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Syllabus for

Management Marketing Channels


Associate Professor Rusmir Sendić

Sarajevo, 2017/2018
Aims of course
• Main aims in the study process of the course are focused on
the analysis of the marketing channels environment,
planning and designing of marketing channels, leading,
analysis and control within marketing channels.

• The entire process of marketing channels managing is

covered within the standard algorithm of strategic
management with the presentation of specific methods of
planning and measures of control.

• A special attention is dedicated to strategic partnerships

within marketing channels and further evolution of the
concept of vertical marketing.
After completion of the courses students
will have the abilities of
• Acquiring knowledge required for the analysis of marketing
channels and successful development of strategic plans of a
trading company.
• Understanding and analysing key issues related to the trade
functioning and other marketing channels in the developed
trade economies.
• Introduction to the manner of establishing a relationship
between the trade and consumer, the process of marketing
management within marketing channels along with
international aspects of marketing channels.
Book structure

• Part One introduces the field of retailing, the basics of

strategic planning, the importance of building and
maintaning customer and supplier relations, and the
decisions to be made in owning or managing a retail

• In Part Two, retail institutions are examined in terms of

ownership types, as well as store-based, nonstore-based,
electronic, and nontraditional strategy mixes. The wheel of
retailing, scrambled merchandising, the retail life cycle, and
the Web are covered.
Book structure
• Part Three focuses on target marketing and information-
gathering methods, including discussions of why and how
consumers shop and the retailing information system and
data warehouse.
• Part Four presents a four-step approach to location
planning: trading-area analysis, choosing the most desirable
type of location, selecting a general locale, and deciding on a
specific site.
• Part Five discusses the elements involved in managing a
retail business: the retail organization structure, human
resource management, and operations management (both
financial and operational).
Book structure
• Part Six deals with merchandise management – developing
and implementing merchandise plans, the financial aspects
of merchandising, and pricing.

• In Part Seven, the ways to cummunicate with customers are

analyzed, with special attention paid to retail image,
atmosphere, and promotion.

• Part Eight deals with integrating and controlling a retail


• Part 1 - An Owerview of Strategic Retail Management

• Part 2 - Situation Analysis
• Part3 - Targeting Customers and Gathering Information
• Part 4 - Choosing a Store Location
• Part 5 - Managing a Retail Business
• Part 6 - Merchandise Management and Pricing
• Part 7 - Cummunicating with the Customer
• Part 8 - Putting It All Together
Schedule of course

Working weeks
Activities 1 2 3 4 5 6 7 8 9 10



Case study
Tests *

*Official term of exam


1 Introduction, Overview and Syllabus presentation

05.03. Ch1 An Introduction to Retailing
Ch2 Building and Sustaining Relationships in Retailing

2 Ch3 Strategic Planning in Retailing

12.03. Ch4 Retail Institutions by Ownership

3 Ch5 Retail Institutions by Store-Based Strategy Mix

19.03. Ch6 Web, Nonstore-Based, and Other Forms of Nontraditional Retailing

4 Online
26.03. Ch7 Identifying and Understanding Consumers
Ch8 Information Gathering and Processing in Retailing

5 Ch9 Trading-Area Analysis

02.04. Ch10 Site Selection

6 Ch11 Retail Organization and Human Resource Management

09.04. Ch12 Operations Management: Financial Dimensions

7 Online
16.04. Ch13 Operations Management: Operational Dimensions
Ch14 Developing Merchandise Plans;

8 Ch15 Implementing Merchandise Plans

23.04. Ch16 Financial Merchandise Management

9 Online
30.04. Ch17 Pricing in Retailing
Ch18 Establishing and Maintaning a Retail Image

02.05. Ch19 Promotional Strategy
Ch20 Integrating and Controlling the Retail Strategy

Form of work Points

1. Tests: 2 tests x 35 points


2. Presentation

3. Case study analysis: 1 case study x 10


Points Grade

55-64 6

65-74 7

75-84 8

85-94 9

95-100 10

* For a passing grade at least 55 points must be earned

Guest lecturers

• Guest lecturers: professionals from domestic and

international companies
How will presentations be
• We use case studies with subject closely related to our
trade enterprises topics

• Presentation has the following sections:

1. Introduction: title, what area of marketing channels

management is referred to;
2. Presentation and discussion of case study;
3. What are possible reflections of case study in BH context
and for BH trade oriented companies;

• Presentation is individual work

How will testing be

• Two tests will be organized at the end of the first

part and the second part of course.

• Tests consist of:

– 20 closed-ended questions (20 x 1 = 15 points);
– 2 essay questions (7,5 x 2 = 15 points).
Case study analysis

• Case study analysis is an individual work;

• One case study will be held during the semester;

• Case study analysis can bring you a maximum of 10

Consultation time

• Rusmir Sendić, Associate Professor

– Monday, 09:00- 14:00
– Office 97/IV
– E-mail: rusmir.sendic@efsa.unsa.ba
– Phone: +387 33 275 938

• Berman, B. and Evans, J. (2006), Retail Management: A Strategic

Approach, Prentice Hall, New Jersey.


• Michael Levy & Barton A. Weitz (2010), Retailing Management, 7 edition,

McGraw-Hill Education – Europe

• Coughlan, A.T, E. Anderson, E, Stern, L.W., & El-Ansary, A.I. (2014).

Marketing channels. Pearson Education Limited
• Zentes J., Morschett D., Schramm-Klein H. (2007). Strategic retail
management, Gabler, Germany