Retail Management

Lincoin University,Malaysia
Course Code : MGT 523

Level

Semester

Credit Hours : 2

: III Semester

: MBA

Course Objective:
To understand the overall plan or framework action that guides a retailer and ideally it will be
at least one year in duration and outline the mission, goals, consumers market, overall and
specific activities, and control mechanisms of the Retailer.

S
N
1

Course Title

Course Contents

Introduction to

Objective, Framework of Retailing,

Retailing

Retailing

Strategic Planning in

Retailing
Situation

Retailing

Identification

strategy, Importance

of

Analysis,

Objectives,

of

consumer

characteristics and Needs, Specific

Activities,

Control,

Template

for

L+T

Retail Management, Global exposer

Retail Institutions by

in Retailing
Retail Institutions characterized by

ownership

Ownership,

Independent,

Franchising,

Leased

chain,

department,

vertical Marketing system, consumer

Retail Institutions By

cooperative.
Consideration in planning a Retail

store based strategy

strategy Mix, The wheel of Retaining,

mix

Scrambled Merchandising, The Retail

Life Cycle, Categorized, Merger,

Identification and

Diversification, Downsizing.
Consumer
demographics

and

Understanding

Lifestyles,

Needs

and

Consumers

Desires,

Attitudes

and

Consumer
Shopping

Behaviour,
Environmental

Trading Area Analysis

Retailer
Factors

Actions,
Affecting

Consumers
Importance of Location of Retailer,

Trading-Area

Analysis,

Retail organization and

Characteristics of Trading Areas.

Setting up a Retail Organization,

Human Resource

Organizational Patterns in Retailing,

Management

Human Resource Management in

Operations

Retailing
Operating

Management & its

Operation blueprint, store format,

Dimensions

size,

shape

Retail

20

12

32

Business,

allocation,

Store

Maintenance, Inventory Management,

Developing

Store Security & Insurance.

Merchandising philosophy, Buying

Merchandise Plans

Organization formats and process,

Devising

Pricing in Retailing
10

Merchandise

Plans,

Category Management
External Factors Affecting a Retail
Price strategy, Developing a Retail

Promotional Strategy

price strategy
Elements of the Retail promotional
mix, planning a Retail promotional
strategy ( Objective, Establishing an

11

overall promotional budgets, select &

implementing

12

promotional

mix,

Integrating and

Reviewing and Revising)

Integrating the retail

strategy,

controlling the Retail

Performance

scenario

strategy

analysis, Control using the retail audit

measures,

Total

Basic Books:
Roger Cox, Paul Brittain,Retailing: An introduction, Pearson, Fifth Edition.
Dunne, Lusch, Carver, Retailing, Cengage Learning, 8th Edition.