Coming soon
MARKETING AND RETAILING
Paper Code:
MTX-324
Credits:
3
Contact Hours:
45.00
Max. Marks:
100.00
Objective:
To develop an insight into the textile market among the students
To provide comprehensive knowledge about marketing mix
9.00
Unit I:
- Marketing: Introduction to marketing, overview of marketing process and marketing in modern economy.
- Trends in marketing environment.
- Market research: Understanding Consumer market trend, Overview of market research process and research design
9.00
Unit II:
-
- Product Decision
- Concept of product, clarification of product development,
- Product positioning, segmentation and targeting
- Branding, packaging and labeling
- Price decision
Factor affecting price determination
- Product Decision
9.00
Unit III:
- Distribution channels and physical distribution decision
- Nature and function of distribution channels
- Promotion decision- 4Ps of Promotion mix
9.00
Unit IV:
- Meaning and Definition, Social and economic Significance of retailing, Opportunities in retailing, characteristics of retailing
- Historical perspective of Retail in India
- Types of retailers
- Service Retailing
- Ethics and social responsibility
9.00
Unit V:
Retail Strategy:
- Meaning and Definition, building sustainable competitive advantage, growth strategies, global growth strategies, retail planning process
- Retail Value Chain
Essential Readings:
- Green, Wood., Fashion Innovation and Marketing, Macmillan Press Ltd. London, 2003.
- Kotler, P. Principles of Marketing, Prentice Hall, 2003.
- Levy.M., Weitz.B.A., Pandit.A.; Retailing Management, Tata McGraw Hill, 6th Edition, 2008.
- Chetan Bajaj, Rajnish Tuli, Nidhi V. Srivastava; Retail Management, Oxford University Press.
Academic Year:
