Course title : Retail Management

Batch : 2018-2020

Term :V

Credits : 3 credits

Faculty : Jayakrishnan.S

Email ID: [email protected] Mobile: 919886287474

About the Course:

Retail is one of the evolving sector in India and across the globe. Retail management course
focus on retail formats, merchandise planning, new trends in retailing, international retail
sector and technology adoption in retail industry. The course will also provide insights for
students about key aspects in developing an effective retail strategy.

Course Objectives:
The course intends to: -
1. To provide students basic knowledge about the key concepts in retailing
2. To familiarize students with retail formats and merchandise planning.
3. To have an insight about Indian and global retail industry.

Business Leadership: Retailer ensures that products and services reach the end consumer.
The technology and new business models are changing the dynamics of retail industry.
Students need to understand the importance and aspects of retail strategy which can equip
them to provide direction for the retailing efforts of their organisations. The course contents
focus on retailing, scope and role of it and how to develop an effective retail strategy.

Dealing with change: Retailing environment is dynamic in nature. The course provides
insights about retailing formats, strategies, merchandising and store operations which may
enable students to deal with changes in the retail sector.

Value Creation: Retailing is one of the vital functions that creates value in terms of
revenue, visibility and market reach. The learning’s of this course will focus on creating
organisational and societal value using an effective retail strategy.

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 Course PEO 1 PEO 2 PEO 3 PEO 4 PEO 5

Retail Management Medium High High Low High

Pedagogy: The course will be primarily delivered with article discussions and case
analysis. It will be supplemented with lectures regarding few topics. So, class preparation
is required for the course. Lectures will be for core topics in Retailing such as retail formats
(online retailing and store formats), location analysis and merchandising management.
Case studies will be used for understanding the Indian retail scenario, retail operations and
supply chain aspects. Videos will be used as supplementary materials for bring more clarity
to students in topics like retail formats, visual merchandising and retail supply chain.

Course Evaluation

Component marks
Class participation 10

Project 15

Midterm 25

Case study/Article Presentation 20

Final Exam 30

Total 100

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Session Plan

Session Nos. Topics

Retailing- An introduction, Indian Retail – history and current trends
1-2
Case - *Shiny Provision stores: Retailing challenges in Indian context

Retail formats
Internet based and other forms of non-traditional retailing.
3,4,5
Case - Coffee wars in India, IKEA India-Expanding to success, D-Mart:
Disrupting Food Retailing, Amazon's Kirana Now: The Indian Online
Grocery Market, Dubai Duty Free
Trade area analysis and Retail Site selection
6
Article: How Location analytics will transform retail
Merchandise Planning & Management, Private labels/ Store Brands,
Category Management
7,8
Case-Consumer choice between house brands and national brands in
detergent purchases at Reliance retail.
Retail analytics
9
Customer analytics at Big Basket.
Article – Supercharging Retail sales through Geospatial analytics
10 Retail pricing
11 Retail communication
12 Store Design and Layout

13 Visual Merchandising- An Intro

Case -Wipro consumer care: Merchandising for success
Role of Finance, HR, Information system, Technology and Operations
14,15
Case -Subhiksha: Managing store operations
Retail Supply chain
16
Case -SCM at Wal-Mart
17 Mall Management – Key aspects

Retail strategy
18
Article - How to make the most of Omni channel retailing (Self-study)
International Retailing
19,20
Case -Tanpin Kanri: Retail practice at 7,11 Japan

Note: * Cases are for classroom discussion and rest of the cases need to be presented by
students which will be evaluated.

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 Assessment Rubrics and Evaluation components

Evaluation component/Vision Class Descriptive Exams Project Case study/Article

and Mission elements participation presentation
Business Leadership Yes Yes Yes Yes

Dealing with Change Yes Yes Yes Yes

Value creation Yes Yes Yes Yes

Class Participation

Exceptional Excellent Accomplished Unacceptable

Common High involvement, Enthusiasm and Limited Lethargic and

Attributes energy with clear active participation participation disinterested
understanding and and acceptable behaviour.
ability to convey it. level of
Proactive participation understanding and
and high interest level interest.
and ability to
comprehend the
contents.
Business Clear understanding Understanding Partial Lacks
Leadership about the retail strategy about the retail understanding understanding
and ability to connect strategy and fair about the retail about retail
with industry scenario. idea about it concepts. strategy and
industry scenario inability to relate it
with industry.

