Retail & E-Tail Management

A. Course Overview and Delivery Structure
CUBB3009 (Retail &
E-Tail Management) is a 4-credit core course in the BBA 5th Semester,
structured on a 3+0+1 scheme: three hours of theory and one hour of
practical/project work per week, delivered across 14 weeks for a total of 70
contact hours. The course pedagogy is built around continuous
theory-to-practice linkage, using a single running project — a Retail and
E-Tail Business Plan for a campus production unit — that students develop
incrementally alongside classroom learning of retail concepts.
A.1 Delivery Structure

Component	No. of Sessions	Hours	Weekly Pattern
Theory Sessions	56	56	4 sessions per week
Project / Practical Sessions	14	14	1 session per week
Total	70	70	5 sessions per week

A.2 Module-wise Break-up

Module	Topic	Theory	Project	Total Hrs
1	Introduction to Retailing and Consumer Behaviour	12	3	15
2	Retail Market Strategy and Merchandise Management	16	4	20
3	Retail Location, Supply Chain and Store Operations	14	4	18
4	E-Tail, Social Shopping and Click-and-Brick Models	14	3	17
Total		56	14	70

A.3 Pedagogical Approach
The course is delivered
with a strong practical orientation. Every theoretical concept introduced in
the 56 theory sessions is anchored to a real or campus-relevant retail example
— a nearby kirana store, an organised retail chain, an online marketplace, or a
campus production unit — so that abstract principles are immediately testable
against observable retail behaviour. Five recurring instructional formats are
used throughout: structured lecture-discussion for concept introduction,
caselet-based discussion for applied reasoning, demonstration and numerical
practice for quantitative topics (pricing, inventory, forecasting), role play
and group activity for behavioural and negotiation-style topics, and
video-supported teaching for visual or process-heavy topics such as store
layout and e-commerce fulfilment. The 14 project sessions are not a separate
practical add-on; they form a continuous, cumulative project in which each
session's deliverable builds directly on the previous one, culminating in a
complete Retail and E-Tail Business Plan presented and defended in a viva.
B. Theory
Session Plan — 56 Sessions
This section presents the
full pedagogy for each theory module: a session-by-session teaching plan,
followed by the suggested case-lets, worksheet, assignment, and cheat sheet
that support that module's learning outcomes.

Module 1: Introduction to Retailing and Consumer
Behaviour
12 Theory Sessions (T1–T12)

Sess.	Topic	Teaching Method	Learning Aid / Activity	Assessment / Output
T1	Meaning, nature and scope of retailing	Lecture + discussion	Retail examples from Kirana, DMart, Reliance Retail, Amazon	5-question oral quiz
T2	Economic significance of retailing	Lecture + data discussion	Retail value chain diagram	Worksheet 1: Retail role mapping
T3	Evolution of retailing in India	Storyline lecture	Traditional retail to organised retail timeline	Short note: Indian retail evolution
T4	Organised vs unorganised retail	Comparative teaching	Kirana vs supermarket comparison	Class debate
T5	Types of retailers	Lecture + examples	Retail format cards	Format identification quiz
T6	Retail store formats: departmental, speciality, supermarket, hypermarket	Caselet discussion	Format comparison chart	Worksheet 2
T7	Non-store retailing and direct selling	Lecture + video	Online, catalogue, vending, tele-shopping examples	MCQ quiz
T8	Retail opportunities and career roles	Discussion + role mapping	Retail job role chart	Student reflection
T9	Retail consumer behaviour: meaning and importance	Lecture + examples	Buyer decision-making model	5-mark answer
T10	Demographic and geographic analysis in retail	Map-based activity	Location-customer matching	Worksheet 3
T11	Consumer buying behaviour in retail	Caselet + role play	Family shopping decision role play	Caselet questions
T12	Module 1 review and application	Recap + quiz	Cheat Sheet 1	Module quiz

Suggested
Module 1 Caselets
1.
Kirana Store vs Supermarket: Why does
a family still buy from a local kirana despite lower prices at a supermarket?
2.
Campus Retail Opportunity: Which
campus product can be sold to students, faculty and visitors?
3.
Festival Buying Behaviour: How does
consumer buying change during Sankranti, Diwali or local fairs?
Suggested
Module 1 Worksheet
Worksheet 1: Retail Format Mapping
Students classify 20
examples into: Kirana, supermarket, hypermarket, speciality store, departmental
store, e-commerce, direct selling and social commerce.
Suggested
Module 1 Assignment
Prepare a 2-page report
on any one retail format operating in your city or district, covering target
customers, product range, pricing style, location and service quality.

