ANNEXURE-1 First Semester : Certificate in Retail ...\CAMPUS DATA\2015\B.Voc Lucknow University...

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ANNEXURE-1

First Semester : Certificate in Retail Management

1stYear : Diploma in Retail Management

First Semester:

Credit(s) SemesterExamination

InternalExamination Total

BVRM 1.1Fundamentals of Management andRetail 5 70 30 100

BVRM 1.2Store Assistantship and CashierOperations 5 70 30 100

BVRM 1.3Store Operations Management forTrainee Associates 5 70 30 100

BVRM 1.4 Retail Business Communication Skills 5 70 30 100

BVRM 1.5Retail Store Operations for SalesAssociateship 5 70 30 100

BVRM 1.6Distribution Salesmanship withRetailers 5 70 30 100

Second Semester:

Credit(s)SemesterExamination


BVRM 2.1 Human Resource Management 5 70 30 100BVRM 2.2 Retail Store Team Leadership 5 70 30 100BVRM 2.3 Salesmanship in Retailing 5 70 30 100BVRM 2.4 Organizational Behaviour 5 70 30 100

BVRM 2.5Distribution Management andRetailing 5 70 30 100

BVRM 2.6 Survey Project 5 - - 100


2nd Year : Advanced Diploma in Retail Management.

Third Semester :



BVRM 3.1Managing Department at RetailStore 5 70 30 100

BVRM 3.2 Retail Services Marketing 5 70 30 100

BVRM 3.3Presentation and NegotiationSkills in Retailing 5 70 30 100

BVRM 3.4Group Dynamics and TeamBuilding 5 70 30 100

BVRM 3.5 Statistical Methods 5 70 30 100

BVRM 3.6Information Technology forBusiness 5 70 30 100

Fourth Semester :



BVRM 4.1 Consumer Behaviour 5 70 30 100

BVRM 4.2Customer RelationshipManagement 5 70 30 100

BVRM 4.3Retail MarketingCommunications 5 70 30 100

BVRM 4.4Retail Supply ChainManagement 5 70 30 100

BVRM 4.5Retail Buying andMerchandising 5 70 30 100

BVRM 4.6 Research Project 5 - - 100


3rd Year Bachelor of Vocation (B. Voc.) in Retail Management

Fifth Semester :



BVRM 5.1 Marketing Research 5 70 30 100

BVRM 5.2Retail Display and FloorManagement 5 70 30 100

BVRM 5.3Retail Branding and ProductManagement 5 70 30 100

BVRM 5.4 Retail Entrepreneurship 5 70 30 100

BVRM 5.5 Business Ethics 5 70 30 100

BVRM 5.6Corporate Internship Reportcum Viva-voce 5 - - 100

Sixth Semester :



BVRM 6.1 Mall Management 5 70 30 100BVRM 6.2 E-Retailing 5 70 30 100

BVRM 6.3Management InformationSystems 5 70 30 100

BVRM 6.4 Strategic Management 5 70 30 100BVRM 6.5 International Retailing 5 70 30 100BVRM 6.6 Comprehensive Viva-Voce 5 100 100


BVRM 1.1: FUNDAMENTALS OF MANAGEMENT AND RETAIL

Unit I

Meaning, Nature and Importance of Management; Functions of Management; Concept ofPlanning, its type and steps; Goals, objectives, strategies; MBO; Concept of Forecasting andDecision-Making.

Unit II.Concept, meaning and nature of Organizing; Organization Structure; Formal vs InformalOrganisations; Departmentation; Span of Control; Authority and Responsibility; Line and StaffRelationships; Delegation and Decentralization; Importance of Coordinating, Staffing, Directingand Supervising.

Unit III

Concept, nature and importance of leadership function; Leader vs Manager; Leadership Styles;Qualities of a good leader; Concept and Importance of Control; Types and Process ofControlling; Requisites for Effective Control Systems

Unit IV

Concept of retailing, Retailer’s role in the distribution channel, Difference between organizedand unorganized retail; Functions in modern retail, Evolution of modern retailing, Types ofretailers, Organized retailing formats; Site selection and layout for Retail Store; Introduction tostore operations; Introduction to retail buying and merchandising.

Recommended Texts:

1. NeeruVashishtha : Principles of Management (Taxmann)2. Gupta, C. B. : Management (Sultan Chand)3. Rao, V. S. P. : Management (Excel Books)4. Berman and Evans : Retail Management: A Strategic Approach (Pearson)5. Levy and Witz : Retail Management (McGraw Hill)


BVRM 1.2: STORE ASSISTANSHIP AND CASHIER OPERATIONS

Unit I

Goods management in retail; Receiving of Goods and Storage; Delivery of products tocustomers; Maintaining required levels of stock for operations; Maintaining required levels ofstock for sales; Customer services; Hygiene, health and safety practices in retail; Creating apositive image of self and organization in the customers mind.

Unit II

Working effectively in a Retail Team; Working effectively in the organization; Writing andReading Skills; Listening and Speaking Skills; Decision making regarding the responsibilities ofthe job role; Planning and organizing customer centricity.

Unit IIIServicing Cash Point/POS; Point -of-sale procedures for age-restricted products; Processingcustomer orders for goods; Processing part exchange sales transactions.

