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Retail Marketing syllabus

MKM 2099 units · 47 topicsAcademic year 2083/84
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Retail Marketing

9 units

1. Introduction (5 LHs)

  1. Concept of retailing
    1. Concept of retailing
  2. Characteristics of retailing
    1. characteristics of retailing. Types of retailers. Growing importance of the retail industry. Dynamism in retailing: environmental theory
    2. cyclical theories
  3. Conflict theory. retailing and marketing – strategic approach to retail marketing
    1. and conflict theory. Retailing and marketing – strategic approach to retail marketing

2. Consumer Behavior and Retail Operations (6 LHs)

  1. Consumer behavior in retail context- simple model of retail purchase
    1. Consumer behavior in retail context- simple model of retail purchase
    2. time taken to shop
    3. buying roles
  2. Buying decision process and its implications for retail management
    1. buying decision process and its implications for retail management
  3. Influences on the consumption process
    1. influences on the consumption process: motivational forces
    2. demographic factors
    3. social class
    4. family influence
    5. psychographics
    6. role of children
    7. social influence

3. The Management of Service and Quality in Retailing (6 LHs)

  1. Service components in retailing
    1. Service components in retailing: tangible – intangible continuum
  2. Service quality management – Model of perceived service quality
    1. service quality management – Model of perceived service quality
  3. Quality gap model
    1. quality gap model: the Gronroos model of perceived quality management and the Parasuraman
  4. Zeithaml and Berry model
    1. Zeithaml and Berry model
  5. Implementation of service management
    1. implementation of service management
  6. Growing emphasis on quality control
    1. growing emphasis on quality control
  7. Characteristics of retail quality
    1. characteristics of retail quality
  8. Quality auditing system
    1. quality auditing system
  9. Service recovery in retail context
    1. service recovery in retail context.

4. Retail Marketing Mix, Retail Product, and Retail Brand (6 LHs)

  1. Concept of retail marketing mix
    1. Concept of retail marketing mix
  2. Marketing mix for retail services
    1. marketing mix for retail services
    2. retail products
    3. and breakdown
  3. Concept of retail brand
    1. concept of retail brand
  4. Role of branding in retail business
    1. role of branding in retail business
  5. Retail brand positioning
    1. retail brand positioning
    2. brand loyalty
    3. brand personality
  6. Consumers’ concept of self-image
    1. consumers’ concept of self-image
    2. brand proposition
  7. Managing brands over their life cycles
    1. managing brands over their life cycles
    2. brand updating
    3. brand extension

5. Merchandise Management (5 LHs)

  1. Merchandise management concept
    1. Merchandise management concept
  2. Methods of planning and calculating inventory levels
    1. methods of planning and calculating inventory levels
  3. Merchandiser skills and profile
    1. merchandiser skills and profile
    2. category management
    3. range planning
    4. space allocation
  4. Merchandise assortment and support
    1. merchandise assortment and support
  5. Negotiating the purchase
    1. negotiating the purchase

6. Retail Pricing (5 LHs)

  1. Concept of retail price
    1. Concept of retail price
    2. price sensitivity
  2. Factors affecting price sensitivity
    1. factors affecting price sensitivity
  3. Approaches to retail pricing
    1. approaches to retail pricing
  4. Pricing and the relationship to value
    1. pricing and the relationship to value
  5. Markdown policy consideration for retailers
    1. markdown policy consideration for retailers.

7. Retail Communication and Promotion (5 LHs)

  1. Objectives of retail promotion
    1. Objectives of retail promotion
  2. Promotional budget approaches
    1. promotional budget approaches
  3. Communication effects
    1. communication effects
    2. advertising
    3. sales promotion
  4. Retail marketing and loyalty schemes
    1. retail marketing and loyalty schemes
  5. Design and implementation of relationship marketing schemes
    1. design and implementation of relationship marketing schemes
    2. personal selling
  6. Public relations
    1. and public relations.

8. Retail Distribution and Supply Chain Management (5 LHs)

  1. Channels and channel flows
    1. Channels and channel flows
    2. supply channel
  2. Growth of channel relationship and partnership
    1. growth of channel relationship and partnership
  3. Distribution logistics and stock control
    1. distribution logistics and stock control
  4. Retail logistics
    1. retail logistics: the cost structure.

9. Consumerism and Ethics in Retailing (5 LHs)

  1. The different pressures for a company to be socially responsible
    1. The different pressures for a company to be socially responsible
  2. Criticism of marketing activities
    1. criticism of marketing activities
  3. Product misuse and safety issues
    1. product misuse and safety issues
    2. green issues
  4. The acceptability of societal marketing approach
    1. the acceptability of societal marketing approach
  5. Corporate social responsibility
    1. and corporate social responsibility.