PANPACIFIC UNIVERSITY NORTH PHILIPPINES

Urdaneta City, Pangasinan

College of Business Education
COURSE SYLLABUS
2nd Semester SY 2012-2013
I.

II.

III.

COURSE CODE
COURSE TITLE
CREDITS
Prerequisite

:
:
:

MKT 7
Retail Management
3 units
:
Marketing 1

COURSE DESCRIPTION:

This course provides the student with comprehensive view of retailing

and an application of marketing concepts in a practical retail
managerial environment. We will analyze current multi-channel retail
strategies among bricks and mortar and web-based firms. Retailing is
changing today, and the successful business will know how to identify,
adapt and plan with the changes, without moving away from its core
competencies. We will consider: the development of a retail format and
its strategy, the analysis of a target market, demographic analysis
related to site selection, retail personnel issues, and category
management. Buying, financial analysis and pricing will also be
investigated.

GENERAL OBJECTIVES:

At the end of this course, the students are expected to:

1. To understand and able to determine the various type of retail store
in the market and appreciate the improvement of the new trends
and development in retail management.
2. To conduct a research of any types of retail store that is available
within the city as part of their requirement for this course. That will
help them to analyze the current situation and trends of any retail
store and gain an idea in retail management.
3. To attend any PUNP Junior Marketing Associations seminars or
trainings if there is an opportunity for this semester that could
develop our students personality and learning in Marketing field.

Specific Objectives

Course Outline

Time
Allotmen
t

Strategies/
Methodologies

Evaluation

Discuss classroom policy,

course requirement and
syllabus
Assign Group to conduct a
field research: any retail
store in Pangasinan as a
part of their requirement
for this subject. (Research
work)
Define and explain
Retailing and Retailer with
the two segment of retail
sector.
Differentiate In store
retailers vs. Non- store
retailers.

I.
Introduction
Policy and
guidelines/syllabus
distribution.
Retailing

Retailer
The 2 sector of retailers:
a. In store retailers
b. The non-store retailers

Each assign group that

will describe about the
different format of in store
retailing.
Discuss briefly the
definition of each major
format.

II.

Major Format of In
store Retailing
The range of merchandise
Pricing
Location of the store
Communication
Customer service
Design and display

3 hours

Lecture
Interactive
Discussion

Recitation
Group
Activity

Group
dynamics:
Each group
will think
and analyze
different
question
that they
going to
conduct in
their field
research.
And
delegates
each
members
for their
task.
2 hours

Group
Reporting
Critical
Thinking

Recitation
Assignment

Describe the different

retail format with their
value preposition
To develop critical
thinking of the student,
each group will describe
the assign retail store and
illustrate them in class.
To illustrate the
importance of the new
marketing realties about
retail transformation.

To compare the increasing

power and suppliercustomer relationship.
To discuss the evolution of
organized retailing.

III.

Retail Format and their

Value Preposition
Branded stores
Specialty stores
Department stores
Supermarkets
Discount stores
Hyper-mart
Convenience stores
Shopping malls

New Marketing Realities:

Retail Transformation- is part

of major societal forces
where today the market
place is radically different as
a result of major, and
sometimes interlinking,
societal forces that have
created new behavior, ne
opportunities, and new
challenges.

IV.

The changing market:

under customers
The increasing power
Supplier-customer
relationship.
Evolution of organized
retailing.

4 hours

Lecture
Discussion

Recitation
Class
Activity

3 hours

Lecture
Discussion

Quiz
Recitation

To describe the
importance and effects of
technology in retail
business.
Explain how to technology
functions in Retail
business.

V.

Differentiate the factor we

consider in selecting best
sites.
Identify and explain the 6
factors in selecting sites.

Technology in Retail
Business
Customer Interface
-Bar Coding and scanners
-Payment
- Internet
Retail Operations/ Operation
Support System
ERP systems
CRM systems
SCM system
Decision Support System
/Strategic Decision Support
System
Store Site Location
Visual Merchandising

VI.

Factors we consider in
selecting best sites for
your retail store/
company
2 factor we consider in
selecting best sites;
Intuition
Formal Study
6 factors in selecting site:
a. Know your brand identity
5 types of brands:
-convenience brand
- price brand
- range brand
- experience brand
- hedonism brand
b. Dont be a copy cat

3 hours

Lecture
Interactive
Discussion

Recitation
Assignment

PRELIM
EXAM

6 hours

Lecture

Quiz
Recitation
Assignment

c. Know your market

d. Identify a location type
e. Asses and choose your
site
- visibility
- accessibility
- foot and vehicular
traffic
- parking
- size of the commercial
center
- synergy
- condition of the trade
area
- security
- sensory cues
f. Negotiate the lease

What you should watch 3 hours

for in choosing sites
Site size and condition
Maintenance
Length of the lease
Rental rates
Security deposit
Hidden charges
Competition safeguards
Future plans
Reputations

Discuss and elaborate

what we should watch for
in choosing sites.

