Course Outline

Batch:PGDM (2014-16)

Term: V

Course:
Retail Management
Credits: 2.5
Course Instructor: Dr. C. Thakur
Objectives of the course:
1. To provide an overview of Indian and global retail scenario.
2. To apprise students of various retail theories and formats.
3. To facilitate students develop an understanding of retail customers and retail
organization.
4. To facilitate students gain an insight into concepts of retail location and site
selection.
5. To provide students an analytical view of various aspects of retail
merchandising.
6. To apprise students of various retail pricing strategies.
7. To facilitate students understanding of retail store layout, service delivery,
retail information system and supply chain in retail.
Course Outline:
This course aims at equipping the participants with myriad management
models and techniques that find application in managing various aspects of
complex business of retailing such as pricing strategies, location strategies,
merchandising strategies, visual merchandising strategies etc. besides
familiarizing them with various retail concepts. Strategic topics such as supply
chain management and logistics have been incorporated to make this course as
insightful as possible. Many cases have been included to provide practical
learning related to the subject.
Learning Outcomes:
.

At the end of this course, the students will be able:

1) To set up a retail organization and manage it
2) To better understand and analyze retail consumer behavior
3) To do a trading area analysis to determine retail location and also take site
related decisions

4) To take decisions regarding retail merchandising including procurement,

inventory level and its financial aspects
5) To formulate retail pricing strategies
6) To design retail store layout, set up and manage retail information system
and supply chain

Basic Text Book:

*Retail Management: A Strategic Approach by Barry Berman & Joel R. Evans,
Pearson, Eleventh Edition: 2011
Reference Books:

Retailing Management by SwapnaPradhan, McGraw-Hill, 3rd Edition: 2011

Retail Management by Chetan Bajaj, RajnishTuli, and NidhiVarmaSrivastava,

OXFORD Higher Education, Second Edition.

Managing Retailing by Piyush Kumar Sinha and D. P. Uniyal, Oxford Higher

Education

Session Plan:
Session
No

Topic

Pedagogy

1,2,3

Retailing : Introduction & Overview

Lecture /
Presentation/
Discussion/
HBS Case/
Journal
articles/
reports

HBR Article: Rocket Science Retailing

is almost here Are you ready?

HBR Article: Old pillars of new

retailing

Emerging Issues in Retailing

Research (Journal of Retailing, 2009)

Retailing Research: Past, Present and

Future, Journal of Retailing, 2007)

Pre class
preparation
details for
students
*chapter1,2,3
Material
Given by
faculty

5,6

Indian Retailing Report (IBEF, 2015)

GRDI 2015 (Global Retailing) AT

Karney Report

Retail Theories and formats: classification of

Retail Institutions by Ownership, strategy
mix, pricing, store based ,non-store based
HBR Article: Retailing : Confronting
the challenges that face bricks and
mortar stores
Omni Channel Retailing
Competing in the age of Omni
channel retailing (MIT Sloan
Management Review)
How to win in an Omni Channel
world (MIT Sloan Management
Review)
HBR Article : The future of shopping

Lecture /
Presentation/
Discussion
&
Case Analysis

*chapter4,5,6
Suggested
case

MIT Sloan
Management
Review & HBR
articles

Research Paper:
From multi-channel retailing to Omni
channel retailing (Journal of
Retailing, 2015)
7,8

9,10

Internet Retailing
What matters most in the internet
retailing (MIT Sloan Management
Review)
3 critical issues in internet retailing
(MIT Sloan Management Review)

MIT Sloan
Management
Review articles

Research Paper
Internet Retailing: Past, Present and
Future ( International Journal of
Retail and Distribution Management
Journal, 2010)

JournalArticle

Understanding retail customers: Factors

Lecture /
Presentation/
Discussion
&

influencing the retail shoppers, Customer

decision making process, Developing

*chapter7,8
Suggested
case

customer loyalty, Changing Indian

Case Analysis

consumer.
Retail Organization & Retail strategy.
Research Paper:

11

Customer Experience Management:

Understanding the buying process,
Journal of Retailing, 2009.

MID TERM (20 MARKS)

Journal of
retailing (2009)

Case /Test/
Assignment

12,13,
14,15

Retail Marketing Strategy, promotions &

Branding.

HBS Cases
Journal articles

*chapter19
Material
given by
faculty

Lecture /
Presentation/
Discussion
&

*chapter14,1
5,16
Suggested
case

HBS Cases:

Based on
first 10
sessions

Reed Supermarket: A new wave of

competitors

Toys R Us

Wal Mart Stores Discount Operations

Research Paper:

Communication and Promotion

Decisions in Retailing (Journal of
Retailing, 2009)

Retailing Innovations (Journal of

Retailing, 2011)

16

Retail merchandising : Introduction and

overview
HBR Article: Welcome to the new world of

merchandising
Retail merchandising : Buying

HBS Case
Analysis

organizations, Merchandising philosophy,

Suggested
HBR article

Merchandising considerations, Drawing

merchandising plans; Process of
Merchandise planning, the methods of
Merchandise procurements or sourcing.
Financial merchandising & implementing
17

merchandise plan
Retail Pricing Strategies : Retailers
approach, EDLP and high-low pricing,
Approaches for setting prices, Adjustments
in initial retail price, Other retail pricing
strategies

Lecture /
Presentation/
Discussion
&
HBS Case
Analysis

*chapter17

Lecture /
Presentation/
Discussion
&
Case Analysis

*chapter9,10
Suggested
case

HBS Case: Culinarian Cookware: Pondering

Price Promotion
18

Retail store location: Trading Area Analysis,

GIS, Store types, Delineating trading area
Site selection : Types of location, Advantages
of planned shopping centers, General
location selection

19

Retail store layout : Design and visual

merchandising, Visual merchandising
success factors, Store layout, Creating store
image, Merchandise presentation, Visual
merchandising techniques, Atmospherics,
Store security

Lecture /
Presentation/
Discussion/
Case Analysis

*chapter13,1
8
Material
given by
faculty

20

Retail Store Operations: 5 s of store

Lecture /
Presentation/
Discussion/
Case Analysis

*chapter11
Material
given by
faculty

operation, budgeting & planning, managing

the infrastructure & human resources.
Retail audits
Service delivery in Retail, servicing the retail

customer
Retail information system. Role of
technology in Retail ; Supply chain
management
*Guest Lecture(between 11th- 20th session)
*subject to availability
End Term (40 Marks)

Written Exam

Based on 1120 sessions

Evaluation Scheme:
Sr. No.

Components

Weightages (%)

Learning Outcomes

1
2

Project
Case Analysis &
Presentation
Mid Term
End term

20
20

1
2,3,4,5

20
40

2,3,4
5,6,1

3
4