Marketing Domain: Retail and E-Tail Management
Teacher
Dr Sabyasachi Dey
Category
Domain Courses
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Course Reviews
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Code (Credit) : CUMM2365 (2-0-2)/CUTM1238 (3-0-3)
Course Objectives
- To learn the meaning of Retail and Retailing.
- To provide emphasis on Retail Market Strategy and customer service in retail.
- To develop an understanding towards the meaning, process and tools of e-retailing.
Course Outcomes
COS |
COURSE OUTCOMES |
MAPPING COS WITH POS (High-3; Medium-2; Low-1) |
| CO1 | Will be able to apply the concepts and develop the knowledge of various retail formats. | PO1(3), PO3(2) |
| CO2 | Will be able to explain the strategies of retail business and its applications across various formats in modern trade. | PO4(3), PO2(3), PO7(2) |
| CO3 | Will be able to examine the changing role of intermediaries, changing nature of supply chain, payment systems and promotion in online and offline retailing. | PO5(3), PO8(3), PO3(2) |
Course Syllabus
Course contents:
Module: I
Introduction to Retailing: Introduction to world of Retailing: its economic significance and opportunities.
Retail theories and store types: Various retail stores and retail formats, theories of retail development- Environmental Theory, Cyclical Theory and Conflict Theory.
Consumer behavior in retailing: Population demographic and geographic analysis, Consumer buying behavior.
Module: II
Retail Market Strategy: Retail Strategic planning process and situational analysis.
Merchandise Management: Merchandise planning: category management, sales forecasting, assortment planning process. Buying merchandise: branding strategies, sourcing decision, vendor development and management, Retail pricing and promotion strategies, selecting promotional mix and planning retail communication process.
Module: III
Retail Location and supply chain: Store location decisions, location theories, supply chain, retail logistics, physical distribution, inventory and warehouse management and e-logistics.
Retail Operations: POP displays, visual merchandising, store layout, customer service and application of IT in retail.
Module: IV
E-Tail: B2C Electronic Retailing, Characteristics, Advantages, Limitations, E-Tailing Business Models, Classification of Models by Distribution Channel, Malls with Shared Services. Social Shopping – Concept and Benefits, Social Shopping Aids – Recommendations, Reviews, Ratings, and Marketplaces, Real-Time Online Shopping. The Online versus Off-Line Competition, Click-and-Brick models, Product and Service Customization.
Text Books Recommended:
1. Nayak, J.K., & Dash, P.C. (2017). Retail Management. Cengage.
2. Levy, M., Weitz, B., & Pandit, A. (2012). Retailing Management. Tata McGraw-Hill. reprint in 2013.
Session Plan
Session 1
Introduction to world of Retailing: its economic significance and opportunities.
Textbook: Chapter 1 of textbook 1
(Presentation)
https://www.youtube.com/watch?v=5iRDd-f1nmg
(Video)
(Additional Reading)
Session 2 (Practice)
Session 3 (Practice-Flip Class)
Various retail stores and retail formats.
Project shall be announced in this class.
Textbook: Chapter 2 of Textbook 1
(Presentation)
https://www.youtube.com/watch?v=F1CMo1HQ0ZM&t=23s
(Video)
Session 4
Theories of retail development- Environmental Theory, Cyclical Theory and Conflict Theory.
Textbook: Chapter 2 of Textbook 1
(Presentation)
https://www.youtube.com/watch?v=VVmXhavI-l4
https://www.youtube.com/watch?v=UGw3Vf7LvW0
https://www.youtube.com/watch?v=8dMfXQvJpnw
(Videos)
Session 5 (Project)
Project Work- Students shall get their doubts clarified regarding project.
Session 6
Population demographic and geographic analysis.
Chapter-3 of Textbook 1
(Presentation)
https://www.youtube.com/watch?v=vGxNRa3yPxQ (Behavioural Clustering)
(Additional Reading)
Session 7
Retail Consumer Behaviour.
