BUSINESS MARKETING & LOGISTICS 4251
SPRING 2013
Retail Marketing
TR 3:55-5:15 PM
SB 300
Website: carmen.osu.edu
Terry Paul
245 Fisher Hall
292-9549
paul.5@osu.edu
Office Hours: Tuesdays, 10:40-1:40
Required Text: Retail Management, Levy and Weitz, 2011
Lecture slides copy from Carmen site
Daily Assignments
Date
T
1/8
R
1/10
Chapters
CH. 1 – Intro to Retailing
CH. 2 – Types of Retailers; pictures due
T
R
1/15
1/17
CH. 3 – Multichannel Retailing
CH. 7 – Locations
T
R
1/22
1/24
CH. 8 – Sites; first report due
Quiz over CH. 7, 8
T
R
1/29
1/31
1st EXAM (all assignments above)
CH. 12 – Merchandise Planning
T
R
2/5
2/7
CH. 13 – Buying
CH. 14 – Pricing
T
R
2/12
2/14
CH. 18 – Service
Assigned pages in text with quiz over this material
T
R
2/19
2/21
2nd EXAM (all assignments since 1st exam)
Essay make-ups
If you are using an earlier edition of the text, the chapter numbers in the latest edition and this
syllabus match up with previous editions up to chapter 12. In the 2011 edition, what used to be
chapters 13 and 14 (and what you’ll see in earlier editions) were combined into what is now
chapter 13. For remaining assignments pay attention to the topics to make sure that you’re
reading the right information. Pricing is chapter 14 in the new edition and on this syllabus, but it
will be chapter 15 in earlier editions. Service is chapter 18 here but 19 in earlier editions.
Grade Determination
2 exams
2 written reports
Daily quizzes
Class participation
50% of course grade (each exam counts 25%)
20% of course grade (each report counts 10%)
20% of course grade
10% of course grade
About the Exams
Everything covered in the daily reading assignments is fair game for the exams, regardless of
whether or not the material was discussed in class. Lectures will bring in additional ideas that relate
to the text topics as well as hit highlights of what is in the book. Class discussion and the book are
equally important for the exams. There is no final exam in this course.
MAKING RETAIL MARKETING STRATEGY MORE RELEVANT – FOCUSING ON
YOUR ORGANIZATION
Textbook treatment and class discussion of a business subject often remain remote and abstract
unless you can see some practical payoff in terms of meaningful real world applications. To
facilitate this kind of learning experience, each student will choose an organization to view as their
own and as a continuing case study in the application of concepts and issues from BUS M&L 4251.
As part of each student’s daily preparation for class, careful consideration of how topics from the
assigned chapters might apply to your organization is expected. As you read each chapter, think
hard about its relevance for your organization. Students should imagine themselves as marketing
strategy specialists advising their organizations about these concepts.
The easiest way to select your organization is to choose one
1.
2.
3.
4.
for which you have worked
that you have patronized extensively
in which you know managers well
that is discussed in the media, texts, etc.
This retailer can be large or small, part of a chain or franchise organization or an independent
operation, but it must be currently in business. The choice of your retailer is a very important
decision which you need to make carefully. It should obviously be one you find interesting and one
for which you feel confident about applying course concepts to.
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Very often you’ll need to speak hypothetically (what you think rather than what you know to be true
from experience and observation) in discussing the relevance of course concepts to your
organization. How creative and insightful you are in completing these assignments will be taken
into account in grading, as will the inherent difficulties your organization presents to you as a
subject for these reports.
All students will submit a marketing profile of their organization due on 1/22, unless you choose to
do this sooner for extra credit. The suggested length for this report is 5 typewritten double-spaced
pages. This profile will serve to familiarize the instructor with your organization and your own
involvement with/interest in it. If your organization is a large one with a number of
divisions/locations, you have some decisions to make about what part(s) of the organization to
concentrate on in your reports. For example, if you work for Bath & Body Works, you might focus
on marketing issues for the company as a whole or ones limited to your particular store or a
combination of both. When in doubt, choosing the areas in which you have the most knowledge
and experience, the strongest opinions, or the greatest interest will serve you best.
This first report will account for 10% of your grade in the course. Pretend that this report was being
prepared for your organization’s biggest competitor. Pack as much information into its 5 pages as
you can about the organization’s marketing strategy and marketing conditions. Below are listed a
number of possible topics you could touch on in this report. You are not limited to these issues
alone and will not be expected to consider all of them:
1.
2.
3.
A Brief History of the Organization
Corporate Culture/Mission of the Organization
Leadership/Management
These first three areas go beyond marketing so if you include them in your report, keep it concise
and concentrate on their marketing implications. The remaining suggestions are all mainstream
marketing ideas worth examining in detail.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Target Market(s)/Segmentation Strategy
Key Competitive Advantages/Disadvantages
Competitors
Product Strategy
Place Strategy
Promotion Strategy
Price Strategy
Organizational Structure for Marketing
Marketing Research Activity (if any)
On a separate page, briefly (about half a page) describe your own involvement/interest in the
organization. Attach this information to the back of your report.
Bonus for early submission of first report if submitted by class time on
1/10
30%
1/15
20%
1/17
10%
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Be sure to be in class on the days your first report might be discussed, which is 9/4 for reports
submitted on 8/30, 9/6 for reports submitted on 9/4, 9/11 for 9/6 submissions, and 9/13 for ones
turned in on 9/11.
Another 10% of your grade in the course will be determined by your second report. You will be
able to choose the chapter (and its topics) for your second report, subject to the limitation on how
many students may choose particular chapters.
If you want to express a chapter preference for your second report, look over the syllabus topics for
9/20-10/2 and also the due dates on the next page. Then tell me which chapter you want to write on
by including this information at the very end of your first report.
