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