CURRICULUM

FOR
ONE YEAR POST GRADUATE
DIPLOMA COURSE
IN

RETAIL MANAGEMENT
EFFECTIVE FROM SESSION

ANNUAL SYSTEM

UNDER DEVELOPMENT

PREPARED BY
CURRICULUM DEVELOPMENT CELL

INSTITUTE OF RESEARCH, DEVELOPMENT &

TRAINING, U. P., KANPUR
 STUDY AND EVALUATION SCHEME FOR
ONE YEAR POST GRADUATE DIPLOMA COURSE IN RETAIL MANAGEMENT
(Effective from session 200 -200 )

I YEAR
_________________________________________________________________________________________________________________
STUDY SCHEME | | SCHEME OF EXAMINATION
_________________________ | |__________________________________________________________
PERIOD PER WEEK | | T H E O R Y | P R A C T I C A L
_________________________ | S U B J E C T S |_________________________|________________________________
Lect|Tut.|Field|Pra|Total | |Examination |Sessl |Total|Examination |Sessl |Total|Grand
| |work |ct.| | |------------|Marks |Marks|------------|Marks |Marks|Total
| | | | | |Dur.| Marks | | |Dur.| Marks | | |
____|____|_____|___|______|_____________________________|__________________________________________________________
3 1 - - 4 1. Business Communication 2.5 50 20 70 - - - - 70
4 2 - - 6 2. Principles of Management 2.5 100 40 140 - - - - 140
4 2 - - 6 3. Marketing Management 2.5 100 40 140 - - - - 140
6 2 - - 8 4. Retail Management 2.5 100 40 140 - - - - 140
4 2 - - 6 5. Business Laws For Retail 2.5 100 40 140 - - - - 140
1 - - 4 5 6. Computer Fundamental & 2.5 50 20 70 3 60 30 90 160
Application
6 2 - - 8 7. Retail Service Management 2.5 100 40 140 - - - - 140
1 2 - - 3 8. A. Project Work - - - - - - 90 90 90
- - - - - B. Viva - - - - - 100 - 100 100
2 - - - 2 9.*Environmental Education 2.5 50 - - - - - - -
& Disaster Management
___________________________________________________________________________________________________________________
31 13 - 4 48 600 240 840 - 160 120 280 1120
___________________________________________________________________________________________________________________
Discipline 30
_______
Total 1150
NOTE: (1) Each period will be of 50 minutes duration. -------
(2) Each session will be of 32 weeks.
(3) Effective teaching will be at least 25 weeks.
(4) Remaining periods will be utilised for revision etc.
(5) Field exposure and guest lecturer are to be organized and managed well in
advance at institute level as per need.
(6) Student has to undergo in a practical training in any retail Store/shopping mall
for a period of 4 weeks to study any topic related to this course and prepare
project report on which an external viva will be conducted. The topic of the
study should be identified and decided by faculty member in consulation with
particular organisation.
(7) (*) It is compulsory to appear & to pass in examination, But marks will
Not be included for division and percentage of obtained marks.
 CONTENTS
Sl. No. Particulars Page No.

I. Study and Evaluation Scheme

II. Main Features of the Curriculum 1
III. List of Experts 2
IV. Need Analysis 3-4
V. Profile Development 5

1. Business Communicaiton 6-7

2. Principles of Management 8–9
3. Marketing Management 10 –11
4 . Retail Management 12-13
5. Business Law For Retail Management 14-16
6. Computer Fundamental & Application 17-20
7. Retail Service Management 21-22
8. Project Work 23
9. Environmental Education & Disaster Management 24-27

Staff Structure 28
Space Requirement 29
List of Equipment 29-30
List of Books 31-32
Annexure-I – Questionnaire 33-35
I SALIENT FEATURES OF THE CURRICULUM

Name of the course : Post Graduate Diploma in

Retail Management

Intake : 60 Students

Duration of the course : 1 Year

Pattern of the course : Annual System

Input Qualifications : Bachelor's Degree from a

recognised University.

Mode of admission : State Joint Entrance Examination

1
II LIST OF EXPERTS

List of the experts who contributed in the process of

development of the curriculum for One Year Post Graduate
Diploma in Retail Management through different
meetings/workshops held on 31.8.09, 1.9.09, 10.9.09 and
22.01.10.

