MKT 326-01 Introduction to Retailing (UNCG)
Spring 2014
THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
BRYAN SCHOOL OF BUSINESS AND ECONOMICS
Department of Marketing, Entrepreneurship, Hospitality and Tourism
MKT 326-01: Introduction to Retailing
Spring 2014
216 Bryan Building
Tuesdays & Thursdays, 11:00 am – 12:15 pm
1. INSTRUCTOR:
Dr. Jiyoung Hwang
Office: Bryan 350
Email: j_hwang3@uncg.edu (the most efficient means of contact)
Course website: http://blackboard.uncg.edu
Office hours: Thursdays 1:30-2:30 pm and by appointment
2. COURSE OBJECTIVES
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 1) for students interested in
working for companies that interface with retailers such as manufacturers of consumer products or 2) for
students with a general management or entrepreneurial interest. Specific student learning outcomes are to
develop an understanding of:
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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.
To extend our understanding of retail industry, the course will consist of lectures, cases, and original
research by students and case discussions, all of which are intended to provide students with the most
engaging (and 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.
3. REQUIRED TEXT
Retailing Management, 9th Edition (L&W) by Michael Levy and Barton Weitz.
** An earlier version is acceptable but students are responsible to be aware of some differences. If you
prefer, e-textbook version with access to web sources from the publisher is a good option as well.
Other additional readings can be found in pdf form on our course website.
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MKT 326-01 Introduction to Retailing (UNCG)
Spring 2014
4. TERM ASSIGNMENTS AND GRADES
Points
Class Participation (Individual)
 Attendance (25)
 In-class participation (25)
 Article discussion (random call, 10@3=30)
Journal (Individual)
 Site visit & Reflection (30)
Term Project (Group)
 Part A: Retailer Analysis (50)
 Part B: Strategy Analysis (100)
 Presentation for Strategy Analysis (25)
 Peer evaluation (25)
Exams (Individual)
 3 exams (50 points each)
TOTAL
80
30
200
150
460 +
** Total points can be over 460 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 in writing within one week of receipt of the grading. Grades assigned at the end of the
semester are NOT negotiable.
Grading Scale
A
93-100%
A90-92.99
B+
B
B-
87-89.99
83-86.99
80-82.99
C+
C
C-
77-79.99
73-76.99
70-72.99
D+
D
E
67-69.99
60-66.99
Below 60%
4.1. 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. For the absence with
reasonable situation, the proof or documentation should be filed for the absence to be waived. Ten points
will be deducted for missing the field trip to the retail store (TBD). Excused absences include class
conflicts, documented illness or true emergencies but you need to notify me about any such conflict
before the trip. Other excused absences may be granted, in advance, but should be considered the
exception, rather than the rule.
Second, in-class discussion participation is to promote your understanding of important concepts and realworld examples reflecting important issues in retail industry and consumer culture. Remember that
“consistent, meaningful” contribution (quality- and quantity-wise) to the class discussion will be counted.
To do so, it is important for you to read the chapter before each class. Poor participation will be reflected
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MKT 326-01 Introduction to Retailing (UNCG)
Spring 2014
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.
Third, for this article discussion, the class is divided in half and assigned everyone to either Group A (last
name first letter A through N) or Group B (O through Z). Students have 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). Once being class, the student need to briefly present and discuss an article they found related
to the topic of the day (5-7 minutes). Any type of written presentation material is required for the grade.
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. Also see for
the positing (‘MKT326-01-Intro to Retailing-Sources’) on blackboard. The article must be current (after
2012), directly relevant to the topic of the day, and interesting.
4.2. Journal (Individual)
We have one store visit session (TBD). This opportunity makes you to pay attention to experience realworld business. After the store visit, 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 and a journal
have to be submitted for full credit.
4.3. Term Project (Group)
Students will form teams of 4 or 5 students. The teams will be responsible for term project. (See the for
more detailed guideline).
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An outline report and a progress report is required. Progress report is a draft version of term
project on the date noted in the schedule. Late report will not be accepted. Although these reports
will not be graded, it will be more helpful for you to work on it early so that you get my feedback
on much content as possible, which will help you improve the quality of the final report.

For the most part, write the report as if it is being written for senior management. This
means that it is crucial for you to know that who is the reader and how you need to present
effectively. Grade for the final report will be given based on 1) logical arguments based on
extensive research using credible sources (most important), 2) proper citation, and 3) other details
(grammar, format etc.). Remember that Wikipedia is NOT a credible source for research papers.
Also the final report should follow the rules for written assignment (see details on page 5 of this
syllabus).

Presentation is included as a grading term. Presentation should be professional (e.g., good ppts,
professional attire, professional attitude etc.). We have a session for draft presentation so that you
get feedback from me and from your fellow students. This is designed to enhance the quality of
the presentation – this is all learning experience for all of you. Specific guideline is available on
blackboard.
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MKT 326-01 Introduction to Retailing (UNCG)
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Spring 2014
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 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 each student’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. **
4.4. 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
consist of 50% multiple choice, 50% written answer format, though the final exam may contain more
written portion than the other two. A make-up exam can be considered only when 1) there is extreme
emergency and 2) a written notice is given to the instructor at least 24 hours prior to the exam day.
4.5. 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.
5. RULES FOR WRITTEN ASSIGNMENTS
No compliance to the following rule will result in a deduction of 5% of the grade.
 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
 (e.g., Hwang_Site Visit Journal)
o On the top left corner of the first page, provide student’s full name, course name, and name of
assignment.
 For group project:
o File name of assignment for upload: Group Numer_Title of assignment
 (e.g., Group #4 – Walmart Strategy Analysis_Progress Report)
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:
http://owl.english.purdue.edu/owl/resource/560/01/). Jackson library also has a short summary of
APA style guideline.
