SYLLABUS

Faculty : Business Administration

Program : Business Administration
Unit : Retail Marketing
Code :
Credits : 3 (classroom hours)
Semester : 4
Prerequisite : Principles of Marketing
Lecturer : Suresh Kumar

Content :

Objectives

Upon completion of this course, students are expected to be able to:

Learning Activities / Classroom Policy

Students are required to be in class and to actively participate in class instructions. Students will
complete a mid-term exam (classroom examination), four quizzes and lab quizes, and a final
project. Students must attend 80% of the class attendance. For those who fail to attend the
class more than 3 times are considered fail and will get straight E.

Make-up Tests

Make-up tests will be arranged only in cases of illness, emergencies, or absolutely unavoidable
situations. Students must explain such situations with appropriate supporting documents to justify a
make-up test.

Evaluation

Assignments Week due Percentage

Papers 30%
Mid-Term Exam Week # 7 30%
Final Exam Week # 14 40%
Total 100%

Grading Policy
A 85-100
B 70-84
C 60-69
D 55-59
E <55

References

A. Bruce, M., Moore, C., Birtwistle, G. (2004). International Retail Marketing: A Case
Study Approach. Burlington, MA, Elsevier Butterworth-Heinemann.
B. McGoldrick, P.J., (2002). Retail Marketing. (2nd ed.). New York: McGraw-Hill.
C. RamKishen. (2011). International Retail Marketing Strategies. Mumbai: Jaico Publishing
House.
Course Schedule

Matrix

Week Topics / Sub Objectives Assignments Source

Topics and
Assessments
1. Retail Marketing - Define retail business environment C.
Environment - Identify the role of macro and P: 40-50
micro variables in the business
environment and analyze the
impact
- Analyze the changing dynamics of
the marketing environment and its
implications on the retailing
industry
- Analyze how retailers have to cope
up and adapt with changing face of
the business scenario
2. Segmenting, - Define STP and Consumer B.
Targeting, Behavior P: 86-121
Positioning and - Identify the significance and
Consumer importance of STP of a retail store C.
Behavior and their implications P: 20-30
- Identify the role of consumer
behavior and buying habits of the
shoppers
- Analyze how consumer behavior
influences retail buying behavior
- Analyze programs provided by
retailers for customer retention
3. Retail Mix - Define retail marketing mix C.
- Differentiate between retail mix P:59-69
and marketing mix
- Identify the importance and
significance of retail mix for a
retailer
- Analyze the strategic inputs for
effective retail mix adaptability for
retailers
4. Retail - Define retail communication B.
Communication - Define the tools of retail P:409-443
 communications P:498-529
- Analyze the advertising decisions C.
- Analyze the effect of integrated P:173-182
marketing communications in
retailing
- Analyze the future of retail
communications
- Measure service quality to satisfy
customer
5. CRM in Retail - Define Customer Relationship Group Work C.
Management Case Study: P:252-264
- Identify CRM in retail practices Brown Beans
- Analyze the designing and
implementation of loyalty cards in
retailing
- Analyze the strategic framework of
CRM in retailing
6. Retail Research - Identify the importance of retail Group Work C.
research in retailing Case Study: P: 31-39
- Identify the different type of retail Mystery in
research available to a retailer Shopping
- Analyze the significance of retail
research and its implications on
retailers
7. Mid test -
8. Strategic - Identify the importance of Group Work C.
Marketing in strategies in Retailing Case Study: P: 70-87
Retailing - Prepare a strategic framework for Rendezvous –
successful retailing practice The
- Analyze the existing business Department
models and their adaptability to Store
retailing
9 Franchising in - Define the meaning, concept and Group Work C.
Retail definition of franchising Case Study: P:164-172
- Define the role of franchising in Japanese Sushi
the retail industry
- Analyze the implementation of
franchising by retailer
10. International - Define the nature and scope of Group Work A.
Retailing retailer internationalization A. p: 37-38 P: 1-37
- Identify the motivations and B.
movements for international P:543-575
expansion
 - Analyze the direction of
international expansion
- Analyze the methods of market
entry that internationalizing
retailers adopt
- Analyze the conceptual
frameworks which seek to explain
retailer internationalization
11. E-tail Marketing - define e-commerce Individual A.
- determine the driving forces and Paper. P:91-106
impacts of e-commerce Choose 1 out of B.
- explore positioning models within 4 questions P:585-629
e-commerce from
- determine market opportunities via p:106-107
e-commerce
- examine retailer choices
surrounding the integration or
separation of e-commerce activities
- examine the future of e-tail
12. Undressing the - Explore the nature of ethical issues Paper. A.
ethical issues in in fashion purchasing Choose 1 out of p:141- 152
fashion: a - Examine the role of ethics in 4 questions
consumer today’s fashion market from
perspective - Gain an insight into the ethical p:152-154
issues that concern ethical
consumers in the context of fashion
purchasing
- Give an insight into other issues
that impact ethical consumer
decision-making in the context of
fashion purchasing
- Gain an understanding of the ways
in which all of the identified issues
influence ethical consumer’s
decision making with regards to
fashion purchasing
13. Fashion retail - Show the current retail A.
trends in Hong environment in Hong Kong p:205-219
Kong - Discuss common fashion retailing
format in Hong Kong
- Examine the contemporary trend in
fashion retailing strategies
- Identify the practice of fashion
 retailers in response to the market
change
14. Final Test - Take home test