Postgraduate Program Subject Outline

Faculty of Business and Management

http://my.uowdubai.ac.ae

Subject Code: MARK997 Subject Name: RETAIL MARKETING MANAGEMENT Session: Spring Year: 2012 Section: Class 2 (WEDNESDAY)

LECTURE INFORMATION
Class-2
Day: Time: Location: WEDNESDAY 6 P.M. 9 P.M. Block 15 Room 223

Lecturers Name: Building & Office No: E-mail Address: Consultation Days and Times:

DR. RAVINDRA P. SAXENA BLOCK 15, ROOM 1-08 ravindrasaxena@uowdubai.ac.ae

MONDAY :

Subject Coordinator:

2.30P.M. TO 5.30 P.M. WEDNESDAY : 2.30P.M. TO 5.30 P.M. THURSDAY: 2.30P.M. TO 5.30 P.M. (Please schedule appointments in advance through e-mail) DR. RAVINDRA P. SAXENA

QA Assessor (UOWD): Dr. Prakash Vel Dr. Shaun Powell QA Assessor (UOW):

1 SUBJECT DESCRIPTION
Retailing is a very important component of economies in terms of both economic activity and employment. Retailing is a dynamic and interesting area of study with new retailing concepts emerging, such as Internet shopping. It is important to gain an understanding the principles, frameworks and concepts underlying retail marketing management, which should then aid in the development of retailing strategies. Retail Marketing Management (MARK 997) provides an overview of strategic retail marketing management, studies retail institutions by ownership, looks at non-traditional retailing and contemporary issues in retailing, and reviews relationship retailing and customer satisfaction. MARK 997 also involves analysis of store location, managing a retail business, merchandise management, pricing, and retailing communications.
Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT Dr. Ravindra P. Saxena

The subject aims to assist students in adopting the perspective of the retail marketing manager, and therefore, particular emphasis is placed on case analyses and a practical assignment. The use of retail marketing cases is designed to illustrate the application of marketing concepts and tools to real-world retail marketing problems.

2 LEARNING OBJECTIVES
Upon successful completion of this subject, the student should be able to : Lo 1. appreciate the complexities of operating a retail business Lo 2. understand the role of the retailer as a key link in the chain that connects the producer/wholesaler with the final customer Lo 3. delineate the marketing channel of distribution and to discern the relationships between the retailer and other channel participants Lo 4. discuss the retailers problem of striking a balance between the customers merchandising needs and the retailers performance needs Lo 5. outline the major components of the retailing plan Lo 6. detail with specific retail marketing management problems Lo 7. develop appropriate retail marketing strategies Lo 8. understanding the main concepts and frameworks of retailing Lo 9. Communicate your analysis and recommendations in an effective manner in writing and in oral presentations.

3 SUBJECT SCHEDULE
We ek

Day & Date

Lecture Topic(s)

Discussion on Related Text Chapter(s) + Small cases from the text book and relevant readings given in the class)

Assignment 2: Library Assignment: To be submitted and presented on due dates AND Assignment 3: Case Study Analysis & Presentation 4th week onwards (To be presented on due dates) Groups of 5 students (in each group) will be formed for Assignment-2 and Assignment-3 (group / individual) Assignment requirements & Assessment details are given in Section 5.2 Group Formation and Case Allotment Registration of Library Assignment Topics by Groups

Wednesday 08.02.12

Introduction to Retailing, Building and sustaining relationships in retailing

1 2

2 3

Wednesday 15.02.12 Wednesday 22.02.12

Strategic Planning in retailing Retail Institutions by ownership Retail Institutions by store-based strategy mix. Web, non store-based and other forms of nontraditional retailing

3 4

6
Dr. Ravindra P. Saxena

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Wednesday 29.02.12

Identifying and understanding consumers Information gathering and processing in retailing

Case Study Analysis & Presentation

Case 1: Best buy in a global growth mode

Case Study Analysis & Presentation

Wednesday 07.03.12

Trading area analysis Site selection

9 10

Case 2: Targets todo list in a tough economy

Wednesday 14.03.12 Wednesday 21.03.12

MID TERM EXAM (2 hrs) From 6.30 P.M. to 8.30 P.M. Retail organization and HR management 11
Case Study Analysis & Presentation