1. Dr. Sunil Kumar Director L.B.S. Institute of

Management, Lucknow

2. Dr. Tripti Barthwal Professor L.B.S. Institute of

Management, Lucknow

3. Dr.S. Trivedi Professor G.H.S. Institute of

Management & Res.,Kanpur

4. Dr. Mridulesh Singh Professor C.S.J.M. Uni., Kanpur

5. Dr.Sunil Shukla Professor G.H.S. Institute of

Management & Res.,Kanpur

6. Miss Ragini Jauhari Reader L.B.S. Institute of

Management, Lucknow

7. Dr. A.B. Siddiqui Director I. P. M., Kanpur

8. Mr. Iliyas Rizvi Lecturer L.B.S. Institute of

Management, Lucknow

9. Mr. Suneet Kumar Manager GLOBUS, Lucknow

10. Mr. Hemant Srivastava Manager(HR) RAVE Moti, Kanpur

11. Sri D. N. Dubey Dy. Director I.R.D.T.,U.P., Kanpur

12. Sri Vikas Kulshrestha A.P. I.R.D.T.,U.P., Kanpur

2
III NEED ANALYSIS

In our country the Retail Sector has the fastest growth

after I.T. Sector regarding the job opportunities for
Graduate Youngsters. The prime reason for this growth is
that only 3% of the whole retail market is in the well
organised manner. There is very bright and vast scope
contained in rest 97% area of retail market. The number of
shopping malls and super stores is increasing at a constant
fast rate in present time in the market, that results in
development of new field of carrier for youngsters.
According to an arbitrary assessment the rate of expansion
of retail sector in our country is about 9%. In these
conditions the retail professionals have unlimited chances
for prestigious and wealth full jobs. There is a dearth of
skilled and trained/groomed aspiring retail managers in the
country so the need is to equip individuals with key skills
required for a successful carrier in retail. To fulfill this
need "One Year Post Graduate Diploma In Retail Management"
for graduates having proficiency in communication and good
presentation skills, will maintain a demand-supply
equilibrium between the retail industry and the carrier
seekers. This P.G. Diploma will provide a breeding ground
for future retail/floor managers who would be geared up to
face the demands of a retail jobs.

BENEFITS TO THE RETAIL INDUSTRY :

Retail is clearly the sector that is poised to show the

highest growth in the next five years. The sector is set for
revolution, as both the present players and new entrants are
gearing up to explore the market. This sector contributes
10% of India's GDP and the current growth rate is 8.5%. The
present size of the organized retailing sector is
approximately 3% and is expected to grow to 25-30% by the
year 2010. Most predictions say that the sector might reach
to US$ 400-600 bilion by the year 2010. Global retail giants
such as Wal-Mart, Tesco, Germany's Metro AG and many others
are ready to enter the retail markets. The rising demand of
branded products and increase in purchasing power, have
lured these companies to enter the market.

A GLIMPSE OF THE INTERNATIONAL RETAIL TRENDS ARE -

1. One of the world's largest industries excedding US$ 9

trillion.
2. 47 global fortune companies & 25 of Asia's top 200 companies
are retailers.
3. Dominated by developed countries.
4. US,EU and Japan constitute 80% of world retail sales.
5. Biggest player in India is Pantaloon Retail India Limited.

3
Figures say USA has 85% of its business in Retail, whereas
Taiwan acquires 81% of their total market share in Retail
and in India it is only 3% of the total Indian Business
industry.

LEADING INDIAN RETAILERS & KEY TRENDS :

Bata India Ltd., Big Bazar, Crossword, Ebony Retail Holding

Ltd., Food Bazar, Globus Store Pvt. Ltd., Liberty Shoes
Ltd., Music World Entertainment Ltd., Pantaloon Retail India
Ltd., Shoppers Stop, Subhiksha, Titan Industries, Trent and
the new entrants penetrating the market soon will include
Reliance Retail Ltd., Wal-Mart Stores, Carrefour, Tesco,
Boots Group, etc. The existing players like Big Bazar,
Shopper's Stop, Piramyd areexpanding to smaller towns and
cities. Many other business houses are planning to enter the
retail sector either on their own or through partnerships.
New entrants like Reliance Retail Ltd. and Wal-Mart are
going to enter the market soon. Even rural areas will
provide a huge opportunity to be explored.

BENEFITS OF THE COURSE :

The curriculum of Retail Management includes subject like

Finance Management, Accounting in Retail, Merchandise
Management, Marketing and Business Communication. Students
will also learn about sales promotion with Public Relation,
Inventory Management, Customer Relationship, Business
ethics, Retail Brand Management and Management in general

The course will open up job prospects in various

industries like book and publishing houses, garment
industry, footwear industry, music stores, multiplexes,
shopping malls, mobile stores etc. This course will benefit
the students even in food industry.

This will create a pool of retail-specific executives

which the industry is lacking till date and benefit the
whole industry. Currently, people from various service
industries like hotels and airlines are employed in the
retail sector.

This will reduce the cost incurred by retailers on

training people after recruitment.

4
IV PROFILE DEVELOPMENT

To assess the manpower needs and job competencies,

an instrument was designed and sent to various

organisations/industries. The response was not

satisfactory. Therefore the job opportunities and

competencies required were discussed in workshop. The

persons from industries, higher educational institutes and

diploma level institutes/polytechnics were invited for

interaction in the workshop and the framework of the course

was formulated. The detailed contents were then finialised

and the curriculum was sent for feedback to industry people

and institutes the views obtained were analysed and

incorporated in the revised curriculum .

5
 1. BUSINESS COMMUNIACITON

L T P
3 1 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Introduction To Communication 5 2 -
2. Development of Business Communication 30 10 -
Skills
3. Preparing Publicity Materials 10 4 -
4. Professional Dressing & Grooming 10 3 -
5. Negotiating Skills 10 3 -
6. Courtesy & Manners 10 3 -
_________________________________________________________________
TOTAL 75 25 -
_________________________________________________________________

1. INTRODUCTION TO COMMUNICATION :

A. Concept of Communication

B. Importance of effective communication in business

C. Communication barriers, tools and techniques. Remedies

of making communication barrier free.