Unit IV

Processing payments; Processing cash and credit transactions; Processing return goods

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Becky Corwin-Adams : Reminiscing about Retail: Confessions of a Cashier

(Brittdog Publishing)


BVRM 1.3: STORE OPERATIONS MANAGEMENT FOR TRAINEE ASSOCIATES

Unit I

Identifying security risks; Dealing with security risks; Reporting of security risks; Techniques forsafe handling and lifting of products and equipments; Procedures for using safety equipment.

Unit II

Maintaining the store cleanliness and hygiene; Managing display of stocks to promote sales;Preparing stocks for sale: Checking the condition of products on display, Dealing with productsthat are damaged, Tools to be used to put products together, Getting rid of unwanted packagingand waste.

Unit III

Different approaches to designing displays for different types of merchandise; Evaluating thepotential places to put the display as per the design brief; Light, colour, texture, shape anddimension combine to achieve the effects; Assessing the potential of places for displays to meetthe design brief; Evaluating the visual effect of displays; Making adjustments and improvementsto displays; Using scale when creating visual effects; Dressing techniques for different types ofmerchandise; Different purposes of displays and their use in visual merchandising; Choosing andcombining dimension, shape, colour, texture and lighting to create the visual effect you needfrom a display.

Unit IV

Managing dismantling and storing visual merchandising displays; Methods of providinginformation and advice to customers; Ways to promote loyalty schemes to customers; Complainthandling; Developing writing, reading and oral communication skills; Planning and schedulingtime; Building relationships with internal and external team members;

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Swati Bhalla & Anuraag : Visual Merchandising (Tata McGraw Hill)


BVRM 1.4: RETAIL BUSINESS COMMUNICATION SKILLS

Unit I

Meaning, Nature, Objectives, and Process of Communication; Types of Communication;Principles of Effective Communication; Barriers to Effective Communication and Methods toOvercome Them; Impact of Technology on Communication.

Unit II

Layout of Business Letters, Principles of Effective Letter and E-mail Writing, Types of BusinessLetters, Enquiries and Replies, Complaint and Follow Up, Record Keeping of BusinessCorrespondence, Personal Correspondence.

Unit III

Commercial Terms Used in Retail Business, Basics of Listening and Speaking Skills inRetailing, Tele Calling Skills, Video and Satellite Conferencing Skills, Interview Skills, GroupDiscussion Skills, Principles of Effective Presentation Skills in Retailing, Presenting SalesPerformance in Meetings, Making Effective Presentation about Products and Services toCustomers.

Unit IV

Meetings, Memoranda, Notices, Circulars, Agenda and Minutes, Sales Reporting, DraftingPricing Proposals for Sanction from Concerned Authority; Conferences, Public Relations, PressReleases, Trade Letters, Letters of Enquiry, Drafting Quotations and Tender, PromotionalLeaflet and Fliers for Clients.

Recommended Texts:

1. Sinha, K.K. : Business Communication (Taxman)2. Lehman, Dufrene& Sinha : Business Communication(Cengage)3. Sengupta : Business & Managerial Communication (PHI)4. Bovee, Thil et al. : Business Communication Today (Pearson)5. Sumit Kati : Retail Selling Skills (HPH)6. PSSCIVE, NCERT, Bhopal : Business Communications in Organized Retailing

(Students Workbook)


BVRM 1.5: RETAIL STORES OPERATIONS FOR SALES ASSOCIATESHIP

Unit I

Understanding Performance Criteria & Organizational Context and Technicalities for:

Processing credit applications for purchases, keeping the store secure and maintaining healthyand safety.

Unit II


Demonstrating products to customers, helping customers choose right products, providingspecialist support to customers facilitating purchases, maximising sales of goods & services,providing personalised sales & post sales service support.

Unit III


Creating a positive image of self & organisation in the customers mind and resolving customerconcerns.

Unit IV


Organising the delivery of reliable service, improving customer relationship, monitoring andsolving service concerns and promoting continuous improvement in service; Working effectivelyin team and working effectively in your organization.

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Sumit Kati : Retail Selling Skills (HPH)


BVRM 1.6: DISTRIBUTION SALESMANSHIP WITH RETAILERS

Unit I

Knowledge of Products to be sold and Merchandising:Product portfolio and product details; channel wise, category wise, outlet type wise schemes;Identifying hotspots in an outlet and convincing retailers for product displays; Issues in correctdeployment of merchandising material for high visibility; Articulation of USP of New products

Unit II

Business and productivity targets and measures:Sales objectives and targets for Bills cut, Lines cut, Average bill value and Unique OutletsBilled; target vs achievement; Market planner and outlet wise plans; Strategies and measuresfor achieving targets including estimating sales and ensuring availability of stocks.

Unit III

Steps in making an effective sales call:Analysing stock position; Collecting all the required information before meeting the retailer;Communicating effectively with the retailers; Checking stock position of your products atretailers place including physical condition and freshness and taking appropriate action; Bookingand submitting the order; Communicating the order value to the retailer.

Unit IV

Handling credit management of an outlet both receivables and payables:Collecting details of pending invoices from the distribution point on daily basis; Gathering creditageing information of retailer bills and setting beat objectives accordingly; Keeping track ofpending display payments; Resolving issues due to pending delivery; Reconciling bothreceivables and payables to outlets and settling all queries by customers on these issues.

