WWW.SPJAIN.ORG

PROFESSIONAL PG PROGRAM IN

Retail Management

Most executives in the Indian sub-continent have learnt retail

management on-the-job. The program will enable executives

with work experience to return to the class room, acquire

knowledge of the different principles and frameworks that form

the foundation of the retail industry, reflect upon their practical

experience, and develop a broad-based foundation to managing

their businesses. The delivery of the program is engineered to

cross fertilize learning by bringing together participants from

various backgrounds, and experiences, developing cross

functional skills through intensive and practical curriculum

taught by academics and experienced industry professionals.

The course is appropriate for mid-career professional having minimum 3-5 years of work experience in retail organization and

seeking to revitalize their careers. The course is fairly intensive and the participants will need to commit a certain time every

week for self-learning.

The program fees for the program spanning over 20 days across 5 months plus project work is INR 250,000 plus applicable

service taxes to be paid in advance favouring S P Jain School of Global Management, Mumbai.

The program faculty for the said program will be led by Dr

Raja Roy Choudhury (Director – Digital Marketing & Retail

Management) & Doctoral Programs and would consist

of academicians and subject matter specialists from the

retail fraternity to be identified and selected by Retailers

Association of India.

PROGRAM DESIGN

PROGRAM FEES

PROGRAM FACULTY

The program is uniquely designed to enhance learning by judiciously mixing class room contact with practical assignments that

the participants can implement at their work place. This will enable the participants to implement their class-room learning in

the field and realize the practical value and relevance of the learning. Rather the value of the program to the employers will be the

tangible impact or value-addition. Keeping in view the requirements of the target audience and given the objectives of providing

quality education and delivering the same in a cost effective and convenient manner, the program design comprises learning

through both class room contacts and work-place based assignments. The program consists of 10 credits (160 sessions) spread

over 4 modules that cover personality growth lab, principles of general management & the strategic as well operational aspect

of retail management. Each module would be supported by textual readings, cases and exercises relevant to the participants.

During the intervening period between the direct class room sessions, when there will be no face to face contact with the faculty,

the participants will still have to be in contact with the faculty through email and telephone/skype for guidance and discussion.

The program is spread over 6 months. The program would be delivered in 20 days through sessions on 4 days (8hours per day)

every month (for 5 months), on pre-announced dates. There will be an additional 1 month for self-learning and project-work and

the candidate returns to the campus and make the final presentation with his mentor from his organization. Specific preparations

and requirements for each of the sessions would be provided prior to holding of the modules. The program is intensive in nature

and will require students to prepare one project report on businesses in area of their interest.

OBjectives

WHO SHOULDATTEND?

Program Syllabus

SOFT SKILLS

PRINCIPLES & PRACTICES OF MARKETING

Personality Attribute Checklist

Johari Window

Firo-B

Emotional Intelligence

EQ Mapping

Egg Dropping Exercise

SESSION 9-16

SESSION 17-24Sales & Channel Management

SESSION 24-31Supply Chain Management / Excellence in Operations

SESSION 35-39

2MODULE

1MODULE

3MODULE

PERSONALITY GROWTH LAB MANAGING SELF

TRACK 1

SESSION 1-8

SESSION 40

Introduction to Retail Format

Retail Format- Strategy Grid

Customer’s value requirement

Retailer’s value proposition

Retail value chain

Customer expectations which stems from image, costs and service

Different types of retail formats

Modern retail activities

SESSION 41

Retail Strategy

Case Study

Understanding retail strategy and the strategic intent behind the retail formats

Profitability v/s margins, corporate costs, target groups, face-offs, depth

Retail metrics (GMROI, GMROF)

SESSION 42

Role of Private Labels in Retail

To understand the strategy behind private labels

To understand and compare private labels v/s manufacturer brands

To understand the shopper behaviour for private labels & manufacturer brands

The shift in power from manufacturers to retailers

SESSION 43

Case Study

The private label transformation, types of shoppers – price sensitivity v/s perceived quality

Different value networks of private labels v/s manufacturer brands

1MODULERETAIL SHOPPER MARKETING

TRACK 2

UNDERSTANDING RETAIL ENVIRONMENT

SESSION 44-45

Sources of competitive advantage in Retail

Case Study Wal-Mart Stores – Everyday low prices in China (HKU 590)

Video CNBC The age of Wal-Mart

Reading Shiny provision stores - Retailing challenges in the Indian context

To gain insight on the strategy and operations of Wal-Mart

How Wal-Mart makes the cheapest products

Communication between top executives

Distribution and supply chain management

How Wal-Mart succeeded in China

Challenges that Wal-Mart can face in India

SESSION 50

Path to Purchase (P2P)

