Description

Vertical 1 : Major 1 – Marketing

Retail Marketing

 

S.Y.B.Com. (Management Studies) – Semester IV

 

Syllabus As Per NEP 2020 Academic Year 2025-26

 

Module 1 : Introduction to Retail Marketing
1. Retail Marketing – Meaning, Definitions – Characteristics and Functions – Social and Economical, Importance of Retailing, Types of Retail Stores, Challenges and Opportunities.
2. FDI in Retail Marketing – Meaning, Need for FDI in Indian Retail Scenario, Concept of Green Retailing, Concept of Airport Retailing, Impact of Globalisation on Retail Marketing
3. Retail Consumer – Meaning, Retail Consumer Behaviour, Factors Influencing the Retail Consumer, Retail Customer Buying Behaviour, Customer Decision Making Process
4. CRM in Retail Marketing – Meaning, Objectives, Customer Retention Approaches, Special Customer Services, Personalization, Community

Module 2 : Decision on Retail Location, Layout and Merchandising
1. Retail Location Strategy – Importance of Location Decision – Types of Location Decision and its Determining Factors – Retail Location Theories – Location Assessment Procedures
2. Store Design and Layout – Comprehensive Store Planning – Exterior Design and Layout – Interior Store Design and Layout – Interior Design Elements
3. Merchandising and Assortment Planning – Concept, Types Evolution, Factors Influencing, Principles of Merchandising
4. Merchandise Category – Meaning, Importance, Components, Role of Category Captain, Merchandise Procurement – Meaning, Process, Sources of Merchandise

Module 3 : Rural Retailing and Retail Branding
1. Rural Retailing – Meaning, Characteristics, Importance, Scope, Trends, Challenges, Difference Between Rural and Urban Retailing
2. 4 P’s of Rural Retailing – Product Strategy of Rural Retail, Price Strategy of Rural Retail, Place Strategy of Rural Retail, Promotion Strategy of Rural Retail
3. Retail Branding – Concept of Retail Branding and Its Importance, Scope of Retail Branding, Challenges and Opportunities of Retail Branding
4. Brand Equity – Strategic Brand Management, Retail Branding – Process, Retail Brand v/s Corporate Brand

Module 4 : E-Retailing and Visual Merchandising
1. Foundation of e-Retailing – Meaning, Features, Need of
e-Fetailing, Traditional Marketing to e-Marketing, Challenges of e- Retailing
2. e-Retailing Business Models, e-Retailing Marketing Mix – Supply Chain Management System in e-Retailing, Promotional Strategies of e-Retail Business
3. Concept of Online Pricing; Factors Affecting; Different Methods/Strategies of Online Pricing; Price Discrimination in e-Retailing; Dynamic Pricing for e-Retailing
4. Visual Merchandising – Meaning, Significance, Tools Used for Visual Merchandising, Concept of Planogram, Meaning and Methods of Display, Errors in Creating Display