Retail Marketing

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

Learning outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

COURSE CODE

COURSE TITLE

JWT 401

Retail Marketing

 

The students will–

CO76:  Analyse the types of retail formats currently popular in India.

CO77:  develop the ways that retailers use marketing tools and techniques to interact with their customers.

CO78:  Analyse the design, implementation, and assessment of retailing strategies based on consumer needs and market changes.

CO79:  Evaluate the process of conceiving, producing, and selling fashion products for in-store and on-line retailing.

CO80:  Investigate  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 Behaviour 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,
  • ocation 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: 
  • Levy, M., Weitz, B. A., & Grewal, D. (2004). Retailing management. New York: McGraw-Hill Irwin.
  • Bhatia, S. C. (2008). Retail management. Atlantic Publishers & Dist.
  • Pradhan, S. (2012). Retailing Management: Text and Cases, Tata McGraw-Hill Publishing Company, New Delhi, Ed. 2nd.

 

 

References: 

 

  • Vedamani, G. G. (2008). Retail management. Jaico, Ed. 3rd.
  • Madaan, K. V. S. (2009). Fundamentals of retailing. Tata McGraw-Hill Education.
  • 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.

E-RESOURCES:

JOURNALS:

  • Global Business Review
  • Journal of Entrepreneurship & Innovation in Emerging Economics
  • Indian Journal Of Marketing
  • The IUP Journal of brand Management
  • Prabandhan
  • IISU  Journal of Commerce and Management

 

Academic Year: 
2022-2023
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