Case 3: Retailing lessons from loyalty programs around the globe 12

Case Study Analysis & Presentation

Wednesday 28.03.12

Operations management- Financial dimension Operations management- Operational dimension

13 14 15

Case 4: Tough times for shopping centers

Wednesday 04.04.12

Developing merchandising plan Implementing merchandising plan

Case Study Analysis & Presentation

Case 5: Reaching Gen Y as retail employees

Case Study Analysis & Presentation

10

Wednesday 11.04.12

Financial merchandise management Pricing in retailing

16 17

Case 6: Lowes: category potential among female shoppers

Case Study Analysis & Presentation

11

Wednesday 18.04.12

Establishing and maintaining a retail image Promotional strategy

18

19

Case 7: crossing the great media channel divide

12

Wednesday 25.04.12

Integrating and controlling the retail strategy

20

Presentation on Library Assignment & Report Submission (students of case-1, case-2 and case-3 groups) Presentation on Library Assignment & Report Submission
Dr. Ravindra P. Saxena

13

Wednesday 02.05.12

Review

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

(students of case-4, case-5, case-6 and case-7 groups)

4 TEXTS 4.1 REQUIRED TEXTS

Berman, B. and Evans, J.R. (2011), Retail Management, A Strategic Approach, Eleventh edition, Prentice-Hall International, New Jersey, USA.
Required texts can be purchased from the University Bookshop located in Block- 5.
COPYRIGHT NOTICE: The University of Wollongong in Dubai complies with UAE Federal Law No. (7) of 2002 pertaining to Copyrights and Neighboring Rights. Severe penalties apply for copyright violations. No copied materials will be allowed on campus, except where permitted as per UAE Federal Law No. (7) of 2002. Any copied materials that violate UAE Laws or UOWD Policies will be confiscated in the first instance and disciplinary actions may be taken against the person(s) involved.

4.2
Books

RECOMMENDED READINGS

Zentes, J., Morschett, D. and Schramm-Klein, H. (2007), Strategic Retail Management: Text and International Cases, Gabler Verla (ISBN 383490287X) Levinson, J. C., Valas, E. and Wilson, O. R. (2007), Guerrilla Retailing: Unconventional Ways to Make Big Profits from Your Retail Business (Guerrilla Marketing Series), The Guerilla Press Group, Colorado, USA (ISBN 1-886481-07-5) th Dunne, PM & Lusch, RF 2007, Retailing, 5 ed, Thomson, Mason th Levy, M & Weitz, B 2007, Retailing Management, 6 ed, McGraw-Hill, New York nd McGoldrick, P 2002, 2 ed, Retail Marketing, McGraw-Hill, London Ogden, JR & Ogden, DT 2005, Retailing Integrated Retail Management, Houghton Mifflin, Boston

Newspapers
Gulf News Khaleej Times

Journals
Journal of Retailing International Journal of Retail and Distribution Management Journal of Marketing Harvard Business Review Journal of Services Marketing Advances in Consumer Research Journal of Consumer Research Sales and Marketing Management European Journal of Marketing

Magazines
Business Review Gulf Marketing Review Gulf Business
Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT Dr. Ravindra P. Saxena

Arabian Business Economist Emirates Business 24/7

Journal Articles (available as e-readings)