Building good personal relationship with trade; Handling objections; Resolving issues

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Sumit Kati : Retail Selling Skills (HPH)


BVRM 2.1: HUMAN RESOURCE MANAGEMENT

Unit I

Emergence of HRM; Traditional vs Modern HR; Modern HR Challenges; Qualities of a GoodHR Manager.

Unit II

Human Resource Planning – Meaning, Importance, Benefits, Process, Requisites andImpediments; Job Analysis; Job Description; Job Specification.

Unit III

Recruitment, Selection, Placement and Induction; Training and Development – Challenges andMethods; Training the Sales Force; Executive Development; Promotions and Transfers;Managing Careers, Career Stages, Succession Planning.

Unit IV

Performance Management– Need and Importance; Corporate Appraisal Methods; HRCompensation; Organisational Exit; Exit Interviews.

Recommended Texts:

Rao, V. S. P. : Human Resource Management-Text and Cases, 3/e (Excel)Snell, Bohlander, Vohra : HRM-A South Asian perspective (Cengage)Gupta, C. B. : Human Resource Management (Sultan)Sarma, A. M. : Personnel & Human Resource Management (HPH)


BVRM 2.2: RETAIL STORE TEAM LEADERSHIP

Unit I

Organizing the display of products at the store: Controls involved in the display of products in aretail environment; Ways to review the display area before assembling materials for the displayand their importance; Ways to estimate the quantities and size of products to be used for display;Importance of selecting specific products for display to suit specific objectives;

Unit II

Principles of good displays; Knowledge of products; Labeling issues; Sourcing productspecifications and display information; Cleanliness and safety issues.

Unit III

Visual merchandising planning: Identifying the purpose, content and style of the display;Identifying the equipment, materials, merchandise and props for display; Creating effectiveways of improving the visual effect of displays; arranging for delivery of merchandise and propswith the right people and monitoring the progress; Updating stock records to account formerchandise on display.

Unit IV

Processing the sale of products; Maintaining the availability of goods for sale to customers;Establishing and satisfying customer needs; Allocating and checking work in your team;Monitoring and solving customer service problems; Communicating effectively withstakeholders; Working effectively in team as team leader; Working effectively in organization asteam leader.

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Swati Bhalla & Anuraag : Visual Merchandising (Tata McGraw Hill)7. Richard Bell : Coaching, Training & Developing the Retail Manager

(Createspace)


BVRM 2.3: SALESMANSHIP IN RETAILING

Unit I

Concept, Nature, Scope and Importance of Salesmanship in retailing; Functions of a Salesperson;Qualities of a good retail salesman – Physical traits, Mental traits, Social traits and charactertraits; Understanding buying motives of customers.

Unit II

Prospecting, Pre-approach, Approaching the customer, Collecting the information. Presentationand Demonstration of merchandise, Handling Obstacles &Objections, Closing the sale, After sales service, Building future sales, Effective Sales Dialogue,Using Web Resources to Support Sales Process.

Unit III

Purpose of Sales Organization, Setting up a Sales Organization, Basic Types of SalesOrganization Structures, Schemes for Dividing Line Authority in the Sales Organization.

Unit IV

Types of Personal Selling Objectives, Analyzing Market Potential, Market Indexes, SalesPotential and Sales Forecasting, Sales Forecasting Methods, Evaluation of Forecasts.

Recommended Texts:

1. Still, Cundiff & Govani : Sales Management (Pearson)2. Anderson, Hair & Bush : Professional Sales Management(McGraw Hill)3. Sahu&Raut : Salesmanship and Sales Management (Vikas)


BVRM 2.4: ORGANIZATIONAL BEHAVIOUR

Unit I

Concept and Determinants of OB; Developing an OB Model; Challenges and Opportunities forOB; Contributing disciplines to OB – Psychology, Social Psychology, Sociology, andAnthropology etc.

Unit II

Development of Personality, Personality Traits; Approaches to Learning, Reinforcements,Perception – Perceptual Process, Perceptual Organization, and Interpretation; Attitude..

Unit III

Theories of Motivation – Maslow’s hierarchy of Needs, Herzberg’s Motivation Hygiene Theory,McClelland Theory of Needs, Vroom’s Expectancy Theory, Equity Theory, Goal SettingTheory.

Unit IV

Transactional Analysis Johari Window; Power, Sources and Bases of Power, OrganizationalCulture.

Recommended Texts :

1. Robbins S : Organizational Behaviour (PHI)2. Luthans F : Organizational Behaviour (McGraw Hill N.Y.)3. Aswathapa K : Organizational Behaviour (Himalaya)4. Kavita Singh : Organizational Behaviour: Text and Cases (Pearson)


BVRM 2.5: DISTRIBUTION MANAGEMENT AND RETAILING

Unit I

Concept of Distribution; Functions performed by distribution channels; Growing importance ofdistribution; Types of Distribution channels; Distribution channel decisions.

Unit II

Concept of Logistics Management; Objectives of Logistics Management; Components andFunctions of Logistics Management; ; Logistics Information System ; Challenges for LogisticsManagement; Gaining competitive advantage through Logistics Management.

Unit III

Concept, Types, and Functions of Inventory; Inventory Management Tools and Techniques;Nature, Concept and Types of warehousing; Functions of warehousing; Strategic issues inwarehousing.

Unit IV

Retail buying decisions; Retail Merchandise decisions; Retail inventory management decisions;warehousing issues in Retailing; Modes of Transportation; Transport mode decisions in retailing.

