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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
Retailing
Retailing
Strategic Planning in
Retailing
Situation
Retailing
Identification
strategy, Importance
of
Analysis,
Objectives,
of
consumer
Activities,
Control,
Template
for
L+T
in Retailing
Retail Institutions characterized by
ownership
Ownership,
Independent,
Franchising,
Leased
chain,
department,
Retail Institutions By
cooperative.
Consideration in planning a Retail
mix
Identification and
Diversification, Downsizing.
Consumer
demographics
and
Understanding
Lifestyles,
Needs
and
Consumers
Desires,
Attitudes
and
Consumer
Shopping
Behaviour,
Environmental
Retailer
Factors
Actions,
Affecting
Consumers
Importance of Location of Retailer,
Trading-Area
Analysis,
Human Resource
Management
Operations
Retailing
Operating
Dimensions
size,
shape
Retail
20
12
32
Business,
allocation,
Store
Developing
Merchandise Plans
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
12
promotional
mix,
Integrating and
strategy,
Performance
scenario
strategy
measures,
Total
Basic Books:
Roger Cox, Paul Brittain,Retailing: An introduction, Pearson, Fifth Edition.
Dunne, Lusch, Carver, Retailing, Cengage Learning, 8th Edition.