INSTITUTE OF MANAGEMENT TECHNOLOGY

PGDM, PDGM (Finance) & PDGM (Marketing)

Term - IV, AY 2020-21
Course Handout

Course Code. : MKT19405

Course Title : Retail Management
No. of Sessions : 20
Duration of session : 90 Min
Instructor(s) : Dr. Manoj Das
Email : [email protected]

1. Course Description

This course will highlight both conceptual as well as operational aspects of retail management. The
course will also focus on developing the student’s ability to understand the nature of retail business,
consumer behavior in the context retail, data analysis from retail information as well as sensitize them to
innovative approaches to retail.

1. Functional Proficiency & Integration Ability - Graduating students would have a good understanding
of core, functional, business knowledge and the capacity to apply the knowledge in different contexts.
They would inculcate the ability to integrate different functional areas in solving business problems.

2. Analytical and Critical Thinking Ability - Graduating students will be able to critically evaluate,
analyze and interpret information to solve problems and make business decisions.

3. Leadership and Interpersonal Skills - Graduating students would have an understanding of the
components of leadership effectiveness and how to develop them as well as would be able to perform and
work well in teams.

4. Communication Skills - Graduating students would demonstrate effective written and oral
communication skills.

5. Ethical and Global perspective - Graduating students would be able to understand nuances of ethical
issues and global environment. They would have the ability to manage in different cultures and contexts.

6. Creativity and Innovation - Graduating students would have the capacity to think creatively. They
would learn to adapt and innovate to solve problems and to manage in unpredictable environments.

2. Course Objective

The objective of the course is to impart in-depth understanding of about the retailing industry marketing.
After the course student will be equipped with the basic concepts, emerging trends in retail etc .

At the completion of the course the students should be able to:

LO 1: Appreciate the role of retail in business and the various trends in retailing.

LO2: Understand functioning of a retail business and the various aspects of it.
LO3: Practice the retailing concepts, processes and activities in the marketplace within the ethical and
socially responsible standards of cultural diversity, religion and mankind.

LO4: Analyze and apply different retailing strategies towards a given task, problem or situation.

LO5: Work effectively in teams towards a common objective.

LO6: Articulate and communicate effectively.

LO7: Understand the ethical implications for the actions.

3. Learning Goals and Assessment:

S.No. Learning goals Learning Outcomes Learning Assessment

method
The course aims At the end of the course the students should be The outcomes would be
to impart able to assessed through
1. Functional Understanding of concepts (LO 1,2) Class Participation
Proficiency & Clarity of conceptual knowledge possessed (LO Assignment
Integration 1,2) Mid-Term Examination
Identification of environmental factors and their Group Project Report
implications on marketing decisions (LO 3,4) End Term Exam
2. Analytical and Recommendation of appropriate strategies to Class Participation
Critical address real world marketing task, problem or Assignment
Thinking situation (LO 1,2,3,4) Mid-Term Examination
Ability Group Project Report
Application of the marketing concepts and End Term Exam
strategies (LO 3,4)
3. Communication Effective Articulation & Communication (LO 6)  Class
Skills Participation
(CP)
 Group Project

4. Leadership and Work effectively and efficiently in teams as well  Group project
Interpersonal as learn ability to coordinate team-work (LO 5)  Written Assignment
Skills  Class Participation
(CP)

5 Ethical and Understand ethical implications of marketing Assignments

Global actions (LO 7) Mid-Term Quiz
Perspective Group Project
Report End Term
Exam
6 Creativity and “Out of box thinking” and suggesting innovative  Group project
Innovation solutions, within the ethical and socially  Written Assignment
Skills responsible framework (LO 3,4)

4. Text Book : Levy, Michael, Weitz, Barton and Pandit, Ajay, “Retailing Management”, 10 th Ed.,
2012, Tata McGraw-Hill.
 5. Reference Books:

Berman, Berry, Evans, Joel R. and Mathur, Mini, “Retail Management : A Strategic Approach”,
11th Ed., 2011, Pearson

Sinha, Piyush Kumar and Uniyal, Dwarika Prasad, “Managing Retailing”, 2nd Ed., Oxford
University Press

Walton, Sam and Huey, John, “Sam Walton: Made in America”, 1993, Random House
Publishing

Gilbert, David, “Retail Marketing Management”, 2nd Ed., 2003, Financial Times Management

Course Prerequisites

Retail Management is an elective course in the area of marketing and as such a basic understanding of
fundamental marketing concepts is essential.

