Course Code: YPRORET
Course Name: Professional Retailing Instructors: Almario and Leonen
Required Text:
Course Description: This course focuses on the contemporary dynamics and practical approaches of strategic retailing. The extensive coverage provides the students practical and professional knowledge in the establishment, operation, management an evaluation of a retail business.
Topic Outline Estimated
Contact Hours
MANAGING THE RETAILING ENVIRONMENT 1. Introduction to the Retailing Environment 2. Functions of retailing
3
1. The Retail Industry 2. Successful retailing
3. Context of Retail Business Planning
3
STRUCTURAL CHANGES IN THE RETAIL ENVIRONMENT
1. Changes in the Retail Environment 2. Socio-Demographic Change
3
1. Technology and Economic Change 2. Impact on the Retail Industry
3
MARKET STRUCTURE AND CONTROL RETAILING STRUCTURES
1. Environment and Competition.
2. The Market Structure of Retailing.
3
1. The Competitive Environment in the Different Retail Sectors
2. Competitive Retail Scenario – Local and National Level.
3
STRATEGIC MARKETING PLANNING FOR RETAILING: Setting up the Business
1. The Strategic Planning Process 2. Objectives to Position the Business
3
1. Integrated Marketing System 2. Vertical Marketing System
3
THE FUNDAMENTALS OF MERCHANDISING PRODUCTS:
1. Merchandise Strategies 2. Planning
3. Sourcing
3
1. Arranging and Displays 2. Space Management
3
ESTABLISHING A PRICING STRATEGY 1. Pricing Objectives
2. Pricing for markets
3
1. Pricing calculations 2. Pricing Policies 3. Pricing Strategies
3
PROMOTING THE STORE 1. Communicating the Image
2. Promoting the Retailer at the Brand 3. Selecting the Promotional Mix
3
1. Advertising and Sales Promotion
2. Publicity, Personal Selling and Relationship Marketing
3
LOCATING THE STORE IN THE RETAIL ENVIRONMENT
1. Developing a Location Strategy 2. Evaluating the Trading Areas
3. Locating: A Practical Guide for all Retailers
3
1. Researching the Proposed Trading Areas 2. Defining the Catch Men Area
3
STORE DESIGN AND LAYOUT: PRODUCING THE RIGHT FORMAT
1. The Store and its Image
2. The External Store: Structure as Part of the Image
3
1. Internal Store 2. Display
3. Visual Merchandising and Atmosphere
3
OPTIONAL TOPICS
1. International retailing
2. Internalization and Globalization
Total Session Expressed as Contact Hours 54
