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RETAIL MANAGEMENT
2014 - 15


Introduction

The basic objective of any marketing activity is to generate, satisfy and
retain consumers by facilitating production, distribution and consumption
functions of the society. Consequently, any marketing activity is actually a
process consisting of a series of iterative and inter-related steps to effectively
perform the above-mentioned functions. Retailing is one such step in the
marketing chain of activities that facilitates the distribution function. Initially, it was
considered as just another step in the marketing chain and the function was
accepted as obvious. As the competition increased globally, differentiation
became more and more difficult. Consumers purchasing power increased as
economy opened up into more market-oriented mode. Retail function being the
most often used and final link with the ultimate consumer, marketers thought of
using it for differentiation and positioning. So, retailing ceased to be considered
as an outgrowth of traditional marketing activity; rather it was recognized as an
important business proposition in its own accord, which ultimately helps
marketing in performing its function and successfully satisfying the objectives.
Therefore, retailing immerged as a discipline and considerable thinking and
research went into it for the development and substantiation. In this course, we
are not trying to repeat retailing as a marketing channel function (it is a part of
distribution management course and marketing 4Ps in marketing management
course). Rather visualizing the immerging role of retailing business in satisfaction
of marketing objectives, we will try to address some crucial issues that an
entrepreneur / a corporate house / a consultant faces in the retailing business.

Objectives


1. To understand retailing as a business in the current environment

2. To identify and critically analyze the retail business environment
and key business models for their feasibility
3. To identify key tools and techniques for a successful retail business
(Elements of retail strategy)


Instructions :

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As the students have completed most of the basic marketing credits and are
aware of the fundamental theories, there will be no repetition of the same.
However, as the basics of any subject always remain the most crucial element,
there would obviously be some extended application. Apart from that, as we are
looking at a business in its entirety rather than a functional application, there
would be some new subject specific theories and cross functional applications.
So, as participants of this course, you are expected to do an in - depth analysis,
integrate and utilize the concepts in real life scenario. The course would provide
you with macro level broader and comprehensive vision of retail business and
micro level implementable / practicable solutions.

Evaluation Criteria

1. Quiz (3 * 15 %) = 45%
2. Term Paper+ Presentation (25%+10%) = 35%
3. Attendance (20 * 1%) = 20%
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Total 100%

All quizzes would be individual and announced. However, there would be no
makeup quizzes in case you miss them, nor there would be any best 2/ 3.

Students would be divided into groups and they would be doing term paper in
their groups. There would be a term paper on one of the topics of retailing in
India. The term paper would start on the third week of the course and end during
the eighth week. The term paper would basically consist of theoretical as well as
empirical study. One would need to conceptualize, do literature review and carry
out empirical study as per the requirements. The list of topics would be provided
during the second week of the course. The allocation of topics to the groups
would be random.