T5 - Retail Marketing 2020 (G) - Session 20
T5 - Retail Marketing 2020 (G) - Session 20
1. Course Information
Post Graduate Diploma in Management
Course Code and title MKT 506; Retail Marketing
Credits 3
Term and Year V Term, AY 2020-21
Course Pre-requisite(s) Marketing Management
Course Requirement(s) Knowledge of Basic Marketing & Economics
Terminologies
Course Schedule (day and time of class) As scheduled by PMC
Classroom (Location) As allocated by PMC
Course Instructor Dr. Poonam Sharma
Course Instructor Email [email protected]
Course Instructor Phone (Office) 348
Student Consultation Hours 9:30am -6:30pm
Office location FFC3
2. Course Overview
MKTG 506 has been designed to provide an introduction to the field of Retailing. The course
focuses on the fundamental principles of Retailing as a domain of study and decision making.
This course provides a strong foundation in specific aspects of retail marketing. The purpose
of this course is twofold: first to develop an understanding about concepts, methods and
future of retail marketing as well as the managerial issues involved and secondly their
application and evaluation in contextual settings. The course, therefore, aims to provide a
comprehensive grounding in many facets of retailing, including: location strategy, store
layout decision, designing merchandise, pricing and promotional aspects.
During the course of studying MKTG 506 students are expected to comprehend and critique
the concepts of retailing and the ever changing business models and formats. Overall, this
course provides learning necessary for taking up management level career in progressive
retailing formats such as super markets, departmental stores, chain stores, mega retail stores
and franchisees. This course will facilitate retail entrepreneurship in the new upcoming retail
formats visible in the market place.
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CLO 2: Use retail conceptual frameworks in business situations (Apply- Metacognitive)
CLO 3: Analyze given Retail formats/models and strategies (Analyze-Metacognitive)
(CLO2 will be used for AOL preparation and it is mapped with PLO3)
List of PLOs
PLO1: Communicate Effectively
PLO2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
PLO3: Apply relevant conceptual frameworks to business situations
PLO4: Identify ethical business practices
PLO5: Comprehend sustainability issues
PLO 6: Exhibit creative thinking
PLO-2
PLO-1 PLO-3 PLO-4 PLO-5 PLO 6
CLO1 X
(Reinforcement)
CLO2 X (Master)
CLO3 X
(Master)
** M: Mastered; R: Reinforced; I: Introduced
List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative
GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8
CLO 1 X
CLO 2 X
CLO 3 X
* PLOs, CLOs & GAs stand for Programme Level Outcomes; Course Level Outcomes & Graduate Attributes, respectively.
Berman, B., Evans, J., & Mathur.M. (2011). Retail Management: A Strategic Approach.
New Delhi: Pearson Education.
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Biyani, K. (2007). It Happened in India. New Delhi: Rupa & Co.
Uniyal D., Sinha P. (2018), Managing Retailing, 3rd Edition, Oxford Higher Education
6. Internet Resources
www.indiaretailnews.com
It provides comprehensive coverage of the retail news and its implications on Indian
retail. It can be accessed for updates on current retail events.
www.retailingtoday.com
It offers holistic understanding in the area of retailing. It can be accessed for opinions of
retail experts on thematic topics.
www.rai.net.in
It provides the best practices followed by Indian retailers for customer’s delight. It can be
accessed for knowledge in the area of modern retail, retail research and retail
benchmarks in Indian context.
www.etretail.com
ET edition on latest from the world of Indian and international retailing, in fact students
can subscribe to daily mailer.
7. Instructions:
Students will be expected to maintain a daily log of their learning and make an action plan.
The continuous evaluation tools would be implemented as per schedule and collected for
evaluation. Students are encouraged to visit videos available on Zoom, Impartus, You Tube
on TED talks, and readings available at websites like course era, etc.
8. Flipped Videos:
The instructor would share 6-10 flipped videos/reading material related to contemporary
topics.
9. Assessment Tasks
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All assessment items to have a description, weightage, and must be mapped on to the
relevant CLOs.
10. Assessment Item Description Weightage CLO
Mystery Audit Students are required to carry a 20 CLO 2
mystery audit for a brand of choice
and submit the audit report.
