SYLLABUS

Faculty Program Unit Code Credits Semester Prerequisite Lecturer Content : : : : : : : : : Business Administration Business Administration Retail Marketing 3 (classroom hours) 4 Principles of Marketing Suresh Kumar

Objectives Upon completion of this course, students are expected to be able to: Learning Activities / Classroom Policy Students are required to be in class and to actively participate in class instructions. Students will complete a mid-term exam (classroom examination), four quizzes and lab quizes, and a final project. Students must attend 80% of the class attendance. For those who fail to attend the class more than 3 times are considered fail and will get straight E.

Make-up Tests Make-up tests will be arranged only in cases of illness, emergencies, or absolutely unavoidable situations. Students must explain such situations with appropriate supporting documents to justify a make-up test. Evaluation Assignments Papers Mid-Term Exam Week due Week # 7 Percentage 30% 30%

Final Exam Total Grading Policy A B C D E 85-100 70-84 60-69 55-59 <55

Week # 14

40% 100%

References A. Bruce, M., Moore, C., Birtwistle, G. (2004). International Retail Marketing: A Case Study Approach. Burlington, MA, Elsevier Butterworth-Heinemann. B. McGoldrick, P.J., (2002). Retail Marketing. (2nd ed.). New York: McGraw-Hill. C. RamKishen. (2011). International Retail Marketing Strategies. Mumbai: Jaico Publishing House.

Course Schedule Matrix Week Topics / Sub Topics Retail Marketing Environment Objectives Assignments and Assessments Source

1.

2.

Segmenting, Targeting, Positioning and Consumer Behavior

3. Retail Mix -

4.

Retail Communication

Define retail business environment Identify the role of macro and micro variables in the business environment and analyze the impact Analyze the changing dynamics of the marketing environment and its implications on the retailing industry Analyze how retailers have to cope up and adapt with changing face of the business scenario Define STP and Consumer Behavior Identify the significance and importance of STP of a retail store and their implications Identify the role of consumer behavior and buying habits of the shoppers Analyze how consumer behavior influences retail buying behavior Analyze programs provided by retailers for customer retention Define retail marketing mix Differentiate between retail mix and marketing mix Identify the importance and significance of retail mix for a retailer Analyze the strategic inputs for effective retail mix adaptability for retailers Define retail communication Define the tools of retail

C. P: 40-50

B. P: 86-121 C. P: 20-30

C. P:59-69

B. P:409-443

5. CRM in Retail -

6. Retail Research -

communications Analyze the advertising decisions Analyze the effect of integrated marketing communications in retailing Analyze the future of retail communications Measure service quality to satisfy customer Define Customer Relationship Management Identify CRM in retail practices Analyze the designing and implementation of loyalty cards in retailing Analyze the strategic framework of CRM in retailing Identify the importance of retail research in retailing Identify the different type of retail research available to a retailer Analyze the significance of retail research and its implications on retailers Identify the importance of strategies in Retailing Prepare a strategic framework for successful retailing practice Analyze the existing business models and their adaptability to retailing Define the meaning, concept and definition of franchising Define the role of franchising in the retail industry Analyze the implementation of franchising by retailer Define the nature and scope of retailer internationalization Identify the motivations and movements for international expansion

P:498-529 C. P:173-182

Group Work Case Study: Brown Beans

C. P:252-264

Group Work Case Study: Mystery in Shopping

C. P: 31-39

7. 8.

Mid test Strategic Marketing in Retailing

Group Work Case Study: Rendezvous The Department Store Group Work Case Study: Japanese Sushi

C. P: 70-87

Franchising in Retail

C. P:164-172

10.

International Retailing

Group Work A. p: 37-38

A. P: 1-37 B. P:543-575

11.

E-tail Marketing

12.

Undressing the ethical issues in fashion: a consumer perspective

13.

Fashion retail trends in Hong Kong

Analyze the direction of international expansion Analyze the methods of market entry that internationalizing retailers adopt Analyze the conceptual frameworks which seek to explain retailer internationalization define e-commerce determine the driving forces and impacts of e-commerce explore positioning models within e-commerce determine market opportunities via e-commerce examine retailer choices surrounding the integration or separation of e-commerce activities examine the future of e-tail Explore the nature of ethical issues in fashion purchasing Examine the role of ethics in todays fashion market Gain an insight into the ethical issues that concern ethical consumers in the context of fashion purchasing Give an insight into other issues that impact ethical consumer decision-making in the context of fashion purchasing Gain an understanding of the ways in which all of the identified issues influence ethical consumers decision making with regards to fashion purchasing Show the current retail environment in Hong Kong Discuss common fashion retailing format in Hong Kong Examine the contemporary trend in fashion retailing strategies Identify the practice of fashion

Individual Paper. Choose 1 out of 4 questions from p:106-107

A. P:91-106 B. P:585-629

Paper. Choose 1 out of 4 questions from p:152-154

A. p:141- 152

A. p:205-219

14.

Final Test

retailers in response to the market change Take home test