The purpose of paper is to give students an in-depth knowledge of Retail Management.
Concept, Evolution of franchising, types of franchising, advantages and disadvantages of franchising, franchising in India
: Location and retail strategy, introduction, importance of location decision, level of location decision, legal and environmental considerations. Types of retail locations.
Trading area, meaning and types of trading zones, characteristics of trading areas and site, trade area analysis, considerations for site analysis.
Retail marketing and communication: Role of marketing in retail, retail marketing mix- product, price, place, promotion, presentation, customer service, people.
The STP approach- Segmentation, target market, positioning
Retail communication mix- advertising, sales promotion, public relations and publicity, personal selling, point of purchase displays.
Significance of retail image, components of retail image, dynamics of creating and maintaining a retail image.
Atmosphere- store based retailing perspective, non-store based retailing perspective.
• Gibson G. Vedmani, Retail Management, Jaico Publishing House
• Barry Berman, Joel R. Evans, Retail Management, Pearson Education
• Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivatava, Retail Management, Oxford University Press
• Swapna Pradhan, Retail Management, Tata McGraw Hill
Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/advanced-retail-management-8
[2] https://www.management.iisuniv.ac.in/academic-year/2017-2018