Instructor will assign the brands to
the students to carry out the audit.
B. Retail Project:
Weightage: 20% (refer Rubric of evaluation at the end).
Description: Students have to pick a retail store and are required to work on
hands on group project by finding answers to the below mentioned points
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1. Are the stores in the most appropriate Site & locations? Strategy adopted by the store.
2. Trade Area Analysis
3. Target Market of the store
4. In general, are the store layout, design and visual merchandising techniques used
consistent with the exterior of the store and location?
5. Is the store’s ambience consistent with the merchandise presented and the customer’s
expectations?
6. Does the store look like it needs to be re-designed? Do you think it needs a face lift,
update, remodel, or renovation?
7. To what extent are the store’s layout, design, and merchandising techniques flexible?
8. Notice the lighting. Does it do a good job in highlighting merchandise, structuring
space, capturing a mood, and downplaying unwanted features?
9. Are the fixtures consistent with the merchandise and the overall ambience of the
store? Are they flexible?
10. Evaluate the store’s signage. Does it do an effective job in selling merchandise?
11. Has the retailer used any theatrical effects to help sell merchandise?
12. Does the store layout help draw people through the store?
13. Evaluate the retailer’s use of empty space.
14. Has the retailer taken advantage of the opportunity to sell merchandise in feature
areas?
15. Does the store make creative use of wall space?
16. What type of layout does the store use? Is it appropriate for the type of store? Would
another type of layout be better?
17. Ask the store manager how the profitability of space is evaluated; for example, profit
per square foot. Is there a better approach?
18. Ask the store manager how space is assigned to merchandise. Critically evaluate the
answer.
19. Ask the store manager if planograms are used. If so, try to determine what factors are
considered when putting together a planogram.
20. Has the retailer employed any techniques for achieving greater space productivity,
such as using the cube, downsizing gondolas and racks, and minimizing non-selling
space?
21. What method has the retailer used for organizing merchandise? Is this the best way?
Suggest appropriate changes.
22. What is Retail stores preparation and readiness towards customer sentiment impact of
COVID-19.
There would be detailed discussions in the class regarding every aspect of the project.
At the end of the course each group needs to present their project work.
Suggested time to devote to this task: 2-4 weeks
Submission details: Moodle based & classroom presentation
Feedback and return of work: Feedback will be given immediately after
assessment.
C. Quiz
Weightage: 20%
Description: Students are required to undergo two MCQ based quiz and best of two
shall be selected for grading
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Expectation from students: Understanding of concepts and its applications
Suggested time to devote to this task: 1 day
Submission details: Moodle based
Feedback and return of work: Feedback will be given immediately after
assessment.
CLO 2: Apply
Retail
conceptual
frameworks in Embedded
business
situations (K)
CLO 3: Analyze
given Retail
formats/models
Embedded Embedded
and strategies
(S)
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12. Session Plan
Transformation of
Retailing – https://www.you Growth and Future
Unorganized – tube.com/watch? of Organized
Organized - v=iRvaWHk3A retailing.
Online. 8k
General Challenges
Merchandi associated with
se different formats.
Retailers
Big Box/
Flagship
Stores
Services
Retailing
Types of
ownership
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3 Non Store Based Text, Ch. 2, Pp Discussion To describe and CLO1
Retailing / Online 53-67 understand Non-
Retailing store based retailer.
Flip video 1
https://www.you
tube.com/watch?
v=goD3mdauKI
8
Retail trends
2020 – Deloitte
report
https://www2.de
loitte.com/us/en/
pages/consumer-
business/articles
/retail-
distribution-
industry-
outlook.html
5 Retail Strategic Text Ch. 5, Pp. Discussion To learn the process CLO 1
Planning 168 – 178 strategic planning &2
and identifying
crucial success
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factors.
7 ECR: Category Text Ch. 12 Pp. Guest Session To learn the CLO1
Management 383-384 concept of category
management and
Flip video 3 comprehend the
same.
Understand the
utility of Category
Management.
