University of Mumbai, Maharashtra (Mumbai University), Marketing Semester 6, Retail Management Syllabus

Unit - 1 Retail Management- An overview
a) Retail Management:
 Introduction and Meaning, Significance, Factors Influencing Retail
Management, Scope of Retail Management
b) Retail Formats:
 Concept of Organized Retailing: Factors Responsible for the Growth of
Organized Retail in India, Multichannel Retailing: Meaning and Types, E-tailing:
Meaning, Advantages and Limitations
c) Emerging Trends in Retailing
 Impact of Globalization on Retailing
 I.T in Retail: Importance, Advantages and Limitations, Applications of I.T. in
Retail: EDI, Bar Coding, RFID Tags, Electronic Surveillance, Electronic Shelf
Labels
 FDI in Retailing: Meaning, Need for FDI in Indian Retail Scenario
 Franchising: Meaning, Types, Advantages and Limitations, Franchising in India
 Green Retailing
 Airport Retailing

Unit - 2 Retail Consumer and Retail Strategy
a) Retail Consumer/Shopper:
 Meaning of Retail Shopper, Factors Influencing Retail Shoppers, Changing
Profile of Retail Shoppers, Market Research as a Tool for Understanding Retail
Markets and Shoppers
b) CRM in Retail:
 Meaning, Objectives
 Customer Retention Approaches: Frequent Shopper Programme, Special
Customer Services, Personalization, Community
c) Retail Strategy:
 Meaning, Steps in Developing Retail Strategy, Retail Value Chain
d) Store Location Selection:
• Meaning, Types of Retail Locations, Factors Influencing Store Location
e) HRM in Retail:
 Meaning, Significance, Functions
 Organization Structure in Retail: Meaning, Factors Influencing Designing
Organization Structure, Organization Structure for Small Stores/Single
Stores/Independent Retailers and Retail Store Chain/Department Store

Unit - 3 Merchandise Management and Pricing
a) Merchandise Management
 Concept, Types of Merchandise, Principles of Merchandising, Merchandise
Planning- Meaning and Process, Merchandise Category – Meaning, Importance,

Components, Role of Category Captain, Merchandise Procurement/Sourcing-
Meaning, Process, Sources for Merchandise

b) Buying Function:
 Meaning, Buying Cycle, Factors Affecting Buying Functions, Functions of Buying
for Different Types of Organizations Young and Rubicam’s Brand Asset
Valuator- Independent Store, Retail Chain, Non-store Retailer
c) Concept of Lifestyle Merchandising
d) Private Label
 Meaning, Need and Importance, Private Labels in India
e) Retail Pricing
 Meaning, Considerations in Setting Retail Pricing
 Pricing Strategies:
High/ Low Pricing: Meaning, Benefits, Everyday Low Pricing: Meaning, Benefits,
Market Skimming, Market Penetration, Leader Pricing, Odd Pricing, Single
Pricing, Multiple Pricing, Anchor Pricing
 Variable Pricing and Price Discrimination- Meaning
Types:
 Individualized Variable Pricing/First Degree Price

 Self-Selected Variable Pricing/ Second Degree Price Discrimination-
Clearance and Promotional Markdowns, Coupons, Price Bundling, Multiple –

Unit Pricing
 Variable Pricing by Market Segment/ Third Degree Price Discrimination

Unit - 4 Managing and Sustaining Retail
a) Retail Store Operations:
 Meaning, Responsibilities of Store Manager, The 5 S’s of Retail Operations
(Systems, Standards, Stock, Space, Staff)
b) Store Design and Layout:
 Store Design- Meaning, Objectives, Principles, Elements of Exterior and Interior
Store Design, Store Atmospherics and Aesthetics
 Store Layout- Meaning, Types: Grid, Racetrack, Free Form
 Signage and Graphics: Meaning, Significance, Concept of Digital Signage
 Feature Areas: Meaning, Types: Windows, Entrances, Freestanding Displays,
End Caps, Promotional Aisles, Walls, Dressing Rooms, Cash Wraps
c) Visual Merchandising and Display:
 Visual Merchandising- Meaning, Significance, Tools Used for Visual
Merchandising
 The Concept of Planogram
 Display- Meaning, Methods of Display, Errors in Creating Display
d) Mall Management
 Meaning and Components: Positioning, Zoning, Promotion and Marketing,
Facility Management, Finance Management
e) Legal and Ethical Aspects of Retailing
 Licenses/Permissions Required to Start Retail Store in India
 Ethical Issues in Retailing
Career Options in Retailing