Footwear Design and Development Institute. School of Retail Management 2 YEARS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT

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1 Footwear Design and Development Institute School of Retail Management 2 YEARS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 1

2 2 YEARS MBA FASHION MERCHANDISING AND REATIL MANAGEMENT SEMESTER II S. NO MODULE THEORY/ PRACTICAL HOURS WEEKLY TOTAL HOURS (15 weeks) CREDITS 1 Store Planning T Retail Merchandizing-11 T Visual Merchandising-1 P Fabric and Garment-11 T Supply Chain Management T Fashion Illustration /Pattern P Retail Communication T Sales Management T Business Communication P Consumer Behavior T TOTAL SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 2

3 Module Title : Store Planning Module Code MBA 201 Contact hours 2.0 hours per week for 15 week Module Content: Unit 1 (4 hours) Retail market Decisions Retail Markets Retail Market Identification Market Potential Approach Characteristics - Population Housing Buyer Behavior Environment Retail Operations Approach Factors - Distribution Competition Promotional Legal Unit 2 (4 hours) Retail Market Delineation Regional Markets Regions - Geo demographic Census Communication Local Markets Areas - Media Urban Zip Code Census Retail Market Evaluation Evaluation Sources Survey Of Buying Poweer Market Guides Commercial Atlas Research Datas Unit 3 (2 hours) Unit 4 Buying Power Index Sales Activity Index Quality Index Retail Saturation Index (2 hours) Trading Area Trade Area identification o Licence Plate Survey o Customer Survey o Customer Records o Customer Activities Quantitative Procedures o Converse Break even point model SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 3

4 Unit5 o Huffs Probability Model (4 hours) Trading Area Delineation Unit6 Composite Trading Area o Convienience goods zone o Shopping Goods Zone o Speciaiity Goods Zone Proportional trading area o Primary trading zone o Secondary Trading Zone o Fringe trading zone o (4 hours) Trading Area Evaluation Trading area gross adequacy o Residentials Support Levels o Non Residentials Support Levels o Gross Sales Estimates Trade Area Net Adequacy o Competitive Audits o Outshopper analysis o Net Sales Estimates Unit7 (4 hours) Trade area Growth Potential Unit 8 Trading Area Selection o Minimum Threshold (4 hours) RETAIL SITES Retail Site Identification o Site Availability o Suitability Retail Site Delineation Free standing isolated Area Monopolistic isolation Operational Isolation Unplanned Shopping Clusters o Central Business District o Secondary Business District o Neighborhood Business District o String/ Strip Clusters SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 4

5 Planned Shopping Clusters o Local Convienience Centers o Regional Shopping Clusters o Speciality attraction Malls Retail site evaluation Site Evaluation Principles o Interception o Communilative Attraction o Compatability o Store Congestion o Accessibility Site Evaluation Methods o Checklist Methods o Quantitative methods Retail Site Selection o Compromise Locations Unit 9 (2 hours) Lease Agreement SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 5

6 Module Title : Retail Merchandising II Module Code MBA 202 Contact hours 4.0 hours per week for 15 week Module Content: Unit1-(4 hours) Range Structure Planning-Buying cycle, Planning, Sourcing, Ranging, Scope of plan-range Profile, Range width and stock depth, Average selling Price, Margin mix, Sales Density, Planning Process-Building the plan, Budgetary Plan, Units and Option Plan, Space Plan Unit 2- (6 hours) Range planning and Product Development - Identification of range needs- Range boards, Competitors, Market trends, Product orientation, Core and fashion ranges, The range pyramid, Product development Vs Product sourcing. Process of Product development-briefing Designers, Briefing Suppliers, Assessing supplier s capabilities, Finding time available, Finding cost effectiveness, Cost recovery, Sampling, Trialing, Packaging, Product Specification Unit3- (4 hours) Buying seasons and their significance in product planning-concepts, Preplanning Checklist, Retail-buying sequence according to seasons. Unit4- (6 hours) Staff functions of a Merchandiser Corporate level-buying, Planning, Distribution, Product Development, Developing private level programmes, Disseminating information, Advertising, Special Events etc. Store level -Maintaining Visual merchandising Standards, Maintaining Inventory, Maintaining assortments Competencies required Evaluation yardsticks for buyers Unit5- (4 hours) Types of buyers Buying for traditional retail organizations-dept. Stores, Store Chains, Single unit independent stores Unit6- (4 hours) Buying for Offsite Retail Organization-Brick and Mortar Retailing, Catalogue Retailing, Home Shopping Networks, E-Tailing Unit7- (4 hours) Buying For Discount Operations-Classification of major discount operations, Characteristics of major discount operations, Buyer s role SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 6

7 Unit8- (4 hours) Buying for Off Price retail Operations-What is Off Price, Timings of purchase, Pricing, Indirect purchasing, Incentives to vendor, Off price purchase for traditional and internet Operations Unit9- (4 hours) Resident Buying Offices-Private Office, Cooperative Ownership, Independent Office, Organizational Structure, Services offered Unit10- (6 hours) Organizational structure of Export organization-types of merchandisers in export house, Responsibilities of a merchandiser, The key requirements for export merchandising job, requirements of the merchandisers in the pre millennia era, The process flow of a typical export house functioning. Unit11- (4 hours) Purchasing in Domestic Market Vs Purchasing in Foreign market Reasons, Problems, Methods, Buyer s Qualifications Planning the trip abroad Unit12-(6 hours) Merchandiser s role in an organization from vendor contact to merchandise delivery-selecting merchandise resources, Periodic evaluation of resources, Establishing Vendor relationships, Classification of resources, Timing the purchases,negotiating and writing the orders-cash Discounts, Anticipation, Trade Discounts, Quantity discounts, Seasonal Discounts, Advertising allowances, Post Dating, Transportation cost, Size of the shipment, Selection of carrier, Insurance protection, How to negotiate -Setting limits, Justifying the offer, Splitting the difference. Unit13- (4 hours) Quantitative aspects of merchandising-markups, Reductions, OTB, GMROI, Stock turnover, Basket size and quantitative vendor relations. SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 7

8 Module Title : Visual Merchandising-1 Module Code MBA 203 Contact hours 4.0 hours per week for 15 week Module Content: S.NO CONTENT/TOPIC Chapter Chapter Number from Book on Visual Merchandising and Display by Martin Pegler WEEK STATUS 1 Getting Started VM & Display Basics Why do we display? 1 1 Color & Texture 2 2 Line & Composition 3 3 Light & Lighting 4 4 Types of Displays & Display Settings 2 Where to Display The Exterior of the Store Display Window Construction Store Interiors What to Use for Successful Displays Mannequins 9 9 Dressing the Three Dimensional Form Fixtures 12 11& 12 Props Visual Merchandising and Familiar SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 8

9 Display Techniques symbols Sale Ideas Graphics & Signage Related Areas of Visual Merchandising and Display Point of Purchase Display Exhibit and Trade show Design Industrial Display Career Opportunities in Visual Merchandising Portfolio Submission 18 8 Window Display in Lab 18 SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 9

10 Module Title : Fabric and Garment II Module Code MBA 204 Contact hours 4.0 hours per week for 15 week Module Content: Unit 1 (6 hours) Introduction Introduction to apparel industry Basic functioning of Apparel industry Introduction to various departments Unit 2- (8 hours) Design Department/ Sampling department Product Development Pattern Making Grading sizes Marker Planning Role of Fashion Merchandiser Types of Samples Unit 3 (8 hours) Cutting Section Inspection Cycle Stages of Inspection Spreading- Objectives, Methods, Defects Objective of cutting Cutting Methods Bundling Defects of Cutting Unit 4 (8 hours) Sewing Section Objective Seams & its properties Sewing needles Sewing Threads Types of Sewing machines Manufacturing Process Sewing & seaming defects Seams & its types Presentation- Tools used in various dept. Unit 5 (8 hours) Components & trims Sewing threads Labels & motifs Lining & interlinings SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 10

11 Laces Zip fastenings Eyelets Buttons Elastics Rivets Sewing Needles Project: - Collection of various trims available in the local market Unit 6 (8 hours) Pressing & Packaging Purpose of Pressing Methods Pressing Equipments Quality of pressing Final Inspection of the apparel Packaging Section Practical: - Garment Analysis Unit 7 (8 hours) Quality Management Quality control in textile & clothing industry Functions & its importance Dimensions of Quality Consumer perception for quality Seven tools of quality Standards of Quality control Unit 8 (6 hours) Testing Textiles Precision & Accuracy of testing Testing various components SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 11

12 Module Title : Supply Chain Management Module Code MBA 205 Contact hours 4.0 hours per week for 15 week Module Content: Unit 1 (16 hours) Building a Strategic frame work to analyze supply chain Ch-1 Understanding supply chain Ch-2 Supply chain performance Ch-3 Supply chain drivers Unit - 2 (16 hours) Transportation, Network design and information technology in a supply chain Ch-4 Distribution and Warehousing in Supply chain. Ch-5 Transportation in a supply chain Ch-6 IT in Supply chain Unit -3 (14 hours) Co-coordinating in a supply chain and the role of E-Business Ch-7 Co-coordinating and relationship in supply chain Ch-8 E-Business and Global supply chain Unit 4 (14hours) Planning and Managing inventories in a supply chain Ch-9 Inventory Management in supply chain SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 12