VII.

To discover and analyze

VIII. Decision-Making in

6hours

Lecture

Recitation
Assignment

Lecture

Recitation

the decision making in

retail marketing.
To analyze and create own
strategies in the 2 case
study given as their
assignment.

Identify the Functions of

Retailers.
Differentiate the role of
producer and customer in
retail management.

Retail Marketing
Changing Retail Landscape
Research Findings: How
Marketing Decisions are
made
Decision Processes:
Specification od strategic
marketing.
Marketing budget
Modeling and critique
Marketing program
Market plan implementation
Marketing plan review and
evaluation.
Knowledge power
Case study: Book R-etailerUnderstanding the customer
journey
Case study: Financial
Services- Cost effective
Direct marketing

IX. Functions of Retailers

Functions:
-They provide convenience
-They provide guarantee and
services
-They perform promotional
activities
-They perform storage
function
-They perform intelligence
service for the manufacturer
-They serve as buying agent
of the consumer.
Role of Producer and

4 hours

Case study

Assignment
Quiz

Lecture

Assignment
Quiz
Recitation

Midterm
Examinatio
n

Customer

To report their respective

field study to their assign
retail store
Discuss all the factors we
need to know in retail
store.

X.

Group Reporting
5 hours
Final output of the
assign Retail store as a
requirement of this
subject.

Group
Reporting
Field Study/
Interview
Research:
Special Store,
Department
Store,
Supermarket etc..

Project
Recitation

To classified the different

types of Retailers
Illustrate examples of the
types of retailers

XI.

Types of Retailers

Lecture

Assignment
Recitation

To distinguish the
essentials personal
qualities in retail Selling.
To explain the

By sales volume
-small, medium, large
By product mix, offered
-gen. merchandise store,
specialty store etc.
By form of ownership
-Corporate chain stores,
independent stores,
franchise store
By method of operation
-full service retailers,
supermarkets, discount
stores and non-store
retailers.

XII.

3 hours

Retail Selling

Essential Personal Qualities

-One must be willing to work

Semi- Final
Examinatio
n

6 hours

Lecture

Recitation
Assignment

opportunities in retail
selling, retain industry
and etc.

To learn some points in

successful retailing
Illustrate how retailers co
operatives been
implemented.
To discover and learn from
learning retailing skills,
trends and etc.
To learn from the experts
of PUNP JMA seminars that
could add to the new
trends/marketing
development ideas of
marketing.

for long hours.

- One must be servicesminded.
-One must understand
Human needs
-One must understand
market trends.
-One must possess good
communication skills.
-One must maintain financial
discipline.
* Opportunities in Retail
Selling
* Retail Industry
* The Retail Store
* Chain Store
* Retail Store Location
* Retail Store Design
XIII. Successful Retailing
Understand the stock mix
Keep an eye on purchase
pricing
The selling price.
Adopt a definite pricing
policy
Create special displays
Promote self-service
purchasing
Provide the best service
Rotate stocks
Dispose of stagnant items
Maintain a happy staff

6 hours

Lecture

Quiz
Recitation

Retailers Co-operatives

Learning Retailing Skills

Changing Trends

Retail Pricing

Flea Markets

Customer service
54
hours

V.

COURSE REQUIREMENTS:
A. Class

Standing
70%
Quizzes
25%
Attendance
10%
Recitation
10%
Assignment
5%
Attitude
10%
Project/ Reporting/Group Activity
10%

B. Examinations

30%
TOTAL

VI.

100%

REFERENCES:

1. David L. Kurtz, Principles of Marketing, Copyright 2007., 2 by South Western

Final
Examinatio
n

2.Ac-ac, Maria Victoria M. Principles of Marketing, Anvil Publishing, Inc., 2009.

3.Dwyer, F. Robert et al, Business Marketing Connecting, Strategy Relating and Learning, Mc-Graw Hill,
2010
4.Young, Felina et al, Principles of Marketing, Rex Bookstore, 2008
5.Medina, Roberto. Principles of Marketing, Rex Bookstore, 2008
VII. WEBSITES
1. www.pragmaticmarketing.com
2. www.learnmarketing.com
3. www.wikipedia.com
4. www.marketingteacher.com
5. www.marketing91.com
Prepared by:
MARIJONA E. SUZUKI, MBA
Instructor

Checked by:
DONNA P. TAGUIBA, Ph.D.
Dean, College of Business Education