Chapter-3 of Textbook 1
(Presentation)
https://www.youtube.com/watch?v=vGxNRa3yPxQ (Behavioural Clustering)
(Additional Reading)
Session 8 (Practice)
Case Study Discussion
Session 9 (Project)
Project Data Collection
Session 10
Retail Strategic planning process and situational analysis
Chapter-4 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=U3te3O_O9Qw
(Video)
https://www.youtube.com/watch?v=mR9eICQJLXA
(Video)
https://courses.lumenlearning.com/wm-retailmanagement/chapter/steps-of-strategic-planning-in-retail/
(Additional Reading)
Session 12 (Project)
Students to collect data for their project work
Session 13
Category management
Chapter-13 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=uSw4hS979ZA&t=1s
(Merchandising: Category management)
https://blog.wiser.com/what-is-category-management-definition-and-examples-for-retail-professionals/
(Additional Reading)
Session 14
| Sales forecasting (Practice-Flip class) |
Chapter-5 of Textbook 2
(PPT)
https://www.youtube.com/watch?v=fKaeyUNnJW8 (Retail Store Forecasting and Planning Demo)
https://www.neuraldesigner.com/blog/retail-store-sales-forecasting
(Additional Reading)
Session 15
| Chapter-14 of Textbook 1
https://www.youtube.com/watch?v=Qv2Rhtgqm4I (Merchandise Allocation & Planning (MAP) tool using Excel) https://www.dotactiv.com/assortment-planning#whatstheendgoalofassortmentplanning (Additional Reading)
|
Session 16 (Practice)
Tesco assortment planning process.
Session 17 (Practice Flip class)
Retail branding strategies
Chapter-19 of Textbook 1
https://www.youtube.com/watch?v=Ymvz9SXQNCk
(Retail branding)
(Additional Reading)
Session 18
Buying merchandise: Sourcing decision, vendor development and management
(PPT)
Chapter-15 of Textbook 1
https://www.youtube.com/watch?v=KlxJC-TeXjQ (Purchasing and vendor management)
https://www.yourarticlelibrary.com/retailing/merchandise-buying-and-handling-process-6-stages/48212
(Additional Readings)
Session 19
Retail Pricing
Chapter-16 of Textbook 1
(PPT)
1)https://www.youtube.com/watch?v=1ZKSW9iqAtg (Retail pricing strategies)
2)https://www.youtube.com/watch?v=mH-k_wxKYHM (Retail pricing strategies)
https://www.thebalancesmb.com/retail-pricing-strategies-2890279
(Additional Readings)
Session 20 (Practice)
Case Study
https://www.icmrindia.org/casestudies/catalogue/marketing/The%20Retail%20Price%20Wars-Excerpts.htm
(Amazon vs Wal-Mart: The retail price wars)
Session 21
Retail Promotional Strategies
Chapter-14 of Textbook 2
(PPT)
1)https://www.youtube.com/watch?v=ySw_YmjA6yQ (Retail Promotion Strategies)
2)https://www.youtube.com/watch?v=74GpekKO5iA (Retail Promotion)
https://www.marketing91.com/retail-promotion/
(Additional Reading)
Session 22
Planning retail communication process
Chapter-14 of Textbook 2
https://www.youtube.com/watch?v=uT-vSQCg4nE
https://www.yourarticlelibrary.com/retailing/retail-communication-programme-5-processes/48387
(Additional Reading)
Session 23 (Project)
Project work- Students to collect data for their project work
Session 24
Project work- Students to collect data for their project work
Session 25
Store location decisions
(PPT)
Chapter-7 of Textbook 1
https://www.youtube.com/watch?v=3ImCuzUQQxM&t=3s (Retail location)
https://www.mbaknol.com/retail-management/factors-affecting-retail-location-decisions/
(Additional Readings)
Session 26
Store location theories
(PPT)
Chapter-7 of Textbook 1
https://www.youtube.com/watch?v=qSELZJ-RhCM (Reilly’s law demonstration through excel)
https://www.youtube.com/watch?v=YxYpnkVy1Zs (Huff’s law)
Session 27 (Practice)
| Retail Supply Chain |
Chapter-11 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=J0CyJ2IKoZM (Retail Supply chain)
Ralph Lauren case study
Session 28
Retail Logistics and physical distribution
Chapter-11 of Textbook 1
https://www.youtube.com/watch?v=79h0SHJxJZ4 (Retail logistics through AI)
https://www.dhl.com/in-en/home/industry-sectors/retail.html
(Case Study of Dhl India)
Session 29 (Practice Flip Class)
Inventory and warehouse management
https://www.youtube.com/watch?v=1d0O8MAMyAM (Managing Retail Inventory)
https://www.youtube.com/watch?v=-l9rIMekpfs (Managing Inventory in a small store)
Session 30
E-Logistics
(PPT)
