Introduction to the Course

The course allows the student to develop a keen understanding of retail management and delves into the relevance and application of marketing theory to the retail context. The key constructs of retail management covered in the subject include: retailing, shopping behavior, retail market segmentation, retail location strategy, store design, atmospherics and space management, financial planning, merchandise management, retail pricing, promotion, store operations, customer relationship management, human resource management in retail, supply chain management, managing retail chains and international retailing.

Course Objectives

After completing the course the students will be able to demonstrate:

1. Overall concept of planning, processes and implementation of retail management.
   
2. In-depth knowledge of product, pricing, distribution, promotion and global retail management strategies.
   
3. Formulate strategic analysis plans, taking into account the competition, customer and environment.
   
4. Identify the strategic tools used by companies to measure the impact of retail marketing efforts.
   
5. Simulate through cases, the varied real life issues of retail marketing and the decision making dilemmas faced in retail marketing practice.
   
6. Understand the overall concept of planning, processes and implementation of retail management.