Recommended Texts:

1. Berman and Evans : Retail Management A Strategic Approach (Pearson)2. Levy, Weitz : Retail Management (McGraw Hill)3. Lamba : The Art of Retailing (Tata McGraw Hill)4. Bajaj, Tuli, Srivastava : Retail Management (Oxford)


BVRM 3.1: MANAGING DEPARTMENT AT STORE LEVEL

Unit I

Role of displays in marketing, promotional and sales campaigns and activities for storedepartment; Importance and content of the design for effective visual merchandising;Understanding Company policies for visual design; Issues in planning an effective visualmerchandising for store department.

Unit II

Appropriate behaviour with customers in a retail environment; Effective handling of customerqueries; Guiding customers and ensuring customer comfort; Judging the customers for betterservice; Ensuring compliance with health, safety and hygiene requirements; Sales techniques forto effect customer purchases; Pre-requisites for helping customers.

Unit III

Setting the store department objectives using SMART framework; Planning to achieve theobjectives; Allocating and checking work in your team; Monitoring retail operations againsttargets; Motivating team members to achieve the objectives; Taking corrective actions to achievethe targets.

Unit IV

Providing leadership to team; Building and managing team; Strategies for developing individualretail service opportunities; Strategies for communicating effectively with stakeholders; Workingeffectively in team and for organization as Departmental Manager; Managing the budget;Core/Generic skills for Departmental manager.

Recommended Texts :

1. Sriram Iyer : Retail Store Operations (McGraw Hill)2. Chinmayaprasad : ABC of Store Operations (Student Copy)3. Vishal Agarwal : Store Operations (Dreamtech)4. Suja Nair : Retail Management (HPH)5. Berman and Evans : Retail Management (Pearson)6. Swati Bhalla & Anuraag : Visual Merchandising (Tata McGraw Hill)7. Richard Bell : Coaching, Training & Developing the Retail Manager

(Createspace)


BVRM 3.2: RETAIL SERVICES MARKETING

Unit I

Introduction to Services; characteristics of Services; Classification of Services; Differencebetween goods and services marketing; Reasons for growth of Service Sector

Unit II

Determinants of Service Quality with core features; Customer Expectation of Services; Levels ofExpectation; zone of tolerance; Factors influencing customer satisfaction; SERVQUAL model ofcustomer satisfaction; Gaps model for improving retail service quality; Strategies for influencingcustomer perception.

Unit III

7Ps of Service Marketing Mix; Stages in New Service Development; Customer defined Servicestandards: Hard and Soft standards; Physical Evidence and the Servicescape; Managing ServiceDemand; Service promotion strategies; Pricing of Services.

Unit IV

Employee’s role in Service Delivery; Customer’s role in service delivery; Role of technology inService Delivery; Customer Service Recovery.

Recommended Texts :

1. Zeithaml :Services Marketing (Galertig)2. Rampal, Gupta :Services Marketing (Galertig)3. Shankar : Service Marketing – Indian Context (Excel Books)4. Lovelock :Services Marketing : People, Technology & Strategy (Addison Wesley)


BVRM 3.3: PRESENTATION AND NEGOTIATION SKILLS IN RETAILING

Unit I

Verbal and Non-verbal communication skills. Oral communication tool kit: Language,Paralanguage (tone, volume, pitch, voice inflection, articulation, tempo/pacing, fluency) Kinesics(Facial Expression, Posture, Gesture), Oculesics, Haptics, Proxemics, Chronemics, Appearanceand Artifacts.

Unit II

Guidelines for effective communication during sales presentation; Application of AIDAS theoryof selling in sales presentation, Writing Basic outline of presentation, Need discovery: throughinformation-gathering and probing questions), Creating humor.

Unit III

Effective sales demonstration, Action taken during sales demonstration; Dealing with questions,Encouraging discussion, Negotiation in Selling; Negotiation as process; Situational Factorsfavoring negotiation; Common types of buyers’ concerns.

Unit IV

Specific methods for negotiating buyers’ concern.General strategies for negotiating buyers’concern; How to deal with Price Concerns; Negotiation in customer complaints.

Recommended Texts :

1. Robbins S : Organizational Behaviour (PHI)2. Aswathapa K : Organizational Behaviour (Himalaya)3. Manning, Ahearne, Reece :Selling Today (Prentice Hall)4. Still, Cundiff, Govoni : Sales Management (PHI)


BVRM 3.4: GROUP DYNAMICS AND TEAM BUILDING

Unit I

Nature and Types of Groups; Reasons for joining Group; Stages in Group Development;Usefulness of Groups in Organizations; Pitfalls of Groups.

Unit II

Determinants of Group Behavior; Group Structuring (Size, Norms, Tasks); Group Cohesiveness:Sources of Cohesiveness; Tips to increase or decrease cohesiveness; Cohesiveness andProductivity; Inter-Group Conflicts.

Unit III

Group Leadership Styles and Approaches; Group Counseling; Sensitivity Training; CareerPlanning; Group Diagnostic and Team Building Meetings: Management of Group Processes;Role Analysis and Negotiations.

Unit IV

Nature of Teams; Team Vs Groups; Benefits from Teams; Various Types of Team, Team Issues(Performance, TQM, Workforce Diversity); Fundamentals of Team (Team Goals, Commonapproach, Complimentary skills, Mutual Responsibility, Performance Results); EffectiveTeamwork; Building High Performance Team; Typical Teams in Retail Organizations.