Egan, J. (2000), Drivers to relational strategies in retailing, International Journal of Retail & Distribution Management, 28 (8), 379 386. Fatt, J. P. T. (2001), Retailing in MRT malls in Singapore: implications for entrepreneurs, Asia Pacific Journal of Marketing and Logistics, 13 (4), pp. 19 42. Freathy, P. and OConnell (1998), Supply chain relationships within airport retailing, International Journal of Physical Distribution & Logistics Management, 28 (6), 451 462. Paddison, A., and Calderwood, E. (2007), Rural retailing: a sector in decline?, International Journal of Retail & Distribution Management, 35 (2), 136 155 Rowley, J. and Slack, F. (2003), Kiosks in retailing: the quiet revolution, International Journal of Retail & Distribution Management, 31(6), pp. 329 339. Samiee, S., Yip, L.S.C. and Luk, S. T. K. (2004), International marketing in Southeast Asia: Retailing trends and opportunities in China, International Marketing Review, 21 (3), pp. 247 254 Tamimi, N., Rajan, M. and Sebastianelli, R. (2003), The state of online retailing, Internet Research, 13 (3), 146 155. Hoffman, J.L. & Lowitt, E.M.. (2008). A better way to design loyalty programs. Strategy & Leadership. 36 (4), 44-47 Chen Chen, D., Liang, T. & Lin, C., (2004), Effects of electronic commerce models and industrial characteristics on firm performance, Industrial Management & Data Systems, 104 (7), pp. 538-545. Waarden, L. (2008), The influence of loyalty programme membership on customer purchase behavior, European journal of marketing, Vol. 42, No 1/2, pp 87-114 Coughlan, J. & Kennedy, A., (2006), Online shopping portals: an option for traditional retailers?, International Journal of Retail & Distribution Management, 34 (7), pp. 515-528. Gee, R. Coates, G. Nicholson, M. (2008), Understanding and Profitably managing customer loyalty, Marketing intelligence and planning, Vol. 26, No 4, pp 359-374 Karamychev V. and Reeven P. (2008), Retail sprawl and multi-store firms: an analysis of location choice by retail chains, Regional Science and Urban Economics, Vol. 39, No. 3, PP. 277-286. Wood, S., and Browne, S., (2007), Convenience store location planning and forecasting a practical research agenda, International Journal of Retail & Distribution Management, Vol. 35 No. 4 Alexander, A., Cryer, D., Wood, S., (2008), Location planning in charity retailing, International Journal of Retail & Distribution Management, Vol. 36 No 7 All of the recommended readings above are available at the UOWD Library located on the first floor in Block 14. Students are also encouraged to use other resources as references to support their learning in this subject. Students should follow current developments in the field through various media, including the World Wide Web.

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

5 5.1

ASSESSMENT ASSESSMENT OF LEARNING OUTCOMES

Measures (Elements of Assessment)
Mid-Term Exam Library Assignment: Report and Presentation Case Study Analysis and Presentation Final Exam

Learning Outcome Lo1, Lo2,Lo3,Lo6,Lo8 Lo1, Lo2,Lo3,Lo4,Lo5,Lo6,Lo7,Lo8,Lo9 Lo1, Lo2,,Lo4,Lo5,Lo6,Lo7,Lo8,Lo9 Lo1, Lo2,Lo3,Lo6,Lo7,Lo8

5.2

ASSESSMENT TASKS

Assessment Task Task-1: Mid-Term Exam (March 14 2012) Task-2: Library Assignment (Report Submission and presentation) Task-3: Case Study Analysis and Presentation Task-4: Final Exam

Weighting 25%

Group/Individu al Individual

Due Date Week 6

Hand to

in

Invigilator

15%

Group/Individual

Week 12 & 13

Lecturer

10%

Group/Individual

Week 4,5,7,8,9,10 Lecturer and 11

50%

Individual

Check Timetable at:

http://my.uowdubai. ac.ae

Invigilator

Tuesday, May 15 2012 : 7.00 P.M.

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

OUTLINE, REQUIREMENTS AND MARKING CRITERIA

Assessment Task 1: Type: Learning Outcome Measured: Total Marks: Weighting: Date, Time and Location:

Mid Term Exam Individual

Lo1, Lo2,Lo3,Lo6,Lo8

50 (Marks obtained will be converted to out of 25, i.e. 50% of marks obtained). 25% Week-6

OUTLINE AND REQUIREMENTS

Subject matter covered from week 1 to week 5 should be prepared well for the midterm exam. To test your knowledge in the subject, question paper will have three sections (Section A, B and C of 20, 20 and 10 Marks respectively), Section A will have 20 multiple choice questions; Section B will have two short answer and essay type questions and Section C will have a small case study. Students are expected to come fully prepared for the exam. MARKING CRITERIA: TBA

Assessment Task 2: Type: Learning Outcome Measured: Total Marks: Weighting: Due date: Length: Hand in to: Turn-it-in submission:

Library Assignment ( Report & Presentation)

Group / Individual
Lo1, Lo2,Lo3,Lo4,Lo5,Lo6,Lo7,Lo8,Lo9

30 (Marks obtained will be converted to out of 15, i.e. 50% of marks obtained).
15%

Week 12 and 13 (as assigned in the class) 4000 to 5000 words, Times New Roman (12 font size), 1.5 lines
spacing

Lecturer Before the presentation on due date.