https://www.youtube.com/watch?v=-1oq3Z6XXqo (E-Logistics)
http://www.reliantlogisticsinstitute.com/2018/12/14/what-is-the-process-involved-in-e-logistics/
(Additional Readings)
Session 31 (Practice)
Case Study
(Kelloggs case study)
Session 32
POP displays, visual merchandising
(PPT)
Chapter-18 of Textbook 1
1)https://www.youtube.com/watch?v=P1v755q359M&t=89s (Retail Store Operations)
2)https://www.youtube.com/watch?v=NOPtr4vx3wo (Visual Merchandising)
https://www.thebalancesmb.com/what-is-a-retail-point-of-purchase-display-2890206
https://berlinsbi.com/blog/career-advice/what-is-the-purpose-of-visual-merchandising/
(Additional Readings)
Session 33
POP displays, visual merchandising
(PPT)
Chapter-18 of Textbook 1
1)https://www.youtube.com/watch?v=P1v755q359M&t=89s (Retail Store Operations)
2)https://www.youtube.com/watch?v=NOPtr4vx3wo (Visual Merchandising)
https://www.thebalancesmb.com/what-is-a-retail-point-of-purchase-display-2890206
https://berlinsbi.com/blog/career-advice/what-is-the-purpose-of-visual-merchandising/
(Additional Readings)
Session 34 (Practice)
Retail Customer Service
Retail Service Quality Delivery & Maintenance
(PPT)
Chapter-20 of Textbook 1
1)https://www.youtube.com/watch?v=Zt-wt5aziNw (Retail Customer Service)
2)https://www.youtube.com/watch?v=Ar4tM3G_nZU&t=60s (Retail Customer Service role play)
https://www.vendhq.com/blog/examples-good-customer-service-retail/
(Additional Reading)
Session 35 (Practice-Flip Class)
Application of IT in retail
(PPT)
Chapter-22 of Textbook 1
https://www.youtube.com/watch?v=l5DGk14JHuc (Application of IT in retail)
(Additional Readings)
Session 36 (Project)
Students shall continue their project data collection as per the format
Session 37
B2C Electronic Retailing, Characteristics, Advantages and Limitations
Chapter 23 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=9EkUt6WJDUI&t=22s
(Video)
https://www.youtube.com/watch?v=pjBgPniP6Sg
(Video)
https://www.fibre2fashion.com/industry-article/5037/introduction-to-electronic-retailing
(Additional readings)
Session 38 (Practice Flip Class)
E-Tailing Business Models, Classification of Models by Distribution Channel
Chapter-23 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=HxJ2_XgV2-w
(Video case study)
Session 39 (Practice Flip Class)
E-Tailing Business Models, Classification of Models by Distribution Channel
Chapter-23 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=HxJ2_XgV2-w
(Video case study)
Session 40
Malls with Shared Services, Social Shopping – Concept and Benefits, Social Shopping Aids
Chapter-23 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=sIn7FI-1YMU
(Video)
https://www.youtube.com/watch?v=-5bKrR-5D44
(Video)
https://www.pixlee.com/blog/5-business-benefits-of-social-commerce/
(Additional readings)
Session 41
Marketplaces, Real-Time Online Shopping, The Online versus Off-Line Competition.
Chapter-23 of Textbook 1
Traditionalshopping vs Onlineshopping
(PPT)
(PPT)
https://www.youtube.com/watch?v=N-qdpk3oDos
(Video)
https://www.youtube.com/watch?v=6v4wVoRJOjA
(Video)
Session 42 (Practice-Flip class)
Click-and-Brick models, Reviews and ratings in Social Shopping.
Chapter-23 of Textbook 1
(PPT)
https://www.youtube.com/watch?v=HQ_CLJAgdPg&t=70s
(Video)
https://www.youtube.com/watch?v=LPc1Q7u0PxA
(Video)
http://drvidyahattangadi.com/bricks-and-clicks-business-model/
(Additional readings)
Session 43
Product and Service Customization
Chapter-23 of Textbook 1
https://www.youtube.com/watch?v=27D5lkZ64UU
(Video)
https://www.zakeke.com/blog/product-customization/
(Additional readings)
Session 44 (Practice)
Revision Doubt clearing and question answers discussion
Session 45 (Practice)
Revision Doubt clearing and question answers discussion
Session 46, 47 and 48 (Project Evaluation)
Revision Doubt clearing and question answers discussion
Our Main Teachers
Qualification: MBA (Marketing & Finance), UGC-NET Qualified in Management twice (2012 & 2014), Ph.D (Utkal University) Experience: 7.5 years in teaching with more than 2 years post Ph.D experience Publications: 11 (9 journal articles + 2 chapters in edited books) Dr Sabyasachi Dey is an Assistant professor in the area of marketing. His areas of […]