Retail Management. Office Hours: Tuesdays and Thursdays 8:30 to 9:30 am; 10:45 am to 12:30 pm; 1:45 pm to 2:45 pm Wednesdays 1 to 3:30 pm

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1 Professor: Dr. Anshu Saxena Arora Room # 236, Jordan Building, COBA, SSU Retail Management Class Meetings: Chat Sessions on Fridays at 7 pm every week Schedule given on CALENDAR of e-learning In addition THREE in-class meetings on August 14 (First Day) at 4 pm; September 18 (Mid Term Case Presentations and Report) at 3 pm; and November 6 (Final Project Presentations) at 4 pm Office Hours: Tuesdays and Thursdays 8:30 to 9:30 am; 10:45 am to 12:30 pm; 1:45 pm to 2:45 pm Wednesdays 1 to 3:30 pm Phone: (912) (office) FAX: (912) aroraa@savannahstate.edu One illusion is that you can industrialize a country by building factories. You don t. You industrialize it by building markets. Paul G. Hoffman In a minute there is time for decisions and revisions which a minute will reverse. - T.S. Eliot Course Description This course provides the student with a comprehensive view of retailing, an analysis of the retail environment and exposure to issues and developments in the industry. Retailing is changing today, and the successful business will know how to identify, adapt, and plan with these changes. The course is divided into four (4) sections: Course Objectives Retailing Environment Retailing Strategy Merchandise Management Store Management To familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions. While the course focuses on the retail industry including retailers of consumer services, the content of the course is useful for students interested in working for companies that interface with retailers such as manufacturers of consumer products or for students with a general management or entrepreneurial interest. Anshu Arora MKTG 3177 Retailing Management 1

2 Overall, there are five major objectives for this course. Upon successfully completing the course, you should be able to: 1. Understand the impact of retailing on the economy. 2. Comprehend retailing s role in society and, conversely, society s impact on retailing. 3. See how retailing fits within the broader disciplines of business and marketing. 4. Recognize and understand the operations-oriented policies, methods, and procedures used by successful retailers in today s global economy. 5. Know the responsibilities of retail personnel in the numerous career positions available in the retail field. Essentially this will be done through analysis of retail cases and accompanying readings, field assignments, individual and group reports and presentation of a retail plan at the end of the term. Specific student learning outcomes are to develop an understanding of: the contribution of retailers to the product value chain; consumer motivations, shopping behaviors, and decision processes for evaluating retail offering and purchasing merchandise and services; corporate objectives, competitor analysis, and competitive strategy; the traditional bases for segmentation and how segmentation can inform retail strategy; how retailer s differentiate their offering as an element in their corporate strategy; factors affecting strategic decisions involving investments in locations, supply chain and information systems, and customer retention programs; how retailer s communicate with their customers; and tactics (pricing, merchandise assortment, store management, visual merchandising, customer service) for extracting profit from a retail offering Pre-requisites The pre-requisite for this course is MKTG Students who are not in full compliance with the prerequisites policy must drop the course without exception. Required Text Retailing Management (8 th ed.) by Michael Levy & Barton A. Weitz, 2012, McGraw-Hill Irwin. ISBN Course Assessment Component Assignments before and after Mid Term = 200 points Points * Every week there will be assignments to be done on e-learning. * Chat sessions are held every week on Fridays at 7 pm * Calendar on e-learning contains the schedule of chat sessions and assignments 200 Anshu Arora MKTG 3177 Retailing Management 2

3 Chat Session Participation and Attendance = 100 points 100 Case Presentations and Report Mid and End Term points 200 Final Project 400 points 400 Total 900 Grading Scale A 90% and above; B %; C 70 79%; D %; F < 60 % Plus/minus grades will apply to the low/high ends of each grade level, and also be adjusted to percentage. Peer Evaluations It is expected that every member of a team will participate fully and appropriately in the research, analysis, preparation, and delivery of team assignments. As mentioned above, you will complete a peer/self-evaluation for team assignments. I pay a lot of attention to these in assigning final grades for the course. Teaching Approach ONLINE COURSE PROCESS Very Important! As an ONLINE Course, we will use a variety of approaches every week. The following ONLINE COURSE PROCESS needs to be adhered to: 1. Every week, we will have CHAT SESSIONS ONLINE on FRIDAYS at 7 pm for discussing the course content and progress for that week SCHEDULE is provided on CALENDAR of e-learning! 2. At the start of every week (MONDAYS), you will receive a VOICE-OVER POWERPOINT (with my voice over) for the chapter contents of that particular week. 3. The Weekly Voice-Over PPT will provide you with directions for the week s work / assignments and what s needed for chat session for each week. 4. In addition to our online chat schedule, we ll have three days of in-class meetings as follows: August 14 (First Day) at 4 pm; September 18 (Mid Term Case Presentations and Report) at 3 pm; and November 6 (Final Project Presentations) at 4 pm Please note that there may be weeks when online chat sessions will not happen. All information will be communicated through YOUR PREFERRED S on PAWS, and E-Learning S. Please ensure you are receiving all my mails through PAWS and e-learning. Anshu Arora MKTG 3177 Retailing Management 3