6. Pedagogy

The following pedagogical tools would be used to bring out the stated learning objectives among the
students:

1. Discussions: Every session would require the students to come prepared with suggested text and
readings related to a given topic. Students would be encouraged to go through additional
reference material for their preparation. An intensive discussion based on the suggested reference
material would enable the students to have a clearer understating of the marketing concepts,
processes and activities.

2. Case study analysis/discussions: The case study analysis would enable the students to identify
environmental factors, evaluate their implications on marketing decisions and apply the
marketing concepts, processes and activities to the real world business situations. Most of the
case study analysis would be done through class-room discussion mode. But if desired by the
faculty, they could also take a written analysis of the case from each student.

3. Assignments: The assignments would be designed to make students identify environmental

factors, evaluate their implications on marketing decisions and understand application of different
marketing strategies. “Out of box thinking” and suggesting innovative solutions, within the
ethical and socially responsible framework, to a given marketing problem would be encouraged
and appreciated.

4. Interaction with Practitioner: To ensure a blend of theory and practice in the pedagogical
approach being followed, practitioners from the industry would be invited to take at least 15% of
the course sessions. The focus of these interactions would be to enable the students to appreciate
the application of marketing theory to the contemporary business environment. The practitioners
could also offer students industry oriented live projects.
 5. Group Project: Group project would take the understanding that the students possess of various
marketing strategies to a different level altogether. The project would comprise of an exploratory
study leading to analysis and recommendations on a marketing problem.

6. Quizzes and End term Examination: The main purpose of conducting the test and examination
would be to ascertain if the students are well versed with the conceptual knowledge and its
application in the area of marketing.

7. Simulation- To ensure application of the theoretical concepts, sharpening their decision making
skills and giving the students a flavor of real world simulations would be used in certain
preidentified sessions.

8. Course Content and Session Plan

S. No. Topic Readings/ Cases/

Additional Reference Resources / Videos
1 Introduction to Course outline and
Pedagogical Approach
2 Introduction to the World of
Retailing IBEF Report-April

(Chapter1)
3 Types of Retailers Multichannel IBEF Report-April
Retailing & Store Operations
(To be viewed before class
https://www.youtube.com/watch?v=05wSIgGuQFc)

(Chapter 2 &3)
4 Introduction to the World of Case 1: IKEA Invades America (HBS-504094-PDF-
Retailing ENG)
5 Understanding Retail Consumers (Chapter 4)
6 Understanding Retail Consumers Case 2 : Show rooming at Best Buy(HBS- 515019-
PDF-ENG)- Submission and Presentation by students-
(2 days before the scheduled class EOD)
7 Retail Market Strategy (Chapter 5)
8 Retail Market Strategy Case 3: Grofers: Re-Energizing Kirana Stores through
M-Commerce (W16446-PDF-ENG )- Submission and
Presentation by students- (2 days before the scheduled
class EOD)

9-10 HRM (Chapter 15)

11 Retail Site Location (Chapter 7 &8)

12 Strategic advantage through SCM & Case 4 : ShopClues.com: Turning Logistics into a
IS Competitive Advantage (W17389-PDF-ENG)-
Submission and Presentation by students(2 days
before the scheduled class EOD)
 (Chapter 9)
13 CRM Chapter 10)
14 Store Layout, Design & Visual (Chapter 16)
Merchandising
15 Store Layout, Design & Visual Case 5 : Wipro Consumer Care: Merchandising for
Merchandising Success (W14341-PDF-ENG)- Submission and
Presentation by students(2 days before the scheduled
class EOD)

16 Merchandise Planning Process & (Chapter 11 &12)

Buying
17 Retail Pricing (Chapter 13)
18 Retail communication Mix (Chapter 14)
19 Customer Service (Chapter 17)
20 Student Project Presentation
*Practitioner Sessions

