DOKUZ EYLUL UNIVERSITY - FACULTY OF BUSINESS
RETAIL MARKETING
MAN 453
2010-2011 FALL
INSTRUCTOR
CLASS HOURS
OFFICE HOURS
GRADUATE ASSISTANT
Assist. Prof. Özge Özgen
(Room 132, ozge.ozgen@deu.edu.tr)
Thursdays, 09:55-11:35 / 12.40-14.20
Monday 10:00-11:30
Res. Assist. Dr. Banu Atrek
Course Description/Objectives: This course provides the student with a comprehensive
view of retailing and an application of marketing concepts in a practical retail managerial
environment. We will analyze current multi-channel retail strategies among bricks-andmortar and web-based firms. Retailing is changing today, and the successful business will
know how to identify, adapt, and plan with the changes, without moving away from its core
competencies. We will consider: the development of a retail format and its strategy, the
analysis of a target market, demographic analysis related to site selection, retail personnel
issues, and category management. Buying, financial analysis, and pricing will also be
investigated.
Text Book: Berman, Barry and Evans, Joel R. (2010) Retail Management: A Strategic
Approach, New Jersey: Pearson.
Course Format/Preparation: The course will consist of lectures, class discussions,
presentations. It is also planned as an interactive course where class participation is very
important. There will be lectures, discussions, case studies and presentations. Students are
also required to contribute all in-class studies. Instructor has the right to refuse or change
the subjects.
Real Life Application: Students will form groups of 2 students for this assignment.
a. Each group will select specific service failure of any kind of retailer. After that,
each group will present the failure that can be lived in selected retailer with role
playing (It means that you have to present it in theatrical setting). Finally, the class
will discuss the presented failures and try to solve problems with marketing
strategies. No written report is expected for this assignment, only PowerPoint slide
handouts (4 slide in one page) will be given to instructor at the date of presentation.
b. Each group will present real life examples related to retailing. Newspapers,
magazines can be used as a source of this study. In class the application, positive
and negative sides of the application and the marketing strategies based on this
application will be discussed.
Mini Assignments: Mini Assignments will be prepared by groups of 2 students. The
assignment issues will be announced one week before the discussion of the assignments.
Short written paper will be expected for each assignment.
Case Study: Cases will be analyzed by groups of 2 students. Written paper will be expected
for each case analysis.
*Any late assignment will not be accepted.
ASSESSMENT:
Midterm Grade
Final Grade
Midterm Exam (75 points)
Case Study Analysis (25 points)
Mini Assignments (40 Points)
Real Life Application (25 points)
Participation (10 Points)
Final Exam (25 points)
Bonus for final grades: Students begin the semester with an
automatic 10 bonus attendance points toward their final grade.
Students will lose 2.5 points for each absence. (Example: you
receive 2.5 bonus points with 3 absences, -0- bonus points with 4
absences)
40 %
60 %
Tentative Class Schedule:
Week
Sept. 23
Sept. 30
Oct. 7
Oct. 14
Oct. 21
Oct. 28
Nov. 01Nov.12
Nov. 18
Nov. 25
Dec. 02
Dec. 09
Dec. 16
Dec. 23
Dec. 30
Jan. 03Jan. 10
Topic
CH 1 An Introduction to Retailing
CH 1 An Introduction to Retailing, CH 2 Building and Sustaining Relationships in
Retailing
CH 4 Retail Institutions by Ownership, CH 5 Retail Institution by Store-Based
Strategy Mix
CH 6 Web, Nonstore-Based and Other Forms of Nontraditional Retailing
CH 7 Identifying and Understanding Consumers
Case Study Analysis
MID-TERM EXAMS
Bayram
CH 8 Information Gathering and Processing in Retailing
CH 9 Trading-Area Analysis, CH 10 Site Selection
Real Life Application
Guest Speaker
CH 14 Developing Merchandise Plans, CH 15 Implementing Merchandise Plans
CH 18 Establishing and Maintaining a Retail Image
FINAL EXAMS