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Value creation Providing insights about Providing insights Ability to Unable to provide
strategies and actions about strategies identify some any means of value
that can create and actions that action plan creation.
organisational value. can create which may
Providing new directions organisational create value
and means to create value to certain
value. extent

Descriptive Exams

Exceptional Excellent Accomplished Unacceptable

Common Clarity about retail Clarity about Minimal clarity Inability to
Attributes concepts and ability to retail concepts about concepts convey about the
convey it. Precise and ability to and ability to concepts.
style/way of answering or convey it in an convey it in an
analysing the question or effective manner. acceptable
case with adequate manner
analysis and inference.
Business Ability to look at issues Ability to look at Partial Lacks idea about
Leadership and provide solutions issues and understanding issues and
through innovative and provide about issues and solution providing
creative manner. acceptable limited solution ability
Providing best solutions solutions providing ability.
Dealing with Ability to identify Ability to identify Ability to identify Unable to identify
Change situations and suggest situations and situations and any change and
strategies to address suggest strategies suggest strategies suggest strategies
change take into account which can address which is
organisational constraints. change to certain satisfactory
extent

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Value creation Ability to suggest Ability to suggest Ability to suggest Unable to suggest
approaches which can approaches which approaches but approaches for
create value to the can create value not in a refined value creation.
organisation taking into to the manner.
account the organisational organisation
resources. which is
acceptable

Project

Exceptional Excellent Accomplished Unacceptable

Common Precise Contents, More than Satisfactory Poor Contents and
Attributes Adherence to submission adequate contents, no adherence to
guidelines and Contents, Adherence to submission
identifying and Adherence to submission guidelines.
presenting valid analysis submission guidelines.
and observations. guidelines.
Business Identifying and Identifying and Partial Lacks
Leadership understanding the skills understanding the understanding understanding
and strategies that can skills and skills and skills and
lead to retail leadership. strategies that can strategies that strategies that can
Ability to convey it in an lead to retail can lead to retail lead to retail
effective and refined leadership. leadership. leadership.
manner.
Dealing with Ability to identify change Ability to Ability to Unable to identify
Change in an organisation and try identify and identify change any change
to understand it in understand
developing skills to deal change in an
change. organisation.

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Value creation Gaining insights about Gaining insights Ability to Unable to gain
strategies and actions that about strategies identify insights insights about
can create organisational and actions that about strategies strategies and
value. Developing a can create and actions actions that can
clear understanding about organisational which can create
means of value creation. value to certain create value organisational
extent value

Case study presentation

Exceptional Excellent Accomplished Unacceptable

Common Analysing issues in the Analysing issues in the Analysing issues in Analysing
Attributes case/article in the best case /article in a good the case /article in issues in the
way, Adherence to manner, Adherence to an acceptable case /article in
presentation guidelines presentation guidelines manner, Adherence a poor manner
and ability to convey the and ability to convey to presentation without proper
solution or analysis in an the analysis and guidelines and analysis or
interesting and effective solution in a manner ability to convey solutions.
manner which is which is good and well the solution and
outstanding. above the acceptable analysis in a
manner. satisfactory manner
Business Ability to identify, Ability to identify Partly able to Unable to
Leadership understand instance to instance of retail identify instance of identify
demonstrate retail strategy and retail strategy. instance of
strategy and looking it demonstrate in a retail strategy.
with a different satisfactory manner. .
perspective.

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Dealing with Ability to identify Ability to identify Ability to identify Unable to
Change situations and facts situations and facts and situations and facts identify
which can be effectively using to deal change in situations and
utilised to address a satisfactory manner. facts to deal
change. Students can with change.
provide effective and
creative solutions to
address the problems
Value creation Adding a different Adding a common Adding a common Unable to
perspective to the perspective to the perspective and provide any
situation and suggest situation and suggest suggesting usual perspective for
means to create value in means to create retail means to create value creation.
retail take into account value which can be value in retail
organisation and improved. which is
industry. satisfactory

Retail Project Guidelines

Students need to identify any Retailer of their interest. They have to visit the Retail
outlet and present their critical observations with respect to retail format, store
atmosphere and Merchandising Management.
1) Brief about the Retailer- Maximum 1 page.
2) About Retail format and features – ½ page.
3) Merchandising Management.
4) Your key learning’s and conclusion
Case study Presentation Guidelines
1) Identify the facts or the core aspects in the given material.
2) Key problems and issues need to be identified.
3) Do the analysis based on the facts and within the framework of the topic.
4) Provide your suggestions and perceptive about the topic.
5) Conclusion.
6) Time limit for presentation – 20 minutes, Q&A /Discussion: 5 minutes.

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 References
1. Levy, Weitz, Grewal - Retailing Management: Tata McGraw-Hill education (10th
international edition).
2. Levy, Weitz, Pandit - Retailing Management: Tata McGraw-Hill education (8th
edition).
3. Berman, Evans, Mathur - Retail Management: A Strategic Approach: Prentice Hall
of India, (11th edition).
4. Bajaj, Tuli, Srivastava – Retailing Management: Oxford Press (3rd edition).
5. Pradhan- Retailing Management: Text and Cases: McGraw Hill Education India
Pvt Ltd (4th edition).
6. Cox - Retailing: An Introduction: Pearson Education (5th edition)

Suggested Readings
7. Kumar, Benedict, Steen Kamp – Private label strategy: Harvard Business Review
Press ( 1st edition)
8. Biyani-It Happened in India: Rupa (2007)
9. Hill -Why we buy: Simon & Schuster (2008)
10. Walton-Made in America: RHUS (1993)
11. Lewis and Dart - The New Rules of Retail: Palgrave Macmillan(2014)

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