20MBAMM306 Retail Management syllabus for MBA

Sales Management

Meaning, Personal Selling, the sales management process Emerging Trends in Sales Management, Qualities and Responsibilities of a sales manager. Selling skills & selling strategies: selling and buying styles, selling situations, selling skills, selling process.

Management of Sales Territory & Sales Quota

Sales territory, meaning, size, designing, sales quota, procedure for sales quota. Types of sales quota, Methods of setting quota. Recruitment and selection of salesforce, Training of salesforce.

Retail Management

Introduction and Perspectives on Retailing World of Retailing, Retail management, introduction, meaning, characteristics, emergence of organizations of retailing - Types of Retailers (Retail Formats) - Multichannel Retailing -Customer Buying Behaviour, role of retailing, trends in retailing, FDI in Retail - Problems of Indian Retailing - Current Scenario.

Assignment: History and current trends including Indian retail FDI Policy.

Setting up Retail organization

Size and space allocation, location strategy, factors Affecting the location of Retail, Retail location Research and Techniques, Objectives of Good store Design. Retail Market Strategy - Financial Strategy Human Resource Management, Information Systems and supply chain management & Logistics.

Store Layout and Space planning:

Types of Layouts, role of Visual Merchandiser, Visual Merchandising Techniques, Controlling Costs and Reducing Inventories Loss, Exteriors, Interiors.

Store Management:

Responsibilities of Store Manager, Store Security, Parking Space Problem at Retail Centers, Store Record and Accounting System, Coding System, Material Handling in Stores, Management of modern retails stores.

Assignment: Merchandise Planning and Category Management, Mall Management-key aspects

Retail Pricing

Retail Pricing:

Factors influencing retail pricing, Retail pricing strategies, Retail promotion strategies

Relationship Marketing in Retailing:

Management & Evaluation of Relationships in Retailing, Retail Research in Retailing: Importance of Research in Retailing, Trends in Retail Research, Areas of Retail Research. Customer Audits, Brand Management in retailing Retail Audit and ethics in Retailing Undertaking an audit, responding to a retail Audit, problems in conducting a retail audit

Retail Analytics Case Study: Customer Analytics at Big Basket.

Internationalization of Retailing

Evolution of International Retailing, Motives of International Retailing, International Retail Environment – Socio-Cultural, Economic, Political, Legal, Technological and issues in international retailing.

Course Outcomes:

1.Career development in the field of sales

2.Management of sales

3.Find out the contemporary retail management, issues, and strategies.

4.Evaluate the recent trends in retailing and its impact in the success of modern business.

5.Relate store management and visual merchandising practices for effective retailing.

Practical Component:

• Interview a salesperson in a retail store and write a brief report about what they like and dislike about their jobs, their salary, travelling allowances, sales quotas, why they chose a sales career, and what does it take to succeed in this profession.
• Go to a kirana store and a supermarket and compare the following: a) store arrangement b) No of brands carried c) pricing policies – are discounts given? d) Service – personal or impersonal? Etc.
• Go to at least three kirana stores in your neighbourhood (around 2 kms) and discuss with them the importance of location, pricing, credit policy, etc. What percentages of goods are sold ‘loose’ in each locality and compare this with the approximate income range of the customers? What are the retailer’s losses when a customer defaults in payment? Does he make up for it by increasing his prices to other customers?
• Ask your friends if they would buy certain goods like groceries, vegetables, socks, mobile, pens etc from the roadside vendor as against a regular shop. Group the products into low risk and high risk ones. Does this buying behavior also depend on the personality of the individual doing the buying? Or the one doing the selling?
• Student can make a presentation on any product or the services of student choice, covering selling strategies and one day work exposure towards merchandising in any big retail outlets of respective places where institute is operating. Rural colleges can send the students to the city nearby to observe the merchandising planning in retail outlets and to make a small report.

Question paper pattern:

The SEE question paper will be set for 100 marks and the marks scored will be proportionately reduced to 60.

• The question paper will have 8 full questions carrying equal marks.
• Each full question is for 20 marks.
• Each full question will have sub question covering all the topics under a Module.
• The students will have to answer five full questions; selecting four full question from question number one to seven and question number eight is compulsory.
• 100 perecent theory in the SEE.

Texbooks

1 Sales & Distribution Management Tapan K. Panda & Sunil Sahadev, 6/e, Oxford University Press 2012

2 Managing of Sales Force Spiro Stanton Rich TMH 2003.

3 Sales Management Charles M. Futrell 2012

4 Retail Management Levy &Weitz McGraw Hill Latest Edition

5 Retail Management Chetan Bajaj Oxford University 3 Retail Management-A Global Perspective: Text and Cases Dr.Harjit Singh S.Chand Reprint 2018

Reference Books

1 Sales & Distribution Management Gupta S. L Excel Books 2010

2 Retail Marketing Management Dravid Gilbert, Pearson Education Latest Edition

3 Retail Management: A Strategic Approach Barry Berman, Joel R. Evans Pearson Education Latest Edition