2. DEVELOPMENT OF BUSINESS COMMUNICATION SKILLS :

A. Verbal Communication :

i. Writing skills (in Hindi & English Both) : the

mechanics and the varieties (like different types of
letters, tender, quotations, offer letter, Preparing C.
V.s & Applicaiton for jobs) and report writing.

ii. Conversation, discussion, handling oral communication

sensitively. Preparation for interview through Mock
Intervies

B. Non verbal Communication - Gestures & Postures in

communicaiton.

6
C. Handling modern tools for communication like Phone, Fax, e-
Mail, Telegram, etc.

3. Preparing publicity material/Hoarding/Leaflets/Advertisments.

4. Professional dressing and grooming

5. Negotiating skills.

6. Courtesy and Manners.

7
 2. PRINCIPLES OF MANAGEMENT

L T P
4 2 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Nature & Scope of Management 14 7 -

2. Management Thoughts 14 7 -
3. Functions of Management 6 3 -
4. Principles, Functions, Critical Elements 30 15 -
Limitations, Levels
5. Directing Leadership & Motivations 16 8 -
6. Corporate Governance 12 6 -
7. Co-ordination & Control 8 4 -
_________________________________________________________________
TOTAL 100 50 -
_________________________________________________________________

1. NATURE AND SCOPE OF MANAGEMENT

- Definition of Management

- Importance of Management

- Nature of Management- Mangement as a science or as an

art.

2. MANAGEMENT THOUGHTS :

Different schools of management thoughts - Taylor, Fayol,

Weber, Drucker, Human relations.

3. Functions of Management

4. PRINCIPLES, FUNCTIONS, CRITICAL ELEMENTS, LIMITATIONS, LEVEL:

A. Planning - Definitions and functions elements, steps

characteristics, advantage limitations, types of plan,
decisions making rationale steps factors, effecting decision
making, nature and importance programmable and non
programmable decision, limitations.

B. Management by objectives (MBO) - Concept and process.

8
C. Organization - Definition, designing the structure, types of
organization relationship in organization.

D. Delegation - Definition, principles of delegation,

importance, process.

E. Span of Control- Meaning, importance types, limitations cost

control budgetary control, overall control.

5. DIRECTING LEADERSHIP & MOTIVATION :

Meaning, styles of leadershop, qualtities of good leader.

6. CORPORATE GOVERNANCE :

Meaning, concept and role.

7. CO-ORDINATION AND CONTROL :

Meaning, importance elements, principles.

9
 3. MARKETING MANAGEMENT

L T P
4 2 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Introduction To Marketing 34 16 -
2. Sales Management 33 17 -
3. Marketing & Finance 20 10 -
4. Marketing Finance Interface 13 7 -
_________________________________________________________________
TOTAL 100 50 -
_________________________________________________________________

1. INTRODUCTION TO MARKETING :

A. Definition and significance of marketing.

B. Nature and types of market.

C. Nature and types of product.

D. Diverse functions under marketing.

E. Marketing environment.

2. SALES MANAGEMENT :

A. Marketing Management

B. Product Management

C. Promotion decisions and promotion mix.

D. Sales forecasting, demand forecasting

E. Pricing and distribution, supply chain management

F. Creating the marketing plan

3. MARKETING AND FINANCE :

A. The firm as an economic unit.

10
B. The financial needs in marketing and resources

C. The position of accountant in modern organization

D. Basic principles, convention and concepts

E. Capital and revenue

F. Types of accounting - Financial accounting, cost accounting

and management accounting.

G. Auditing

4. MARKETING FINANCE INTERFACE :

A. Marketing Finance Independence

B. Marketing Finance Interdependence

C. Interfacing and Integration.

11
 4. RETAIL MANAGEMENT

L T P
6 2 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Introduction to the world of retailing 30 10 -

2. Types of retailers 20 6 -
3. Buying Decision Process 12 4 -
4. Retail Market Strategy 30 10 -
5. Choosing Retail Locations 7 2 -
6. Human Resource Management 20 7 -
7. Supply Chain Management 20 7 -
8. Customer Relationship Management 7 2 -
9. Retail Information system 4 2 -
_________________________________________________________________
TOTAL 150 50 -
_________________________________________________________________

1. INTRODUCTION TO THE WORLD OF RETAILING :

A. Retail overview and present scenario

B. Functions performed by retailers

C. History of retail

D. Emerging Trends and career opportunities in retailing

2. TYPES OF RETAILERS :

A. Retailer characteristics

B. Retail Formats - Store based, Non-store based, Web based

3. BUYING DECISION PROCESS :

A. The buying process - need recognition, information search,

evaluation of alternatives.

B. Social factors influencing the buying process family,

reference groups and culture.

12
4. RETAIL MARKET STRATEGY :

A. Definition of retail and market strategy

B. Target market

C. Building a sustainable competitive advantage like -

customer loyalty, location, human resource management,
distribution and information system, vendor relations.

D. Growth Strategies - Market penetration, market expansion,

retail format development diversification, integration.

E. Global Retail Strategies

F. Strategic retail planning process.

5. CHOOSING RETAIL LOCATIONS :

A. Types of locations - Unplanned locations free standing sites

B. Evaluation of area for location

C. Evaluating specific area for locations.

6. HUMAN RESOURCE MANAGEMENT :

A. Human resource planning, Recruitment and selection, training

and development of retail employees.