Consumer/Shopper purchase cycle

5 W’s framework

Difference in shopper mind set while shopping for different categories

Call to Action (CTA) at the Point of Buying

How to communicate the CTA

SESSION 51

Shopper Journey

Process of shopping, shopping currencies, interaction with retailers

Types of shoppers & their characteristics

Three types of interactions in a store - Visual, Verbal & Tactile

Sources of shopping angst

Metrics of shopping behaviour

SESSION 52

Shopper Marketing in modern retail trade

Understanding the process of shopping in modern trade retail (self-replenishment stores)

The shopping steps in the self-replenishment stores

Understanding the insights in each of shopping steps

SESSION 54

Shopkeeper as a Shopper

Shopper marketing in the wholesale channel

The shopping steps in the wholesale store

Difference between shopping in Cash – n- Carry and a wholesaler

SESSION 55

Understanding Customer Strategic Plans & Joint Business Planning

Driving shopper conversions through joint business development (JTBD)

Shopper marketing cube & the 6Ps action plan

Setting KPI & goals

Identifying key initiatives

Role of packing & pack audit

Case: Tom Muccio: Negotiating the P&G relationship with Wal-Mart (HBS: 9-907-013)

SESSION 53

Shopper marketing in General Trade Retail

Understanding the process of shopping in general trade retail (aided replenishment stores) – Shopper – Shopkeeper interaction in the developing world

The shopping steps in the aided replenishment stores

Understanding the insights in each shopping step

SESSION 46

Introduction to shopper marketing

Who is a shopper?

Shopping mode

Introduction to shopper marketing

Who is ‘customer’ to a brand manufacturer

Typical sales & marketing structure of an FMCG company

SESSION 47

Introduction to shopping missions & tips

Case Study Big bazaar (HBS No 9-606-099)

Introduction to shopping mission

Shopping missions in India

How various shopper segments are catered to by different formats (Trip-Mission)

SESSION 48

RE (Retail Environment) playbook

3 core questions of shopper understanding

3 stakeholders of shopper marketing

5 lenses of shopper marketing

RE’s as customers

SESSION 49

Process of category planning

How to define categories

Purchase decision hierarchy

Category structure

8 steps to category management

2MODULE

TRACK 3RETAIL STORES MANAGEMENT (TARGET LOCATIONS, DEMOGRAPHICS & EFFICIENT STORES MANAGEMENT)

RETAIL OPERATIONS & MERCHANDISE MANAGEMENT

RETAIL CRM & LOYALTY MANAGEMENT SYSTEM

4AMODULE

3MODULE

4BMODULE

SESSION 56

Identifying And Understanding Customers: Demographics and Lifestyles of customers/consumers with Retailing Implications, Consumer Needs and Desires, Shopping Attitudes and Behaviours,

Consumers’ Patronage, Decision Process and Types of Consumer Decision Making; ImpulsePurchases; Customer Loyalty. Case-Study

Retailer Actions: Contrast Target Market Strategies, Devising a Target Market Strategy, Retailers with Concentrated and Differentiated Marketing Strategies. Environmental Factors Affecting Consumers. Case-Study.

SESSION 63

Store Organization: Meaning and importance; Principles of effective store organization and management; Formal organization structures; Informal organization - Objectives, policies and procedures.

Operations Control: Expense control; Asset protection - Mechanism and control; Management control

Mechanism for in store control and control of chain stores; Trash management - Handling of scraps, rejects, perishables etc.

SESSION 57

Information Flows: Meaning, Information Gathering and Processing, Retail Information System (RIS): Constructing and Using the RIS, Good Insights for Retailers for RIS, Impact of Negative Customer Service, Data Base Management, Data Warehousing, Mining, Gathering Information Through UPC(Universals Product Code), and EDI (Electronic Data Information), Case – Study.

SESSION 64

Operational Dimensions: Blueprint of Operations for Retail-Business, Inside format, size, and space-allocation in Retail-Stores, Store Security, Insurance, Credit Management, Computerization, Out sources, Crisis Management.

SESSION 65

Merchandise Management: Meaning, Philosophy; Buying Organisation Formats and Processes; Devising Merchandising Plans (Forecasts, Innovativeness, Assortment, Brands, Timing, Allocation); Category-Management; Merchandising Software

SESSION 66

Implementing Merchandising Plans (IMPs):- Sequential Steps for IMPs; Logistics with Goals; Inventory-Management.

