Page 4 - DMGT550_RETAIL_MANAGEMENT

SYLLABUS
Retail Management

Objectives: The objective of the course is to:

 Introduce students with the basic concepts of retail management and the latest developments in retail industry in the
Indian context
 Develop knowledge of contemporary retail management issues at the strategic level

 Establish an academic relationship to the above through the application of retailing theory and research

Sr. No. Topics
1 Introduction to retailing : What is retailing, Social and economic significance of retailing, Structure of retailing
and distribution, Opportunities in retailing
2 Types of retailer : Retailer characteristics, Food retailers, General merchandise retailers, Service retailing, Types
of ownership, Retail channels, Benefits offered by retail channels, Challenges of effective multichannel retailing
3 Retail buying behavior : The buying process, Types of buying decisions, Social factors influencing the buying
process
4 Retailing strategy : Retail market strategy, Target market and retail formats, Growth strategies, Global growth
opportunities, The strategic retail planning process
5 Financial strategy and retail locations : Financial objectives and goals, Strategic profit model, Analysis of
financial strength, Setting and measuring performance, Types of locations, Other locations opportunities,
Location and retail strategy, Legal considerations, Evaluating specific areas for locations, Evaluating a site for
locating a retail store, Trade area characteristics, Estimating potential sales for a store site, Negotiating lease
6 Human Resource Management : Objectives of Human Resource Management, Issues in retail human resource,
Designing the organization structure for a retail firm, Managing diversity, Legal issues in Human Resource
7 Merchandise management : Merchandise management overview, Forecasting sales, Developing an assortment
plan, Setting inventory and product availability levels, Establishing a control system for managing inventory,
Allocating merchandise to stores, Analyzing merchandise management performance, Developing and sourcing
private label merchandise, Negotiating with vendors
8 Retail pricing and communication mix : Pricing strategies, Consideration in setting retail prices, Pricing
techniques for increasing sales and profits, Legal and ethical pricing issues, Communication programs to
develop brand images and build customer loyalty, Methods of communicating with customers, Planning the
retail communication program
9 Store Management : Store management responsibilities, Recruiting and selecting employees, Motivating and
managing store employees, Evaluating store employees and providing feedback, Compensating and rewarding
store employees, Store design objectives, Store design elements, Visual merchandising, Creating an appealing
store atmosphere, Strategic advantage through customer service, Customer service quality, Service recovery
10 Information system in retailing : Creating strategic advantage through supply chain and information system,
The flow of information and products in supply chain