PGDM-[ Post Graduate Diploma in Management ] 2016-2018

Trimester-I
Course Name and Code : Retail Marketing DM-243
Instructor
Pankaj Priya
Credits
3
Teaching Hours
Name

30

Course Learning Goals (CLGs);

1) . Upon completion of the course students will develop an in-depth understanding of

modern retail business.

2) Appreciate the difference between managing traditional retail and modern retail business.
Course Intended Learning Outcomes (CILOs)

1) To provide the students with an in-depth understanding of retail concepts.

2) Apply the concepts in setting up and managing various retail formats.
Instructor Contact
Email: pankaj.priya@bimtech.ac.in
Phone: 0120-2323001-10 Ext 397
Reading/Study Material
Main Text Book:

Sinha & Uniyal, Managing Retailing, Oxford Publications

Additional Books:

Berman ,Evans & Mathur, Retail Management, Pearson Education.

Western Dunne, Lusch and Gable, Retailing, South western publishing.
Davis and Ward, Managing Retail Consumption, John Wiley & Sons
Research Papers
Images India Retail Report 2016
Rao, Rama. Models of Retail Competition

Session Plan, BIMTECH, Greater Noida Page 1

Case Studies
1. Spencers
2. Case study on Private label
Pedagogy
Lectures, Tutorials, Class
Group Project.

discussions,

Class Exercises, Assignments and

Assessment Criteria
Criteria
2 OLTs
Individual
handwritten
assignment
Group Project

Class
Participation
Attendance

Marks/Weightage
20%
5%

&

End Term Exam

Total

20%

5%

50%
100%

Date /Week #
As per OLT schedule
Week starting from 1st
October 2016
To be completed by the
week ending 10th December,
2016
Mainly based on the active
participation in class
discussion
End of Trimester

Expectations from the students

1. Read assigned chapters/articles/cases before the session
2. Keep a track of deadlines
3. Major focus shall be on reading the material and refrain from using Power Point
presentations for the complete study.
Schedule/ Weekly Plan

Session Plan, BIMTECH, Greater Noida Page 2

Sessi
on #

Topics Covered

Business sense of
retailing. Retail
Ecosystem. Role of
PGDM students in Retail
business. Indian Retail
Industry

Case
Studies/Articles/Exer
cises

Learning
Outcom
es/ Skills

Write up on retailing
as business- a real
life example.

(CILO -1)

Retailing- Introduction,
Concepts, Overview,
Development and Growth

Evolution

Concepts (Wheel of
Retailing, Retailing
Distribution
Channel, Retail
Strategy)

Assessm
ent /
Deadline
s

Functions performed
by retailers.

(CILO
1)

Written
assignme
nt
Case
study

Understanding
shoppers

(CILO
2)

Location analysis
5
Category
Management

(CILO
2)

OLT

6
Retail Buying, Store
layout & Design

Case study

9
Real Life Project
Presentation

(CILOs
2)

(CILO
2)

Retail Communication
& Pricing Strategy
Technology in
Retailing, E-retailng

(CILO
2)

(CILO
2)

OLT
Case study
Group
project to
be
submitte
d

10
Group
Session Plan, BIMTECH, Greater Noida Page 3
project to
Real Life Project
be

(CILO
2)

(CILO

Class Rules and Regulations

1 Academic Integrity is about the honest presentation of your academic work. It
means acknowledging the work of others whilst developing your own insights,
knowledge and ideas. Academic work in an institute depends on the practice of
academic integrity as a core value. It is an important part of academic life for
both staff as well as the students and is also essential to all academic thought
and practice. All work produced must acknowledge the sources of ideas
presented and cite the original written work.
2

In preparing your assignments you will need to do research and draw on the
ideas of others. You are encouraged to read widely about the issues you are
studying, but you must also acknowledge any ideas that are not your own by
including citations in your text and references in a list at the end of every
assignment.

It is your responsibility as a student to know how to reference correctly. If you do

not know the Harvard Referencing System or another one, such as the APA
system, then it is your responsibility to find out how to do this.

Penalties for plagiarism can be severe, depending on the nature, severity and
frequency of offences. If you have been charged with academic misconduct for
plagiarism, you will have to attend a hearing to defend or explain your actions. If
you are found guilty, you may get zero for your assignment, or you may fail the
course.

Students are expected to be present in all the scheduled classes as per the
timetable shared with them. They should be seated in the class at least five
minutes before the scheduled start time. No student should remain absent from
any class without intimation and prior sanction by the concerned Professor
handling the class. Unauthorized absence from the class will invite penalty which
will be determined by the faculty concerned.

Students are expected to be fully involved while in the classroom. Any

distraction caused by the use of mobile phones, cross talk or chat with fellow
students will invite disciplinary action as determined by the faculty concerned.

Students are expected to be present in the classrooms for the lectures before
the instructor. Late entrants will not be allowed entry in the classroom.

Other than the classroom contact hours based on course credits, students are
expected to spend 2-3 hours for every session outside the classroom working on
assignments and projects.

Assignments and projects should be the original work of the student. Therefore,
copying assignments from internet, seniors or from classmates will not be

Session Plan, BIMTECH, Greater Noida Page 4

acceptable. Plagiarism is viewed very seriously and zero marks would be

awarded in such cases or student may fail the course.
10 To avoid academic fraud and maintain research ethics, BIMTECH makes
systematic use of Turnitin. Each student should submit originality report with
their assignments.
11 Students are expected to be punctual in all respects and they should try to
submit their assignments before the last date of submission.
12 Fans, lights and other electrical devices should be switched off after the session
gets over.
13 Eatables and beverages are not allowed to be taken in the class.
14 Minimum Attendance during the trimester in the class in each course has to be
at least 80%.

Session Plan, BIMTECH, Greater Noida Page 5