SESSION 67

Financial Merchandise Management (FMM): Overview, Cost and Retail Methods of Accounting for FMM; Merchandise Forecasting and Budgeting, Unit Control System (UCS); Financial Inventory Control.

SESSION 68

Introduction: Importance and nature of customer service; Types of customer services - Primary vs Complimentary services, Pre-transaction, transaction and post-transaction services; Customer servicing decisions - Determining types of customer services to be provided, customer service levels and amount of services charges, Factors influencing customer service decisions.

SESSION 69

Management of customer services: Assessing customer service expectations; Deciding about store opening hour and days policy; Planning and organizing delivery of customer services - Parking and rest room services; Creche and Cafeteria Services, Shopping carts, trolley and elevator facilities, Consumer Counselling and education, Trial facilities, Billing/invoicing, payment and checkout services, Packaging and delivery services; Customer credit services, Alteration, repair and return services; Handling customer complaints and returns

SESSION 70

Retail Store Service Quality: Meaning and importance of service quality; Gap model of service quality;Customer expectations - Meaning, types and their management, Retail store service quality Concept and its measurement; Service quality, value and satisfaction - An interface.

SESSION 58

Choosing a Store Location: Importance, Trading-Area Analysis, benefits, Geographic Information System, Size and Shape of Trading Areas for new Stores, Reilly’s Law of Retail Gravitation, Other

Trading Area Research; Characteristics of Trading Areas, Its Population, The Nature of competition and the Level of Saturation. Case - Study.

SESSION 59

Site-Selection: Types of Location; Central, Secondary and Neighbourhood Business Districts, String; The Planned Regional Community Neighbourhood Shopping Centres, The Choice and Evaluation of General Location; Pedestrian Traffic, Parking and Transportation Facilities, Store Composition, Terms of Occupancy; Case – Study

SESSION 60-61

Store Operations: Importance of store operations; Responsibilities of store operations; Store maintenance; Merchandising handling and controlling; Purchasing store supplies and equipment; Store security; Workrooms; Responsibility for customer services.

SESSION 62

Store Location: Selecting a city; Types of locations within a city; trading area analysis; Catchment area analysis; Site evaluation; Terms of occupancy.

Store Design and Engineering: Store design and retailing strategy; Store design and facilities planning; Store in a store - Concept and importance; Store layout and departmentalizing; Departmental space requirements; Departmental locations; Internal layout of departments; Traffic building; In-store security and safety measures.

SESSION 71

Customer Centric People, Process and Physical Evidence Management: Importance of managing service staff and customers in retailing organisation; Role and types of service personnel; Mental, physical and emotional skills required for improved service staff performance, Handling interpersonal and intraorganisational conflicts concerning customer service, Service culture - Concept and importance; Strategies for building customer-oriented and service-oriented work force; Managing customers - Roles of customer receiving the service and other customers in service provision; Customer participation level in service, Strategies for enhancing customer role in service delivery.

SESSION 72-73

Basic Framework: Concepts of logistics and Supply Chain Management (SCM); Value chain analysis, Cost structure of supply chain and SCM; Six Sigma; Internationalization of SCM.

Integrated SCM: Concept, span and process of integrated SCM; Reverse logistics; Supply chain and continuous improvement; supply chain modelling; Forecasting and financial planning; chain and after sales services; Creating life-cycle ownership value; Demand management; Product development process and SCM; Supply chain performance measurement.

SESSION 80

Introduction to Information Technology, Basics of Information Systems, Electronic Point of Sales-Hardware and Automatic identifications and Data Capture (AIDC)

SESSION 81

Database Management Systems, Network and Telecommunication, Electronic Point of Sales - Software and Modern Electronic Payment Methods.

SESSION 82

Retail Service-scape and Type of Retailers, Enterprise Resource Planning (ERP), Retail ERP - Functions and Features and Information Systems for Supply Chain Management.

SESSION 83

Customer Relationship Management Applications, E-Commerce - E-tailing, Emerging Retail Technologies and Retail IT products and Vendors.

SESSION 84

Foundation of e-Retailing: Meaning, Definition, Transition from Traditional Marketing to e-Marketing, Demographics and Targeting, Adaptability and Closed – Loop Marketing, Advantages of e-Retailing, Shortcomings of e-Retailing.

e-Retailing : The Application Domain: e-Retailing Practices, e-Retailing Application Perspective, e-Retailing Online Merchandising Techniques, Online Store Front , Creating Look & Feel, Online Brand Management, Online Purchasing.

