T.A.

PAI MANAGEMENT INSTITUTE, MANIPAL

RETAIL MANAGEMENT
Programme: PGDM
Batch: 2018-2020
Term: 5
Course Name: Retail Management – MKT 6010
Credits: 3 (30 Hours)
Course Instructor: Prof. Utkarsh (Core)

PART 1
INTRODUCTION:
Retail in India has been evolving over the last decade from being largely unorganized to one which has
attracted the major Indian corporates, leading global retailers and luxury retailers. As a sector it
comprises about one fourth of the Indian economy and impact many other industries including
agriculture, FMCG and manufacturing. Retailing links producers to the consumers and hence it assumes
a strategic importance in today’s competitive marketplace. Retail flourishes in the wealthy and
populous regions of the world. The objective of this course is to critically analyze the retailing process,
the environment within which it operates, and the institutions and functions that are performed.
Participants of this course would be able to understand and appreciate a wide array of issues, activities,
and strategies that constitute the field of Retail Management.

COURSE OBJECTIVES (CO)

1. To critically analyze the Retail process, the environment within which it operates and the functions
that are performed
2. To develop knowledge and analytical skills useful for Retail decision making
3. To provide tools to make effective strategies in the areas of Store operations and Marketing
Strategies.
4. Learn different approaches to Category Management for different variety of Products.
5. To evaluate the performance of Store and identify opportunities for improvement
COURSE LEARNING OUTCOMES (CLO)
At the end of this course students will be able to:
CLO 1: Evaluate current retailing trends based on consumer, legal and competitive environments.
(PLG 1)
CLO 2: Demonstrate ability to assess various retail opportunities and evaluate the strategies associated
with each type of opportunity. (PLG 2)
CLO 3: Analyze the factors and management tools that retailers consider and use when developing
their retail strategy.

COURSE CONTENT
 Retail Formats
 Shopping Behavior
 Merchandise Management
 Private labels
 Pricing and Promotion Techniques
 Staple and Fashion Replenishment Systems
 Inventory and Logistics in Retail
 Mall Management
 Location & site selection
 Store Layouts, Featured Areas and Space Management Techniques
 Store Ebitda model
 Store Operations Improvement
 Customer Loyalty Programs

PRESCRIBED TEXT BOOK

Levy, Michael, Barton A. Weitz, and Ajay Pandit. Retailing Management, (8th SI edition) New Delhi: Tata
McGrawHill

OTHER READINGS & REFERENCES:

a) Berman, Evans and Ritu Srivastava “Retail Management: A Strategic Approach”
b) John Hoerner “How to Sell: Recipes for retail”
c) Paco Underhill “Why We Buy: The Science of Shopping”
d) Kishore Biyani “It happened in India”

POLICY ON PLAGIARISM
Plagiarism of any kind and to any extent would attract penalties. The assessment would be ‘zero’ for
the particular component, with no further opportunity to improve. Repetition of the offence would
result in failure in the subject.
ASSESSMENT SCHEME AND WEIGHTAGE
{a} END-TERM

Duration Open / Closed

Evaluation Weightage (%) CLO Tested
(in Minutes) Book

End Term Exam 40 120 Closed book CLO 2

{b} OTHER ASSESSMENTS

Unit of Weightage
Sl No. Evaluation Item Time CLO
Evaluation (%)
Project Report and
1 Group 20 After session 18
Presentation