Outline and Requirements (Assessment Task 2):

Each group will be given 20 minutes time for presentation (maximum 30 minutes including question-answer session). After presentation group will submit the report to faculty on the same day. Late work will be penalized in accordance with the university policy. (Refer

Annexure-1 and 2) Groups will remain same in Task-2 and Task-3.

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

Assessment Task 3: Type: Learning Outcome Measured: Total Marks: Weighting: Date, Time and Location:

Case Study Analysis and Presentation Group / Individual

Lo1, Lo2,,Lo4,Lo5,Lo6,Lo7,Lo8,Lo9

30 (Marks obtained will be converted to out of 10), i.e.1/3rd of marks obtained. 10%

Week 4, 5, 7, 8, 9, 10 and 11 (as assigned in the class) Requirements and Evaluation criteria of Task 3 Case Study Analysis and Presentation: (Case Study to each group will be assigned in class of Week-2).
Each group is required to submit a case study analysis write-up in word format covering the case introduction (case background), and case analysis (mention key strategies), and answer to the given questions. This report will be considered as a group activity and will be evaluated out of 15 marks. The group will make a presentation in the class on due date. Overall performance of the group will be evaluated out of 5 marks on the basis of quality of presentation; PPTs and audio-visuals used and team spirit. Performance of each student will also be evaluated individually out of 10 marks based on their overall presentation skills, team spirit and ability to handle the questions raised by other students in the class. Report is to be submitted on the due date (i.e. on the day of presentation) and Turn-it-in submission is to be done on the same day. Groups will remain same in Task-2 and Task-3.

Assessment Task 4: Learning Outcome Measured: Total Marks: Weighting: Date:

(Check Timetable to reconfirm)

Final Exam
Lo1, Lo2,Lo3,Lo6,Lo7,Lo8

100 (Marks obtained will be converted to out of 50) 50% To be held during the official examination period. Please refer to the Exam Timetable
available on the Student Online Resources website (http://my.uowdubai.ac.ae) closer to the exam period.

Final Exam will have two sections. Section A will have questions on theoretical concepts learnt in the subject and their applications in the real business world and this section will carry 60 marks. You will be given some choice in this section. Section B of the question paper will have a Case Study, which is compulsory and carries 40 marks. 5.3 GRADES AWARDED

The approved grades of performance and associated ranges of marks for postgraduate subjects are: High Distinction (HD) 85 100% Distinction (D) 75 84% Credit (C) 65 74% Pass (P) 50 64% Fail (F) 0 49% Technical Fail (TF) - Not meeting the final exam passing requirements
Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT Dr. Ravindra P. Saxena

5.4

SATISFACTORY COMPLETION REQUIREMENTS

Students are expected to complete all assessment tasks for this subject. The minimum performance requirements for this subject are, that in order to pass this subject students must: a. obtain an overall mark of 45% or greater in assessment tasks, excluding the final examination b. obtain a mark of 45% or greater in the final examination c. obtain an overall mark of 50% or greater for the subject. Students who obtain a composite mark of greater than 50% but do not satisfy the Final Examination pass requirements will be awarded a Technical Fail (i.e. 49%). Students must reasonably complete all assessment tasks (other than the Final Examination, which requires a mark of 45% of above) and submit these by the final week of session or by the Final Examination date (whichever is earlier) in order to pass the subject. Reasonable completion of an assessment task will be determined based on the instructions given to the student including: word length, demonstration of research and analysis where required, the Plagiarism Policy, and completion of each section/component of the assessment. Failure to reasonably complete any assessment tasks to the standard specified above may result in a Fail grade awarded for the subject. Students are advised to see MRP Policy being practiced at UOWD at My UOWD (http://my.uowdubai.ac.ae).

4.1

RELEVANT POLICIES AND DOCUMENTS

All students must read and be familiar with the following UOWD policies and documents, which are available on the Student Online Resources (http://my.uowdubai.ac.ae) website by following the Policies link: Academic Grievance Students Assessment Policy Code of Conduct Library Users Code of Practice Students Copyright Policy Information Literacies Rule Library Regulations Music, Video and Software Piracy Plagiarism Policy Plagiarism Acknowledgement Practice Rules Campus Access and Order Rules for Student Conduct and Discipline Rules for use of ITTS Facilities Special Consideration Policy Tertiary Literacies

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

4.2

SASS
Student Academic Support Services (SASS) is a program committed to assisting students in developing their academic skills and getting the most out of their studies. As part of their services, SASS provides Peer Tutoring Program and Academic Workshops. For further information contact, please contact: SASS Admin Assistant Room 019, Block 5. Sass@uowdubai.ac.ae Ph: + 971 4 390 060

4.3

PLAGIARISM
Plagiarism is a serious offense that can lead to expulsion from the university. Students must be familiar with the Plagiarism policy which outlines the procedure that will be followed in case of plagiarism. For more information please refer to the Plagiarism policy available on the Student Online Resources website (http://my.uowdubai.ac.ae follow the Policies link).

