Coming soon
FASHION RETAILING AND BRANDING (THEORY)
Course Objectives:
This course will enable the students to -
- To familiarize students with retailing concepts.
- To understand brand management tactics as a means to increase local and international market share.
- To Investigate the impact of the external marketing environment and emergent global issues on the fashion industry and enterprise
Course Outcomes (COs):
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Courses |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code |
Paper Title |
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FSD 323
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Fashion Retailing and Branding (Theory)
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The students will be able to –
CO 69 Recognize the global trends in retailing. CO 70 Analyze the knowledge of merchandising activities in a retail setup. CO 71 Evaluate the importance of retail location and site selection. CO 72 Identify the financial goals of the business and compare various performance objectives and measurements CO 73 Review brands and branding strategies. |
Approach in teaching: Interactive Lectures, Group Discussions, Power point presentations,
Learning Activities for the students: Self-learning assignments, Effective questions, presentation Individual report on merchandising of retail stores and brand strategies. |
Assessment task will include Class test on the topics, Semester end examinations, quiz, Visit report, student’s presentations and assignments.
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- Meaning and Definition, Social and economic Significance of retailing, Opportunities in retailing, characteristics of retailing
- Historical perspective of Retail in India and current Scenario
- Types of retailers, retail change drivers in India, evolution of retail formats
- Service Retailing
- Ethics and social responsibility
- Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process
- Retail Value Chain
- Merchandise category
- Evaluating performance- GMROI
- Managing Inventory Turnover
- Merchandise management process
- Evaluating a site for locating a retail store
- Site characteristics
- Retail Economics, measures of performance income statement and balance sheet, measure of performance evaluation- Ratio analysis
- Measuring retail store and space performance, measuring employee productivity
- Introduction of brands, Evolution and history of brands
- Brand Development, Role of branding in business
- Brand and Consumer psychology, Brand Loyalty, Brand Values
- Manufacturers Brand, Private Labels, Licensed Brands, In-Store Brands, Generic Brands.
- Categories: Mass Market, Premium, Luxury Brands
- Brand Extension
- Brand Image & Brand Identity
- Brand Personality & Brand Positioning
- Brand Culture & Rituals, Brand Equity
- Competitive Branding Strategies
- Levy., Weitz, B.A.&Pandit, A. (2008). Retailing Management, (6th edition). Tata McGraw Hill, New Delhi.
- Vedamani, Gibson G. (2006). Retail Management – Functional Principles & Practices. Jaico Publishing House.
- Pradhan, S. (2009). Retail Management: Text and Cases, (3rd edition). Tata McGraw Hill publishing company.
- Chunawalla, S. A., (2015). Brand Management. Himalaya Publishing House.
- Dr. Mittal, R.K., Management Accounting & Financial Management. Vk Publications.
- Shanthi, N. M., (2006). Brand Management- The Emerging Paradigm, (3rd edition). The ICFAI University Press, New Delhi.
- Berman, B.R., Evans, J.R. &Chatterjee, P.M. (2006).Retail Management – A strategic Approach. Pearson Education, Delhi.
- Verma, H.V., (2006). Brand Management: Text & Cases, (2nd edition). Excel Books, New Delhi.
- Hameide, Kaled K. (2011). Fashion Branding Unravelled. Bloomsbury Academic.
- Bajaj, C., Tuli, R. & Srivastava, N.V., (2005). Retail Management. Oxford University Press.
