Retailing Management
Marketing 327: Spring 2012
T Th – 6:00 – 7:15pm, 204 BURKE
Instructor
Melanie Deppen, MBA
E-mail
mbd154@psu.edu
Office Hours
Before and After Class and by Appointment
Required Text:
Retailing, 7th ed. Dunne, Lusch, and Carver (2011), Mason, OH: Thomson Southwestern.
Prerequisite:
MKTG 301
Course Description:
Retailing is the study of all activities involved in the sale of goods and services to the ultimate
consumer. This course will provide a foundation for students who plan to work in retailing or related
disciplines.
Course Objectives:
Upon completion of this course, students should understand:
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The retailer’s role in both the marketing process and the larger supply chain.
Why retailing is undergoing so much change today.
The difference between store-based retailers and non-store retailers.
The importance of retail strategic planning and operations management.
The changing population trends, social trends, and economic trends that are impacting
retailing today.
Who are today’s retail customers.
How retailers select and reach their target markets through their choice of location.
Where and how people shop.
How a merchandise budget is prepared and how it is used when making plans for an
upcoming merchandise season.
The major steps in the merchandise buying and handling process.
The factors involved with retail pricing, how to calculate various markups and discuss why
markdown management is so important to retailers.
How to evaluate the store environment of a retailer (both inside and out).
Visual merchandising and how it affects store layout and design.
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Course Specifics:
Exams: Include text information, lectures, class notes, case studies and other information specified
by the instructor. Exams may include multiple choice, short answer and essay questions. There will
be no makeup exams except in the case of illness verified by doctor’s excuse. The preliminary
exam schedule is:
First Exam
Tuesday, February 14th
Second Exam
Tuesday, March 20th
Final Exam
Week of April 30th
Facebook Fan Pages: How are retailers using Facebook fan pages to attract customers? Your
assignment is to pick a retailer and follow them on Facebook. See the article at
http://www.facebook.com/note.php?note_id=365085578867.
Here are 5 IDEAS that many business are using:
Involve your fans
Designate your fans as the designers
Exclusive discounts for Facebook fans
Area-focused promotions
Send gifts
What is your retailer doing to attract customers via their Facebook fan page? Are they following
the 5 ideas? Explain. You will be asked to submit two entries into the Angel Drop Box – describing
specifics about what your retailer is doing. A minimum of 3 single-spaced paragraphs is expected
for each entry and a maximum length of two, single-spaced pages. Each entry for this assignment
will be worth 10 points. No late entries will be accepted. Due Dates: (see Syllabus page 6).
Group Retail Project
Description:
The class will be divided into groups selected by the instructor. Students will work
together on the project yet also be individually responsible for select portions. Presentations must
at least 20 minutes but no longer than 25 minutes in duration. A typed, detailed presentation
outline representing your research, sources and project findings must be submitted on the day of
your presentation. A paper handout of your PowerPoint slides must also be supplied to the
instructor. (The powerpoint outline generated from the powerpoint slides is not acceptable as the
presentation outline.) Each student must present during the project presentation. The project
grade will include a group presentation score, a presentation outline score and peer evaluations
from each individual within the group.
Presentation Dates:
(See Syllabus page 6)
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Presentation elements:
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Provide a brief Company History
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Present its Mission Statement
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Who are its Main competitors - What intratype and intertype competition do they face in
the Erie market?
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Conduct a SWOT analysis
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Define its Retail Strategy and describe the strengths and weaknesses of that retail strategy?
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Describe its Supply chain
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Present its Location Characteristics
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Assess the Store Layout & Design - How does it differ from its competition?
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Select 5 concepts from Paco Underhill’s “Why We Buy: The Science of Shopping” then
(e.g., Who is their target market? What is their retail mix?)
evaluate your retailer on these concepts
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Any unique positioning?
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What unusual opportunities and/or threats do you foresee in the future?
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What recommendations would you make to upper management?
Course Grade:
Points
First Exam
100 pts.
Second Exam
100 pts.
Final Exam
100 pts.
Group Project:
Presentation
40 pts.
Presentation Outline
40 pts.
Peer Evaluation
20 pts.
Group Project Total
100 pts.
Case Studies (in class)/ Homework
60 pts.
Facebook Fan Papers
20 pts.
Participation/Discussion/Attendance
20 pts.
TOTAL
500 pts.
Grading Scale:
A
465 - 500 points
A-
450 - 464 points
B+
440 – 449 points
B
415 – 439 points
B-
400 – 414 points
C+
390 – 399 points
C
350 – 389 points
D
315 – 349 points
F
under 315 points
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Additional Course Policies and Reminders
1.