B. Motivation of retail employees

C. team building in retailing

D. Employee Rewards and Incentives.

7. SUPPLY CHAIN MANAGEMENT :

A. Introduction to supply chain management

B. The distribution across centers
C. Collaboration between retailer and vendor in SCM
D. Inventory Management
E. Warehousing
F. Transferring
G. Use of IT in SCM

8. Customer Relationship Management - The CRM process

9. Retail Information System

13
 5. BUSINESS LAWS FOR RETAIL

L T P
4 2 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Introduction 6 2 -
2. Salient Features of Acts & Regulations 50 25 -
3. Employee Legislation 20 10 -
4. Introduction to Central Excise Act 4 2 -
Sales Tax/VAT
5. Detailed Focus on Consumer Protection & 12 8 -
Shop Act
6. Important Licenses For Retail 8 3 -
_________________________________________________________________
TOTAL 100 50 -
_________________________________________________________________

1. INTROCUTION :

A. Development of the law regarding retailing

B. General points regarding retailer's protection - like demand

of exact purchase price in cash, checks are not legal
tender, etc.

2. SALIENT FEATURES OF:

A. Sale of goods Act - 1979 - Goods must be of merchantable

quality, Goods must be fit for the purpose, Goods must
correspond with their description.

B. The supply of goods and services Act 1982

C. Sales and supply of goods Act 1994

D. Food Act 1984 and Food Safety Act 1990

E. Food Hygiene Regulations 1970 and Food Hygiene Regulations

1990

F. Food Standard Act 1999

14
G. Resale Price Act 1976

H. Trading Stamps Act 1964

I. Trade Description Act 1968

J. Unsolicited Goods and Services Act 1971

K. Fair trading Act 1973

L. Competition Act 1980 and 1998

M. Enterprise Act 2003

N. Consumer Credit Act 1974 and Consumer Credit Regulation 1989

O. Unfair Contract Terms Act 1977

P. Theft Act 1968

Q. Weights and Measures Act 1985

3. EMPLOYEE LEGISLATION :

A. Provident Fund Act

B. Gratuity Act

C. Minimum Wages Act

D. Health and Safety at work Act 1974

E. Equal Pay Act 1970

F. Employment Protection Act 1978

G. Employment Rights Act 1996 and Employment Act 2002

4. Introduction to Central Excise Act and its conclusion, Sales

Tax/ Value Added Tax laws.

5. Detailed Focus on -

A. Consumer Protection Act 1987 and Consumer Protection

Approval order 1988

B. Shop Act 1950 and 1965

15
6. IMPORTANT LICENSES FOR RETAIL :

A. Food Licenses

B. Mandi Parishad

C. Weight & Measurement

D. Entertainment Licenses

E. Repackaging Licenses

F. Contract Licenses

G. Shop in Shop Licenses

16
 6. COMPUTER FUNDAMENTAL AND APPLICATION

(Common To One Year P.G. Diploma in Marketing & Sales Management)

L T P
1 - 4

RATIONALE

Information technology has great influence on all

aspects of our life. All our work places and the living
environment are being computerized. In order to prepare
certificate holders to work in these environments, it is
essential that they are exposed to various aspects of
information technology such as understanding the concept of
information technology and its scope; operating a computer;
use of various tools of MS Office; Desk Top Publishing and
Using Internet, etc. from the broad competency profile of
diploma holders. This exposure will enalbe the students to
enter the world with confidence, live in thse environments
in a harmonious way and contribute to the productivity.

NOTE :

- Teaching of theory should be dovetailed with practical

work, There will be a theory examination also.

- The following topics may be taught in the laboratory along

with the practical exercises

DETAILED CONTENTS

1. Information Technology - Its concept and scope

2. Elements of computer system, computer hardware and software

data- numeric data, alpha numeric data; program, processing.

3. Computer organization, block diagram of computer, CPU,

memory.

4. Input Devices; Keyboard, Mouse, etc. Output Device : VDU and

Printer, Scanner, Plotter.

5. Secondary storage; Magnetic disk - tracks and sectors,

optical disk (CD and DVD memory), primary and secondary
memory: RAM,ROM, PROM, etc., Capacity; device controllers,
serial port, parallel port, system bus.

6. Service like file opening and closing; memory management;

device management and input- output (I/O) management with

17
 respect of windows.

7. Installation concept and precautions to be observed while

installing the system and software.

8. Introduction about operating system such as MS DOS and

Windows.

8. Special features, various applications of MS Word and MS-

Excel.

10. About the internet - Server types, connectivity (TCP/IP,

Shell); Application of internet like e-mail and browsing.

11. Various Browsers like WWW(World Wide Web); Hyperlinks; HTTP

(Hyper Text Transfer Protocol); FTP (File Transfer
Protocol).

12. E-Commerce : Overview of e-commerce, Security issues in e-

commerce.

13. Mail and Message System : e-mail, document and picture

transmission, Voice mail, Teleconferencing, Trouble shooting
in e-mail.

LIST OF PRACTICALS

1. Given a PC, name, its various components and list their

functions.

2. Identification of various parts of a computer and

peripherals.

3. Practice in installing a computer system by giving

connection and loading the system software and application
software.

4. Installation of DOS and simple exercises on TYPE, REN, DEL,

CD, MD, COPY, TREE, BACKUP commands.

