Bryan School of Business and Economics MKT 326-01 INTRODUCTION TO RETAILING

MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
Bryan School of Business and Economics
Mondays & Wednesdays (11:00 am – 12:15 pm)
112 Bryan Building
Office hours:
Course website:
Dr. Jiyoung Hwang
Bryan 350 (the most efficient means of contact)
Wednesdays 1:30-2:30 pm and by appointment
This course is designed to familiarize students with the decisions involved in running a retail
firm and the concepts and principles for making those decisions. While the course focuses on
the retail industry including retailers of consumer services, the content of the course is useful for
students interested in working for companies that interface with retailers such as manufacturers
of consumer products or for students with a general management or entrepreneurial interest. To
extend our understanding of retailing issues, this course will be combination of readings, case
analysis, projects and discussion. With this in mind, specific student learning outcomes are to
develop an understanding of:
Course Objectives
 the contribution of retailers to the product value chain.
 consumer motivations, shopping behaviors, and decision processes for evaluating retail
offering and purchasing merchandise and services.
 corporate objectives, competitor analysis, and competitive strategy
 the traditional bases for segmentation and how segmentation can inform retail strategy
 how retailer’s differentiate their offering as an element in their corporate strategy.
 factors affecting strategic decisions involving investments in locations, supply chain and
information systems, and customer retention programs.
 how retailer’s communicate with their customers.
 tactics (pricing, merchandise assortment, store management, visual merchandising,
customer service) for extracting profit from a retail offering.
The course will consist of lectures, cases (written & video), and original research by students and
case discussions, all of which are intended to provide students with the most engaging (and
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
exciting) learning experience possible. Among those, lectures and cases will serve to organize
important issues in retail industry and clarify the material. Assigned chapters, exercise, articles
and cases should be read prior to class.
Course Materials (Required):
Michael Levy and Barton Weitz, Retailing Management, 8th Edition (L&W)
** An earlier version is acceptable but students are responsible to be aware of some differences.
Other additional readings can be found in pdf form on our course website.
a. Class Participation (Individual)
 Attendance (25)
 Article discussion (random call) (25)
 Weekly readings and In-class discussion (50)
b. Journal (Individual)
 Site visit & Reflection (25)
 Guest speaker session attendance & Reflection (25)
c. Group Project
 Strategic Analysis (100)
 Presentation (25)
 Peer evaluation (25)
d. Exams (Individual)
 3 exams (50 points each)
500 +
** Total points can be over 500 if some extra point opportunities are provided. Grades are not
curved and will not be rounded. The points you earned will determine the grade you deserve.
Final grades can only be changed to correct calculation or input errors on my part. Any issues
concerning grading need to be called to my attention within one week of receipt of the grading.
Grades assigned at the end of the semester are NOT negotiable.
Grading Scale
Below 60%
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
a. Class Participation
Class participation is evaluated with respect to three parts: attendance, article discussion (random
call), and in-class discussion. First, for attendance, arriving to class late or leaving early may
count as an absence. Ten points will be deducted for missing the field trip to the retail store
(TBD) and for missing each class with a guest speaker. Excused absences include class conflicts,
documented illness or true emergencies and you need to notify me about any such conflict before
the trip or guest speaker session, if at all possible. Other excused absences may be granted, in
advance, but should be considered the exception, rather than the rule.
Second, there is at least one chance of being called for discussion of an article that is relevant to
the class topic of the day (see course schedule for assignment). For this article discussion, the
class is divided in half and assigned everyone to either Group 1 (last name first letter A through
N) or Group 2 (O through Z). Students, in the group assigned for the day, will have an
opportunity to briefly present and discuss an article they found related to the topic of the day (710 minutes). The article can be from any source – EBSCOhost, ProQuest, The Wall Street
Journal, The New York Times, or a retail trade magazine such as Stores, Chain Store Age, and
DSN Retailing Today. The article must be current (after July 2011), directly relevant to the topic
of the day, and interesting.