Recommended Texts :

1. R Forsyth : Group Processes (Cengage)2. Napier, Gershenfeld : Groups-Theory and Experience (AITBS)3. Robbins S : Organizational Behaviour (PHI)4. Kiniki&Kreitner : Organizational Behaviour (Tata McGraw-Hill)5. Aswathapa K : Organizational Behaviour (Himalaya)6. Kavita Singh : Organizational Behaviour: Text and Cases (Pearson)


BVRM 3.5: STATISTICAL METHODS

Unit I

Nature and Scope of Statistics, Role of statistics in business; Arithmetic Mean, Median, Modeand their implications; Meaning of Dispersion and Applications of Standard Deviation;Skewness and Kurtosis

Unit II

Meaning, Significance and uses of Correlation and Regression Coefficient, Various methods ofcalculating Correlation Coefficient. Regression Analysis, Regression Equation as a predictingtool in Business.

Unit III

Concept of Time Series, Various methods, Trend Analysis and its business application, Conceptof Index Numbers and its importance in business Studies.

Unit IV

Concept of Probability and Applications of Binomial, Poisson and Normal Distribution.;Formulation of Hypothesis, Null hypothesis and Level of significance, Type-I and Type-II Error,Application of Student‘t’ Test, Chi-Square Test.

Recommended Texts:

1. S P Gupta : Statistical Methods (Sultan Chand)2. Shenoy and Pant : Statistical Methods (Macmillan)3. Bhardwaj : Business Statistics (Excel)4. KiranPrakashan: Pearson Guide to Quantitative Aptitude (Pearson)


BVRM 3.6: INFORMATION TECHNOLOGY FOR BUSINESS

Unit I

Introduction to System and Application Software; Introduction to MS-Word and Mail Merge;MS- Excel Graphs, Statistical Formulae, Data Analysis and Formula Implementation; MS-PowerPoint for Creating Effective presentations; DBMS: Concepts of Database ManagementSystems, Traditional File and Environment Vs Automated system; MS Access - CreatingDatabases and Basic Queries.

Unit II

Marketplace Vs. Market space - Visibility, Mirroring Capability and New CustomerRelationships; Demographic, geographic, psychographic and behavioral factors important to e-Marketing; Motivations for shopping on the net and attributes of online shopping; Informationsystems for marketing intelligence.

Unit III

Concept of Information Systems; Information Systems vs. Data Processing; Types ofInformation Systems; Solving business problems with Information Systems; Effectiveness andEfficiency Criteria in Information Systems.

Unit IV

Management Information Systems, Decision Support Systems; E-Commerce; e-CRM; E-SCM;Marketing Information Systems; HRM Information Systems; Information Systems for FinancialManagement; Viral Marketing.

Recommended Texts:

1. George Reynolds: Information Technology for Managers2. Turban/Aronson: Decision Support and Business Intelligence Systems3. Turban/McLean: IT for Management4. Stair, Reynolds: Fundamentals of Information Systems5. O’Brian: Management Information System (TMH)


BVRM 4.1: CONSUMER BEHAVIOUR

Unit I

Consumer behaviour: Concept, Scope, Importance; Approaches to study consumer behaviour;Applications of Consumer Behaviour; Organizational Buying Behavior

Unit II

Consumer Motivation; Consumer personality; Consumer perception; Consumer learning;Consumer attitude; Reference groups; Family influences; Social class; Culture; OpinionLeadership.

Unit III

Levels of consumer decision-making; Models of Consumer decision-making: Economic Model,Nicosia model, Howard-Sheth model, Engel-Kollat-Blackwell model of Consumer DecisionProcess.

Unit IV

Changing pattern of Indian Consumption behavior; Drivers of Change; Mall culture of younggeneration consumers; New Consumption Patterns; Socio-cultural factors affecting consumerbehaviour; Rural vs. urban consumer behavior.

Recommended Texts :

1. Schiffman&Kanuk : Consumer Behavior (Pearson)2. Hawkins, Best & Coney : Consumer Behavior (TMH)3. Batra&Kazmi : Consumer Behavior an Indian Perspective4.Suja Nair : Consumer Behavior & Marketing Research (HPH)5. RamanujMajumdar : Consumer Behaviour – Insights from Indian Market (PHI)6. Hoyer : Consumer Behaviour (Cengage)


CUSTOMER RELATIONSHIP MANAGEMENT

Unit I

Concept of CRM; Reasons for the growing importance of CRM; Customer Acquisition toCustomer Loyalty; Relationship Marketing; Types of CRM Programmes; Customer Loyalty.

Unit II

Customer Profiling; Strategies for Key Customers; Campaign Management; Personalization;Cross-selling and Up-selling; Sheth & Parvatiyar CRM Process framework.

Unit III

Economics of CRM : Customer Lifetime Value (CLV), Measuring Customer RelationshipEquity, Customer Acquisition costs; Building Customer centricity; Enhancing Customer Value;CRM and Customer satisfaction

Unit IV

The Customer Lifecycle; Role of CRM in pre-purchase, purchase, usage, and re-purchase stages;Role of CRM in winning-back lost customers; Sales Force Automation; RelationshipManagement strategies; Implementing CRM; eCRM.