 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.
 All assignments are due at the beginning of class. Any assignments submitted 1) after the
beginning of class and 2) without written rules applied will receive a letter-down grade per day.
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MKT 326-01 Introduction to Retailing (UNCG)
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Spring 2014
Late assignments will not be accepted. If accepted, the grade will be lowered on letter grade for
every day late, including weekend days.
DO NOT EMAIL your assignment to me. Also “My printer did not work at the last minute” is
not an acceptable excuse.
6. COURSE POLICIES
6.1. Sending e-mail:
When sending e-mails, be sure to put the course name (MKT 326 - Retailing) in the subject line. You will
get replied usually within 24 - 48 hours with very few exceptional cases (e.g., conference attendance etc.).
In such cases, the instructor will notify you beforehand.
6.2. 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 on
Blackboard. Materials may be added to increase your knowledge or efficiency in a particular subject area.
It is your responsibility to connect with blackboard to stay abreast of changes, additional material etc.
6.3. 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.
Any disrespectful or disruptive behavior may result in sanctions including point deduction in final grade,
course failure or request to leave the class etc. The examples of desirable and disruptive behaviors include:
Desirable behavior
 Being on time and paying attention to the class
 Reading chapters before class
 Asking questions related to the class
 Sharing own experiences that are relevant to the
class
 Following the guideline in the syllabus and in
the project guideline
 Taking notes
 Being honest
 Submitting document for absence
Disrespectful/Disruptive behavior
 Sidebar talking, texting, sleeping, surfing on
the Internet, chewing gum, eating a meal
 Unreasonable compliant about your grade
such as arguing about grade when the work
does not align with the guideline
 Providing false excuse/document for
absence
 Any unprofessional behavior that interferes
the learning environment of the class
Refer to the following for more details on school policies and procedures:
http://www.uncg.edu/bae/faculty_student_guidelines.pdf
6.4. The use of course materials
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MKT 326-01 Introduction to Retailing (UNCG)
Spring 2014
Course materials should be used only for this class: sharing the class material with others or posting any
of class materials online is prohibited.
6.5. Academic misconduct
As the university requires all members to be honest, 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 details:
http://sa.uncg.edu/handbook/academic-integrity-policy/
6.6. Accommodations for Students with disabilities:
Students requiring physical or programmatic accommodations should consult UNCG’s Office of
Accessibility Resources & Services at http://ods.uncg.edu/
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MKT 326-01 Introduction to Retailing (UNCG)
Day
Jan 14 (Tue)
Jan 16 (Thu)
TENTATIVE COURSE SCHEDULE
(subject to change*)
Class focus
Jan 23 (Thu)
Jan 28 (Tue)
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.
Ch 4-Customer Buying Behavior
Jan 30 (Thu)
Ch 5- Retail Market Strategy
Feb 4 (Tue)
Feb 11 (Tue)
Ch 5- Retail Market Strategy (cont’d)
Case 34. Starbucks’ Retail Strategy
Exam: Chapters 1-5 plus material covered on class, open
notes but not open textbook
Ch 7 & Ch 8- Retail Site Location
Feb 13 (Thu)
Ch 7 & Ch 8- Retail Site Location (cont’d)
Feb 18 (Tue)
Ch 10- Information Systems and Supply Chain
Management
Ch 11- Customer Relationship Management
Case 17. Nordstrom Rewards Its Customers
Research workshop session (Bring your laptop)
Feb 6 (Thu)
Feb 20 (Thu)
Feb 25 (Tue)
Due
Introduction
Syllabus
Ch 1. World of Retailing
Ch 2- Types of Retailer
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.
(Turn in the article & presentation material at the end
of class)
Ch 3- Multichannel Retailing
Jan 21 (Tue)
Spring 2014
Team sign-up
Company sign-up
*Student Profile on
Blackboard with picture
* Turn in the article &
presentation material in
class
Outline report (hard
copy)
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MKT 326-01 Introduction to Retailing (UNCG)
Feb 27 (Thu)
Mar 4 (Tue)
Mar 6 (Thu)
Mar 8 – 16
Mar 18 (Tue)
Ch 12- Managing the Merchandise Planning Process
Ch 12- Managing the Merchandise Planning Process
(cont’d)
Exam: Ch 7, 8, 10, 11, 12 plus material covered in class.
Open notes, not open book
Spring Break – No Class
Ch 13- Buying Merchandise
Spring 2014
Have Fun!
Mar 20 (Thu)
Ch 13- Buying Merchandise (cont’d)
Ch 14- Retail Pricing
Progress Report (hard
copy)
Mar 25 (Tue)
Turn in the article &
presentation material in
class
Mar 27 (Thu)
April 1 (Tue)
Ch 14- Retail Pricing (cont’d)
Group 1& 2 Article Discussion Assignment – 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.
No class – Group working day
Ch 15- Retail Communication Mix
April 3 (Thu)
Ch 17- Store Layout, Design, and Visual Merchandising
April 8 (Tue)
Turn in the article &
presentation material in
class
April 10 (Thu)
Ch 18- Customer Service
Group 1 & 2 Article Discussion Assignment on
Customer Service – Find and present an article about a
retailer’s customer service activities
Store visit (TBD)
April 15 (Tue)
Draft presentation
April 17 (Thu)
Final presentation
*Presentation PPT
(hard copy)
*Site visit reflection
(Blackboard
submission)
Presentation PPT &
Final report (hard copy
and Blackboard
submission)
April 22 (Tue)
April 24 (Thu)
Final presentation
Exam: Ch 13, 14, 15, 17, 18 (for multiple questions) &
comprehensive for essay questions, open notes, not open
book
Peer evaluation
April 29 (Tue)
Peer evaluation form
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