MBA7148: DIGITAL MARKETING & RETAIL MANAGEMENT I

Objective: The course aims to build conceptual foundation of digital marketing and to
develop the students’ ability to plan, implement and monitor digital marketing campaigns.
The course takes a strategic approach to retail management, emphasizing the things that
influence the decisions made by retailers.

UNIT I
Digital Marketing: Meaning, importance and challenges, digital marketing process,
traditional marketing versus digital marketing, Digital marketing strategy.
Website planning and Conceptualization: Developing website using CMS (Wordpress),
keyword planning and analysis.
Search engine optimization (SEO): Keyword search tools, Working of search engines, Onsite
SEO techniques, Offsite SEO techniques, Local SEO: concept and importance.

UNIT II
Search engine marketing: Significance, Search engine marketing tools, designing search
campaigns, location targeting, bidding strategy, and managing campaigns. Landing pages:
qualities of a good landing page.
Display Marketing: nature and importance, creating display campaigns, targeting at local
level and international level, tracking performance and conversion, Optimizing display
campaigns, Pay per click campaigns (PPCs).
Web Analytics: importance, process, funnels, and segments.
Social Media Marketing: need and importance, formulating social media marketing strategy,
forms of social media marketing; Facebook Marketing.

UNIT III

The retail environment: the changing consumer, the retail response, the role of government.

Theories of retail change, Retail Strategic Planning, Customer Value: Building and

Sustaining Relationships through customer value, relationship marketing and social

marketing in retail management, The development of retail marketing: What is retail

marketing? Types of various retail formats-food and non-food, Evaluation and Identification

of Retail Customers: Consumer Behavior, Retail market segmentation & franchising, Retail

logistics: Supply chain management, theoretical perspectives, Efficient consumer response

(ECR), The Retail Supply Chain, Retailing Information Systems and Research: Retail

Information Systems, RFID, Universal Product Code (UPC), Electronic Data Interchange

(EDI), Marketing and Market Research, Gathering Information, Using Technology to Gather

Data and Information, Market Selection And Location Analysis: Deciding on a Target

Customer Group, Choosing the Right Location ,Regional Analysis, Trading Area Analysis,

Actual Site Analysis and Selection, Merchandise Buying and Handling: Inventory Planning,

The Merchandise Mix ,Vendor Interactions ,Merchandise Logistics and Logistics

Management

UNIT IV

Pricing in Retailing; Determining Pricing Objective, Determining Pricing Flexibility,

Determining Pricing Strategy and Policies ,Establishing Price, Developing an Effective

Integrated Marketing Communications Mix: Retail Promotional Mix – Advertising, sales

promotions – contests, coupons, etc., personal selling, publicity, public relations, point of

purchase ,Types of media used by retailers, advantages, disadvantages, Store Layout and

Design: Store image and atmospherics, Store layout and design, layout patterns – grid, free

flow, loop, boutique ,Experiential merchandising, solutions selling Space management – sales

per square foot, GMROI, planogram footfalls / computerized methods & non computerized

methods, visual / display methods, Retail security :Causes of shrinkage ,The scale of retail

crime ,Types of retail crime, Dealing with crime – India, Retail loss prevention, Managing

People ,Emerging trends in retail: The internationalization of retailing, Electronic commerce

and retailing, Green Retailing