Recommended Texts :

1. Mukherjee :Customer Relationship Management – A Strategic Approach (PHI)2. Sheth :CRM – Emerging concepts (McGraw Hill Ed)3. Dyche : Customer Relationship Management (Pearson)4. Chaturvedi :CRM – An Indian Perspective (Excel Books)5. Alok Kumar :Customer Relationship Management (Bizantra)6. Bhasin :Customer Relationship Management (Dreamtech Press)


BVRM 4.3: RETAIL MARKETING COMMUNICATIONS

Unit I

Nature & Importance of Marketing Communications, Promotion-mix, Integration of MarketingCommunications, Models of Persuasive Communication.

Unit II

Concept of Advertising; Ad Layout – Stages and Principles; Ad Copy : Formats andVisualization ; Development of Messages ; Appeals & Selling Propositions ; Creative Strategy;Cultural impact on ad creativity.

Unit III

Ad Campaign Planning ; Objective Setting (DAGMAR) ; Ad Appropriation ; Nature and Typesof Media: Merits and Demerits; Media Planning & Strategy; Media Selection; Ad Routing &Scheduling; Measuring Effectiveness.

Unit IV

Personal Selling; Publicity: Concept and Importance; Public Relations: Concept and Tools;Concept of Direct Marketing; Sales Promotion: Concept and Tools; Use of Internet in IMC.

Recommended Texts:

1. Belch and Belch : Advertising and Promotion (TMH)2. Kotler Philip : Marketing Management (Pearson)3. Aaker, Batra & Myers :Advertising Management (PHI)4. Tom Duncan : Principles of Advertising & IMC (TMH)5. Chunawalla&Sethia : Foundations of Advertising (HPH)6. Manendra Mohan : Advertising (TMH)


BVRM 4.4: RETAIL SUPPLY CHAIN MANAGEMENT

Unit I

Basic Concept & Philosophy of Supply Chain Management, Essential features, Key issues inSCM, Benefits of SCM, Role of Computer / IT in Supply Chain Management, CRM Vs SCM.

Concept and meaning of Inventory; Need of holding inventories; Types of inventories – Directand Indirect inventories; Inventory decisions; Costs of holding inventories; Valuation ofinventories – Average Cost Method, Base Stock Method, FIFO method and LIFO method.

Unit II

Concept of inventory management; Objectives of inventory management; Benefits of inventorymanagement; Characteristics of an inventory system; Need for inventory control; Inventorycontrol techniques – ABC Analysis, Basic EOQ model, VED Analysis.

Unit III

Supply chain management v/s logistics; Role of logistics in supply chain, objective and functionsof logistics; Logistics outsourcing – its benefits; Third Party and Fourth Party logistics; Reverseand Global logistics; Role of IT in Logistics; E-procurement; Warehousing management.

Unit IV

Centralized and decentralized purchasing, Functions of purchase department and purchasepolicies, Use of mathematical models for vendor rating and evaluation, Single vendor concept.

Recommended Texts:

1. D.Chandra Bose : Inventory Management (PHI)2. Raghuram&Rangaraj : Logistics and SCM (McMillan)3. B.S. Sahay : SCM in Global Competitiveness (McMillan)4. Ballou & Srivastava : Business Logistics / Supply Chain Management (Pearson)5. Vinod V. Sople : Logistics Management(Pearson)


BVRM 4.5 RETAIL BUYING AND MERCHANDISING

Unit I

Buying organisation formats and processes, Staple merchandise buying systems, Open to buy,Computer assisted ordering, Elements of retail buying.

Unit II

Definition and importance of merchandising, Merchandise planning, Item selection, Types ofmerchandise, Sources of merchandise, The assortment planning process, Variety, Assortment,Product availability, Allocating merchandise to stores, Implementing merchandise plans, Retailpricing strategy.

Unit III

Definition and impact, Elements of category management, Developing category plans, Benefitsof category management, Framework of implementation, Logistics in Retailing. Concept ofdistribution centre.

Unit IV

Types of vendors, Distributor- manufacturer comparison, Factors of vendor identification,Connecting with vendors, Vendor negotiations, Establishing and maintaining strategicrelationships with vendors.

Recommended Texts :

1. David Gilbert : Retail Marketing Management (Prentice Hall)2. Berman and Evans : Retail Management A Strategic Approach (Pearson)3. Levy, Weitz : Retail Management(McGraw Hill)4. Lamba : The Art of Retailing (Tata McGraw Hill)5. Lucas, Mufflin : Retailing (Routledge)


BVRM 5.1: MARKETING RESEARCH

Unit I

Introduction to Marketing Research; Types of Marketing Research; Role of Marketing Researchin Marketing decision-making; Steps in Marketing Research process; Ethical issues in MarketingResearch process.

Unit II

Problem definition; Research designs; Types of Data; Data Collection Methods; ScalingTechniques, Sampling Techniques.

Unit III

Correlation and Regression techniques; Discriminant Analysis; Factor Analysis (concept only);Cluster analysis; Conjoint analysis; Analysis of Variances ANOVA (Concepts only).

Unit IV

Motivational Research; Identifying market segments; New Product Development and TestMarketing; Advertising Research.

Recommended Texts :

1. Naresh K. Malhotra : Marketing Research (PHI)2. Aaker, Kumar, Day : Marketing Research (Wiley)3. Luck & Rubin : Marketing Research (PHI)


BVRM 5.2: RETAIL DISPLAY AND FLOOR MANAGEMENT

Unit I

Consistency of design with image and strategy, Design and consumer behaviour, Costs versusvalue, Flexibility in store design, Principles of good store design.

Unit II

Principles of store layout, Types of design, Grid Layout, Race track layout, Free form layout,Feature areas, End caps, Promotional aisle, Free standing fixtures and Mannequins, Windows.Types of displays.

Unit III

Location of Departments, Location of Merchandise within departments, Planograms, LeveragingSpace, In store kiosks.

Unit IV

Idea oriented presentation, Style oriented presentation, Colour presentation, Price lining, Visualmerchandising, Frontal presentation, Fixtures; Visual communications, Use of lighting, Colour,Music, Scent, Importance of Atmospherics.

Recommended Texts:

1. Berman and Evans : Retail Management A Strategic Approach (Pearson)2. Levy Weitz : Retail Management (McGraw Hill)3. Lamba : The Art of Retailing (Tata McGraw Hill)4. Bajaj, Tuli, Srivastava : Retail Management (Oxford)


BVRM 5.3: RETAIL BRANDING AND PRODUCT MANAGEMENT

Unit I

Concept of brand, Importance of branding, Branding challenges and opportunities.

Unit II

Concept of brand equity, Sources of brand equity, Elements of brand equity, Designingmarketing programmes to build brand equity, Integrating marketing communications to buildbrand equity.

Unit III

The brand product matrix, Introducing and naming new products & brand extensions, Methodsof brand extensions, Advantages and disadvantages of extensions, Co branding, Licensing andCelebrity endorsements.

Unit IV

The product and the product mix, Product levels, Product hierarchy, Product classifications,Product mix, Product line decisions, Product mix analysis, Brand decisions, Brand buildingdecisions, Brand name decisions, Brand strategy decisions, Managing brands over time,Measuring brand performance, Managing private labels.

Recommended Texts:

1. Kevin Lane Keller : Strategic Brand Management (Pearson)2. Philip Kotler : Marketing Management (Prentice Hall)3. Y L R Moorthy : Brand Management (Sangam Books)4. Chunawalla : Compendium of Brand Management (HPH)


BVRM 5.4: RETAIL ENTREPRENEURSHIP

Unit I

Concept of Entrepreneur, Definition of Entrepreneur, Qualities of an Entrepreneur, Types ofEntrepreneurs, Functions of an Entrepreneur, Barriers to Entrepreneurship, Socio-EconomicsOrigins of Entrepreneurship, Early Developments in India and the Current Scenario, Nature andCharacteristics of Entrepreneurship, Intrapreneurs, Conceptual Model of Entrepreneurship.

Unit II

Motivation, Motivation Theories, Motivation Factors, Achievement Motivation, Entrepreneur vs.Professional Managers.

Unit III

Retail Business Idea: Its Generation and Feasibility. Environmental Considerations in Starting aRetail Business, Business Idea and Business Plan, Marketing Plan, Financial Plan,Organisational Plan, Sources of Finance.

Unit IV

Operations Blueprint, Format, Size and Space Allocation, Store management responsibilities –Recruiting and Selecting Employees, Socialising and Training New Store Employees,Motivating and Managing Store Employees, Evaluating Store Employees and ProvidingFeedback, Compensating and Rewarding Store Employees, Atmospherics, Promotional Strategy.

Recommended Texts:

1. Vasant Desai : The Dynamics of Entrepreneurial Development (HPH))2. S S Khanka : Entrepreneurial Development (S. Chand and Co.)3. Hisrich : Entrepreneurship (TMH)4. Saravanavel : Entrepreneurial Development (Ess Pee Kay Publishing)5. Levy, Weitz : Retail Management (McGraw Hill)


BVRM 5.5 BUSINESS ETHICS

Unit I

Concept and emergence of Ethics, Its relevance in the Business sphere, Ethics and Morality,Ethics and Values, Need for value-driven management, Ethics and materialism.

Unit II

Nature of business ethics; Concept of Work ethics; Ethical decision-making frameworks;Shoplifting, Shrinkage and Labelling issues in retailing.

Unit III

Ethical Issues and Suppliers: Misuse of Power, Disloyalty, Preferential Treatment, Conflicts ofInterest, Gift, Bribes.

Unit IV

Ethical Issues and Competitors: Problems of Overly Aggressive Competition, ‘Dirty tricks’,Problems of Insufficient Competition; Ethical Sourcing and Fair Trade Practices.

Recommended Texts :

1. Crane, Matten :Business Ethics (Oxford)2. Fernando :Business Ethics– An Indian Perspective(Pearson)3. Horowitz : Ethics in Marketing (Jaico)4. Velasquez :Business Ethics (Pearson)5. Arya, Tandon, Vashisht :Corporate Governance (Deep and Deep Publications)


BVRM 6.1: MALL MANAGEMENT

Unit I

Concept of shopping mall, Growth of malls in India, Mall positioning strategies, Strategicplanning for malls.

Unit II

Concepts in mall design, Factors influencing malls’ establishment, Recovery management,Aspects in finance, Human resources, Security and accounting, Legal compliances and issues,Measuring mall performance.

Unit III

Store allocation, Leasing negotiations, Maintenance and repairs, Security and safety proceduresand regulations, Operational activities, Footfalls measurement, Common area management.

Unit IV

Selection of anchor tenant, Tenant mix, Types of retail formats, Multiplexes, Food courts,Branded stores, Speciality stores, Hypermarkets, Supermarkets, Mall resource allocation, Owner-tenant relationship.

Recommended Texts:

1. Berman and Evans :Retail Management A Strategic Approach (Pearson)2. Levy Weitz : Retail Management (McGraw Hill)3. Lamba : The Art of Retailing (Tata McGraw Hill)4. Singh and Srinivasan: Mall Management (Tata McGraw Hill)


BVRM 6.2: E-RETAILING

Unit I

Concept of e-retailing, Transition from Traditional Marketing to e-Marketing, Advantages of e-Retailing, Shortcomings of e-Retailing, Current Status of Online Retailing.

Unit II

E-Retailing Online Merchandising Techniques, Online Store Front, Creating Look & Feel,Online Brand Management, Online Purchasing, e-SCM, e-CRM, ERP and e-retailing.

Unit III

Role of cyber intermediaries in E-retailing; Concept of online pricing; factors affecting onlinepricing; different methods of on line pricing; price discrimination in E-retailing; pricingstrategies for information goods; dynamics pricing for E-retailing. Promotional strategies of E-retail business.

Unit IV

B2B Model, B2C Model, C2C Model, B2G Model, P2P Model, M- Commerce, e-CommercePayment Systems, E-Payment Security Challenges, E-Payment Business Risks, E-CommerceSecurity Solutions.

Recommended Texts:

1. Denes, Fenech, Merrilees : e-retailing(Routledge)2. Levy Weitz : Retail Management (McGraw Hill)3. P.T.Joseph : E-Commerce (PHI)4. Lamba : The Art of Retailing (Tata McGraw Hill)


BVRM 6.3 MANAGEMENT INFORMATION SYSTEMS

Unit I

Marketing Information Systems; Manufacturing Information Systems; Human ResourceInformation Systems; Accounting Information Systems; Financial Information Systems;Applications in Service Sector; Transaction Processing Systems

Unit II

Decision Support Systems: Concept and Philosophy; MIS and the Role of DSS; ExecutiveInformation Systems: Role and Benefits; Enterprise Management Systems: Concept, EnterpriseResource Planning System, ERP Features and Benefits.

Unit III

Fundamentals of Strategic Advantage; Strategic Role of MIS; Breaking Business Barriers;Strategic Applications of MIS: Business Process Reengineering, TQM, Knowledge ManagementSystems, Customer Relationship Management, Using the Internet Strategically.

Unit IV

MIS controls, Facility controls, Procedural controls; MIS Audit; Ethical and Societal issues inMIS; Privacy issues

Recommended Texts:

1. George Reynolds : Information Technology for Managers (CengageLearning)2. Jawadekar : Management Information Systems (TMH)3. David and Olson : Management Information Systems (TMH)4. O’Brian : Management Information System (TMH)


BVRM 6.4: STRATEGIC MANAGEMENT

Unit I

Concept of Strategy; Schools of strategic process; Vision, Mission, Objectives and Goals, Long-range, Medium-range and Short-range planning; Strategic Levels; Fundamental model ofstrategic management.

Unit II

Environmental Analysis (PESTLE, Porter’s Diamond, Structural Analysis, Life Cycle Model,Strategic Group Analysis); Strategic alternatives; Value Chain Analysis, Portfolio Analyses.

Unit III

Generic Strategies (Cost based leadership, Differentiation, Focus); Bowman’s Strategic Clock; AFramework for Competitor Analysis (Competitors’ Response Profile); Strategic Options;Evaluation and Selection (Suitability, Feasibility and Acceptability).

Unit IV

Organisational structure and design as a part of strategy; Strategic Control (Premise control,Implementation Control, Strategic Surveillance and Special Alert control); Managing Strategicchange.

Recommended Texts:

1. Kazmi : Business Policy and Strategic Management(TMH)2. Pierce, Robinson : Strategic Management (McGraw Hill)3. Thompson : Strategic Management (TMH)4. Porter : Competitive Strategy (Free Press)


BVRM 6.5: INTERNATIONAL RETAILING

Unit I

Domestic Marketing vs. International Marketing, Benefits of International Retailing,Internationalization stages, Constraints in International Retailing, Evolution of InternationalRetailing, International Retailing Environment.

Unit II

Factors for Selecting Foreign Markets; Market Entry Modes: Fully owned, Licensing,Franchising, Joint Venture, Mergers and Acquisitions.

Unit III

Product Planning, New Product Development Process, Pricing issues, promotion issues,distribution issues.

Unit IV

Competitive Strategy, Store-based vs. Non-store based retailing strategy, merchandising strategy,customer service strategy, Strategic use of IT in retail operations, Supply Chain strategy.

Recommended Texts:

1. Berman and Evans :Retail Management A Strategic Approach (Pearson)2. Levy Weitz : Retail Management (McGraw Hill)3. Lamba : The Art of Retailing (Tata McGraw Hill)4. Varshney& Bhattacharya :International Marketing Management (S. Chand & Sons)

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ANNEXURE-1 First Semester : Certificate in Retail ...\CAMPUS DATA\2015\B.Voc Lucknow University...

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