4 This type of course (online format) requires that each week, every student come to online class fully prepared to discuss the relevant material. In order to succeed in this course format, each student must be willing to contribute his/her ideas to the online class discussion. I may call on you in online class for feedback, so it is very important that you be prepared for the online assignments. Session Summary The schedule is tentative. Instructor reserves the right to make adjustments to the schedule as necessary during the semester. All adjustments will be announced in advance. Another reason not to miss class if you miss an ONLINE chat session, you are responsible for finding out what happened during your absence. Chats every week as designated in the e-learning CALENDAR Week 1 First Day of Class: Tuesday, August 14 Week 2 Class introduction READ: CH 1 Intro to Retailing DIS: CH 1 READ: CH 2 Types of Retailers Week 3 DIS: CH 2 READ: CH 3 Multichannel Retailing DIS: CH 3 READ: CH 4 Customer Buying Behavior Week 4 DIS: CH 4 READ: CH 5 Retail Market Strategy DIS: CH 5 READ: CH 6 Financial Strategy Week 5 DIS: CH 6 DIS: CH 6 READ: CH 7 Retail Locations Week 6 DIS: CH 7 DIS: CH 7 READ: CH 8 Retail Site Location Week 7 DIS: CH 8 READ: CH 9 Human Resource Management Week 8 DIS: CH 9 READ: CH 10 Information Systems and Supply Chain Management DIS: CH 9 DIS: CH 10 READ: CH 11 Customer Relationship Management Week 9 DIS: CH 11 READ: CH 12 Managing Merchandise Assortments DIS: CH 12 Anshu Arora MKTG 3177 Retailing Management 4

5 Week 10 DIS: CH 12 READ: CH 13 Merchandise Planning System DIS: CH 13 READ: CH 14 Buying Merchandise Week 11 DIS: CH 14 READ: CH 15 Retail Pricing DIS: CH 15 PROJECT mid-term review Week 12 Oct 25 DIS: CH 15 READ: CH 16 Retail Communication Mix Week 12 DIS: CH 16 READ: CH 17 Managing the Store Oct 27 DIS: CH 16 Nov 3 DIS: CH 17 READ: CH 18 Store Layout, Design, and Visual Merchandising Week 13 DIS: CH 18 Nov 10 DIS: CH 18 READ: CH 19 Customer Service Week 14 DIS: CH 19 Nov 17 DIS: CH 19 Week 15 PROJECT: Team Presentations Thanksgiving Break Week 16 PROJECT: Team Presentations PEER EVALUATION: due by before class Dec 1 Final Presentations FINALS FINAL PROJECT DUE Method of Instruction and Course Policy The course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual and team/group settings. The advanced level course of advertising will incorporate classroom lectures, e-learning based (narrated presentations of chapters, discussions, chats, announcements) and project-based approach to retail management. Anshu Arora MKTG 3177 Retailing Management 5