13 Module Title : Fashion Illustration/ Patterns Module Code MBA 206 Contact hours 2.0 hours per week for 15 week Module Content: Unit 1(4 hours) Unit 2 (2 hours) Unit 3 (4 hours) Unit 4 (10 hours) Unit 5 (6 hours) Unit 6 (2 hours) Unit 7 (2 hours) The Product Development Process Designer s role in the fashion industry Design Development Process Basics of design Assignment : Creation of a Mood board, Color palette, range planning etc. Specification Sheet: Analysis. Interpretation and Development Assignment : Creation of a spec sheet Introduction to the basics of a garment Various parts that make a garment Terminologies: Style lines, cuff, yoke, placket, darts, pleats, types of embellishments and finishes, tucks, gathers, frill, Shirring, Smocking, Rouleau, Quilting, Fringing, Faggotting, Couching, Appliqué, Patchwork etc. Illustration and understanding of various types of: Collars, Necklines, Sleeves, Pockets etc. Illustration and understanding of types of Tops Illustration and understanding of types of Skirts Illustration and understanding of types of Dresses Illustration and understanding of types of Pants Flat Sketches and Garment details Flat Sketches/ Fashion croquie Introduction to Pattern Making Taking Measurements from Dress forms Assignment: measuring the Dress form as well as a sample garment Analyzing Patterns Developing Patterns for basic styles: T- Shirt/ Shirt, Sleeve, Skirt Assignment Pattern development Pattern Grading Apparel Costing Basics Class Project on Pattern Development SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 13

14 Module Title : Retail Communication Module Code MBA 207 Contact hours 4.0 hours per week for 15 week Module Content: Unit 1 (10 hours) Promotion Mix The Concept Promotional Planning Process Role of VM in Store Promotion Unit 2 (10 hours) Media Selection The Concept Media Vehicles Newspaper, Magazines, Television, Radio, Outdoor Assignment Unit 3 (10 hours) Advertising Introduction to Advertising Kinds of Advertising Message Structure Media Scheduling Assignment Unit 4 (10 hours) Sales Promotion Concept Sales Promotion and Consumer Behavior Tools and Techniques Assignment Unit 5 (10 hours) Integrated Marketing Communication Advertising Sales Promotion Public Relations/Publicity Personal Selling Internet Marketing Direct Marketing Assignment Unit 6 (10 hours) Event Management Concept and Design Marketing Promotion SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 14

15 Module Title : Sales Management Module Code MBA 208 Contact hours 2.0 hours per week for 15 week Module Content: Unit 1 (2 hours) Sales Management Introduction of sales management Evolution of sales management Sales executive as coordinator Sales management and control Unit 2 (2 hours) Sales Organization Purpose Of Sales Organization Setting up the Sales organization Basic Types of Sales Organization Sales Department Relationships with other departments Interdepartmental Relations and Coordination Distributive-Network Relationships Unit 3 (2 hours) Personal Selling Objective Importance of Personal Selling Diversity of Personal-selling situations Process of Personal Selling Personal Selling and Salesmanship Determining The Kind of Sale Personal Determining The Size of The Sale Personal Theories of selling- AIDAS theory of selling, Right set of circumstances theory of selling, buying formula theory of selling. Sales Promotion Tools and Techniques Unit 4 (4 hours) Determining The Sales Related Marketing Policies Product Policies o Product Line Policy o Product Design Policy o Product quality and Service Policy Distribution Policy o Policies on Marketing Channels o Policy on Distribution Intensity Pricing Policy o Policy on price related to competition o Policy on price related to cost o Policy on uniformity of price to different buyer SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 15

16 o Policy on discounts o Geographical pricing policies o Competitive bidding policy o Policy on price leadership Promotion Policy o Advertising Policies o Sales Promotion Policies o Direct Marketing o Public Relation and Publicity Unit 5 (2 hours) Personal Management in selling Field Nature of Sale Force Planning Job Analysis Job Description Job Specification Sales Personnel Turnover Unit 6 (2 hours) Recruitment and Selection of Sales Personnel Organization of Recruitment and Selection The Pre Recruiting Reservoir Sources of Recruitment The Selection Process Types of Tests for Selection Interview Techniques Problem in Selection Unit 7 (2 hours) Planning, Executing and Evaluating The Sale Force Objective of Training Identification of Training content Deciding the Training content Various Sales Training Method Philosophies of Training Identification of Sales Trainees Timing of Training Selection of Site for training Instructional Material and Training Aids Evaluating Sales Trainees Programs Unit 8- (2 hours) Motivating the Sale Force Concept of Motivation Reason for Motivating The Sales Force Benefits of motivation Theories of Motivation and their Implications on sales person Unit 9-(2 hours) SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 16

