Chabot College
Fall 2007
Course Outline for Business 32
RETAIL STORE MANAGEMENT
Catalog Description:
32 - Retail Store Management
3 units
Principles and practices used in the management of retail stores, includes site selection, layout,
organization, staffing, positioning, customer service, promotional techniques and all aspects of the
critical buying function. 3 hours.
[Typical contact hours: 52.5]
Prerequisite Skills:
None
Expected Outcomes for Students:
Upon completion of this course, the student should be able to:
1. discuss the role of retailing as a marketing institution;
2. explain the managerial responsibility for policy formulation in the development of organization,
staff, facilities, and methods to serve the customer;
3. define principles and practices in those activities traditionally grouped under store management
and publicity;
4. compare and contrast the basic requirements for success in retailing at entry level, midmanagement and management positions;
5. identify careers and opportunities in retailing;
6. prepare a six month buying plan, model stock and basic stock plans;
7. analyze and describe the elements of profit and the effect merchandising decisions have on
profits.
Course Content:
1. Introduction to retailing
a. The development of modern retailing
b. Retailing and the marketing process
c. The changing consumer
d. The impact of fashion
e. Basic requirements for successful store management
f. Retailing opportunities and careers
2. The organization of retail institutions
a. Stores classified by ownership and by merchandise categories
b. Internal organization of firms
c. Group and chain organization
3. The personal management function
a. Employment and training
b. Personnel policies and practices
4. Store management and operation functions
a. Selecting retail locations
b. Store planning and modernization
c. External and internal merchandising handling
5. Promotion functions
a. Sales promotion activities
b. Advertising for the retail store
c. Visual merchandising
d. Personal selling
e. Public relations and ethics in retailing
6. Customer service functions
a. consumer credit
Chabot College
Course Outline for Business 32, Page 2
Fall 2007
b. Adjustments and returns
c. Other store services
7. The security function
a. Internal system, controls, audits
b. Legal considerations
c. Protection devices
d. Insurance considerations
8. The buying function
a. Buying the right goods for target customers
b. The six month buying plan
c. Selecting vendors
d. Unit control techniques
e. Receiving, checking and marking
f. Pricing
g. Markup and markdowns
Methods of Presentation:
1.
2.
3.
4.
5.
Lectures
Case studies
Guest speakers
Presentations
Group assignments
Assignments and Methods of Evaluating Student Progress:
1. Typical Assignments:
a. Go to the following websites:
www.jcpenny.com
www.dell.com
www.ikea.com
www.tiffanys.com
1) Navigate through the sites to answer following questions:
a) What evidence can you find that shows the retailer values its customers?
b) If you found evidence, explain how the retailer makes customers feel appreciated.
c) If you found no evidence, explain how the retailer could implement the value concept
online.
b. Explain four general identification dimensions used in describing / evaluating a customer. For
each dimension, identify a retail business as an example and describe how you see this
business using these dimensions in the consumer decision processes.
2. Methods of Evaluating Student Progress:
a. Examinations (including final examination)
b. Quizzes
c. Graded case reports
d. Research assignments
e. Class discussions/participation
Textbook(s) (Typical):
RETAILING, Integtrated Retail Management, Ogden & Ogden, Houghton Mifflin, 2005
Special Student Materials:
None
JB 8/06 (revised 10/17/06)
BUS 32 course outline.doc