8.1

TURNITIN

In addition to a hard copy, students are required to submit all written assignments in soft copy through the TurnItIn system which is available online at www.turnitin.com. Every student must have a TurnItIn account. Failure to submit an assignment through TurnItIn will result in marks for that assignment being withheld. Students do NOT need to hand in a printed copy of the TurnItIn Originality Report! More information about TurnItIn (including how to create an account and add a class) will be provided in the first lecture. Students can download Frequently Asked Questions (FAQs) about TurnItIn from the SASS section of the website (http://www.uowdubai.ac.ae/ss). TurnItIn information required to add this subject: Class ID:
4823827

Password: wednesday997

8.2

REFERENCING & IN-TEXT CITATION & UOWD RULES & POLICIES

For information about Referencing and In-Text Citation, as well as a guide to some of the UOWD Rules and Policies, please go to the Student Online Resources website (http://my.uowdubai.ac.ae) and click on the POLICIES link. You will find the required information under the letter S for Subject Outline Information.

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

Outline and Requirements (Assessment Task 2) Annexure-1

Select a relevant topic from the field of retailing (as illustrated below) and write an article/paper by collecting secondary and primary information using references to the literature and practical examples gleaned from interviews with local retailers. Topics (Examples): 1. Defining value for the retail consumer in todays economic environment. 2. An evaluation of online / e-retailing developments in the Middle East vs. North America. 3. How retailers choose their site location/s and its importance and relevance in successful retailing. 4. Understanding, measuring & building customer satisfaction in a retailing context. 5. Relationship retailing and the future of loyalty programs. 6. Determinants/ key drivers of relational strategies in retailing. 7. Future and Scope of On-line retailing in UAE. Note: Harvard Referencing Style should be used in Library Assignment/ Project; it carries appropriate weightage in the report marks. Turn-it-in submission is compulsory; if it is not done then the group will be given zero in the assignment-2. Library assignment will be marked upon the: 1. Presentation of ideas and concepts. Reports must be word processed, 12 point New Roman font, Harvard Referencing, Length should be a maximum 5000 words, and pages should be numbered. Power point must be white background, TNR font, appropriate graphics & pictures. 2. Structure and flow of the report (Introduction, research objectives, Literature review, Application to context, conclusions and recommendations; headings and sub-headings may be used) 3. Use of relevant reference material (research articles from the academic journals, interviews with retailers, and relevant examples quoted in support of your topic) 4. Quality of your arguments (that involves, exploration and understanding of the issues)
Note: Each report must have a structured abstract of the article/paper/study (maxi. 300 words) by using following sub headings: Purpose of the study Design/methodology/approach Findings Research limitations/implications Practical implications (if applicable) Social implications (if applicable) Originality/value of the study MARKING CRITERIA

10 marks: Literature Review + quality & depth of interviews (correct interpretation of research papers and compilation); quality of material researched and relevance to topic 5 marks: Presentation flow and overall content, formatting, bibliography, turnitin 5 marks: Application to context (interviews with retailers and relevant examples from retail industry) quality, interpretation and insights, relevance to topic and creativity 5 marks: recommendation (ability to extrapolate from theory, practical insights and findings to recommend strategies that are relevant, specific, can be implemented and have some advantage 5 marks: Individual presentation
Note: Each group must register topic of their library assignment with the faculty latest by 3rd week

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena

Assessment Task 2 Annexure-2

Library Assignment
REGISTRATION OF TOPIC
Name and ID Number of Students in the group: (1) (2) (3) (4) (5)

Title of the selected study:

---------------------------------------------------------------------------------------------------------------------------------

(Not: This registration form should be submitted to your faculty in the class of 3rd week)

Spring 2012 MARK 997 (Class-2) RETAIL MARKETING MANAGEMENT

Dr. Ravindra P. Saxena