SYLLABUS

¨          Introduction and Meaning, Significance, Factors Influencing Retail Management, Scope of Retail Management.

(b)        Retail Formats:

¨          Concept of Organized Retailing: Factors Responsible for the Growth of Organized Retail in India, Multichannel Retailing: Meaning and Types, E-tailing: Meaning, Advantages and Limitations.

(c)        Emerging Trends in Retailing:

¨          Impact of Globalization on Retailing.

¨          I.T in Retail: Importance, Advantages and Limitations, Applications of I.T. in Retail: EDI, Bar Coding, RFID Tags, Electronic Surveillance, Electronic Shelf Labels.

¨          FDI in Retailing: Meaning, Need for FDI in Indian Retail Scenario.

¨          Franchising: Meaning, Types, Advantages and Limitations, Franchising in India.

¨          Green Retailing.

¨          Airport Retailing.

¨          Meaning of Retail Shopper, Factors Influencing Retail Shoppers, Changing Profile of Retail Shoppers, Market Research as a Tool for Understanding Retail Markets and Shoppers.

(b)        CRM in Retail:

¨          Meaning, Objectives.

¨          Customer Retention Approaches: Frequent Shopper Programme, Special Customer Services, Personalization, Community.

¨          Meaning, Steps in Developing Retail Strategy, Retail Value Chain.

(d)        Store Location Selection:

¨          Meaning, Types of Retail Locations, Factors Influencing Store Location.

(e)        HRM in Retail:

¨          Meaning, Significance, Functions.

¨          Organization Structure in Retail: Meaning, Factors Influencing Designing Organization Structure, Organization Structure for Small Stores / Single Stores / Independent Retailers and Retail Store Chain / Department Store.

¨          Concept, Types of Merchandise, Principles of Merchandising, Merchandise Planning- Meaning and Process, Merchandise Category – Meaning, Importance, Components, Role of Category Captain, Merchandise Procurement/Sourcing- Meaning, Process, Sources for Merchandise.

(b)        Buying Function:

¨          Meaning, Buying Cycle, Factors Affecting Buying Functions, Functions of Buying for Different Types of Organizations Young and Rubicam’s Brand Asset Valuator- Independent Store, Retail Chain, Non-store Retailer.

(c)        Concept of Lifestyle Merchandising.

(d)        Private Label.

¨          Meaning, Need and Importance, Private Labels in India.

¨          Meaning, Considerations in Setting Retail Pricing.

¨          Pricing Strategies:

High/Low Pricing: Meaning, Benefits, Everyday Low Pricing: Meaning, Benefits, Market Skimming, Market Penetration, Leader Pricing, Odd Pricing, Single Pricing, Multiple Pricing, Anchor Pricing.

¨          Variable Pricing and Price Discrimination – Meaning.

Types:

§   Individualized Variable Pricing/First Degree Price.

§   Self-Selected Variable Pricing/Second Degree Price Discrimination – Clearance and Promotional Markdowns, Coupons, Price Bundling, Multiple – Unit Pricing.

§   Variable Pricing by Market Segment/Third Degree Price Discrimination.

¨          Meaning, Responsibilities of Store Manager, The 5 S’s of Retail Operations (Systems, Standards, Stock, Space, Staff).

(b)        Store Design and Layout:

¨          Store Design: Meaning, Objectives, Principles, Elements of Exterior and Interior Store Design, Store Atmospherics and Aesthetics.

¨          Store Layout: Meaning, Types: Grid, Racetrack, Free Form.

¨          Signage and Graphics: Meaning, Significance, Concept of Digital Signage.

¨          Feature Areas: Meaning, Types: Windows, Entrances, Freestanding Displays, End Caps, Promotional Aisles, Walls, Dressing Rooms, Cash Wraps.

(c)        Visual Merchandising and Display:

¨          Visual Merchandising: Meaning, Significance, Tools Used for Visual Merchandising.

¨          The Concept of Planogram.

¨          Display: Meaning, Methods of Display, Errors in Creating Display.

(d)        Mall Management:

¨          Meaning and Components: Positioning, Zoning, Promotion and Marketing, Facility Management, Finance Management.

(e)        Legal and Ethical Aspects of Retailing:

¨          Licenses/Permissions Required to Start Retail Store in India.

¨          Ethical Issues in Retailing.

(f)         Career Options in Retailing.