Marketing Domain: Retail and E-Tail Management

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Dr Sabyasachi Dey

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Course Name: Retail and E-Tail Management

Code (Credit) : TBD (2-1-1)

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.

Learning Outcomes

  • To apply the concepts and the knowledge developed across various retail formats in real retailing scenario.
  • To be able to explain the strategies of retail business and its applications across various formats in modern trade.
  • To examine the changing role of intermediaries, changing nature of supply chain, payment systems and promotion in the online and offline retailing.

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

Retailing-Introduction

(Presentation)

https://www.youtube.com/watch?v=5iRDd-f1nmg

(Video)

https://www.businessmanagementideas.com/india/retailing/retailing-in-india-definition-nature-types-importance-examples-and-opportunities/18318

(Additional Reading)

Session 3 (Practice-Flip Class)

Various retail stores and retail formats.

Project shall be announced in this class. 

Textbook: Chapter 2 of Textbook 1

Retail Formats

(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

Retail Theories

(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 1

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Dr Sabyasachi Dey

Assistant Professor
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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 […]