
The information about different types of retail formats will enable rational
BA5005 .2
decision making.
Knowledge about store atmospherics and the mechanism of retail supply chain
BA5005 .3
inculcates innovative thinking.
Awareness concerning retail store brands and the latest trends widens the
BA5005 .4
possibility of mastering the business.
Shopper behavior will throw light decision making process which will aid
BA5005 .5
students to become competent professionals.
The information about the various retail formats will ensure competency in the
BA5005 .6
particular area of specialization.

Prepared by: HOD

(S.Chandrasekaran)