Ahmedabad University

Amrut Mody School of Management

Postgraduate Institute of Management
MBA PROGRAM
2013 - 2015
Course Code: MKT
Course Name: Retail Management

Semester 04

Credits: 1.5

Faculty:
Prof. Paragi Shah
Mobile: 09979555455
email: paragishah@gmail.com
COURSE DESCRIPTION:
Retailing is an integral part of the value chain in an organization. With the entry of FDI in
single and multi brand platforms, retailing has become an important area of study in business
schools. The course imparts understanding of developments in retailing from a localized
perspective. It dwells into various decisions points such as location and format selection, in
store space management, make or buy decisions and also management of merchandise on the
floor through category management, promotions and pricing. The course is highly essential
for those who are involved in the management of retail as a business as well as a function.
LEARNING OUTCOMES:
Knowledge based
1. The participants will be updated with the current scenario of retailing in India and to a
certain extent globally
2. The participants will have in-depth knowledge about one particular in category in
retail
Practice based
1. At the end of the course, the participants will be able to analyse retail formats, retail
marketing mix and implement different strategies related to location, pricing,
promotion and customer service.
2. The participants will be able to manage categories, and space on the retail floor as
well as buying, inventory management and supply chain management as support
functions for the retail management.
3. The participants will develop understanding of Indian shoppers and their buying
behaviour to serve them better.
Attitude based
1. The participants will appreciate the involvement and commitments of retail managers
appointed on the retail floor.

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SESSION PLAN*
Week
Other Readings / Remarks
/
Chapter
Topics
Sessi
readings
on
Introduction to retailing, Indian retail industry
and economy Characteristics of retailing,
1
Retailers role in distribution, Functions of
retailing, Trends in retailing
Retail
Organization,
Retail
formats,
Case: Walmart- Bharti
2
Ownership patterns of retail organization,
Retail classifications
Understanding shopping and shoppers,
Profiling Indian shoppers
3
Market segmentations, Dimensions for
segmentations, Insights into existing shopping
patterns
Retail Location strategy and space
Article: note on store
4,5
Management, The process of deciding
location
location, Methods of estimating demand
Store space management, Atmospheric and
6
physical material in store design,
Color planning and visual merchandizing
Category and Merchandize Management,
Case:
Shubhiksha:
7,8
Merchandize Planning and Hierarchy, Buying
Managing store operations
function
Supply Chain Management, Integrated supply
Case:
Supply
chain
chain management,
management at Wal Mart
9
Factors for successful SCM, Drivers of SCM,
SCM and competitive advantage
Retail promotion strategy, Selection of
Article(s): Impulse Sales
promotion mix, Media Selection, Advertising
and Merchandising at the
10
and
tie
ups,
Point
of
purchase
POS
communication, Role of Packaging, Price
setting and reference price
Technology in retailing, Trends and
11
challenges, Role of relationship Marketing
Overview about retail start up projects
Article
assessing
12,13
franchising option
14,15 A visit to a retail outlet
Each session will be of one hour thirty minutes
Reference book(s):
1. Retail Management A strategic Approach 11e by Barry Berman, Joel R. Evans,
Mini Mathur, Pearson Education, Inc.
2. Retail Management 2/e by Chetan Bajaj, Rajnish Tuli and Nidhi Srivastava,
Oxford University Press, New Delhi 110001

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Participants are required to read before every class as prescribed by instructors.

Reading can be in the form of articles, case studies or even text book chapters. Without
prior preparation by students, the class will not be effective.

Participants are expected to show high degree of academic ethics and not indulge in
copying or plagiarism. Unethical behaviour, copying or plagiarism would invite
disciplinary action as per the policy of the Institute.
COURSE REQUIREMENTS AND GRADING POLICIES:
Sr.
No.
1
3
4
5

Evaluation Areas

Weightage(%)
50

End Trim
Project Case
Case presentation & discussion
Class participation

25
20
05

1. Final examination is individual assessment components. Exams will be based on

theory, concepts and applications.
2. Project Case component is a group evaluation. All group members are expected to
develop a case on any retail organisation. Various primary and secondary sources can
be used. The evaluation will be based on the clarity of concepts, flow of work and
presentation, and question responsiveness.
The project case write-up must include:
Executive Summary
10
Background
15
Problems (be incisive)
25
Courses of action
25
Recommendations
10
Conclusion
5
Appendices / Sources
5
Presentation
5
Total 100 marks
3. Class case presentation and discussion is a group evaluation component.
4. Class participation will be based on participation during in-class discussions. It is an
individual evaluation component.
GUIDELINES FOR CLASS
Please note following guidelines and rules for the class.
1. You are expected to be present in all the classes punctually. Participant is required to
inform in advance for not attending any classes with valid reason.
2. All submitted work should be original work. Plagiarism and other kind of academic
misconduct will be strictly dealt with.

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3. All participants are required to check their e-mail accounts at the beginning of the day
and at the end of the day. Not aware about instructions or articles shared online, will
not be accepted.
4. Any person entering the class without reading required articles/cases or chapters as
suggested by the instructors for the class, will be not be permitted to attend the class.

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