RETAIL MARKETING
MK - 401
School of Business and Economics
Resource Person
Program
Prerequisite for the course
Credit Hours
Semester
Class Timings
Manqoosh ur Rehman
BBA
All Marketing Core Courses
03
Spring 2014
Tuesday 8:00am to 11:00am
Counselling Hours
Monday
Tuesday
Thursday
12:00 pm to 02:30 pm
12:00 pm to 02:30 pm
03:00 pm to 06:00 pm
Telephone #
111-300-200 Ext. 3393
0302-4556733
E-mail
manqoosh.rehman@umt.edu.pk
INTRODUCTION
Retailing consists of all activities involved in selling goods and services to consumers for their
personal, family, or household use. Retailing is the last stage in the distribution process. It covers
sales of goods ranging from automobiles to apparel and food products, and services ranging from
hair cutting to air travel. The course provides introduction to all aspects of retailing and the
fundamental elements of Retail Marketing, Retail Management and a Retail organization’s
activities.
LEARNING OBJECTIVES
After completion of the course the students should be able to:
1. Understand the importance of retailing and its different types
2. Demonstrate the application of strategic planning in retailing
UMT-School of Business and Economics
MK-401
1 of 4
3. Differentiate between different models of retail competition
4. Understand the retailer’s marketing mix policies and legislative constraints thereof
5. Understand the operational issues involved in retailing
6. Understand the various factors and attributes to be considered in evaluating the retail sites
7. Understand the elements of store environment and its objectives
8. Identify various types of fixtures, merchandise presentation methods and techniques to be
used to increase the productivity of the sales floor
9. Understand the role of visual communications in a retail store
10. Understand the importance of a merchandise budget and know haw to prepare a
merchandise plan
LEARNING METHODOLOGY
Apart from the lectures on book chapters, this course will also include a fair number of case studies
from Pakistan’s retail sector. Discussions on these cases will be stimulated and invited to
understand and solve the unique issues associated with retail marketing.
The case studies and their related material will be available on Moodle. Participants are expected
to read and comprehend the material, prepare the case study and discuss it in small study groups
before coming to the class. Participants are expected to not only attend all classes but also fully
participate in discussions in a meaningful and productive manner.
Plagiarism is severely punished as per university policy. Participants are advised to refrain from
copying or claiming credit for anything which is not their own. The same applies to internet
downloads. All sources of data or text must be acknowledged properly.
TERM PROJECT
The term project for this course is to select a well known national or local retail brand and study
the following for that retail brand.
1.
2.
3.
4.
5.
6.
7.
8.
9.
History
Objectives
Type of Ownership
Retail Format
Retail Image Mix
Displays
Space Mix
Merchandising
Supply Chain Process
UMT-School of Business and Economics
MK-401
2 of 4
10. Retail Marketing Strategies
11. Research
12. Customer Service
13. Future Outlook
Students will form teams of 3 members each to work on this project. Every team must choose a
different retail store. The retail store you choose must be approved by the resource person. The
retail stores will be assigned to teams on first come first served basis. The guidelines about how
to write the report on above project will be provided to the participants separately. To complete
the requirements for completing, the participants are expected to:
1. Prepare and submit the report before the end-term exam
2. Make a formal presentation.
GRADING SYSTEM
Quizzes
10 %
Assignments
10 %
Class Participation
05 %
Case Analysis & Presentation 10 %
Mid Term Retail Activity
15 %
Project
15 %
Total Sessional Evaluation 65 %
Final Exam
35 %
Total
100 %
RECOMMENDED TEXT BOOK
1. Retail Management: A strategic approach, 11th Edition, Barry Berman and Joel R.
Evans, Mini Mathur, Pearson
REFERENCE BOOKS
1. Retailing Management, 7th Edition, Michael Levy & Barton A. Weitz
2. Retailing, 5th Edition, Patrick M. Dunne & Robert F. Lusch
3. Retailing: An Introduction, 5th edition, Roger Cox, Paul Brittain
UMT-School of Business and Economics
MK-401
3 of 4
CALENDAR OF ACTIVITIES
Week
1
Topic
Introduction
Retailing
and
Case
Overview
of
Reading
- Chapter 1 & 2
- Liberty Books
Relationships in Retailing
2
Strategic Planning in Retailing
3
Types of Retail Institutions
4
Non Traditional Retailing
5
Identifying
Customers
and
Best Buy in a Global
Growth Mode
- Chapter 3
- Chapter 4 & 5
- Ideas by Gul Ahmed
Understanding
- Chapter 6
- Chapter 7
- Chen One
6
Information Gathering & Processing Retailing Lessons from - Chapter 8
in Retailing
Loyalty Programs Around
the Globe
7
Trading Area Analysis
8
Site Selection
- Chapter 9
Tough Times for Shopping - Chapter 10
Centers
- Chapter 1 to 10
MID TERM EXAM
9
HRM Issues in Retail Organization
- Chapter 11 & 13
Operational Issues of Retailing
- English
House
10
Financial Dimensions
Organizations
of
Retail
Financial Merchandise Management
11
Merchandise
Developing
and
Merchandise Plans
Management:
Implementing
12
Pricing in Retailing
13
Retail Image Management
Boot
- Chapter 12
- Chapter 16
- Chapter 14 & 15
- Khaadi
Lowe’s: Category Potential - Chapter 17
Among Female Shoppers
- Chapter 18
- Amir Adnan
14
Promotion in Retailing
15
Integration and Control of Retail
Strategy
UMT-School of Business and Economics
Crossing the Great Media - Chapter 19
Channel Divide
MK-401
- Chapter 20
4 of 4