Third, in-class discussion participation is to promote your understanding of important concepts
and real-world examples reflecting important issues in retail industry and consumer culture.
Remember that “meaningful” contribution to the class discussion will be counted. To do so, it is
important for you to read the required readings before each class. Poor participation will be
reflected on final grade. Grading in-class discussion participation is necessarily subjective. Some
of the criteria for evaluating meaningful contribution include: 1) whether the participant is
prepared and the participant goes beyond simple repetition of case/article or facts, 2) whether the
participant is a good listener and also interacts with other fellow students, and 3) whether the
participant is an effective communication.
b. Journal (Individual)
We have one store visit and one guest speaker session. This opportunity makes you to pay
attention to experience real-world business. For each session, a short journal (2 pages) is required.
The content of this journal assignment include your reflection on the topic, site or any related
issue. Both attendance for each session and each journal have to be submitted for full credit.
c. Group Project (Strategic Analysis)
Students will form teams of 4 or 5 students. The teams will be responsible for group project on
strategic analysis. See the attachment for more detailed guideline. Two opportunities for you to
make sure you are in the right direction are Progress Report. A draft version of group project is
required two times, by the date noted in the schedule. Late report will not be accepted. Logical
arguments, proper citation, grammar, and the use of credible sources matter. Although this report
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
will not be graded, it will be more helpful for you to work on it early so that you get my feedback
as much as possible, which will help you improve the quality of the final report.
 Presentation is included as a grading term. Presentation should be professional (e.g.,
good ppt, professional attire, professional attitude etc.). We have a session for draft
presentation so that you get feedback from me and from your colleague students. This is
designed to enhance the quality of the presentation – this is all learning experience for
you all. Specific guideline is available on blackboard.
 Peer Evaluation is also an important component in group project and so it is included as
a grading term for group project. Each member of the project teams will provide
evaluative feedback on the performance of each individual group member. You will give
yourself a rating and provide comments on the contributions each member (including
yourself) made toward the successful completion of the project. The ratings provided by
each group member will be taken into account in the final calculation of the individual’s
total grade for the project. The form is available on blackboard.
** When serious conflicts exist among group members prohibiting productive work, you are
strongly recommended to contact me ASAP**
d. Exams
There will be three exams. It is designed to evaluate your understanding of the key concepts and
applications within retailing contexts. All exams will be open notes, but not open book. The
exams will be weighted about 50% multiple choice, 50% written answer format, though the final
exam will contain more essays. A make-up exam can be considered only when there is extreme
e. Bonus Points
There may be one or two extra credit opportunities. If you are planning an absence (both excused
and unexcused reason), you will lose the opportunity. But losing these opportunities does not
affect your final grade in a negative manner.
All assignments are due at the beginning of class. Any assignments submitted after the beginning
of class will be considered late and receive a letter-down grade per day.
 Must be typed with Times New Roman 12 font, double-spaced, and 1-inch margins all sides.
 For individual work:
o File name of assignment for upload: Last Name_Title of Assignment.
o On the top left corner of the first page, provide student’s full name, course name, and
name of assignment.
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
For group project:
o File name of assignment for upload: Group Numer_Title of assignment.
o On cover page, provide the title of project and all student names.
In writing papers, use headings and paragraphs to organize your writing.
Use third person. Check spelling, grammar, punctuations, and consistent formatting.
All references and quotations using American Psychological Association (Examples:
No Wikipedia as a source – anyone can add to or alter these entries and thus there are
questions about the credibility of the information. Use library databases to search for articles
and reports published in newspapers, trade magazines, and academic and business journals.
DO NOT EMAIL your assignment to me. Also “My printer did not work at the last minute”
is not an acceptable excuse. Late assignments will be lowered on letter grade for every day
late, including weekend days.
