Subject Name Contemporary Retail Management

Subject Code
Subject Credits 3

Contemporary Retail Management is an elective subject that is

offered by the Marketing area to students enrolled in Semester III of
the Master of Business Administration course. The subject 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
Summary/Overview 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. The elective subject develops and builds subject matter
expertise in the retailing function in marketing and prepares
graduates for rewarding careers options in retail Industry.

• The key aim of the subject is to develop and build a student’s

subject matter expertise and conceptual clarity in retail
Aims management
• To help students develop key critical, analytical, problem-solving
skills and a understanding of the process and practice of retailing

Core Learning Outcomes

Learning Outcomes Assessment Criteria
On completion of this unit you To achieve the learning outcome you must
should be able to: demonstrate the ability to:
Understand the overall concept of Analyze the concepts with case studies. Select
planning, processes and appropriate methods to illustrate the problem solving
1.
implementation of retail process and present results. In the final examination
management. identify, the evolution of marketing strategies.
In-depth knowledge of product, Participate in situations that mimic real life issues
pricing, distribution, promotion bring out the marketing mix strategies of different
2. and global retail management players in each presentation topic, white papers by
strategies. retail experts, case study, assignments, class
exercises and in the final examination.
Formulate strategic analysis plans,
Identify the competitive strategies accurately in class
taking into account the
3. presentations, case studies, white papers by industry
competition, customer and
experts and for the semester examinations.
environment.
 Identify the strategic tools used by For each presentation topic, case study, role-play,
4. companies to measure the impact and in the final examination identify and critically
of retail marketing efforts. analyze implementation of strategies.
Simulate through cases, the varied In each presentation topic, case study, assignment
real life issues of retail marketing and in the final examination identify and critically
5. and the decision making dilemmas assess in a comprehensive manner current strengths
faced in retail marketing practice. and weaknesses of the strategies adopted, reasons
for success and the control mechanism.
Understand the overall concept of Analyze the concepts with a case study. Select
planning, processes and appropriate methods to illustrate the problem solving
6.
implementation of retail process and present results. In the final examination
management. identify, the evolution of marketing strategies
The teaching methods will consist of formal lectures, case study
analysis, and in-class exercises. As is appropriate at Masters’ level,
Approach to Learning students will also be expected to read beyond texts assigned, and to
identify on their own further sources of information for
complementing their studies.
Students will be assessed on the basis of performance in class
Assessment Strategy assignments, case study analysis, white paper analysis and the
outcome measures mentioned above.
Description of Learning Outcomes Submission day/week
Assessment Weight Assessed
No Assessment (assignments) or
Method* %
Method 1 2 3 4 5 6 length (exam)
1 CS Case Study 10 X X X X X X Through out the
subject
2 PR Presentation 10 X X X X X End of the course
3 TI Group Report 10 X X X X End of the course
4 DTA During term test 20 2 hrs
5 EX Exam 50 3 hrs
*The following codes for assessment methods apply:-
LR literature review PC Practical
CB computer-based PF performance
CS case study PL placement
DI dissertation or project PO Portfolio
EX Exam PR presentation
GR group report RE individual report
DTA during term test OR Oral
OT Other
Outline Teaching Schedule
Contemporary Retail Management

Textbook
Session No. Contents
Chapters
1 Introduction to world of retailing Chapter 1
2 Types of retailers Chapter 2
3 Multichannel retailing and Omnichannel Retailing Chapters 3
4&5 Customer Buying Behaviour & Neuroscience of Retailing Chapter 4
6 Case Study analysis
7 Retail market strategy Chapters 5
8 Financial strategy Chapter 6
9 Retail Locations Chapter 7
10 & 11 Retail Site Locations (store location) Chapter 8

12 Case Study Analysis

13 & 14 Information systems and Supply chain Management Chapter 10

15 Customer Relationship Management Chapter 11

16 & 17 Managing Merchandise Assortments Chapter 12

18 Merchandise Planning Systems Chapter 13

19 Buying Merchandise Chapter 14

20 Case Study Analysis

21 Retail Pricing Chapter 15

22 Retail Communication Mix Chapter 16

23 & 24 Managing the Store and Customer Service Chapter 17 & 19

25 Store Layout and Design and Chapter 18

26 Visual Merchandising Chapter 18

27 Case Study Analysis

Recommended Resources
Essential Textbook:
• Retailing Management: Michael Levy, Barton A Weitz, Ajay Pandit, Sixth edition,
McGraw Hill Publications
Reference Books:
1. Omnichannel Retail: How to build winning stores in a digital world, Tim Mason and
Miya Knights, Kogan Page
2. Retail Management: Chetan Bajaj, Tuli, Srivastava, Oxford Publications.
3. Retail Management: Barry Berman, Joel R Evans, Patrali Chatterjee, Ritu Srivastava.
Pearson Publication
 4. Principles of Retailing: John Fernie, Suzanne Fernie, Christopher Moore, Elsevier
publications
5. International Retail Marketing Strategies: Dr. Ramkishen Y, Jaico Publishing House
6. Strategic Retail management: Srini R. Srinivasan, biztantra Publications

Web References:
1. ET Retail from Economic Times. https://retail.economictimes.indiatimes.com

2. https://www.retailcustomerexperience.com