SUKKUR IBA UNIVERSITY

Faculty of Business Administration

Retail Management (MKT-427)
Programs & Class: BBA VIII Semester: Fall 2020
Credit Hours: 03 Instructor: Sanaullah

Pre-requisite Courses: Principles of Marketing Post-requisite Courses: None

& Marketing Management
Co-requisite Courses: None e-mail: sanaullah.shar@iba-suk.edu.pk

Office Hours: Contact via Phone/email from Consulting Hours: Any time through
(10:00 am – 3:00 PM) appointment
Office Location: 302, Administration Building Contact: 923002578979

SCHEDULE OF ASSESSMENT TASKS FOR STUDENTS DURING THE SEMESTER

S. Assessment Tasks Week Due Contribution/

No Credit
1. Class Activities Refer Course schedule 10

2. Class participation (CP) Every week 25

4. Mid Term Academic Calendar 20
6. Project report and presentation Sixteen week 15

7. Final Examination Academic Calendar 30

RECOMMENDED TEXTS:
S.No Book Name Author/s Name Publisher Name & Edition

1. Retail Management – a Barry Berman, Joel Evans 13th Edition Pearson

strategic Approach
2 Published Cases Harvard Business Publishing

ELECTRONIC RRESOURCES
 https://www.mytotalretail.com/
 https://www.retail-week.com/?authent=1
 https://www.indianretailer.com/
 www.aurora.dawn.com

OTHER LEARNING MATERIAL such as computer-based programs/CD, professional

standards/regulations: PowerPoint lecture presentations, assignments and other required
readings will be shared in class.
INTRODUCTION TO COURSE
Retailing’ is an important part of marketing mix covering third pillar “place” of overall 4Ps concept. It is an essential
part of overall marketing process of organization that encompasses activities that bring value close to customer. In
economic and market context of Pakistan, retail is extremely important sector and a sector that covers most of value
exchange activities. With its enormous growth potential and future competition, learning and gaining familiarity is
significantly important for marketing specialization students. Therefore, the goal of this course is to help students to
learn about overall functions, processes, image building, pricing, promotion, communication, merchandizing and
strategic marketing of retail business. Course will cover these contents through readings from textbook, HBR, Harvard
Case studies and class activities as well as project.

COURSE LEARNING OUTCOMES (CLO’S)

 Students will be able to demonstrate intermediate level understanding about retail management
 Students will be able to critically analyze retail related strategic business issues
 Students will be able to communicate effectively in various marketing settings
 Students will be undertaking retail related decisions based on personal insight and customer
information
 Students will be able to comprehend global retail management perspectives while taking
retailing decisions

IMPORTANT POLICIES
Expectations
It is expected a class atmosphere of respect for your fellow human beings as we travel this road together. I
also expect a class atmosphere of critical thought and your best efforts. Please come prepared to participate.
Readings
You are expected to read the assigned materials before the class/period. This helps you grasp the material
more fully and creates a better classroom environment.
Attendance
Your attendance in class is critical to fulfillment of course objectives. However, since teaching mode is
online, it is not mandatory to appear in zoom meetings, but it is mandatory to participate case analysis etc. for
credit.
Plagiarism & Referencing
You may be tempted to hand in essays, projects or other pieces of assessed coursework containing work that
you know is not completely your own, hoping that the tutor won’t notice. This may be for several reasons
such as shortage of time, hoping for a better grade than would be achievable under a particular set of
circumstances or perhaps even lack of knowledge regarding how to correctly reference the sources of data
used. This is plagiarism – it is a matter that the University takes very seriously indeed - and it usually takes
one of four forms.