5. Exercises on entering text and data (Typing Practice).

6. Installation of Windows 98, 2000, etc.

I. Features of windows as an operating system :

Start; Shutdown and restore; Creating and opening on the

icons; Opening, Closing and sizing the windows; Using
elementary job commands like- creating, saving, modifying,
renaming, finding and deleting a file; Creating and
operating on a folder; Changing setting like, date, time,

18
 color (background and fore ground); Using short cuts; Using
on-line up

A. MS Word :

File Management : opening, Creating and saving a document,

Locating files, Copying contents in some different file(s),
Protecting files, Giving password protection for a file.

Page Setup : Setting margins, Tabs setting, ruler, Identing.

Editing a Document : Entering text, Cut, Copy, Paste using

tool-bars.

Formatting a Document : Using different fonts, changing font

size and colour, Chanding the appearance through
bold/italic/underlined, Highlighting a text changing case,
using subscript and superscript, Using different underline
methods.

Aligning of text in a document, justification of document,

Inserting bullets and numbering.

Formatting paragraph, Inserting page breaks and column

breaks.

Using of headers, Footers : Inserting footnote, End note,

Use of comments.

Inserting date and time, Special symbols, Importing graphic

images, Drawing tools.

Tables and Borders : Creating a table, Formatting cells, Use

of different borders styles, Shading in tables, Merging of
cells, Partition of cells, Inserting and deleting a row in a
table.

Print preview, Zoom, Page set up, Printing option.

Using Find and replace option.

Using tools like -Spell Check, Help, Use of macros, Mail

merge, Thesaurus word content and statistics, Printing
envelops and labels.

Using shapes and drawing toolbar.

Working with more than one window in MS Word.

How to change the version of the document from one window OS

to another.

19
 Conversion between different text editors, Software and MS
Word.

B. MS Excel :

Starting Excel, Ope worksheet, Enter, Edit, Data, Formulas

to calculate values, Format data, Creat chart, Printing
chart, Save worksheet, Switching from another spread sheet.

Menu Commands : Create, Format charts, Organise, Manage

data, Solving problem by analyzing data, Exchange with other
application. Programming with MS-Excel, Getting information
while working.

Work Book : Managing workbooks (Creating, Open, Close,

Save), Working in work books, Selecting the cells, Choosing
commands, Data entry techniques, Formula creating and links,
Controlling calculation, Working with arrays.

Editing a worksheet, Copying, Moving cells, Pasting,

Inserting, Deletion cells, Rows, Columns, Find and Replace
text, Numbers of cells, Formatting worksheet.

Creating A Chart : Working with chart types, Changing data

in chart, Formatting a chart, Use chart to analyze data.

Using a list to organize data, Sorting and Filtering data in

list.

Retrive data with MS - Query : Cerate a pivot table,

Customising a pivot table, Statistical analysis of data.

How to change view of worksheet, Outlining a worksheet,

customise workspace, using templates to create default
workbooks, Protecting work book.

Exchanging data with other application : Linking and

embedding, Embedding objects, Linking to other applications,
Import, Export document.

C. Internet and Its Application :

Log in to internet. Navigation for seeking information on

internet. Down loading information from internet. Sending
and receiving e-mail - Creating a massage, Creating an
address book, Attaching a file with e-mail message,
Receiving a mesage, Deleting a message. E-mail- Creating e-
mail account with different user mails, How to operate voice
mail.

20
 7. RETAIL SERVICE MANAGEMENT

L T P
6 2 -

_________________________________________________________________

Sl.No. Topics Coverage Time

____________________________________________________L___T___P____

1. Introduction 21 7 -
2. Positioning of Services 18 6 -
3. Developing Solution to Service Problems 18 6 -
4. Managing The Store 42 14 -
5. Store Layout & Design 42 14 -
6. Point of Purchase Communication 9 3 -
_________________________________________________________________
TOTAL 150 50 -
_________________________________________________________________

1. INTRODUCTION :

A. Definition, Scope, Importance, Characteristics of Service

Management, In Indian Scenario.

B. Classification of Services.

C. 7 Ps of service marketing & 4I’s of service marketing.

D. Retail service quality : Service Quality Gap Model.

2. POSITIONING OF SERVICES :

A. New service development

B. Managing demand, capacity and service assets, customer

expectation, Zone of Tolerance.

3. DEVELOPING SOLUTIONS TO SERVICE PROBLEMS :

A. Realistic commitments, managing customer expectations.

B. Communicating the service promise : Service Marketing Traingle.

C. Service recovery, listening to customers, providing fair

solutions, resolving problem quickly.

21
D. Handling customer grievances and complaints.

4. MANAGING THE STORE :

A. Controlling cost and inventory shrinkage labour scheduling,

store maintenance, calculation of shrinkage, preventing shop
lifting, reducing employee theft.

B. Merchandise Management Process and types of Merchandise.

C. The buying organization.

D. Merchandise category - The planning unit.

E. Evaluating merchandise management performance - GMROI

F. Managing inventory turnover

5. STORE LAYOUT AND DESIGN :

A. Objectives and significance of layout and design - store's

image and strategy, influence customer buying behaviour,
flexibility, legal considerations, design, trade-offs.

B. Elements of store layout - planning and circulation, store

fronts and entrance, merchandizing, materials and finishes,
lighting and music, graphics and signage.