8 ECR: Supply Text Ch. 10 Pp. Guest Talk To learn the CLO1
Chain 319 -326 concept of SCM
Management and comprehend
the same
Flip video 4
9 Retail Pricing: Text, Ch14, Case Discussion To address the issue CLO 1,
Considerations in Pp469-470 of how retailers set 2 & 3
Case: How Much
setting retail and adjust prices
for a Good Smell
prices
Text-Pp. 716-717
Case: How
Much for a To understand and
Good Smell evaluate the effect
Text-Pp. 716-17 of various factors
on pricing
decisions.
Retail Shrinkage
Library
Ethics in Retail Exercise To address the issue
of distribution and
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Flip video 5 channel hygiene – CLO 1,2
Application of
Models
Customer Loyalty
Programs
11 Store Layout & Text, Ch17, Pp. Case Discussion To see and CLO 2
Design 589-597 visualize store &3
Case: Prerna
Designs using
Stores – IIMA
various methods.
Case Selection of best
store layout based
on key factors of
store.
13 Visit to Retail Field Visit Field Visit Live store visits of CLO3
Outlets – Mall variety of stores to
Retailers understand retail
marketing mix.
14 Visit to Retail Field Visit Field Visit Live store visits of CLO3
Outlets – Mall variety of stores to
Retailers understand retail
marketing mix.
15 Retail Branding & Text, Ch15, Pp Case discussion To look at the CLO2
Communication 503-525 approaches that
Case: Promoting
Mix retailers take to
a Sale Text- Pp.
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Flip video 6 717-718 build their brand
image and
Case: Promoting communicate with
a Sale Text- Pp. their customers
717-718
16 Retail Scenario Case Studies – Discussion & Retail scenario CLO 1,2
Analysis Latest Scenario Debrief analysis to have
better
understanding
Introduction to Discussion about the
Luxury Retail in concepts/challenges
India faced and its
practical
Flip video 7 implications/solutio
ns and basic
understanding of
the Luxury Retail in
India
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Future of Retail 2020
Marketing –Green
Retailing
Please note that while assigning activities and planning teaching schedules following table
may be of help. The weightage of items in the table is prescriptive and may vary according to
course requirement. Yet it is indicative of how student time per course can be budgeted:
Time
Activity Description
Budgeted
Classes 2-3 hours per week for 12 weeks 30 hours
Reading Prescribed readings and making notes 30 hours
Preparation of set questions,
Including shared and group exercises 15 hours
exercises and problems
Preparation of assignment Reading and writing 15 hours
Study and revision for test and end
Self-preparations 15 hours
of Trimester examination
TOTAL 105 hours
Conceptual Does not recall and define Able to recall and define Able to recall and define
Understanding most of the core concepts some of the core concepts most of core concepts of
of retail marketing & the of retail marketing while retail marketing and the
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student is unable to the student is able to student is able to illustrate
illustrate the same. illustrate the same in a them with ease.
limited manner.
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explanation through student is able to explain explain most of them
contemporary examples. some of them with through contemporary
contemporary examples. examples.
Application & Unable to offer Able to apply and analyze Able to apply and analyze a
analysis application and analysis of some of the conceptual majority/ all of the
the conceptual frameworks with limited conceptual frameworks
frameworks with evidences in a given with suitable evidences in a
evidences in a given business situation. given business situation.
business situation.
It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact. The learning tasks in this
course may include classes (lectures or seminars), required reading, the preparation of
answers to set questions, exercises and problems and self-study. In addition, students may be
required to complete an assignment, test or examination.
16. LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can
download lecture, additional reading materials and tutorial notes to support class
participation.
Assessment tasks submitted after the due date, without prior approval/arrangement, will be
not be accepted. Requests for extension of time must be made with the faculty member
concerned and based on Special Consideration guidelines. All the late submissions will be
sub-graded.
18. Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person
as though it is one's own without properly acknowledging that person. Cases of plagiarism
will be dealt with according to Plagiarism Policy of the institute. It is advisable that students
should read Student Handbook for detailed guidelines. It is also advisable that students must
not allow other students to copy their work and must take care to safeguard against this
happening. In cases of copying, normally all students involved will be penalized equally; an
exception will be if the student can demonstrate the work is their own and they took
reasonable care to safeguard against copying.
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