1. Sending e-mail:
When sending e-mails, be sure to put the course name in the subject line. You will get replied
within 24 hours with very few exceptional cases (e.g., conference attendance etc.). In such cases,
the instructor will notify you beforehand.
2. Modification of class:
***The instructor reserves the right to modify the syllabus, grading system, or calendar to better
suit the course. *** Note that occasionally, changes in the schedule of the course, or in the
assignments, are announced during class. Materials may be added to increase your knowledge or
efficiency in a particular subject area. Any change will be announced in class in advance. It is
your responsibility to connect with blackboard to stay abreast of changes, additional material etc.
3. Professionalism & Courtesy:
We subscribe to the UNCG professional standards. Students are required to be on time and
turning off cell phones during class. Students should NOT work on unrelated tasks. The use of
laptop, smartphone, and any recording device is prohibited in this class. Course materials should
be used only for this class: sharing the class material with others or posting any of class materials
online is prohibited.
Any disrespectful or disruptive behavior (e.g., sidebar talking, texting, surfing etc.) may result in
sanctions including point deduction in final grade, course failure or request to leave the class etc.
Refer to the following for more details on school policies and procedures:
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
4. Academic misconduct:
The university requires all members to be honest and I take academic misconduct very seriously.
My responsibility is to promote honest behavior based on highest standards of honesty and
integrity for the students. You, as a student, have a responsibility to report any condition
facilitating dishonesty relevant to academic performance in any respect.
Any form of academic dishonesty including plagiarism or cheating will not be tolerated.
Plagiarism may occur on any paper, report, or other work that is submitted to fulfill course
requirements. This includes submitting work done by others such as others’ work on websites.
Failing to cite reference properly will result in from re-doing the paper to zero point for an
extreme case. Any copy of work done by other students in class or by previous students will
result in from grade F on the assignment to request for expulsion from the class. Proof of
academic dishonesty will result in a fail in this class. Violations of the Academic Honesty
Guidelines will result in judicial action. Violation of the Guidelines includes cheating, plagiarism,
bribery, misrepresentation, conspiracy and fabrication.
Personal digital assistant devices, cellular phones, and other electronic devices not allowed
cannot be used during exams. Using any of these during an exam will be reported as a suspected
case of Academic Misconduct and handled in accordance with University policy. Check the
5. Accommodations for Students with disabilities:
Students requiring physical or programmatic accommodations should consult UNCG’s Office of
Accessibility Resources & Services at
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
Session 1 (Aug 19, M)
• Introduction, Syllabus
• Ch 1. World of Retailing (L&W)
Session 2 (Aug 21, W)
• Ch 1. World of Retailing (cont’d) (L&W)
• Case 3. Walmart’s Sustainability 360 (L&W)
Session 3 (Aug 26, M)
• Ch 2 Types of Retailer (L&W)
• Due: Student Profile on blackboard with picture
• Group 1 Article Discussion Assignment – Find and present an article about trends
and/or new developments in retailing either related to:
o a specific type of retailers such as department stores, supermarkets, specialty
stores, big box retailers, drug stores, department stores, discount stores, home
improvement stores, etc. or
o a demographic or social trend on retailing such the effect on retailing or a retailer
of the growth in minority markets; GEN Y of Baby Boomers; the aging
population; non-traditional family units, etc
o Be prepared to discuss how this trend will affect retailing or retailers.
Session 4 (Aug 28, W)
• Ch 3. Multichannel Retailing (L&W)
• Group 2 Article Discussion Assignment – Find and present an article about the effects
of the Internet/mobile on retailing or uses of the Internet/mobile to facilitate shopping.
