FUNDAMENTALS OF RETAILING

Course Code: Credit Units: 03

Course Objectie:
This course is designed to give a thorough idea about Retail practices in India and other parts of the World
by integrating dynamics of Retail environment with the theoretical framework. It introduces the field of
retailing, the basics of retail formats ,the importance of building and maintaining retail stores.
!rere"uisite#s$ o% Course:&The students must have basic awareness of Indian Retail scenario that will
enable them to learn about the key concept to pursue a professional career in Retailing
Course Contents:
Modu'e I: Ret(i'in)
Concept, definition and functions. Evolution of retailing. lobal retailing scenario, growth of retailing in
India. !rgani"ed retailing in India# key drivers for growth and future prospects. Retail formats and their
characteristics# $tore formats%$upermarket, &epartment store, 'ypermarket, The (all, &iscount store,
Category )illers, )iosks, Convenience store, $pecialty store. *on%store formats% E%retailing, direct selling,
Television 'ome shopping, +ending (achine retailing*
Modu'e II: Store 'oc(tion +'(nnin)
,evels of locations decisions, city selection, location options%'igh%street location, free standing location,
$hopping center-mall location, site selection, factors affecting city, location and site location decisions.
$tore design and ,ayout# E.terior design components and their significance, Interior atmospherics, store
layout and space planning, visual merchandising.
Modu'e III: Merc,(ndisin) M(n()e-ent
&eciding the merchandise mi.% variety, assortment, branding, /uality, price points, factors affecting
merchandise mi.% budget constraint, space limitation, product turnover rates, stock replenishment,
economic order /uantity, +endor identification and selection criterion, negotiating with vendors, category
management and category captainship, international sourcing.
Modu'e I.: Ret(i' +ricin)
0actors affecting pricing, developing a retail price strategy% retail ob1ectives, deciding a pricing policy,
price ad1ustments. Retail communication# concept of retail image, classification of the elements of retail
communication mi., retail advertising% types, media decisions, retail sales promotion tools, personal
selling, publicity, word of mouth.
Modu'e .: Ret(i' In%or-(tion s/ste-
(eaning, &ata warehousing and mining, Electronic &ata interchange 2E&I3, improved supply chain
management, /uick Response &elivery system, 4niversal 5roduct Code 245C3, 5oint%of%sale Terminals,
Radio 0re/uency Identification 2R0I&3, $elf check%out systems. Contemporary issues# 0&I in retailing%pros
and cons, Impact of organi"ed retailing on small grocery stores.
Le(rnin) Outco-e:&6t the completion of this course, students will be able to#%
Comprehend Retail concepts and situations in a beneficial manner
&evelop strategic perspective to understand retail
E.plore the possibility of a full time career in Retail (anagement
E0(-in(tion Sc,e-e:
Co-+onents C A CT EE
1ei),t()e #2$ 78 9 79 :8
References
;a1a1, Tuli < $rivastava , Retail (anagement% 2!.ford 4niversity 5ublications3
!gden < !gden , Integrated Retail (anagement% 2;i"tantra 5ublications3
ibson +edamani, Retail (anagement# 0unctional principles < practices% 2=aico 5ublishing 'ouse3
$wapna 5radhan ,Retailing (anagement ,Tata >(cgraw hill 5ublications