Introduction to Retail Management

By Ashis Mishra   |   Indian Institute of Management Bangalore
Learners enrolled: 1388
This course will introduce the basic concepts of retailing to the participants. The key take away would be understanding how a retail business works; the core issues and challenges involved; the key terms and terminologies associated and an appreciation of Indian retail sector.

What you'll learn
  • An understanding of the retail business model for brick and mortar formats 
  • Understanding various constituents of retail strategy.
  • A greater awareness of how to develop and sustain a competitive advantage in retail sector.
  • Practical tools and techniques of retail strategy.

Course Status : Completed
Course Type : Core
Duration : 6 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 10 Nov 2019
Category :
  • Management Studies
Level : Postgraduate

Course layout

Week 1- Understanding Retail Business
  • What is retailing?
  • How does retail business work
  • Characteristics of Retail Business
  • Roles & Responsibilities in Retail Business.
  • Retail Focus/Significance of Retail Business
  • Manufacturer – Retailer Relationship Change
  • Terminologies in Retail Business
Week 2- Retail Formats & Strategies
  • Philosophy of retail formats classification
  • Various basis of classification of retail formats
  • Ownership based classification
  • Strategy mix based classification-Food & Grocery
  • Strategy mix based classification-General Merchandise
  • Non-traditional classification
  • Evolution of retail formats
Week 3- Retail Competition & Retail Strategy
  • Business model-Planning-Strategy
  • Retail Competition
  • Retail strategy
Week 4- Financial Strategy for retail business
  • Strategic profit model
  • Profit management path
  • Asset management path
Week 5- Merchandise Management
  • Merchandise Financials
  • Merchandise process
  • Inventory management
  • Store plan
Week 6- Retail Pricing & Promotion
  • Factors Influencing retail pricing
  • Pricing methods
  • Pricing implementation & adjustments
  • Communication strategy
  • In store promotions
  • Elements of retail promotion mix.

Instructor bio

Ashis Mishra
Associate Professor, Marketing
Indian Institute of Management Bangalore

Ashis Mishra is a member of the Marketing area at IIM Bangalore since 2004. Prior to this, he worked as faculty in marketing at XLRI Jamshedpur and TAPMI Manipal.

A pure educationist by choice, he has been involved with teaching and research in marketing field all his professional life.
  • Retail strategy.
  • Retail consumer behavior.
  • Retail atmospherics & merchandising.
  • Category management in emerging economies.
Areas of Expertise:
  • Marketing Research.
  • Optimization modeling in marketing.
  • Marketing in a digital economy.
  • Retailing in omni-channel environment.

Course certificate

25% internal assessment and 75% Final Exam

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