MIT PUNEs

MIT School of Telecom Management

Course Plan
Program : Post Graduate Diploma In Management (PGDM)
Batch :2015-17, Semester II (Marketing)
Course Title: Retail Marketing(RTM)
Course Code:
COURSE OBJECTIVE:
Developing students understanding of the importance and role of Retailing as a.vital part of the distribution chain
COURSE PREREQUISITES: Basic knowledge about Marketing and distribution.
FACULTY :Prof. ShashankDivekar
COURSE CONTENT & UNIT PLAN :
UNIT NO

UNIT TITLE & CONTENT

UNIT OBJECTIVE

Indian Retail Sector

Brief background, history and present status of the Retail sector
in India. A review of various studies and findings about the
future growth and expansion of the sector.
Distribution : Role of the distribution function, Channels of
distribution, physical distribution functions, Functions of various
marketing channels,

To get clarity about the present

status and future developments
in Retail sector.
To understand the
importance of distribution
in the entire marketing
function.
1. To understand the role and
importance of wholesaling
function in the distribution
chain.
To understand the concept of
and importance of retailing,
types and formats of retailing.

Wholesaling
Concept, role and importance of a wholesaler, functions
performed.

Retailer
Concept, role and importance of a retailer, Types of retailers,
comparison between wholesaling and retailing.

To understand the concept of

Franchising:
Concept of franchising, Features, advantages and disadvantages franchising and features thereof.
to both franchisor and the franchisee.
To understand why franchising
is a popularly followed model
for growth and expansion in
retailing.

10

11

12

To understand the importance

of a retail location and the
factors that determine the
location of a retail outlet.
To understand the importance
of a store design and layout,
how it can affect retail business
and how a layout and design
can be used to promote retail
sales.
Merchandising : Concept, Strategic issues, Visual To understand the concept of
Merchandising Concept, objectives, Principles of VM, Role of merchandising and its role in
5 Senses in VM, Merchandise Planning, Category Management, promoting retail sales.
Assortment Planning
Private Label Brands :
To understand the concept of
Concept, Features, Advantages.
private brands, reason why
modern
retailers
are
increasingly
using
private
labels.
To understand how pricing can
Retail Pricing :
Primary and Secondary Objectives, Retail Price Determinants, become an effective tool in the
Approaches to Retail Pricing EDLP, High-Low, Loss-Leader, hands of retailers in order to
Skimming, Penetration, Price-Lining, Bundled Pricing, promote sales or other strategic
Extinction Pricing.
objectives.
To understand the importance
Retail Communication and Promotion :
Retail Promotional Objectives, Planning Retail
of communication in Retailing
Communications, Promotional Budget.
and the different purposes it can
serve effectively.
To understand the concept and
International retailing:
Types of International Retailers Grocery/ Fashion. Key success status of international retailing,
factors in International Retailing, Global Sourcing Factors to
major global retailers, global
be considered, Advantages and disadvantages of global sourcing. sourcing
and
advantages
thereof.
Retail Location :
Importance of a retail location, Primary and Secondary Factors
affecting location decision, Levels of retail location choice
City, Locality, Site.
Store Design :
Importance, Key components, External atmosphere, Internal
atmosphere, Principles of Store Design, Store Display, Store
Layout, Types of Store Layouts Grid, Race-Track, Free-form,
Floor Space Management.

REFERENCE BOOKS :
SR. NO.

AUTHOR

Michael Levy
and Barton
Weitz,
SwapnaPradhan

3
4

TITLE

PUBLISHER

TMGH
Retailing Management
Retailing Management

TMGH

David Gilbert

Retail Marketing Management

Pearson

Gibson Vedmani

Retail Management

Jaico