Session 5 (Sep 2, M)
• Labor Day – NO CLASS
Session 6 (Sep 4, W)
• Ch 4. Customer Buying Behavior (L&W)
Session 7 (Sep 9, M)
• Ch 5. Retail Market Strategy (L&W)
• Case 6. Retailing in India (L&W)
Session 8 (Sep 11, W)
• Ch 5. Retail Market Strategy (cont’d) (L&W)
• Case 34. Starbucks’ Retail Strategy
Session 9 (Sep 16, M)
• First Exam: Chapters 1-5 plus material covered on class, open notes but can not bring
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
Session 10 (Sep 18, W)
• Ch 6. Financial Strategy (L&W)
Session 11 (Sep 23, M)
• Ch 7 & 8 Retail Locations (L&W)
• Case 13. Store location (L&W)
• Group 1 Article Discussion Assignment – Find and present an article on retailer’s
locations, innovative locations, new developments in shopping centers, issues related to
operating shopping centers, etc
Session 12 (Sep 25, W)
• Ch 9. Human Resource Management
• Group 2 Article Discussion assignment – Find and present an article about a human
resource management issue such as motivating and compensating retail employees,
sexual harassment, discrimination, special work schedules like flex time, organizational
culture, unions, etc
All students: Please review the efforts of the efforts of the retailers below (as reflected in
their websites) to attract the best and brightest college students in to their management
training programs. After visiting these websites, think about: Which of these retailers do
you think is most effective and attractive? Which is the least effective and attractive?
Which is the least effective? Why? What should each of these retailers do to increase
their effectiveness?
Sears Holding
Session 13 (Sep 30, M)
• Ch 10. Information Systems and Supply Chain Management (L&W)
Session 14 (Oct 2, W)
• Ch 11. Customer Relationship Management (L&W)
• Case 17. Nordstrom Rewards Its Customers (L&W)
Session 15 (Oct 7, M)
• Ch 12. Managing the Merchandise Planning Process (L&W)
Session 15 (Oct 9, W)
• Second Exam: Ch 6-11 plus material covered in class. Open notes, not open book
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
Session 16 (Oct 14, M)
• Fall Break – NO CLASS & HAVE FUN!
Session 17 (Oct 16, W)
• Project working day – No class, work on your own as a group
Session 18 (Oct 21, M)
• Ch 13. Buying Merchandise (L&W)
• Due: Progress Report of Group Project (at least outline, specific plan- more content is
Session 18 (Oct 23, W)
• Guest Speaker (TPB)
Session 19 (Oct 28, M)
• Ch 14. Retail Pricing (L&W)
• Group 1 Discussion Assignment Pricing – Find and present an article about pricing
decisions or practices made by a retailer such as special discounts, margins, sales,
approaches for price discrimination, legal restraints on price decisions, etc
Session 20 (Oct 30, W)
• Ch 15. Retail Communication Mix (L&W)
Session 21 (Nov 4, M)
• Ch 16. Managing the Store (L&W)
• Case 34. Starbucks (L&W)
• Group 2 Article Discussion Assignment - Communications Find and present an article
about a retailer’s communication programs directed toward building its brand, attracting
customers, creating word of mouth using Web 2.0 techniques, etc.
Session 22 (Nov 6, W)
• Ch 17. Store Layout, Design, and Visual Merchandising (L&W)
• Case 20. Touch and Feel at Sephora
• Due: Progress Report (Draft of all parts)
Session 23 (Nov 11, M)
• Store visit (Tentative)
Session 23 (Nov 13, W)
• Ch 18. Customer Service (L&W)
• Group 2 Article Discussion Assignment Customer Service – Find and present an
article about a retailer’s customer service activities
Session 24 (Nov 18, M)
• Group Presentation (Draft presentation) – feedback will be provided
MKT 326-01 Introduction to Retailing (UNCG)
Fall 2013
Session 25 (Nov 20, W)
• Group working day – no class
Session 26 (Nov 25, M)
• Group presentation
• Due: Group Project Final Report
Session 27 (Nov 27, W)
• Thanksgiving holiday – NO CLASS
Session 28 (Dec 2, M)
• Course review
Session 28 (Dec 4, W)
• Third exam: Ch 12-18 plus material covered in class. Open notes but not open book.
This final exam will also include items which will draw from learning from full class