C. Space management - space allocated to merchandise

categories, location of merchandise categories and design
elements, use of planograms.

D. Visual merchandising - fixtures, presentation techniques.

E. Atmospheric - lighting, use of colors and self talkers.

6. POINT OF PURCHASE COMMUNICATION :

A. Significance of POP communication.

B. POP display materials - leaflets, special fittings,

Demonstrators, etc.

22
 8. PROJECT WORK

L T P

1 2 -

The problem for study paper will be given by the

Institute.Study paper will be prepared by each student after

conducting field work as guided by Retail Management

Management Faculty. New technology of morderning Marketing.

The study paper will be comprised of two parts ie. sessional

work and viva voce. Viva voce will be conducted by practical

examiner nominated by Board of Technical Education.

23
 9. ENVIRONMENTAL EDUCATION & DISASTER MANAGEMENT
[ Common to All Engineering/Non Engineering Courses]

L T P
2 - -
RATIONALE:

A diploma student must have the knowledge of different

types of pollution caused due to industrialisation and
construction activities, so as he may help in balancing of
eco-system and control pollution by providing controlling
measures. They should be also aware of the environmental laws
for effectively controlling the pollution of environment.
The topics are to be taught in light of legislation Para-3.

TOPIC WISE DISTRIBUTION OF PERIODS:

_________________________________________________________________

SL. NO. TOPIC L T P

________________________________________________________________

1. Introduction 6
2. Pollution 3
2.1 Water Pollution 8
2.2 Air Pollution 8
2.3 Noise Pollution 3
2.4 Radio Active Pollution 4
2.5 Solid Waste Management 5
3. Legislations 3
4. Environmental Impact Assessment 4
5. Disaster Management 6
______________________________________________________________
TOTAL 50 - -
_____________________________________________________________

DETAILED CONTENTS

1. INTRODUCTION :

- Basics of ecology, Ecosystem, Biodiversity Human activities

and its effect on ecology and eco system, different
development i.e. irrigration, urbanization, road development
and other engineering activities and their effects on
ecology and eco system, Mining and deforestation and their
effects.

- Lowering of water level , Urbanization.

- Biodegradation and Biodegradibility, composting, bio

remediation, Microbes .Use of biopesticidies and
biofungicides.

24
- Global warning concerns, Ozone layer depletion, Green house
effect, Acid rain,etc.

2. POLLUTION :

Sources of pollution, natural and man made, their effects on

living environments and related legislation.

2.1 WATER POLLUTION :

- Factors contributing water pollution and their effect.

- Domestic waste water and industrial waste water. Heavy

metals, microbes and leaching metal.

- Physical, Chemical and Biological Characteristics of waste

water.

- Indian Standards for qulity of drinking water.

- Indian Standards for quality of treated waste water.

- Treatment methods of effluent (domestic waste water and

industrial/ mining waste water), its reuse/safe disposal.

2.2 AIR POLLUTION :

Definition of Air pollution, types of air pollutants i.e.

SPM, NOX, SOX, GO, CO2, NH3, F, CL, causes and its effects
on the environment.

- Monitoring and control of air pollutants, Control measures

techniques. Introductory Idea of control equipment in
industries i.e.

A. Settling chambers
B. Cyclones
C. Scrubbers (Dry and Wet)
D. Multi Clones
E. Electro Static Precipitations
F. Bog Fillers.

- Ambient air qulaity measurement and their standards.

- Process and domestic emission control

- Vehicular Pollution and Its control with special emphasis of

Euro-I, Euro-II, Euro-III and Euro IV.

25
2.3 NOISE POLLUTION :

Sources of noise pollution, its effect and control.

2.4 RADISACTIVE POLLUTION :

Sources and its effect on human, animal, plant and material,

means to control and preventive measures.

2.5 SOLID WASTE MANAGEMENT :

Municipal solid waste, Biomedical waste, Industrial and

Hazardous waste, Plastic waste and its management.

3. LEGISLATION :

Preliminary knowledge of the following Acts and rules made

thereunder-

- The Water (Prevention and Control of Pollution) Act - 1974.

- The Air (Prevention and Control of Pollution) Act - 1981.

- The Environmental Protection (Prevention and Control of

Pollution) Act -1986. Rules notified under EP Act - 1986
Viz.

# The Manufacture, Storage and Import of Hazardous

Chemical (Amendment) Rules, 2000

# The Hazardous Wastes (Management and Handling )

Amendment Rules, 2003.

# Bio-Medical Waste (Management and Handling) (Amendment)

Rules, 2003.

# The Noise Pollution (Regulation and Control)

(Amendment) Rules, 2002.

# Municipal Solid Wastes (Management and Handling) Rules,

2000.

# The Recycled Plastics Manufacture and Usage (Amendment)

rules, 2003.

4. ENVIRONMENTAL IMPACT ASSESSMENT (EIA) :

- Basic concepts, objective and methodology of EIA.

- Objectives and requirement of Environmental Management

26
 System (ISO-14000) (An Introduction).

5. DISASTER MANAGEMENT :

Definition of disaster - Natural and Manmade, Type of

disaster management, How disaster forms, Destructive power,
Causes and Hazards, Case study of Tsunami Disaster, National
policy- Its objective and main features, National
Environment Policy, Need for central intervention, State
Disaster Authority- Duties and powers, Case studies of
various Disaster in the country, Meaning and benifit of
vulnerability reduction, Factor promoting vulnerability
reduction and mitigation, Emergency support function plan.

