Duration: 3 MONTHS

Course Syllabus

Course Title: Retail Marketing

Course Duration: 3 months (part-time)

Course Objectives:

  • To provide learners with an understanding of the retail marketing environment
  • To equip learners with the skills necessary to develop effective retail marketing strategies
  • To enable learners to identify and target specific retail market segments
  • To provide learners with the ability to create an effective retail store layout and location plan
  • To help learners in enhancing their career growth and self-employment prospects

Course Overview:

Module 1: Introduction to Retailing

  • Understanding the concept of retailing
  • History of retailing in India
  • Types of retail formats
  • Key challenges in retailing
  • Case study: Real-life challenges in the retail industry

Module 2: Retail Marketing Environment

  • Understanding the retail marketing environment
  • Factors influencing retail marketing decisions
  • Understanding consumer behavior in retail
  • Trends and challenges in retail marketing
  • Case study: Analyzing the retail marketing environment

Module 3: The Retail Marketing Segmentation

  • The concept of retail marketing segmentation
  • Identifying and targeting specific market segments
  • Market research for retail marketing segmentation
  • Case study: Developing a retail marketing segmentation strategy

Module 4: Store Location and Layout

  • Importance of store location and layout in retail marketing
  • Factors influencing store location decisions
  • Creating an effective store layout plan
  • Case study: Designing a store location and layout plan

Module 5: Retail Marketing Strategies

  • Developing an effective retail marketing strategy
  • Understanding the product mix in retail marketing
  • Promotional strategies for retail marketing
  • Case study: Developing a retail marketing strategy for a new product launch

Module 6: Retail Merchandising

  • Understanding the concept of retail merchandising
  • Creating an effective visual merchandising plan
  • Managing inventory in retail merchandising
  • Case study: Designing a retail merchandising plan

Module 7: Private Branding in Retail

  • The concept of private branding in retail
  • Developing a private branding strategy
  • Challenges and opportunities in private branding
  • Case study: Creating a private branding strategy for a retail business

Module 8: Integrated Marketing Communication in Retail

  • Understanding integrated marketing communication in retail
  • Creating an effective communication plan for retail
  • Managing customer feedback in retail communication
  • Case study: Developing an integrated marketing communication plan for retail

Module 9: Retail Pricing

  • Understanding retail pricing strategies
  • Factors influencing retail pricing decisions
  • Managing price promotions in retail
  • Case study: Creating a pricing strategy for a retail business

Module 10: Customer Relationship Management in Retailing

  • The importance of customer relationship management in retailing
  • Creating a customer relationship management plan
  • Managing customer loyalty in retail
  • Case study: Implementing a customer relationship management plan in a retail business

Module 11: International Retailing

  • Understanding the concept of international retailing
  • Challenges and opportunities in international retailing
  • Creating an effective international retailing strategy
  • Case study: Analyzing an international retailing market

Module 12: E-Tailing and Rural Retailing

  • Understanding e-tailing and its impact on retail marketing
  • Creating an effective e-tailing strategy
  • Understanding rural retailing and its challenges
  • Case study: Developing an e-tailing and rural retailing strategy

Course Teaching Methodology:

  • Interactive lectures with practical case studies
  • Group discussions and problem-solving exercises
  • Role-play simulations and mock presentations
  • Online learning resources and self-assessment tools
  • Assignments and projects to apply learning in real-life scenarios

Importance for Learners in Career Growth and Self-Employment:

  • Enhancing employability by acquiring essential retail marketing skills
  • Building the ability to develop effective retail

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