L T P C

MB18MM03 RETAIL MANAGEMENT

2 0 2 3

COURSE OBJECTIVES
This module will enable students to:
 To familiarize students with retailing concepts, strategies, and problems
 To enhance student’s capability to identify and analyze business environment and its
opportunities and limitations, to set appropriate goals and to design the strategies to achieve
those goals within the current situations
 To be able to write the retail business plan to set up the new retail business
 To improve students’ capacity to identify current marketing activities engaged by retailing
organization and use of technology in retailing
UNIT I
Understanding Shoppers: Introduction –Meaning and Definition – Characteristics – Evolution –
Functions – Principles – Retail Sales Goals – Retailing in India – Retailing across the Globe – Global
Retailing Trends – Reasons for Retail Growth – Emerging Trends

UNIT II
Delivering value through retail formats: Store Based Retail Formats – Retail Sale by Ownership – On
the Basis of Merchandise Offered (Food Based Retailer and General Merchandise Retailers). Non–
Store Based (Traditional) Retail Mix and Non– Traditional Selling – Traditional Retailing, Non –
Traditional Retailing and Other Emerging Retail Formats.

UNIT III
Deciding Location: Store Location – Introduction – Importance – Target and Store Location –
Selection of Loyalty – Site Analysis – Trading Area Analysis – Demand Density – Supply Density –
Site Availability – Common Errors – Recent Trends in Store Location. Supply Chain Management –
The Supply Chain – Evolution – Why SCM – Innovation in SCM – Hierarchy of Supply Chain
Decisions – Warehousing – Major Drivers of Supply Chain – Components of Supply Chain.

UNIT IV
Retail Buying/Merchandise Buying Systems: Buying System for Staple and Fashion Merchandise –
Merchandise Budget Plan – Evaluation of Merchandise Budget Plan – Open–To–Buy System –
Allocation of Merchandise to Stores – Analyzing Merchandise Performance – Global Sourcing
Decisions – Costs Associated with Global Souring – Managerial Issues – Ethical and Legal issues –
Counterfeit Merchandise. Retail Marketing Segmentation: Concept, Significance and Philosophies of
Market Segmentation – Identification of Target Market – Market Segmentation Process –
Understanding Target Market – Market Demand Potential – market Supply Factors – Key Retail
Segments.

UNIT V
E–retailing and Technology in Retailing– Retaining through Internet – Factors Affecting Internet
Buying Decisions – Traditional Retailing Vs Cyber Retailing. In Store Technologies, Electronic
retailing, Technology. Human Interface, Challenges etc.–: Objectives in HRM in Retailing –
Functions – Job Analysis Process – Creating Organizational Structure – Forms of Organization –
Setting Up a Retail Organization. Category Management: Definition – Why Category Management –
Significance – Essentials/Prerequisite of Category Management – Category Management Process –
Store layout and Design – Establishing a Pricing Strategy: Concept of Merchandise Pricing – Pricing
Options – Setting the Retail Price – Price Objectives – Pricing Strategies – Types of Pricing – Price
Adjustments and Discrimination.

LEARNING RESOURCES
 1. Retail Management: A Global Perspective –Harjit SinghS. Chand Publishing, 2009
2. Chetan Bajaj, Rajnish Tuli, Nidhi V Srivastava, ‘Retail Management’, Oxford University
Press, 2005
3. Retail Management: A Strategic Approach– 9th edition, Berman, B. and Evans, J. R. (2003).
4. Arif Sheikh, Kaneez Fatima ‘Retail Management’, 4th edition, Himalaya Publishing House
5. Barry Berman, Joel R.Evans ‘Retail management, a strategic approach’ 8th edition, Pearson
Education Asia
6. Michael Levy, Barton A Weitz, Ajay Pandit – ‘Retailing Management’ 6th edition (Special
Indian edition) –Tata Mc Grawhill Publishing Co. Ltd.
7. David Gilbert ‘Retail Marketing Management’ 2nd edition, Pearson Education
8. Swapna Pradhan – ‘Retailing Management’ 2nd edition, Tata Mc Grawhill Publishing Co.
Ltd

L T P C
MB18MM09 SERVICES MARKETING
2 0 2 3

COURSE OBJECTIVES
 To introduce and apply skills for the 7 Ps of services marketing and design the market plan
 To analyze the factors contributing to customer satisfaction in a service Organization
 To create a service process that would minimize time loss and provide quick service, thereby
reducing the waiting time and enhance customer satisfaction
UNIT I
New perspectives on Marketing in the service economy, the traditional marketing MIX, The extended
services marketing Mix for managing customer interface, consumer behaviour in the service context.

UNIT II
Market segmentation in services, planning and developing service product – core and supplementary
elements, new service development.

UNIT III
Designing and managing service process, pricing and revenue management.

UNIT IV
Promoting services and educating customers, balancing demand and productive capacity.

