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Retail Management

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Retail Management

Issues

ELECTIVE- RETAIL MANAGEMENT

Subjects:-

 Retail Management- Paper 1st

 Consumer Behaviour- Paper 2nd

Curriculum of Retail Management- Paper 1st   (IBM- E1069)

S.No.

Topics

 1

Introduction:-Aims & Outcome, Retail Ethics, Retail Manpower Planning, Marketing & Advertising, Supply Chain Management, Logistics & Distribution, E-Commerce & IT, Financial & Accounting, Situation Analysis, Five-Force Model, Boston Consultancy Group, GE Model, The Retail Mix, Emergent Strategy versus Planned Strategy, Management Game1, Planning Merchandise Quality, Retail Site Selection.

2

Retail Operating Plan:-Aims & Outcome, Restaurant Concept Statement, Personnel Utilization, Service Provision at Retail Outlets, Franchise Operations, Crisis Management/Loss Prevention, Retail Type Selection, Critical Success Factors-CSF in Retail,  Skills Areas, Strengthening Team Efforts.

3

Locating New Customers:-Aims & Objectives, Prospect Identification, Planning Sales Calls, Establishing the Call Objectives, Call Plan Verification, Sales Presentation, Feature Benefit Worksheet, Price Objection, Call Closing, Timing, Departure, Post-Call Analysis, Analyzing Product for Sale Movers, The 4 Column Situation and Correction Analysis, Multiple Analyses of Products, Prospect’s Basic Needs and Desires, The Mood and Manner Mover, Types of Calls and Objectives of the Calls, Partly Created Sales, The Difference Between Unfavourable Conditions and Poor Quality and Loss Movers.

4

Retail Brand Management:-Aims & Objectives, Sales Push, Sales Pull, First Level Structure, Second Level Structure, Maslow’s Hierarchy of Needs, The Benefit Story, Brand Functions.

5

Strategic Human Resource Management in Retail:-Aims & Outcomes, Managing Retail Force, Case-Banking Retail, The Process of Human Resource Management in Retailing, Planning, Need for Qualified and Trained Manpower, Sales and Sales-Related Jobs, Store Operations, Store Management, Marketing/Advertising, Distribution, Logistics, Supply Chain Management, Merchandise Buying/Planning, IT and E-Commerce, Finance, Loss Prevention, Human Resources, Entrepreneurship, Critical Success factors in Retail Trade, Upgrade the Old Product, New Product for the Firm, New Product in the Market.

6

Retail Specifies:-Retail Buildings, Products, Customer Demand Planning, Product Mix, Retail Plans, Retail Pricing, Promotion Planning.

7

External Business Environment:-Aims & Outcomes, Business General Environment, Market Segmentation, The Retail Marketing Function, Competitive Advantage and Competitive Strategies, Development of Marketing and Positioning Strategies, Retail Positioning, Implementation and Control.

8

Motivating Retail-Critical Success Factors:-Aims & Outcomes, Retail Operations, Budgeting.

9

Merchandising and Inventory Planning for Retail:-Aims & Outcomes, Visual Merchandising, Retail Visual Merchandising, Merchandising and Retail Marketing, Career-Opportunities, Inventory Planning, Statistical Method of Demand, Inventory Costs, Inventory Control, Basic Inventory Model.

10

Retail Pricing Strategies:-Aims & Outcomes, Book Industry, Two Bar Codes in One.

11

Retail Economics Worldwide and Competitive Advantage on e-Retailing:-Aims & Outcomes, Retail Trade, Strategy for the Net, e-Retailing.

12

Purchase, Stores, Inventory and Logistics in Retail Management:-Aims & Outcomes, Inventory, Simple Vendor Rating System, Economic Order Quantity, Computer-based Purchase Management System, Purchase Order Maintenance, Departmental Responsibility, Purchase Order and payment Management Challenges, Solution, Purchase Plan and Process, Inventory Planning Basics, Logistics Planning, Layouts of Stores, Grid.

13

Strategies for Retail Advertising, Promotion and PR:-Aims & Outcomes, Personal Selling, Wide Market Coverage, Objectives of Advertising, Sales Promotion.

14

Marketing Research:-Aims & Outcomes, Marketing Research Objectives, Data Processing and Analysis, Advertising Research and DAGMAR, Market Conscience.

15

Consumer Behaviour and Market Segmentation:-Aims & Outcomes, Habitual Buying Behaviour, Sources of Information, Questions.

16

Comprehensive Retail Strategy:-Aims & Outcomes, Financial Analysis, Income and Balance Sheet, Business Audit Checklist, Capital and Working Capital, Management Team.

 

 

 

Curriculum of Consumer Behaviour – Paper 2nd    (IBM- E1070)

 

S.No.

Topics

 1

Consumer Behaviour:-Introduction, Market Analysis.

 2

Factors Influencing Consumer Behaviour:-Introduction, Individual Determinants, External Environmental Factors Affecting Consumer Behavior.

3

Models of Consumer Behaviour:-Introduction, A Model of Industrial Buyer Behaviour.

4

Concept of Culture:-Concept & Characteristics of Culture, The Functions of Culture, Environment Oriented Values, Self-Oriented Values.

5

Culture Variations in Non-Verbal Communications:-Variables in non-verbal communication, Cultural Values, Marketing Implication of Culture.

6

Social Stratification:-What is a Social Class, Social Classes and their Buying Patterns.

7

Group Influences on Consumer Behaviour:-Introduction, Reference Groups and the Influence Exerted by Them, Factors Affecting the Influences of Reference Groups, The Nature of Reference Group Influences on Products and Services, Characteristics of Opinion Leaders.

8

Individual Determinants:-Perception, Learning Memory and Product Positioning, Memory.

9

Motivation and Personality:-Introduction, Marketing Strategies Based on Motivation, Self Concept.

10

Problem Recognition:-Stages in Consumer Decision Making, Importance of Problem Recognition, Marketing Strategy for Problem Recognition.

11

Information Search:-Introduction, Types of Information Search, Sources of Information, High & Low Information Search, Cost vs Benefit Analysis.

12

Outlet Selection and Purchase:-Importance & Dimensions of the Outlet, Consumer Characteristics & Risks Involved, Shopping Orientation .

13

Attitude Development and Alternate Evaluation in Buying:-Consumer Attitude and Alternative Evaluation, Multi-Attribute Choice Models.

14

Purchase Behaviour (Situational Factors):-Introduction, Basic Situational Factors, Significance of Non Store Buying.

15

Post Purchase Behaviour:-Introduction, role of a Marketer, Product v/s Service Consumption.

16

Family Buying Influences, Family Life Cycle and Buying Roles:-Family Life Cycle and Buying Roles, Consumption Decision and Household Influence, Family Decision Stages.

17

Lifestyle:-Lifestyles and their Characteristics, VALS Lifestyles Classification, Segmentation Strategies.

18

Diffusion of Innovation:-Diffusion and its Process, Types of Innovation, Classification of Adopters, Diffusion Enhancement Strategies.

19

Organizational Buying Behaviour:-Characteristics of  Organisational Buying, Factors Influencing Organisational Buying, Selection of a Supplier.

20

Customer Delight:-Need for Delight, Correlate Expectation and Delight.

21

Public Policy and Consumer Protection:-Need for Consumer Protection, Consumer Rights.

22

E-Consumer Behaviour:-The Computer Age, E-Business and its Importance, WWW & its advantages.

23

Consumer Research:-Importance of Consumer Research, Steps Involved in Consumer Research, Sources of Data.

24

Changing Consumer Behaviour:-In the Indian Context.

 

 

 

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