Main feature and function of National Disaster

Management Frame Work, Disaster mitigation and prevention,
Legal Policy Frame Work, Early warning system, Human
Resource Development and Function, Information dissemination
and communication.

27
 ONE YEAR P. G. DIPLOMA IN RETAIL MANAGEMENT

STAFF STRUCTURE

Principal One

Head of Department One

Lecturer Three

Computer Programmer One

Accountant/Cashier One

Typist/Routine clerk One

Student/Library Clerk One

Storekeeper One

Operator(Zerox/Duplicating m/c) One

Driver One

Class IV Four

Sweeper One Parttime as per

requirement

Chaukidar & Mali One As per justification

Staff qualification

Head of Department M.B.A. with respsctive field

and experience of 5 years.

Lecturer M.B.A. with respective

field.

GUEST LECTURER: At least 10% lecturer in each course should

be arranged by visiting faculty.

Note :

1. Services of other discipline staff of the institute may be

utilized if possible.

2. Qualifications of non teaching staff as per service rule.

28
 SPACE REQUIREMENT

Teaching Area No.Required Area in Sq.M.

1. Lecture room for 60 students 1 120

2. Room for tutorial and case study 1 120

3. Conference room 1 120

4. Library and reading room 1 350

5. Computer room 1 60

Administrative Area:

6. Principal's room 1 30

7. Room for H.O.D. 1 20

8. Lecturer room for each lecturer 2 20

(10 Sq. M. for each room)

9. Main Office 1 100

10 Store 1 150
Add 40% for walls, Passage conveniences etc.

LIST OF EQUIPMENT FOR ALL MANAGEMENT COURSES

NAME OF EQUIPMENT QTY. APP. COST

1. L.C.D Projector 2 20,000

2. Over head projector with

accessaries 1 20,000

3. Audio CD recorder cum player 1 10,000

4. Vaccum Cleaner 1 9,000

5. X-erox Machine 1 1,50,000

6. Personal computer with printer 1 60,000

7. Digital Camera/Handy Cam 1 25,000

8. DVD writer cum player 2 10,000

9. Furniture:

29
 a. Class Room/Tutorial Room L.S. 50,000

b. Library L.S. 50,000

c. Furniture for coference Room as per

requirement

10. Library books and periodicals L.S. 2,00,000

Non recurring
25,000
Recurring per
annum
11. Air conditioning false ceiling and
synthetic floor for computer room L.S. 30,000

12. English typewriter 1 18,000

(Preferably Electronic)

12. One Vehicle (Mini Bus) 1

for field work, visit to industries/
organisation/project work. Purchasing
of Vehicle is optional.

30
 LIST OF BOOKS

1. M. K. Sehgal & V. Khetrapal - Business Communication (Excel

Books)
2. Rajendra Pal - Business Communication (Sultanchand & Sons
Publication)
3. P. D. Chaturvedi - Business Communication (Pearson Education
I Edition 2006)
4. Lesikar RV & Pettit Jr. JD - Basic Business Communication :
Theory & Application (Tata Mc Grow Hill 10 Edition ).
5. Tayler Shinley - Communication For Business (Pearson
Education 4 Edition)
6. Sharma R. C., Mohan Krishna - Business : Correspondence and
Report Writing (Tata McGraw Hill 3 Edition)
7. Koontz - Principles of Management (Tata Mc Graw Hill I
Edition 2008)
8. Robbins & Coulter - Management (Prentice Hall of India, 8
Edition)
9. Gupta, Meenakshi - Principle of Management, PHI
10 Govindarajan, M, Natarajan, S - Principle of Management, PHI
11. Prasad L M - Principle of Management (Sultan Chand & Co.)
12. Dr. K. Natarajan, Dr K P Ganesan - Principle of Management-
Himalaya Publication House, 5 Edition.
13. Kotler Philip - Marketing Management, Analysis, Planning,
Implementations and Control (Pearson Education 12 Edition)
14. Stanton William J - Fundamentals of Marketing - Mc Graw Hill
15. Kotler, Philip and Armstrong Graw - Principle of Marketing -
(Pearson Education 11 Edition)
16. Kotler Philip, Keller Kevin Lane, Koshy Abraham and Jha
Mithileshwar - Marketing Management : A South Asian
Prespective - (Pearson Education 12 Edition).
17. Ramaswamy V. S. and Mamakumari S - Marketing Management
Planning, Implementation and Control (Macmillian, 3 Edition)
18. Etzel M. J. Walker, B. J. and Stanton William J - Marketing
Concept special Indian Edition (Tata Mc Graw Hill 13
Edition)
19. Mc Carthy and Perreault - Basic Marketing : A Global
Marketing Approach (Tata Mc Graw Hill, 15 Edition)
20. Kurtz and Noone - Principles of Marketing (Thomson India
Edition 2007)
21. Tapan K Panda - Marketing Management Text and Case Indian
Context Student CD Included, Excel Books.
22. Srinivasan, R - Case Studies In Marketing : The Indian
Context, PHI
23. S. Jaychandran, Iit, Chennai - Marketing Management Text and
Xases, Excel Publications.
24. Rajan Saxena - Marketing Management, Tata McGraw Hill 3
Edition
25. V. S. Ramaswamy, S. Namakumari - Marketing Management :
Planning, Implementaion and Control, McMillion, 3 Edition.
26. Newman A. J. and Cullen P - Retailing : Environment and
Operations (Vikas, 1 Edition).
27. Berman B abd Evans J. R., Retail Management (Pearson Edition
9 Edititon).
28. Michael Levi M and Weitz B W - Retailing Management ( Tata