UNIT V
Improving service quality and productivity – SERVQUAL and GAP analysis, managing people for
service advantage.
Case Analysis

LEARNING RESOURCES
1. Christopher Lovelock, JochenWirtz and JayantaChaterjee, "Services Marketing", Pearson,
New Delhi, 2014
2. Valaries A. Zeithl& Mary Jo Bitner, "Services Marketing", Tata McGraw Hill, New Delhi,
2014
3. Christopher Lovelock, "Services Marketing", Pearson, New Delhi, 2014
4. Christian Gronroos, "Services Management and Marketing", McMillan, New Delhi, 2014
L T P C
MB18MM02 B2B MARKETING
2 0 2 3

COURSE OBJECTIVES
 To understand and identify the opportunities in the B2B Market
 To study and analyze the customer and their relationship in the B2B Market
  To assess the Market in the B2B segment
 To study the Strategic Market Planning for Products and Channels in B2B Market
 To study the Strategic Market Planning for Pricing, Communication and Branding

UNIT I– Market Opportunity Identification – Analysis and Evaluation – Introduction to B2B

Marketing
Marketing Fundamentals in B2B Markets – Marketing Mix – Marketing Philosophy and culture –
Further differences between business marketing and consumer marketing – Derived demand and B2B
supply chains – The Bullwhip effect – Volatility – Opportunities through relationships – Market
structure – Integrated versus Networked supply, brand identity – Some international considerations –
The Value chain – Direct versus support activities – Trends and changes in business marketing –
Hyper competition – Formation of partner networks – Adoption of information technology and the
internet – Supply chain management – Time Compression

UNIT II– Customer Analysis – Customer Relationship management strategies for Business
Markets
The Organizational Buying Process – Forces shaping organizational buying behaviour – Delivering
Customer Solutions – The Organizational Buying Process: major elements – Relationship Marketing
– Types of Relationships – Value–Adding Exchanges – Nature of Relationships – Strategic Choices –
Managing Buyer–Seller Relationships – Understanding the Customer’s Business – The Key to
Success – Measuring Customer Profitability – Activity–Based Costing – Unlocking Customer
Profitability – The Profitable Few – Managing High – and Low–Cost–to–Serve Customers –
Managing Unprofitable Customers – Finding Customers – Customer Relationship Management –
Acquiring the Right Customers – Strategic Alliances – Accessing Complementary Skills – Benefits of
Strategic Alliances – Determinants of Alliance Success – The Social Ingredients of Alliance Success

UNIT III– Assessing Market Opportunities – Environmental Changes Impacting Supply Chain
Power
Segmenting the Business Market and Estimating Segment Demand – Business Market Segmentation
Requirements and Benefits – Bases for Segmenting Business Markets – The Segmentation Process –
Implementing a Segmentation strategy – Estimating Segment Demand – Methods of Forecasting
Demand – Qualitative Techniques – Quantitative Techniques – CPFR – Combining Several
forecasting techniques – Classifying the Business–to–Business Market Environment – Publics – The
Microenvironment – Usefulness of Classification – Value Networks and Supply Chains – Changes in
market over time – The Product Life cycle – The Technology Adoption Life cycle.

UNIT IV– Strategic Market Planning – Managing Products for Business Markets – Managing
Business Marketing Channels
Marketing’s Strategic Role – The Hierarchy of Strategies – Strategy Formulation and the Hierarchy –
The Components of a Business Model – Building the Strategy Plan – Product quality and Customer
Value – Product Policy – Planning Industrial Product Strategy – The Technology Adoption Life Cycle
– The Business Marketing Channel – Direct Channels – Indirect Channels – Integrated Multichannel
Models – Participants in the Business Marketing Channel – Channel Design – Channel
Administration – Defining E–Commerce – Key elements supporting E–Commerce – The strategic
Role of E–Commerce

UNIT V– Pricing – Business Marketing Communication – B2B Branding

The meaning of Value in Business Markets – The Pricing Process in Business Markets – Pricing
across the Product Life cycle – Responding to Price Attacks by Competitors – Competitive Bidding –
The Role of Advertising – Managing Business–to–Business Advertising – Measuring Advertising
effectiveness – Managing Trade Show strategy – Relationship Marketing Strategy – Managing the
Sales Force – Sales Administration – Models for Business–to–Business Sales Force Management –
Business–to–Business Branding – Holistic Branding – The Role of B2B Branding – Branding
Dimensions – Brand Strategy – Measuring Equity and Value – Branding as a Standard – Defending
the Brand – Building a strong Brand

LEARNING RESOURCES
1. Michael D.Hutt, Thomas W.Speh, “Business Marketing Management, B2B”, Tenth Edition,
Cengage Learning
2. Robert Vitale, Joseph Giglierano and Waldemar Pfoertsch, “Business to Business Marketing
– Analysis and Practice, Pearson Learning
3. K.Venkataraman, “B2B Marketing”, First edition, 2017, Notion Press

4. Sharma Dheeraj, Michael D.Hutt, Thomas W.Speh, “B2B Marketing: A South–Asian

Perspective”, Eleventh edition, 2014, Cengage Learning