“Certificate Course in Fundamentals of Retail Management”

Duration: 08 weeks Credits: 02 (Two) Lectures: 30

Objective: Retail is an emerging sector of the economy. The basic objective of this course is
to provide basic understanding of retail business along with new technologies that are
adopted in the sector.

Unit 1: 06
Retailing: Concept, Scope and Retail Management. Theories Of Retail Development (Wheel
of Retailing, Retail Accordation, Melting Pot Theory, Polarization Theory). Contribution of
Retailing to Indian Economy. Retail Environment in India, Foreign Direct Investment (FDI)
In Retail, Changing Scenario of Retail business In India. Various Channels of Retail
Management.

Unit 2: 06
Retail location concept, strategies and importance. Concept of store design and its advantages
to the retail business. Store Image mix and its contribution to the various retail domains.
Floor space concept and its effective management strategies with respect to retail sector.
Visual merchandizing role and importance. Inventory management in retail sector-role and
importance.

Unit 3: 10
Marketing Channels- Definition, importance and functions, Concept of wholesaling with its
importance, Distribution Strategies role and importance for the retail businesses. (Intensive
distribution strategies, exclusive distribution strategies and selective distribution strategies).
Retail Merchandising: Concept, Importance and factors affecting buying decisions. Role and
responsibilities of merchandising Category management concept and importance and
introduction to private label brands.

Unit 4: 08
Retail Communication – Concept and importance for retail sector, Role of advertising in
retail sector. In-store promotion –role and importance. Role and importance of information
technology in retail sector. Use of Bar Code and RFID in retailing business Electronic
Payment systems- Importance. Franchising: Definition, Types and Evolution, Franchising
laws in India, Outsourcing: Definition, Scope and Importance.CRM (Customer Relationship
Management) in Retail: Concept, Types and Application of CRM retail sector.

Suggested Readings:
 Ramaswamy VS, Namakumari “Marketing Management” Macmillan
 Gibson & Vedamani “ Retail Management” Jayco Books
 Bajaj, Tuli and Srivastava “ Retail Management” Oxford University Press
 Berman Barry & Evance J. R “ Retail Management “ Prentice Hall India
 Jain J.N. & Singh P.P “Modern Retail Management- Principles and Techniques” Regal
Publications.
 “Certificate Course in Fundamentals of Retail Management”

Introduction Video
1 Retailing: Concept, Importance & functions
Week 2 Retailing - Indian Vs. Global Scenario
Basics of Retailing
1 3 Growth Strategies in Retail
4 Theories on Retail Development
5 Channels for Different Segments
Week
Retail Channels 6 Decisions in Channel Management
2
7 Integrated Marketing Channel
8 Retail Location
Week
Retail Location 9 Store Design
3
10 Store Image Mix
11 The Internet Store
Week Retail Space 12 Retail Floor Space Management
4 Management 13 Retail Inventory Management & Visual
Merchandising
14 Marketing Channels: Definition, Importance
& Functions
Week Retail Marketing 15 Wholesaling
5 Strategy 16 Intensive Distribution Strategy
17 Selective Distribution Strategy
18 Exclusive Distribution Strategy
19 Retail Merchandising
Week 20 Steps in Merchandising Planning
Retail Merchandising
6 21 Category Management
22 Introduction to Private Label Brands
Week 23 Retail Communication
Retail Communication
7 24 Retail Advertising & In-Stores Promotion
25 Role & Importance of IT in Retailing
Technology in Retail 26 Use of Barcode & RFID in Retailing
week
27 Electronic Payment System in Retailing
8
Advances in Retail 28 Franchising and Outsourcing
Management 29 Customer Relationship Manager