Attendance is critical and will be taken at the beginning of every class. Attending class is
the only way for students to earn points towards the Participation/Discussion/Attendance
grade. Some case study points will also be earned during class. You are responsible for
any notes, handouts or assignments given by the instructor during a missed class. More
than 3 absences may result in a deduction of10 points per missed class.
2.
Students are expected to complete all assigned readings, and complete any assigned
homework or out-of-class activities, prior to the class period.
No assignments will be
accepted late. If for a valid reason (excused absence) a student must miss class, he/she
needs to contact Professor Deppen prior to class and make arrangements to submit the
assignment.
3.
Students are expected to come to class prepared to actively participate by asking
questions and contributing ideas and/or comments.
4.
Students will turn off all electronic devices – cell phones, MP3 players, headphones, etc.
prior to the beginning of class.
5.
Class will begin and end at the scheduled time slot. Students are expected to arrive in
class on time.
6.
Once class has begun, students are expected to remain in class unless they have an
emergency. If a student knows that he/she must leave before the class has ended, or is
expecting a crucial phone call, please notify the professor before class. Students are
expected to visit the restroom before class.
7.
Academic Integrity Policy (Policy 49-20): This course will strictly adhere to the University
policies regarding individual academic integrity. Academic integrity comes under two
general headings: behavior toward the instructor and other students and general
integrity. Violations of any section of Policy 49-20 is punishable by receiving a failing grade,
suspension from class, or other actions as outlined in University policies. To review all
aspects of this policy, you may visit the website at:
8.
9.
http://www.pserie.psu.edu/faculty/academics/integrity.htm.
Career and Life Planning: The Academic and Career Planning Center can assist students
with the process of career and life planning through a full range of programs and services.
You may schedule appointments with the CDC staff to discuss issues including interests,
skills, values, and goal setting, as well as how to find career information, internships, fulltime jobs, and graduate schools. You are encouraged to utilize the services of the CDC
every year from your first semester to graduation.
i. Location:
Second Floor – Reed Union Building
ii. Phone:
iii.
Web Site:
898-6164
www.pserie.psu.edu/student/cdc/index.htm.
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Order of Course Lectures:
Part One: Introduction to Retailing
Chapter 1
Chapter 2
Perspectives on Retailing
Retail Strategic Planning and Operations Management
Part Two: The Retailing Environment
Chapter 3
Chapter 4
Chapter 5
Retail Customers
Evaluating the Competition in Retailing
Managing the Supply Chain
Part Three: Market Selection and Location Analysis
Chapter 7
Market Selection and Retail Location Analysis
Part Four: Managing Retail Operation
Chapter 13
Chapter 8
Chapter 9
Chapter 10
Store Layout and Design
Managing a Retailer’s Finances
Merchandise Buying and Handling
Retail Pricing
Additional segments of:
Chapter 11
Chapter 12
Chapter 6
Advertising and Promotion
Customer Services and Retail Selling
Legal and Ethical Behavior
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MKTG 327 - Course Schedule:
Class
Date
1
Tuesday, January 10th
2
Thursday, January 12th
3
Tuesday, January 17th
4
Thursday, January 19th
5
Tuesday, January 24th
6
Thursday, January 26th
7
Tuesday, March 31st
8
Thursday, February 2nd
9
Tuesday, February 7th
10
Thursday, February 9th
11
Tuesday, February 14th
12
Thursday, February 16th
13
Tuesday, February 21st
14
Thursday, February 23rd
15
Tuesday, February 28th
16
Thursday, March 1st
Schedule
Facebook Fan Page – 1st Entry Due in Angel Drop Box
Exam I
March 5th – March 9th
Spring Break
17
Tuesday, March 32th
Facebook Fan Page – 2nd Entry Due in Angel Drop Box
18
Thursday, March 15th
19
Tuesday, March 20th
Exam II
20
Thursday, March 22nd
Presentation
21
Tuesday, March 27th
Presentation
22
Thursday, March 29th
Presentation
23
Tuesday, April 3rd
Presentation
24
Thursday, April 5th
Presentation
25
Tuesday, April 10th
Presentation
26
Thursday, April 12th
Presentation
27
Tuesday, April 17th
Presentation
28
Thursday, April 19th
Presentation
29
Tuesday, April 24th
30
Thursday, April 26th
Final Exam
*see Finals Schedule
Final Exam
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