KIIT School of Management
KiiT Deemed University
Pune
Retail Management
Session Plan
Faculty Name : Prof. Sikta Pati
No. of Sessions : 26
Credits :4
Course Objectives :
• To familiarize the students with the basic concepts of Retail Management
as understood in the international context
• Relate the concepts to real life situations through Case Study method
• Emphasize on Retail Management experiences in India with study of future
possibilities
• Facilitate the students in conducting field study of retail business in Pune,
as representing the Indian scenario
• Equip the students with the overall knowledge & abilities necessary to
manage a retail business
Evaluation :
 Field Work / Assignment (Group wise) 15 marks
(to be submitted 15 days before the
commencement of end term exam)
Case Study 10 marks

Class Tests (2*5) 10 marks

Class Participation 05 marks

 Mid Term Exam 20 marks
 End Term Exam 40 marks
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Session Schedule
Module 1 :
Introduction to Retail Management 2 sessions
– Role, Relevance & Trends
Topics
1. What is Retailing
2. Retail Industry & Economy
3. Retail Industry in India
4. Characteristics of Retailing
5. Role of Services in Retailing
6. Functions & Activities of Retailers
7. Categorizing Retailers
8. Structure & Nature of Retailing Channels
Module 2 :
Retailing in India 2 sessions
Topics
1. Traditional Formats
2. Emergence of Organized Retailing
3. Cooperatives & Government Bodies
4. Modern Retail Formats in India
5. Geographical Markets
6. Retailing in Rural India
7. Retail Strategy with Respect to Specific Product Categories
8. Vertical Marketing System in Indian Retailing
9. Challenges in Retail Business in India
Module 3 :
Retail Organization 3 sessions
Topics
Theories of Structural Change
1.
Classification of Retail Units
2.
Variety of Merchandise Mix
3.
Method of Customer Interaction
4.
2

Module 4 :
Strategic Planning in Retailing 2 sessions
Topics
1. Situation Analysis
2. Objectives
3. Identification of Consumer Characteristics & Needs
4. Overall Strategy
5. Specific Activities
6. Control
7. Feedback
Module 5 :
Retail Location 3 sessions
Topics
Importance of Location Decision
1.
2. Levels of Location Decision
3. Determining Factors
4. Types of Retail Location
5. Types of Consumer Goods & Location Decision
6. Site Selection Analysis
7. Selection of Particular Shopping Centre or Market Area
8. Estimate of Store Sales
9. Traffic Count
10. Retail Location Theories
11. Location Assessment Procedures
Module 6 3 sessions
Atmospherics & Retail Space Management
Topics
1. Atmospherics
2. Store Space Management
3. Wall ; Retailing Tools
4. Colour Planning
5. Physical Materials in Store Designing
6. Atmospherics in the context of internet
7. Retailing
3

Module 7 : 4 sessions
Merchandise Management
Topics
1. Product Management
2. Brand Management & Retailing
3. Merchandise Management
4. Model Stock Plan
5. Constraining Factors
6. Types of Suppliers
7. Criteria for Selection of Suppliers
8. Category Management
9. Merchandise Management Planning in various
Retail Segments
Module 8 : 1 session
Current Retail Industry Scenario
Topics
1. National Scenario
2. Global Scenario
Module 9 : 3 sessions
Retail Market Segmentation
Topics
1. Market Segmentation
2. Benefits of Market Segmentation
3. Segmenting, Targeting & Positioning
4. Criteria for Effective Market
5. Segmentation
6. Kinds of Markets
7. Dimensions for Segmentation
8. Market Targeting
9. Customer Profile
10. Survey of Buyers Intentions
11. Market Segmentation in India
4

Module 10
Retail Operations 3 sessions
Topics
1. Operations Blueprint
2. Store Format, Size & Space Allocation
3. Personnel Utilization
4. Store Maintenance, Energy Management & Renovations
5. Inventory Management
6. Store Security
7. Insurance
8. Credit Management
9. Computerization
10. Outsourcing
11. Crisis Management
READING LIST :
Text Book
 Retail Management ; A Strategic Approach – Barry Berman & Joel R. Evans
Reference Books
 Retailing Management – Levy & Weitz
 Retailing Management – Swapna Pradhan
 Retail Management – Chetan Bajaj
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