Retail Marketing

Course Name: 

SM826 Retail Marketing




Elective Courses

Credits (L-T-P): 

(3-0-0) 3


Introduction to Retailing – Retailing in India - Retail Formats and Theories-Understanding the Retail Consumers, Overview of Retailing Environment and Management, Strategic Planning, Structural Change, Market Structure, Retail Planning, Development and Control. Learning, Attitude. Motivation and Perception. Situational Analysis, Retail Institutions By Store- Based Strategy- Mix, Web, Nonstore-Based and other Forms of Non Traditional Retailing. CRM, Promotional Strategies Used in Retailing .Choosing a Store Location- Managing Retail Business-
Service Characteristics, Branding, Perceptions of Service Quality, Retail Information Systems, Merchandise Management Retail Pricing, Development and Implementing Plans, Internationalization and Globalization.


Michael Levi M and Barton Weitz ,Retailing Management, Tata McGraw Hill, 5th Edition,2008. Dunne Patrick M., Lusch Robert F. and Griffith David A – Retailing, Cengage Learning, 4th Edition,2010. Barry Berman, Joel R Evans, Retail Management- A Strategic Approach, Pearson, 10th Edition, 2009. Newman A.J. and Cullen P, Retailing: Environment and Operations, Vikas, 1st Edition


School of Management

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Dr. Sheena
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National Institute of Technology Karnataka
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