9. Practitioner Details
To be communicated during the course
10. Assessment Scheme:

EC Weight age Date & Time

Evaluation Component
No. (%)
1 Class participation
Round 1 5 1-5 weeks
Round II 5 6- 10 weeks
2 Case Analysis 10 ( Each case carries 2.5
marks & is to be submitted
2 days before the class
EOD)-those marked in
yellow are to be submitted
15 Date To be communicated
3 Mid Term Written Exam in session
4 Quiz 5 Date To be communicated
in session
5 Simulation 5 Date To be communicated
in session
6 Group Project 15 To be submitted by 18th
session EOD
7 Comprehensive Exam 40 To be communicated in
session

Case Submission Guidelines : Start with a half page summary of the case highlighting the key facts
& decision making issues presented in the case followed by answers to the questions shared with
you.( to be submitted solutions 2 days before the scheduled class EOD)-The cases marked in
yellow are the ones to be submitted

Details about the assessment components and guidelines

i. Class Participation

The following rubrics will be used while assessing the students. The students are expected to read
the assigned reading material and the case (if any) thoroughly.

A B C D
Preparation(20%) Is well prepared for class Is usually prepared for Is rarely prepared for Is almost never
with assigned reading class with assigned the class prepared for the class
material reading material
Quality of Input inVoluntarily & frequently Offers consistently Occasionally offers Offers limited or no
Discussion (30%) offers creative or original appropriate responses responses, nothing responses, or single
responses/ and occasionally that really challenges word responses;
interpretations/ creative or original the class to think Is unable to connect
observations; responses; beyond the obvious; theory to the case; Is
Is consistently able to Is frequently able to Is weakly able to unable to relate
connect theory to the connect theory to the connect theory to the concepts across cases
case; case; case; &to other related
Is consistently able to Is occasionally able to Is unable to relate disciplines
relate concepts across relate concepts across concepts across
cases &to other related cases &to other related cases &to other
disciplines disciplines related disciplines

Level of Involves others in class Responds to others’ Rarely raises any Never raises any
Engagement in discussions by asking questions but does not questions; questions;
Class (30%) questions and seeking raise any pertinent Is neither able to build Shows no interest in
others’ responses; questions; on others’ ideas nor class discussion and
Offers follow up Offers matter of fact able to comprehend or appears distracted
responses, builds on otherresponses and seldom consolidate content
ideas; builds on others’ ideas; discussed thus far
Enhances class learning Merely paraphrases
by consolidating ideas ideas already expressed
expressed at different
points of time during the
discussion
Behavior(20%) Demonstrates leadership Can assist the leader n Is a mere spectator to aGoes back to an issue
by being able to bring the streamlining the class wayward point and after it is already been
class back on track discussion once initiatedkeeps away from discussed and settled;
during wayward by the leader and also conflict situations Raises unrelated points
discussions; assists the leader in and disrupts the flow of
Possesses the ability to diffusing onflicts the class;
diffuse conflicting Does not give enough
situations opportunity to assess
class participation

ii. Written Assignment

Group of 6-7 students will have to submit case analysis.

iii. Mid term

Each student will be administered through a written test and students are required to answer questions
consisting of either MCQs/fill up the blanks/True or False /concept clarifiers in 30-60 minutes.

iv. Group Project Guidelines

You have to choose a retail organization of your choice and ensure that there is no overlap within any
group .Apply the learning’s of the course to the project and draw out the best practices and areas of
improvement for the firms.

v. Comprehensive Exam (at the end of the trimester)

An end term exam covering the entire syllabus will be for 2 hrs. The exam pattern will be consisting of
MCQ, subjective and analytical questions.

11. Plagiarism Policy

Copying of the language, structure, ideas, or thoughts of another and representing the same as one's own
original work amounts to plagiarism. Examples of plagiarism include: failing to use quotation marks
when directly quoting from a source; failing to document distinctive ideas from a source; fabricating or
inventing sources; and copying information from books and the internet.

Students found guilty of plagiarism will not be evaluated. Instructor shall decide to give warning or grade
cut or refer such students to the disciplinary committee for further action.

12. Consultation Hours: Consultation Hours: Wednesday – 11:00 am - 12:00 am

Note: Make-up may be given only on genuine grounds. Prior permission has to be obtained from
the instructor.