17 Compensating the Sale Force Characteristics of a Good Compensation Plan Methods of Remunerating the Salesperson Determining the basis of commission Designing the sales Compensation plan Fringe Benefits Unit 10- (2 hours) Sales meeting and Sales Contests Types of Sales Meeting Planning the Sales Meeting Objectives of Sale Contests How to Develop The Sale Contests Characteristics Of a Good Sale Contests Objections to Sale Contests Unit 11- (2 hours) Managing the expenses of Sales Personnel Reimbursement of Sales expenses Policies and Practices Methods of controlling and reimbursing the expenses of Sales Personnel Reimbursement of Automobile Expenses Conclusion Unit 12- (2 hours) Evaluating The Sale Force the Sale Force Meaning of Performance Evaluations Purpose of Performance Evaluations Standards of Performance Evaluations Recording of Personal Evaluations Comparing the actual with standards Taking corrective actions Unit 13- (2 hours) Controlling the Sales Efforts [ Sales Quotas o Meaning and objectives of Quotas o Attribute of a good Quotas o Types of Quotas o Procedure for setting sales volume Quotas o Factors to consider while setting Quotas Sales Territories o Concept of Sale Territories o Reason for establishing the Sale Territories o Procedure for setting territories o Routing and Scheduling the Sales territories Unit 14- (2 hours) Customer Value Relationship Marketing Meaning and objective SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 17

18 Module Title : Business Communication Module Code MBA 209 Contact hours 2.0 hours per week for 15 week Module Content: UNIT 1 ( 1 hour) Introduction to Business Communication UNIT 2 ( 1 hour) Stages in Communication Cycle UNIT 3 ( 1 hour) Types of Communication UNIT 4 ( 1 hour) Principles of Effective Communication and Impact of Information Technology UNIT 5 ( 1 hour) Aid to Correct Writing UNIT 6 ( 1 hour) Prepositions, Conjunction and Punctuation UNIT 7 ( 1 hour) Oral Communication UNIT 8 ( 1 hour) Listening Skills UNIT 9 ( 1 hour) Non Verbal Communication UNIT 10 ( 1 hour) Introduction the Business Letter UNIT 11 ( 1 hour) Types of Business Letters UNIT 12 ( 1 hour) Types of Business Letters UNIT 13 ( 1 hour) Practice Exercise on Business Letters UNIT 14 ( 1 hour) Recruitment and Employment Correspondence UNIT 15 ( 1 hour) Curriculum Vitae UNIT 16 ( 1 hour) Offer of Employment UNIT 17 ( 1 hour) Internal Communication UNIT 18 ( 1 hour) Report Writing UNIT 19 ( 1 hour) Types of Report UNIT 20 ( 1 hour) Elements of Report Writing UNIT 21 ( 1 hour) Questionnaire Design and Usage UNIT 22 ( 1 hour) Meetings Document Action UNIT 23 ( 1 hour) Sales Messages UNIT 24 ( 1 hour) Press Release UNIT 25 ( 1 hour) Designing Leaflets UNIT 26 ( 1 hour) Invitations UNIT 27 ( 1 hour) Reformulating and Summarizing UNIT 28 ( 1 hour) Comprehension UNIT 29 ( 1 hour) Techniques of Cross Cultural Communication UNIT 30 ( 1 hour) Interview Tips / Recent Trends SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 18

19 Module Title : CONSUMER BEHAVIOUR Module Code MBA 210 Contact hours 4.0 hours per week for 15 week Module Content: Unit1 (6 hour) Introduction to Consumer Behaviour Why study CB? Who or what is a consumer? (Discussion and Debate) Models for consumer decision making Black box model Unit 2- (6 hours) The consumer decision making Types of decisions Unit 3-(4 hours) Situational influence Types of Consumer Situations Elements of a Consumer Situation Unit 4- (6 hours) Consumer Need/problem Need Activation and Problem recognition Factors affecting problem recognition Influence of situation on problem recognition. Unit 5--(4 hours) information search Sources of Information Types of information that the consumer seeks Marketing strategies related to information search Unit 6-(6 hours) Alternative evaluation Consumer Decision making, the various decision rules Types of Consumer Choices Consumer Values/personality and life style Unit 7--(4 hours) Outlet Selection The Purchase process Types of shoppers Online Purchase Unit 8--(4 hours) Consumer Self Concept and Lifestyle. SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 19

20 VALS frameworks and other methods of segmenting people on the basis of lifestyle and psychographics. Unit9- -(4 hours) Post Purchase Processes. Marketer s and Consumer s endeavors to reduce post purchase dissonance. Disposal, Post Purchase Dissonance, Usage, No use Unit10--(4 hours) Social Class influence Reference Group Influence Household/family influence Cultural influence Unit 11--(4 hours) Consumer Perception Consumer Learning Consumer Attitude Unit12--(4 hours) Effect of income on consumer behaviour Unit13--(4 hours) The ethical Issues in Consumer Behaviour Consumer Rights in India SYLLABUS MBA FASHION MERCHANDISING AND RETAIL MANAGEMENT Page 20

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