SESSION 85

E-Retailing - The Current Trends: Current Trend Analysis and Measures, Current Status of Online Retailing, e-Retailing Statistics

E-Commerce: Procedures and Methods: Meaning and Usage, B2B Model, B2C Model, C2C Model, B2G Model, P2P Model, M- Commerce, e-Commerce Payment Systems, E-Payment Security Challenges, E-Payment Business Risks, E-Commerce Security Solutions

SESSION 86

Marketing mix in the age of E-retailing; the roles of cyber intermediaries in E-retailing; E-retailing and supply chain management system; Concept of online pricing; factors affecting online pricing; different methods of on line pricing; price discrimination in E-retailing; pricing strategies for information goods; dynamics pricing for E-retailing. Promotional strategies of E-retail business. A new dimension of market promotion and penetration using Mobile apps and Social Commerce.

SESSION 74-75

Managing Relationships in SCM: Role of relationship marketing in SCM; managing relationships with suppliers, service providers and customers; Captive suppliers and buyers; Strategic partnerships Supplier-retailer collaboration and alliances.

Purchasing Process: Strategic role of purchasing in the supply chain and total customer satisfaction; Types of purchases; Purchasing cycle; Multi velocity stock management; Supplier selection and evaluation; Purchase agreement; Purchasing cost management; International sourcing process and procedure: An overview.

SESSION 76-77

Supply Chain and Information Management: Importance of information management; IT and business management systems - MR, DRP, ERP, PDM, EIP and CPFR; Globalization, technology and business chain management.

SESSION 78-79

Retail Supply Chain Management in India: Supply chain organisation structure and planning in different retail sectors - Food & grocery, apparel, consumer durables, and pharmaceuticals; Supply chain infrastructure in India - Transportation, storage and cold chains, logistics service providers; Technology induction in Indian retail supply chain; Supply chain management across the states - Taxation and regulation issues; Re-engineering the supply chain - Future directions.

TRACK 4RETAIL LOGISTICS & SCM

IT APPLICATIONS IN RETAILING

RETAIL E COMMERCE, M COMMERCE & S COMMERCE

5MODULE

6AMODULE

6BMODULE

SESSION 87

Customer loyalty in the age of E-retailing; role of E-CRM ; Third party assurance in retailing; Element of trust in E-retailing; ERP and E-retailing; Challenges in successful implementation of ERP in E-retailing; E-fulfilment-meaning, scope of process of E-fulfilment; Impact of E-retailing on traditional transportation system-issues and opportunities.

SESSION 88

Introduction: Nature, scope and importance of marketing; Traditional VS. Modern view of marketing; Retailing viewed as case of services marketing; Retail marketing management: An overview.

SESSION 89

Retailing Environment: Micro environment - Customers, suppliers, competitors and general publics; Michael Porter’s five forces structural analysis of market; Macro environment: Socio-cultural, economic, technological, legal and political environments of retailing in Indian contexts.

SESSION 90

Market Selection: Concept of target marketing, Retail market segmentation - Concept, importance and bases of market segmentation; Criteria for effective segmentation; Target market selection; Positioning concept: importance and bases, Retail store positioning and management of its image.

SESSION 91

Retail Marketing Mix Planning: Concept and planning of marketing mix; Retail product decisions and planning - Product: Meaning and importance; Product classifications; Product decisions - Product quality, Packaging and labelling, Product support services; Branding - Meaning, significance and types of branding in the context of a retail store; Major retail branding decisions; Customer services decision; Product mix - Concept I and decisions; Product life-cycle; New product introduction; Innovation diffusion and adoption.

TRACK 5

TRACK 6

RETAIL MARKETING & BRANDING

RETAIL PLANNING & ANALYSIS

RETAIL STRATEGY & IMPLEMENTATION7AMODULE

8A

8B

MODULE

MODULE

7BMODULESESSION 92

Understanding branding

SESSION 93-94

Developing Strategies for store branding

SESSION 95

Evaluating brand performance

SESSION 96

Role of retail planning & analysis

SESSION 97

Using POS data for CRM

SESSION 98-99

Developing retail strategies

SESSION 100-101

Implementing retail strategies & performance management

SESSION 102-103

Research methods for retail

SESSION 106-107

Mystery Shopping

SESSION 104-105

Retail Therapy

Trip to leading retail stores and / or malls and having a on field training experience

9MODULE

Case Study Discussion for off campus project to be completed in Month 6