2 Class Participation Individual 5 Cumulative for all sessions

3 Quizzes Individual 20 After Session 8 & 15 CLO 1

4 Case Assessment Group 10 Session 15

5 Assignment Group 5 Session 5

 PART 2: SESSION PLAN
Session
Topics Areas for Discussion Pedagogy Cases& Readings
No.
Understand the trends in the
Retail industry. key difference
Introduction to between different formats in
1 Organized terms of location, types of Discussion Text Chapter 1
Retailing merchandise sold, location,
customer service, Variety and
Assortment.
Understand the trends in the
Retail industry. key difference
Introduction to between different formats in
2 Organized terms of location, types of Discussion Text Chapter 2
Retailing merchandise sold, location,
customer service, Variety and
Assortment.
Importance and objectives of
Merchandise mix, GMROI, Text Chapter 12 &
3 Merchandise Mix Discussion
GMROF and Sales per square 13
feet metrics
 GMROI
 Catchment Area Analysis
 Classification into Stars,
Niches, Traffic Builders
Text Chapter 12 &13
Optimising and Dogs
4 Discussion Case : Nine West
Merchandise Mix  Using Correlation
Retail Stores
techniques to improve
merchandise mix
 Multi-store comparison
 Catchment Area Analysis
Why a Retailer need private
labels?
5 Private Labels Evolution of Private Labels Brief Case: Sell
Types of Private Labels and its Discussion Direct-to-Consumer
Online Retailing significance or Through Amazon?
Types of online retailers
Future of online retailing
Discussion
Trends in Shopper Behaviour;
and
Understanding Decision
Invited Text Chapter 4
Making- E-Commerce and
6 Shopper presentation “Why we buy” Paco
Offline; Managing
Behaviour on “Why we Underhill
Showrooming and web rooming
buy” Paco
phenomena
Underhill
Session
Topics Areas for Discussion Pedagogy Cases& Readings
No.

Navigating the Omni channel Text Chapter 3

Omni Channel Case
7 journey-Retailers and Case: Amazon Go-
Strategy Discussions
Customers Perspective Venturing into
traditional retail
Different types of pricing
techniques which include
Bundling, Multiple Unit Pricing,
Pricing
8 Loss-Leader Pricing and Zone Discussion Text Chapter 14
Techniques
Pricing. EDLP and High-Low
Pricing

Quiz 1 (Wt-10%)
To evaluate different Promotion
Planning and schemes and selecting the right Text Chapter 15
Case
9 evaluating promotion scheme Case : Hallstead
Discussion
Promotions Jewellers

To understand the concepts of

Region, Trade Area, Specific Site
10 Site Selection location and other factors in Discussion Text Chapter 7
selecting the store location.

To learn the right location for

different types of formats in the Class
11 Site Selection Text Chapter 8
Indian context Discussion

To learn how to understand

different aspects of mall
performance, evaluating the
12 Mall Performance Discussion
tenant mix and valuation of the
mall.

Grid layout, Racetrack layout

Store Layouts and and Free-form layout. Class Text Chapter 17
13 Featured Areas Importance of Featured Areas Discussion Case: Apple Stores

Allocation and Evaluation of

Space Space Management Case Text Chapter 17
14 Management Discussion

Local Area Trends in global retailers to Case Case : Seven-Eleven

15
Strategy adopt localization strategy in Discussion Taiwan Case
Session
Topics Areas for Discussion Pedagogy Cases& Readings
No.
store layout, branding,
merchandising

Quiz 2 (Wt-10%)

Text Chapter 15
Retail  Types and Importance of
Reading: Customer
Communications Loyalty Programs Case
16 Loyalty Schemes in
and Customer  Best Practices in designing Discussion
the Retail Sector
Loyalty Programs effective Loyalty Programs

Using Store Ebitda Model to

Store measure and improve store Class
17
Performance performance Discussion

Basic rules of replenishment

Warehousing and systems
Distribution in
Retail. Basic functions of Retail Class
18
Replenishment warehouse which include Discussion
and buying consolidation, bulk-breaking,
process cross-docking.

Project Presentations
19
Presentations
Course Review
Presentations
20 and Project
Presentations
 PLG MAPPING FOR THE COURSE

Addresse CLO
d by
PLG# Program Level Learning Goal No.
Course?
(Yes / No)

Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge Yes CLO 1
to business situations
Problem Identification and Solution
PLG2 Traits: Demonstrate ability to identify a problem, critically assess Yes CLO 2
various alternatives and suggest appropriate solution
Integrative Thinking
PLG3 Traits: Demonstrate ability to identify inter-linkages among functional No NA
areas within an enterprise and assess the impact of external
environment on its performance
Effective Communication
PLG4
Traits: Demonstrate proficiency in Oral and Written Communication No NA
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior No NA
on business
Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business No NA
situation

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