Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Business Management (BBM)
Course Description
:This course includes an introduction, consumer behavior, and retail operations, the management of service and quality in retailing, retail marketing mix, the retail product, and retail b rand, merchandise management, retail pricing, retail communication and p romotion, retail distribution and supply chain management and consumerism and ethic in retailing.
Course Objective
:This course aims to provide knowledge and skills to students in the are a of retail marketing required specially for the big retail institutions. Course Description This course includes an introduction, consumer behavior, and retail operations, the management of service and quality in retailing, retail marketing mix, the retail product, and retail b rand, merchandise management, retail pricing, retail communication and p romotion, retail distribution and supply chain management and consumerism and ethic in retailing.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction
- Concept of retailing, characteristics of retailing. Types of retailers. Growing importance of retail industry. Dynamism in retailing: environmental theory, cyclical theories, and conflict theory. Retailing and marketing – strategic approach to retail marketing.
Unit 2. Consumer Behavior and Retail Operations
- Consumer behavior in retail context- simple model of retail purchase, time taken to shop, buying roles buying decision process and its implications for retail management, influences on the consumption process: motivational forces, demographic factors, social class, family influence, psychographics, role of children, social influence.
Unit 3. The Management of Service and Quality in Retailing
- Service components in retailing: tangible – intangible continuum, service quality management – Model of perceived serviced quality, quality gap model : the Gronroos model of perceived quality management and the Parasuraman, Zeithaml and Berry model, implementation of service management, growing emphasis on quality control, characteristics of retail quality, quality auditing system, se rvice recovery in retail context.
Unit 4. Retail Marketing Mix, the Retail Product and Retail Brand
- Concept of retail marketing mix, marketing mix for retail services, retail products and its break down, concept of retail brand, role of branding in retail business, retail brand positioning, brand loyalty, brand personality, consumers’ concept of self image, brand proposition, managing brands over their life cycles, brand updating, brand extension.
Unit 4. Merchandise Management
- Merchandise management concept, methods of planning and calculating inventory levels, merchandiser skills and profile, category management, range planning, space allocation, merchandise assortment and support, negotiating the purchase.
Unit 5. Retail Pricing
- Concept of retail price, price sensitivity, factors affecting price sensitivity, approaches to retail pricing, pricing and the relationship to value, mark down policy consideration for retailers.
Unit 6. Retail Communication and Promotion
- Objectives of retail promotion, promotional budget approaches communication effects, advertising, sales promotion, retail marketing and loyalty schemes, design and implementation of relationship marketing scheme, s personal selling, public relations.
Unit 7. Retail Distribution and Supply Chain Management
- Channels and channel flows, supply channel, growth of channel relationship and partnership, distribution logistics and stock control, retail logistics: the cost structure.
Unit 8. Consumerism and Ethic in Retailing
- The different pressures for a company to be socially responsible, criticism of marketing activities, product misuse and safety issues, green issues, acceptability of societal marketing approach, corporate social responsibility Addendum: At least one case will be administered at the end of each chapter. The student will also complete a project work and a few other assignments as specified by the faculty member.
- Suggested Books Gilbert, D. (2012). Retail Marketing Management . New Delhi: Pearson Education, Prentice
- Hall of India Limited.
- Bajaj, C., Tuli , R., & Srivastava, N. V. Retail Management. New Delhi: Oxford University
- Press.
- Berman, B. R. Retail Management: A Strategic Approach. New Delhi: Pearson Education, Prentice Hall of India Limited.
- Harjit Singh. Retail Management: A Global Perspective . New Delhi: S Chand and Company
- Limited.
- Levy, M., W eitz, B. A., & Pandit, A. . Retailing Management. New Delhi: Tata McGraw Hill
- Education Private Limited.