Retail Basics Cheat Sheet ( Module 1) • Retailing means selling goods or services directly to final consumers. • Retailer is the final link between producer/wholesaler and consumer. • Organised retail is structured, registered and professionally managed. • Unorganised retail includes small traditional shops and informal sellers. • Retail formats differ by size, assortment, price, service and location. • Consumer behaviour explains how, why, where and when customers buy.

Module 2: Retail Market Strategy and Merchandise
Management
16 Theory Sessions (T13–T28)

Sess.	Topic	Teaching Method	Learning Aid / Activity	Assessment / Output
T13	Meaning of retail strategy	Lecture + examples	Retail strategy framework	Oral questioning
T14	Retail strategic planning process	Flowchart teaching	Retail planning process chart	Worksheet 4
T15	Situation analysis in retail	SWOT activity	SWOT of a retail outlet	Group task
T16	Retail market segmentation	Lecture + examples	STP model	MCQ quiz
T17	Targeting and positioning in retail	Caselet	Positioning of DMart, Lifestyle, Decathlon	Short answer
T18	Retail mix	Interactive lecture	Product, price, place, promotion, people, process, physical evidence	Retail mix table
T19	Merchandise management: meaning and importance	Lecture	Merchandise cycle chart	5-question quiz
T20	Merchandise planning	Demonstration	Stock planning template	Worksheet 5
T21	Category management	Video + explanation	Category tree example	Category mapping
T22	Sales forecasting in retail	Numerical practice	Simple moving average	Practice problem
T23	Assortment planning	Product basket activity	Width, depth and consistency	Assortment worksheet
T24	Buying merchandise	Lecture + vendor role play	Buying process flow	Role-play evaluation
T25	Branding strategies in retail	Caselet	Private label vs national brand	Case questions
T26	Sourcing decisions and vendor development	Discussion	Vendor selection matrix	Worksheet 6
T27	Retail pricing strategies	Numerical + case	Mark-up, discount, psychological pricing	Pricing practice
T28	Retail promotion and communication planning	Group activity	Festival promotion plan	Module 2 quiz

Suggested
Module 2 Case-lets
4.
Private Label Strategy: Should a
campus outlet sell its own branded millet cookies or source established brands?
5.
Discount vs Value Pricing: A retail
outlet has unsold stock. Should it offer discount, bundle offer or festival
combo?
6.
Vendor Selection: A production unit
must choose between a cheaper local supplier and a reliable higher-priced
supplier.
Suggested
Module 2 Worksheet
Worksheet 5: Merchandise Planning
Template
•
Product
category
•
Expected
demand
•
Opening
stock
•
Planned
purchase
•
Safety
stock
•
Selling
price
•
Gross
margin
•
Reorder
level
Suggested
Module 2 Assignment
Prepare a Merchandise and Pricing
Plan for one campus production unit product such as bakery item, dairy product,
tissue culture plant, organic vegetable, apparel item or handicraft.

Retail Strategy and Merchandising Cheat Sheet ( Module 2) • Strategy answers: whom to serve, what to sell, where to sell and how to compete. • STP = Segmentation, Targeting and Positioning. • Merchandise planning ensures right product, right quantity, right price and right time. • Category management treats each product category as a business unit. • Assortment width means number of product lines. • Assortment depth means variety within a product line. • Retail pricing must balance cost, customer value and competition. • Promotion should inform, persuade and remind customers.

