Retail Marketing
bbasemester 8
Subject Code: MKM 209
Course Title: Retail Marketing
Course No: MKM 209
Nature of Course: Theory & Practical
Full Marks: 100
Pass Marks: 50
Credit Hours: 3
Unit 1: Introduction (5 LHs)
Concept of retailing, characteristics of retailing. Types of retailers. Growing importanceof the retail industry. Dynamism in retailing: environmental theory, cyclical theories, andconflict theory. Retailing and marketing – strategic approach to retail marketing
Unit 2: Consumer Behavior and Retail Operations (6 LHs)
Consumer behavior in retail context- simple model of retail purchase, time taken to shop,buying roles, buying decision process and its implications for retail management,influences on the consumption process: motivational forces, demographic factors, socialclass, family influence, psychographics, role of children, social influence
Unit 3: The Management of Service and Quality in Retailing (6 LHs)
Service components in retailing: tangible – intangible continuum, service qualitymanagement – Model of perceived service quality, quality gap model: the Gronroosmodel of perceived quality management and the Parasuraman, Zeithaml and Berrymodel, implementation of service management, growing emphasis on quality control,characteristics of retail quality, quality auditing system, service recovery in retail context.
Unit 4: Retail Marketing Mix, Retail Product, and Retail Brand (6 LHs)
Concept of retail marketing mix, marketing mix for retail services, retail products, andbreakdown, concept of retail brand, role of branding in retail business, retail brand
positioning, brand loyalty, brand personality, consumers’ concept of self-image, brandproposition, managing brands over their life cycles, brand updating, brand extension
Unit 5: Merchandise Management (5 LHs)
Merchandise management concept, methods of planning and calculating inventory levels,merchandiser skills and profile, category management, range planning, space allocation, merchandise assortment and support, negotiating the purchase
Unit 6: Retail Pricing (5 LHs)
Concept of retail price, price sensitivity, factors affecting price sensitivity, approaches toretail pricing, pricing and the relationship to value, markdown policy consideration forretailers.
Unit 7: Retail Communication and Promotion (5 LHs)
Objectives of retail promotion, promotional budget approaches, communication effects,advertising, sales promotion, retail marketing and loyalty schemes, design andimplementation of relationship marketing schemes, personal selling, and public relations.
Unit 8: Retail Distribution and Supply Chain Management (5 LHs)
Channels and channel flows, supply channel, growth of channel relationship andpartnership, distribution logistics and stock control, retail logistics: the cost structure.
Unit 9: Consumerism and Ethics in Retailing (5 LHs)
The different pressures for a company to be socially responsible, criticism of marketingactivities, product misuse and safety issues, green issues, the acceptability of societalmarketing approach, and corporate social responsibility
Gilbert, D. (2003). Retail Marketing Management. Pearson Education.
Bajaj, C., Tuli, R., & Srivastava, N. V. (2011). Retail Management. Oxford University Press.
Berman, B., & Evans, J. R. (2017). Retail Management: A Strategic Approach. Pearson India.
Singh, H. (2009). Retail Management: A Global Perspective (Text & Cases). S Chand &
Company.
Levy, M., Weitz, B. A., & Pandit, A. (2007). Retailing Management. Tata McGraw-Hill.