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) : CUMM2365 (2-0-2)

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 5 (Project)

Project Work- Students shall get their doubts clarified regarding project.

Session 6

Population demographic and geographic analysis.

Chapter-3 of Textbook 1

Retail Buying Behavior

(Presentation)

https://www.youtube.com/watch?v=vGxNRa3yPxQ (Behavioural Clustering)

 

https://fyi.extension.wisc.edu/downtown-market-analysis/understanding-the-market/demographics-and-lifestyle-analysis/

(Additional Reading)

Session 7

Session 8 (Practice)

Case Study Discussion

Session 9 (Project)

Project Data Collection

Session 10

Session 11 (Case Study)

Session 12 (Project)

Students to collect data for their project work

Session 13

Session 14

 Sales forecasting (Practice-Flip class)

Chapter-5 of Textbook 2

Retail forcasting

(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

Retail Merchandising

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)

Session 18

Buying merchandise: Sourcing decision, vendor development and management

Merchandise Purchasing

(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

Retail Pricing Strategies

(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)

Session 21

Retail Promotional Strategies

Chapter-14 of Textbook 2

Retail Promotion

(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

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

Session 26

Store location theories

Store Locations

(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

Retail Supply Chain

(PPT)

https://www.youtube.com/watch?v=J0CyJ2IKoZM (Retail Supply chain)

Ralph Lauren case study

Session 28

Retail Logistics and physical distribution

Retail Logistics

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 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

IT in Retail Industry

(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

E-commerce

(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

E-Tailing Business Models

(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

E-Tailing Business Models

(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

Mall Management

(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)

E-Marketplace

(PPT)

https://www.youtube.com/watch?v=N-qdpk3oDos

(Video)

https://www.youtube.com/watch?v=6v4wVoRJOjA

(Video)

 

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

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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 […]