Gujarat Technological University MBA Semester - IV

1. Course Objectives:
MBA - II SEMESTER - IV
SRM : Retailing-II
The objective of this paper is to expose the learners to some of the very important and
advanced topics in modern retailing globally and in India. The range of topics included in this
paper offers students an opportunity to go a little deeper into the subject and later on
integrate the learning of this sectoral area with the help of case discussion and analysis. The
specific objectives of this course are:
1. To expose the learners to some of the advanced topics in modern retailing
2. To help the learners assimilate and integrate the concepts learnt in “Retailing-I” and
“Retailing-II” and thus develop a holistic perspective toward the subject and the
sector
3. To synthesize the learning from the concepts, theories and models with real-life
practice using cases on retailing.
2. Course Duration:
The course duration is of 40 sessions of 75 minutes each.
3. Course Contents:
Module
Module / Sub-Modules Sessions Marks
No.
Weightage
I Merchandise
Implementation
Management: Planning and 8 20%
Concept of Merchandising, Decisions pertaining to
Variety & Assortment; Buying function in different
organizational set up, The process and implications of
Merchandise Planning, Category Management; The
concept of National Brand, Local Brands, and Private
Labels; Sourcing Strategies
Retail Marketing and Communication
Retail Marketing Mix; Management of Sales Promotion
and Publicity, The Retail Communication Mix;
II
Establishing and Maintaining Retail Store Image,
Building Store Loyalty; The Concept of IMC
Developing Retail Image
Strategies for Customer Service: Importance of
Service in Retail; Providing Basic Customer Services,
Determining Customer Service Levels,
8 20%
Relationship
Loyalty,
Management, Developing Customer
Store Layout: Store Layout Management, Planning a
Basic Store Design, Planning Interiors and Layouts, The
Concept and Philosophy of Visual Communication and
Visual Merchandising, Planning the Exteriors and
Frontage; Technology issues: Shop Lifting, Pilferage.
Issues with RFID and related technology
III Retail Franchising
Concept of Franchising; History of Franchising;
Franchising Scene outside India; Types of Franchising;
Advantages and Disadvantages of Franchising ; Retail
Franchising as Growth Strategy
8 20%