Introduction to Retail Management

By Ashis Mishra   |   Indian Institute of Management Bangalore (IIMB)
Learners enrolled: 2469
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
Category :
  • Management Studies
Credit Points : 2
Level : Postgraduate
Start Date : 30 Jul 2021
End Date : 30 Oct 2021
Enrollment Ends : 15 Sep 2021
Exam Date : 14 Nov 2021 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

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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

Indian Institute of Management Bangalore (IIMB)
Dr. Ashis Mishra is a faculty member in the Marketing Area at the Indian Institute of Management Bangalore (IIMB). Dr. Mishra teaches marketing management and retail management. His area of research involves Retail Productivity Analysis, Retail Atmospherics and Retail Consumer Behaviour. He has successfully developed and applied many quantitative models and business model frameworks in solving marketing/retailing-related problems. He has published over 10 papers in various national and international journals of repute. His current projects include ‘A Dynamic Model for Forecasting in Indian Retail Sector’, ‘Store Atmospherics as a Tool for Retail Productivity’ and ‘Technographic Segmentation of Indian Retail Consumers.’

Course certificate


Type of exam: Computer based exam
You will have to appear at the allotted exam centre and produce your Hall ticket and Government Photo Identification Card for verification and take the exam in person
You can find the final allotted exam centre details in the hall ticket. The questions will be on the computer and the answers will have to be entered on the computer; type of questions may include multiple choice questions, fill in the blanks, essay type (subjective) type, etc. 


Weightage: 100% weightage for final exam. 

Pass Marks: You will be eligible for Certificate only if you score minimum 40% in Final Exam. If you score less than in final exam, you will not receive the certificate. 

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