31
 McGraw Hill, 5 Edition)
29. Dunne Patrick M, Lusch Robert F and Griffith David A -
Retailing (Cengage Learning, 4 Edition).
30. Cox Roger and Brittain Paul - Retailing : An Introduction
(Pearson Education, 5 Edition)
31. Newman and Cullen - Retailing (Cengage Learning, I Edition).
32. Vedmani G Gibson - Retail Management - Functional Principles
and Practice (Jaico Publication, I Edition).
33. Swapna Pradhan - Retailing Management- Tata McGraw Hill, 3
Edition.
34. Mrs. Suja R Nair - Retailing Management - Himalaya
Publication House, I Education.
35. Angadi, Ansuya - A Text Book of Retailing Management, S.
Chand Group.
36. Chetan Bajaj, Rajnish Tuli and Nidhi V Srivastava - Retail
Management, Oxford University Press.
37. Gulshan J. J. - Business Law Including Coampany Law (New Age
International Publisher, 13 Edition).
38. Kuchhai M. C. - Business Law - Vikas Publication, 4 Edition.
39. Avtar Singh - Principles of Mercantile Law - Eastern Book
Company, 7 Edition).
40. Relevant Acts.

32
 ANNEXURE-I
(Confidential)
QUESTIONNAIRE

INSTITUTE OF RESEARCH, DEVELOPMENT AND TRAINING, U.P., KANPUR-208024

SUBJECT: Questionnaire for ascertaining the functional requirements of One PG Diploma holders
in Retail Management and inputs to improve the existing curriculum
accordingly.

PURPOSE: Development of One Year Post Graduate Diploma In Retail Management.

NOTE: 1. Please answer the questions to the point as given in the questionnaire.

2. Any other point or suggestion not covered in this questionnaire may be written on a
separate sheet and enclosed with while mailing it back.

1. Name of the organisation:______________________________________________________

________________________________________________________
2. Name & Designation of the officer _____________________________
filling the questionnaire _____________________________
3. Name of the department/section/ _____________________________
functional area. _____________________________
4. Important functions of the _____________________________
department/section/functional area _____________________________
5. Number of diploma holders employed
under your charge in the area related _____________________________
to Retail Management
6. Please give names and specifications of modern equipment/machines/appliances of use to
personnel in Retail Management.
1. 2. 3.
4. 5. 6.
7. What proficiencies and job competencies are expected from a diploma holder in Retail Management
1. 2. 3.
4. 5. 6.
8. Mention the approximate percentage of the following desired in PG Diploma programme in Retail
Management
1. Theoretical knowledge -------------%
2. Practical knowledge -------------%
3. Skill Development -------------%
9.Do you think " on the job training" / Internship should form a part of the curriculum. (Yes/ No)
if yes, then
(a) Duration of such training --------------
(b) Mode of such training 1. Spread over different tenures
2. After completion of the course
3. Any other mode

33
10. What mode of recruitment is followed in your organisation.
1. Academic merit
2. Written test
3. Group discussion
4. Interview
5. On the job test.
6. Any other mode
11. Mention the capabilities/ Qualities looked for while recruiting PG diploma holders in Retail Management.

(a) Technical knowledge --------------

(b) Practical skills --------------
(c) Etiquette and behaviour --------------
(d) Aptitude --------------
(e) Health, habit and social background --------------
(f) Institution where trained --------------
(g) Professional flair & personality --------------
(h) Other capability/quality --------------
12. Does your organisation have Yes/No
any system for survey regarding popularity,
response, circulation, impact, etc.
13. Does your organisation conduct field Yes/No
survey to know users views regarding:
1. Material for different age
groups and sex.
2. Effect of climatic, geographical
& socio-economic conditions.
3. Any other
If yes, Please give brief account of each.
14. Which type of assignment do you suggest for an entrepreneur in Retail Management.
15. In your opinion what should be the subjects to be taught to a student of PG diploma in Retail
Management.
Theory Practical
16. Kindly mention particulars regarding topics/areas which should be given more emphasis in the
curriculum .
Theory Practical

17. Kindly state whether your organisation Yes/ No

can contribute towards improvement of

34
 Curriculum in the above field.
If yes, Please give names of the experts available in your organisation who may be
contacted/consulted for the purpose.
18. Kindly give your valuable suggestions for consideration at the time of finalisation of the curriculum.

19. What changes in the professional horizon appear worth incorporating in the curriculum for PG Diploma
in Retail Management?

Date: (Signature)

Kindly mail the above questionnaire duly filled in to:

D. N. Dubey
Deputy Director
Institute of Research, Development & Training, U.P.
(Govt. Polytechnic, Campus)
Kanpur-208002

(Please note that all information in this survey is confidential & for use of curriculum revision only)

35