(a) Copying chunks of text from books, dissertations, journals or the web without acknowledgement. (It is
permissible, even desirable; to quote extensively from the work of other writers on your subject, but all
quotations should be fully referenced).
(b) Paraphrasing ideas from texts without stating their origin. Instead, use phrases such as “According to
Jobber (1995)...” or “Wright & Taylor (1994) propose that ..”, or similar acknowledgement. (c)
Colluding with other students and submitting identical or near identical work.
(d) Copying the work of another student without that student’s consent.
Remember ONLY 20% plagiarism is allowed in any course work or assignment provided to you.
Help:
If you are having trouble in the course please come by the offices (203) and talk to me (only in
mentioned timings) or drop an email for meeting. I want to help you improve all of your skills.
Electronics:
Deactivate all electronic pagers, cell phones, etc during class time. These hours are sacred.
Exam Hall Decorum:
In order to maintain the decorum of exam hall, try to understand everything by yourself. Therefore
asking anything from teacher, fellow or anybody else is strictly prohibited. Bring all required
material (pen, pencil, eraser, scale etc) with you. Exchange of anything in exam hall will be
penalized.

ASSESSMENT TASKS DESCRIPTION / ACTIVITIES

 Class Participation (25%): This involves discussion in the group form on the suggested
questions of each class teaching case study, class activities and open discussion on the
teaching case. Students will be graded on Communication, Critical thinking, interpersonal
skills and written submission of questions.
 Class Activity (10%): As per class scheduled, class activities are scheduled in which students will
have to work in groups. Course instructor will assess students based on their group performance
while presenting solution in class
 Semester Project/Term Paper (15%) – Students are required to undertake a short project which
includes various elements discussed below in shape of group comprising of members not more than 6
each.
 Final Exam (30%): Final exam will be written and paper pencil. Students will be informed further
about exams in due advance (before examination days).
 Midterm Exams (20%)

LESSON PLAN & WEEK WISE SCHEDULE:

Recommende
WE d Case Study / Tasks/
EK# TOPICS Activities
Readings/Cas
es

 Introduction Chapter‐1
1  Course Introduction
 Course outlines and plan
Strategic Planning in Retailing Chapter‐3  Seven-Eleven Japan
Class activity Case: `Ideas worth stealing  Class Activity – read
2 article on ‘Ideas worth
stealing’ at end of chapter
03

Retail Type Chapter‐4, 5, 6  Amazon in 2020 –

 Retail Store by ownership Types strategy, competition
(selected topics
3  Retail store by retail Strategy mix  Class Activity Article:
from each
 Non‐Store/Non‐Traditional Future of Retailing
chapter)
Retailing
 Class Activity
4 Identifying and Understanding Customer Chapter‐7  Netflix – leading through
 Eye Tracking Glasses Seminar Big data
  Optional reading  Eye tracking seminar
 Optional Reading -Article
on Seeking attention: an
eye tracking study
 Information Gathering in Retail / Case reading  Case: Daraz.pk: Online
Supply Chain Management in Marketplace’s Value Chain
5 Retail  Class Activity Case: The
 Class Activity voice of the customer in
the design of organized
retail stores in India
Choosing a Store Location Chapter‐9  Case: Brannigan Foods:
6  Trading‐Area Analysis Strategic Marketing
 Case analysis Planning
 Project Discussion
Integrating Technology in Retail/ E- Case Reading  Case: Aramstore.com – a
Commerce and Retail Grocery store in India
7  Optional reading  Optional Reading –
Shopper-Facing Retail
technology

8 Midterm Exam

9 Guest Speaker Session

Retail Strategy and Operations Case Discussion  Case: Retail Strategy at

10
Spencer’s, India

11 Developing Merchandizing Plan Chapter‐14 Guest Speaker session scope

Retail Pricing Chapter‐17  JC Pennys’ Fair Trade

12
Pricing

13 Guest Speaker Session

Retail Design and Layout / Global  Case: Retail Consolidation

14
Retailing in Pakistan and world

15 Integrating Retail Strategy – putting it Chapter‐20  Walmart – Navigating a

altogether Changing Retail landscape

16 Project Presentation

Final Exam