Module 3: Retail Location, Supply Chain and Store
Operations
14 Theory Sessions (T29–T42)

Sess.	Topic	Teaching Method	Learning Aid / Activity	Assessment / Output
T29	Importance of retail location	Lecture + examples	Location decision chart	Oral quiz
T30	Types of retail locations	Comparative discussion	High street, mall, market, campus, online	Worksheet 7
T31	Site selection factors	Field-linked discussion	Footfall, access, rent, visibility	Location checklist
T32	Retail trade area analysis	Map-based activity	Primary, secondary, tertiary trade area	Mapping exercise
T33	Introduction to retail supply chain	Lecture	Retail supply chain flow	MCQ quiz
T34	Retail logistics and physical distribution	Flowchart teaching	Inbound and outbound logistics	Short note
T35	Inventory management in retail	Numerical practice	EOQ / reorder point basics	Practice problems
T36	Warehouse management	Lecture + examples	Warehouse layout image	Worksheet 8
T37	E-logistics and last-mile delivery	Caselet	Online order fulfilment flow	Case questions
T38	Retail operations	Lecture	Daily store operations checklist	Checklist task
T39	POP displays and in-store communication	Demonstration	Display examples	Display critique
T40	Visual merchandising	Video + discussion	Store design and display video	Observation sheet
T41	Store layout and customer movement	Layout drawing activity	Grid, free-flow, racetrack, spine	Layout worksheet
T42	Customer service and IT in retail	Role play + discussion	Billing, CRM, POS, loyalty systems	Module 3 quiz

Suggested
Module 3 Case-lets
7.
Wrong Location Problem: A premium
store opens in a low-income locality. What went wrong?
8.
Inventory Stockout: A fast-moving
campus product goes out of stock during an event. How should inventory be
planned?
9.
Visual Merchandising: Two stores sell
similar products, but one sells more due to better display. Why?
Suggested
Module 3 Worksheet
Worksheet 7: Retail Location
Evaluation — students rate a selected location on:
•
Footfall
•
Visibility
•
Accessibility
•
Parking
•
Rent /
cost
•
Competition
•
Customer
profile
•
Delivery
convenience
•
Expansion
possibility
Suggested
Module 3 Assignment
Visit any retail outlet and prepare a
Store Observation Report covering location, layout, display, product
arrangement, billing, customer service and use of technology.

Retail Operations Cheat Sheet ( Module 3) • Good location reduces selling effort. • Footfall alone is not enough; relevant footfall matters. • Supply chain links suppliers, warehouse, store and customer. • Inventory must avoid both stockout and overstocking. • Visual merchandising converts attention into purchase. • POP displays influence impulse buying. • Store layout should guide movement and improve product visibility. • Customer service is a major differentiator in modern retail.

Module 4: E-Tail, Social Shopping and
Click-and-Brick Models
14 Theory Sessions (T43–T56)

Sess.	Topic	Teaching Method	Learning Aid / Activity	Assessment / Output
T43	Meaning and scope of e-tailing	Lecture + examples	Amazon, Flipkart, Meesho, Myntra examples	Oral quiz
T44	B2C electronic retailing	Lecture	B2C e-tail flow diagram	Short answer
T45	Characteristics of e-tailing	Comparative discussion	Online vs offline retail table	Worksheet 9
T46	Advantages and limitations of e-tailing	Debate	Convenience vs trust issues	Debate score
T47	E-tailing business models	Lecture	Inventory-led, marketplace, drop-shipping, D2C	MCQ quiz
T48	Distribution channel-based e-tail models	Flowchart teaching	Manufacturer-direct, marketplace, aggregator	Model mapping
T49	Online malls and shared services	Caselet	Marketplace support services	Case questions
T50	Social shopping: concept and benefits	Discussion	Instagram, WhatsApp, YouTube shopping	Worksheet 10
T51	Reviews, ratings and recommendations	Demonstration	Product page analysis	Product review audit
T52	Online marketplaces	Lecture + examples	Seller marketplace structure	Quiz
T53	Real-time online shopping and live commerce	Video + discussion	Live selling examples	Reflection note
T54	Online versus offline competition	Comparative case	Kirana vs quick commerce	Case questions
T55	Click-and-brick retail models	Lecture + caselet	Store + website + WhatsApp model	Model design task
T56	Product/service customization and module review	Recap + quiz	Cheat Sheet 4	Final theory quiz

Suggested
Module 4 Case-lets
10.
Local Store Goes Digital: A local
store starts selling through WhatsApp, Instagram and Google Business Profile.
What changes in operations?
11.
Reviews and Ratings: A product has
4.7 rating but several negative reviews. Should a customer buy it?
12.
Click-and-Brick Retail: A campus
production unit wants to sell offline and online. What model should it adopt?
Suggested
Module 4 Worksheet
Worksheet 10: Digital Promotion Audit
— students review a retail business's digital presence:
•
WhatsApp
catalogue
•
Instagram
page
•
Product
photos
•
Price
visibility
•
Customer
reviews
•
Ordering
process
•
Payment
options
•
Delivery
promise
•
Customer
response time
Suggested
Module 4 Assignment
Prepare a Digital Sales Promotion
Plan for one campus production unit, covering target customer, product photos,
offer design, online platform, customer message, payment mode and delivery
process.

E-Tail Cheat Sheet ( Module 4) • E-tailing is retailing through electronic channels. • B2C e-tailing sells directly to final consumers. • Marketplace model connects sellers and buyers. • Inventory-led model owns stock and controls fulfilment. • Social shopping uses social platforms to influence and complete purchase. • Reviews and ratings reduce customer uncertainty. • Click-and-brick combines physical and online retail. • Digital promotion must be clear, visual, credible and easy to act upon.

C. Project
Session Plan — 14 Sessions
C.1 Project Theme
Retail Project in a Production Unit
at Campus
Students select any one product or
production unit, such as:
•
Bakery
products
•
Organic
vegetables
•
Mushroom
unit
•
Dairy
products
•
Millet
products
•
Apparel
production
•
Tissue
culture plants
•
Nursery
products
•
Paver
blocks
•
Drone
service package
•
Handicrafts
or student-made products
C.2 Project Output
Each student group prepares a Retail
and E-Tail Business Plan for one campus product or production unit, built
incrementally across the 14 project sessions below.
C.3 Session-wise Project Plan

Sess.	Project Activity	Faculty Guidance	Student Output
P1	Project orientation and group formation	Explain objectives, evaluation and expected report format	Group formation and product/unit selection
P2	Product study	Guide students to study product features, uses, variants and customer benefits	Product profile sheet
P3	Retail opportunity identification	Explain customer segments and market need	Retail opportunity note
P4	Customer profiling	Guide students to identify students, faculty, local households, visitors or institutions as customers	Customer persona worksheet
P5	Competitor and substitute analysis	Help students compare similar products in local market/online market	Competitor comparison table
P6	Merchandise planning	Guide SKU, pack size, quantity, assortment and display decisions	Merchandise plan
P7	Pricing strategy	Explain cost-plus, competitor-based, value-based and bundle pricing	Pricing sheet
P8	Retail promotion planning	Guide offer design, posters, festival sale, referral and combo offers	Promotion plan
P9	Store layout and display planning	Explain product placement, signage, shelf layout and POP display	Store/display sketch
P10	Customer service and sales script	Guide greeting, product explanation, objection handling and closing	Sales pitch script
P11	Inventory and supply chain planning	Explain stock level, reorder point, packaging, storage and delivery	Inventory and logistics plan
P12	E-tail and digital platform planning	Guide WhatsApp catalogue, Instagram post, Google form/order form or marketplace idea	Digital selling plan
P13	Final project report preparation	Review report structure, financials, visuals and presentation flow	Draft report and PPT
P14	Final presentation and viva	Evaluate clarity, feasibility, retail strategy and digital promotion	Final report, presentation and viva

D. Suggested Project Report Format
Each project group's final report
should follow this 17-point structure:
13.
Title of the project
14.
Name of campus production
unit/product
15.
Product description
16.
Target customer segment
17.
Customer need/problem addressed
18.
Competitor/substitute analysis
19.
Retail format proposed
20.
Merchandise plan
21.
Pricing plan
22.
Promotion plan
23.
Store layout/display plan
24.
Customer service process
25.
Inventory and logistics plan
26.
E-tail/digital promotion plan
27.
Expected sales and revenue estimate
28.
Challenges and risk mitigation
29.
Conclusion