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MBA Fourth Semester
BUM-E-405
Title: Retail and Brand Management
Course : 1 BUMM-E-405 Retail and Brand Management 100 4 4 0 0 4
Objective :
The objective of this course is to impact in depth knowledge to the students regarding the theory and practice of Retail and Brand Management .
(Max. Hour- 15)
UNIT – I Introduction to the Retailing System. Retailing mix – Social forces – Economic forces – Technological forces – Competitive forces; Retailing definition, Structure, Different formats – marketing Concepts in Retailing – Consumer purchase behaviour – Cultural Social group influence on Consumer Purchase Behaviour; Retail store location – Traffic flow and analysis – population and its mobility – exteriors and layout – Customer traffic floes and pattern – Creative display.
First Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit One Only 22-24 Jan. 2014 12 Marks

UNIT – II (Max. Hour- 15)
Merchandise Planning – Stock turns, Credit Management, Retail Pricing, Return on per sq. feet of space – Retail promotions – Staying ahead of competition; Supply Chain Management – Warehousing – Role of IT in supply chain management; Franchising, Direct Marketing/Direct Selling – Exclusive shops – Destination stores – Chain stores – Discount Stores an other current and emerging formats – Issues and options; Retail Equity, Technology in Retailing – Retailing through the Interent.
Second Mid Semester Examination Contents Date of Exams. Maximum Marks
Unit Two Only 01-03 March 2014 13 Marks

UNIT – III (Max. Hour- 30)
Understanding Brands – Brand Hierarchy, Brand Personality, Brand Image, Brand Identity, Brand Positioning; Brand Equity; Value addition from Branding – Brand-customer Relationships, Brand Loyalty and Customer Loyalty.
UNIT – IV Managing Brands; Brand Creation, Brand Extensions, Brand-product Relationships, Brand Portfolio; Brand Assessment and Change; Brand Revitalisation; Financial Aspects of Brands; Branding in Different Sectors: Customer, Industrial Retail and Service Brand.