6 Students are encouraged to read and inculcate the major principles found in the textbook. Note that occasionally, changes in the schedule of the course, or in the assignments, are announced during class. It is your responsibility to ensure that you have received all of the changes and you will still be responsible for this information. Please turn off everything that beeps, buzzes, rings, whirs or otherwise distracts the people around you. Academic honesty: The University is committed to a policy of honesty in academics. Conduct, which compromises a breach of this policy, may result in academic and/or disciplinary action. Cheating is a violation of student academic behavior standards. Any student who violates or knowingly helps another student violate academic behavior standards will be pursued through the Office of the Dean of the College of Business Administration. If academic dishonesty (as defined in the Code of Student Conduct) is established, then the minimum penalty for the offending student will be a grade of ZERO for the assignment (as per university policy). However, students should be apprised that the instructor may well assign a penalty grade of F for the semester and request that the student be expelled from the university. In all cases, students are apprised that all incidents of academic dishonesty will be reported to the Office of the Dean of the COBA, the COBA Student Services Office (for inclusion in the student s academic record) and to the Vice President for Student Affairs. Students are expected to adhere to the standards of academic integrity that govern students registered at Savannah State University. The use of unauthorized material, plagiarism, failure to cite relevant work (through relevant APA style references), communication with fellow students during an examination, attempting to benefit from the work of another student, and similar behavior that defeats the intent of an examination or other class work is unacceptable to the University. Where a clear violation has occurred, the instructor may disqualify the student s work as unacceptable and assign a failing mark on the paper. Incomplete Grade: Students will not be given an incomplete grade in the course without sound reason and documented evidence as described in the Student Handbook. In any case, for a student to receive an incomplete grade, s/he must be passing and must have completed a significant portion of the course. Hat Policy: While you are in class, take off your hat. Disability Accommodations: Savannah State University is committed to providing reasonable accommodations to students with documented disabilities, as required under federal law. The purpose of disability accommodation is to provide equal access to the academic material and equal access to demonstrate mastery of the material. Students with disabilities must meet all the academic requirements and standards of the class, including the attendance policy. If you have a disability and need accommodations, please contact Amelia Castilian-Moore, Coordinator of Disability Services at or moorea@savannahstate.edu. The Office of Counseling and Disability Services is located in King Frazier 233. You will need to meet with Ms. Castilian-Moore, who can help you gather documentation of your disability or refer you to an appropriate resource for assessment. Anshu Arora MKTG 3177 Retailing Management 6

7 Once documentation of the disability is gathered and approved, Ms. Castilian-Moore will provide you with an Accommodation Letter, detailing the appropriate, approved accommodations, which you should present to me so we can discuss and implement your accommodations. Electronic Devices Policy: No electronic devices are to be seen or heard during regularly scheduled class time, quizzes, tests, or examinations (note that this includes earpieces and ear buds). If any are observed or heard during class, the student will be excused from class; and should such devices be observed or heard during assessment periods, there will be the presumption of academic dishonesty. Those found to be in violation of this policy will be subject to the consequences for academic dishonesty under the College of Business Administration Policy on Academic Dishonesty. Anshu Arora MKTG 3177 Retailing Management 7

8 APPENDIX - A Summary Outline of Team Term Project Template Each team is required to prepare one comprehensive industry analysis for the class on the diverse Harvard Business cases given to the groups in advance, including a formal presentation in addition to the written document. ASSUME THE HAT OF MARKETING ANALYST FOR YOUR COMPANY. The presentations can be as creative as you like so long as they cover the essential issues required in the marketing analysis. The presenting team will each turn in a maximum page paper (executive summary, exhibits, references, appendices, cover sheet, and any other material deemed relevant may be added to the above page limit) and will also deliver a maximum 20 minute PowerPoint presentation, not including Q&A and discussion time. Available points are 200, which includes 100 points for report and 100 for presentation. Below is a summary outline of the project template, reflecting key components of marketing analytical approach. A more detailed document on the project template titled Team Term Project is located on the course Blackboard under Course Documents. For a particular industry analysis, if there is information in the template that you think is unavailable or irrelevant, or if there is information you wish to add that is not in the template, please contact me in a timely manner. Parts 1, 2, 3, and 4 can be included in the document in any order. Part 5 must be the last major part of the paper. Do not duplicate information across the various sections of the template. 1) Perform an External and Internal Environmental Analysis a. External environment yields opportunities and threats b. Internal environment yields strengths and weaknesses - focus on things that contribute most to market success 2) Perform a Competitor Analysis a. Identify and analyze the three most important direct competitors b. Identify other current and potential direct competitors c. Identify current and potential indirect competitors 3) Perform a Market/Submarket Analysis current and high potential 4) Perform a Customer Analysis current and high potential 5) Provide a Comprehensive Strategy Assessment Anshu Arora MKTG 3177 Retailing Management 8

9 a. Describe each key competitor s current positioning/marketing strategy b. What are each key competitor s major sources of competitive advantage c. What additional sources of competitive advantage could each develop in the future d. Select one (nearest) competitor for further focus, then provide: i. New positioning and accompanying new marketing strategies that you recommend for your company vis-à-vis the competitor ii. Why you recommend these particular strategies for your company iii. How these strategies would be implemented iv. How their success should be measured 6) Disseminate the information given in the Case Study very carefully. Study the data and present the facts. You may have to use certain deductions from the data. 7) Study the recent and current information about your company Recent Trends Study. 8) In accordance of all the points covered above, offer Recommendations for your company and highlight Future Strategies the strategies and recommendations must be backed with logical reasoning and substantiation Make sure all your recommendations and future strategies cover the e-part of the global business world. 9) References appropriate references must be provided at the end of your document. Anshu Arora MKTG 3177 Retailing Management 9