Retail Marketing

Paper Code: 
JWT 401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  1. Provide an understanding of World bullion market, how gold rates vary, retailing precious as well as costume Jewellery.
  2. Identify and understand the significance of retailing in the current business Environment 
  3. Provide comprehensive knowledge about marketing mix

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

JWT 401

Retail Marketing

 

The students will be able to –

 

CO62:  Know the types of retail formats currently popular in India.

CO63:  Understand the ways that retailers use marketing tools and techniques to interact with their customers.

CO64:  Explain the design, implementation, and assessment of retailing strategies based on consumer needs and market changes.

CO65:  Describe the process of conceiving, producing, and selling fashion products for in-store and on-line retailing.

CO66:  Explain how factors of culture, economics, legal requirements, political activity, technology, the internet and the news media affect the operation of organizations in a global environment.

 

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration, Team teaching

Learning activities for the students: Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

 

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

9.00
Unit I: 
Retail Marketing

                                                                                            

  • Definition and Scope of Retailing – Growth of Retailing Industry –
  • Characteristics of Retailing
  •  Activities of Retailers & Classification of Retailers 
  • Retail  marketing strategies

 

9.00
Unit II: 
Functions Of Retailing

                                                                       

  • Importance of Retail Sector
  • Retailing Scenario at Global and Indian Context.
  • Relationship Marketing in Retailing
  • Consumer Behavior in the Retail Context

   E-Commerce

 

9.00
Unit III: 
Marketing Communications:

                                                                              

  • Advertising, personal selling, sales promotion, public relations, and direct marketing
  • Marketing of Jewellery :                                                                               
  • 7P’s of Marketing                                                                                          
  • Service Marketing

 

 

9.00
Unit IV: 
: Store Management

·         Store Management,

·         Responsibilities of Store Manager,

·         Setting up Retail organization,

·         Size and space allocation,

·         location strategy,

·         factors affecting the location of Retail,

·         Retail location Research and Techniques,

Objectives of Good store Design

9.00
Unit V: 
Store Layout and Space planning

                                           

  • Types of Layouts, role of Visual Merchandiser
  • Visual Merchandising Techniques
  • Controlling Costs and Reducing Inventories Loss
  • Exteriors and  Interiors.

 

 

Essential Readings: 

BOOKS RECOMMENDED:

  • Levy, M., Weitz, B. A., & Grewal, D. (2004). Retailing management. New York: McGraw-Hill Irwin.
  • Vedamani, G. G. (2008). Retail management. Jaico, Ed. 3rd.
  • Pradhan, S. (2012). Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, Ed. 2nd.
  • Madaan, K. V. S. (2009). Fundamentals of retailing. Tata McGraw-Hill Education.
  • Bhatia, S. C. (2008). Retail management. Atlantic Publishers & Dist.
  • Chevalier, M., & Gutsatz, M. (2012). Luxury retail management: How the world's top brands provide quality product and service support. John Wiley & Sons.
  • Kapoor, R., & Madichie, N. (2012). Consumer Behaviour. June, Tata McGraw-Hill, Noida, India.

 

 

 

References: 

 

 

Academic Year: 
2020-2021
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