SOME STRONG SUGGESTIONS CONCERNING THESE REPORTS
1.
Don’t waste space on background (historical, non-marketing, etc.) material; if some of this
is essential to the understanding of marketing issues, include it but be concise.
2.
USE HEADINGS WITHIN YOUR PAPER to organize your thoughts and to make it easier
for the reader to appreciate them.
3.
As much as possible, go beyond mere description (what) into analysis (how and why).
4.
Strive to remain objective in these reports; don’t come off as a “cheerleader” for your
organization.
5.
Look for areas of improvement, come up with constructive criticism.
6.
Creativity and insight in applying the text topics are high priorities of these reports. Their
presence demonstrates that you have fully understood the relevant concepts and applied
them thoughtfully. A report that adequately but routinely fulfills the requirements of this
assignment will receive a B- grade.
7.
Quality is more important than quantity in these reports. Acceptable second reports
generally average about 4 typewritten double-spaced pages. Good reports might be
somewhat shorter than this but remember that you need to demonstrate the considerable
time and effort you have put into their preparation. If your report is much less than 4 pages,
the burden of proof is on you. There is no penalty for extending your report beyond average
length but make sure that all of your report is meaningful material in order to receive full
credit for it. If you are aiming for an A grade, put extra effort into these assignments in terms
of quality and quantity.
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Second Reports
The basic requirement of these relevance reports is that you take one or more topics treated in the
chosen chapter(s) and show how they relate to the operations of your retail organization. The idea is
to demonstrate the relevance of the text discussion to the retailer on which you are focusing.
Explain how the authors' discussion applies to the way this company does business. Both
similarities and dissimilarities can be considered.
Example: Suppose that for your retail organization, pricing is a topic of particular interest. In
looking over Chapter 14 you identify the following text topics as ones that might apply to your
retailer:
maintained and initial mark-ups
price mark-downs
mark-ups
demand oriented pricing
everyday low pricing
leader pricing
price lining
Pick out 1-4 of these topics and simply explain how these text concepts relate to the ways in which
your company actually operates. Review the strong suggestions (above).
Second Report Due Dates
Topics from:
Chapters 12 and/or 13
Chapter 14
Chapter 18
To be turned in:
1/31
2/5
2/7
Covered in class:
2/5
2/7
2/12
Unless your submit these reports in class two days or more before they are to be discussed, send
them to me via email (paul.5@osu.edu) by 5:15 on the “to be turned in” dates above. Be sure to
be in class the days when the chapter for your report is to be covered in class (last column just
above).
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Contribution to Class Discussion
All students are expected to attend class regularly and contribute actively to the discussion of the
course material. You may be asked questions about the day’s reading assignment, something from
the lecture, current events in retail marketing, or ideas expressed by another student. In any case,
you are expected to respond thoughtfully. Often you will be asked how something would affect
your retail organization. At a minimum, this requires that you be prepared for all questions from
having thoroughly read the day’s assignment and paying close attention to everything that is said in
class. Since you are only one of a number of students, try to make your responses concise and to
the point. Be sure that you can be heard. Finally, courtesy is to be shown at all times during
discussion in the form of due respect, particularly to your peers. Class participation will account for
10% of your grade in the course.
DAILY QUIZZES
The purpose of these quizzes is to compel students to come to class very familiar with the assigned
chapters. Besides the additional learning that results from what otherwise would occur, two
important consequences are:
1.
The time in class will be much more productive as it will build on what you have
brought in from the text.
2.
You’ll be better prepared for exams – use the quizzes as study guides.
These quizzes will consist of 5 straight forward questions that each can be answered in no more than
2 sentences and usually less – a few phrases or perhaps even just a few words. The quizzes will
draw from the most important ideas in the assigned chapters.
There will be 10 quizzes that count in determining your quiz grade (CH.1 quiz is for practice). Your
2 lowest quiz scores will be dropped. Each quiz will be 10 points possible so a perfect score here
will be 80 points (not out of the question).
Attendance
You are absolutely expected to be in class the days when your reports might be discussed. Your
participation grade in the course will be reduced if you are absent on these days.
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Extra Credit Opportunity and Excellent Learning Experience
Conversation Partners is a program that matches undergraduate student volunteers with graduate
students for whom English is a second language. Requirements for earning extra credit (increasing
course grade by one level, such as from B to B+) are that you meet with your conversation partner
three times and that you prepare a one page report for each meeting. Partial credit can be earned if
you are unable to complete three meetings - reports. These reports can cover various aspects of
your interactions – objectives, results, discussion of conversation content, what you have learned,
etc. First report is due immediately after your initial meeting with partner. Remaining reports are
due on 10/11. An alternative assignment is available for students whose English is a second
language. The contact number for Conversation Partners is 292-0708. Be sure to tell them that you
are in Professor Paul’s class.
Pictures
To help the instructor to learn names and faces quickly, you are requested to submit a picture at
least 2 inches X 2 inches (head shot) of yourself. High school graduation photo is fine if it still
looks like you do now. You may Xerox (be sure to enlarge) your student ID or driver's license
photograph. If you turn your photos in by 1/10, you will receive a 1% extra credit bonus added to
your final grade. Please submit photo in an envelope with your name on the envelope and on the
picture.
A Personal Request
Unless it is truly an urgent matter, I strongly prefer not to be contacted right before class. Please see
me after class or during office hours, or at a scheduled appointment for routine concerns.
The Final Word
Students enrolled in this course are professionals in training and will be treated accordingly. It is
expected that you will almost always be present in class. Arriving late or leaving early should be
very rare occurrences – consider how you would react to others doing these things for a business
meeting that you were conducting. Similarly, do not signal your impatience to leave class by
“packing up” or any other non-verbal behavior before all discussion is concluded.
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