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Syllabus || SNS Courseware
Subject Details
Dept     : MBA
Sem      : 3
Regul    : R2023
Faculty : Shamini.S.D
phone  : NIL
E-mail  : shamini.sd.mba@snsct.org
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Syllabus

UNIT
1
INTRODUCTION

Retailing: Definition And Meaning of Retailing, Food Retailing, General Merchandise Retailing, Importance & Scope. Retail Environment, The Growing Importance of Retail Industry. Global Retail Market, Evolution of Retail in India, Drivers of Retail Change in India, Prospects of Retailing in India. Challenges And Opportunities in Retailing.

UNIT
2
MODELS & CLASSIFICATION

Concept of Life Cycle in Retail, Business Models in Retail. Classification: Retail Institutions by Ownership, Store Based Retailing, Electronic & Non - Store Retailing, Automated Vending, kiosks & other forms of Non- Traditional Retailing.

UNIT
3
UNDERSTANDING CONSUMER BEHAVIOUR AND RETAIL OPERATIONS

Identifying & Understanding Consumers, Information Gathering & Processing in Retailing, Consumer Behaviour in The Retail Context, Comparison of Behaviourist and Cognitive Approaches. Buying Decision Process and the Implication of Retail Management. Importance of Information System In Retailing.

UNIT
4
RETAIL MARKETING MIX, COMMUNICATION MIX & PROMOTION

Meaning of Marketing Mix, The Marketing Mix for Services, Target Markets, The Retail Product, a Breakdown of Retailing as a Product. Planning Retail Communication, Implementing Retail Advertising Retail Market Strategies. Store Planning Design & Layout, Retail Merchandising, Pricing In Retailing, Importance of Supply Chain Management In Retailing. Relationship Marketing and Loyalty Schemes, Personal Selling and Public Relations, Other Promotional Tool, Characteristics of Promotions.

UNIT
5
STRATEGIES & INTERNATIONAL RETAILING

Location Sites and Types of Retail Development, Locational Technique, Catchment Area Analysis Leasing of a Retail Outlet, Electronic Retailing. Development of International Retailing, International Retail Structures, Motives And Reasons For Internationalization, Direction For Expansion, Market Entry Method, Typologies of International Expansion, Company Learning Curve

Reference Book:

Berman, B., & Evans, J. R. (2020). Retail Management: A Strategic Approach (14th ed.). Pearson. Varley, R. (2021). Retail Product Management: Buying and Merchandising (3rd ed.). Routledge. Hollensen, S. (2020). Global Marketing: A Decision-Oriented Approach (8th ed.). Pearson. Manning, L., & Reece, B. (2021). Selling Today: Partnering to Create Value (15th ed.). Pearson. Dawson, J. (2018). Retailing in the 21st Century: Current and Future Trends (2nd ed.). Springer.

Text Book:

Levy, M., Weitz, B. A., & Grewal, D. (2020). Retailing Management (10th ed.). McGraw-Hill Education. Dunne, P. M., Lusch, R. F., & Carver, J. R. (2021). Retailing (9th ed.). Cengage Learning.