Marketing (English) (non-thesis)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

E-PMBA569

Course Name:

Retail Management

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	7

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Department Elective

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Assoc. Prof. NAİME MELTEM ÇAKICI

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to explain students the fundamental principles and concepts of marketing management. Upon successful completion of this class, students will have knowledge of strategic planning and developing marketing strategy, analyzing the environment and managing market information, understanding consumer and business markets, developing customer driven marketing strategy, delivering value by product development, pricing, distribution, and promotion strategies, creating competitive advantage and implementing global marketing tools.

Course Content:

An introduction to retailing; building and sustaining relationships in retailing; strategic planning in retailing; situation analysis, retail institutions by ownership; retail institutions by store-based strategy; web, nonstore-based, and other forms of nontraditional retailing; targeting customers and gathering information; identifying and understanding consumers; information gathering and processing in retailing; choosing a store location; retail organization and human resource management; operations management: financial and operational dimensions; merchandise management and pricing; establishing and maintaining a retail image; promotional strategy; integrating and controlling the retail strategy.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define retailing through different perspectives and discuss the steps in strategic planning for retailers:
2 - Skills
Cognitive - Practical
1) • Identify retailers on the basis of ownership type
3 - Competences
Communication and Social Competence
Learning Competence
1) • Discuss the methods used by manufacturers, wholesalers, and retailers to exert influence in the distribution channel and identify the importance of store location
Field Specific Competence
Competence to Work Independently and Take Responsibility
1) • Explain the importance of communicating with customers and discuss the concept of retail

Lesson Plan

Week	Subject	Related Preparation
1)	• Define retailing and explain it through different perspectives • Explain the concept of strategic planning and its application • Explain why the retailing concept is the foundation of a successful business, with an emphasis on the total retail experience, customer service, and relationship retailing
2)	• Explain what “value” really means and its pivotal role in retailers’ building and sustaining relationships • Describe how both customer relationships and channel relationships may be nurtured in today’s highly competitive marketplace • Examine the differences in relationship building between goods and services retailers • Explain the impact of technology on relationships in retailing • Explain the interplay between retailers’ ethical performance and relationships in retailing	Homework: to be posted by email
3)	Identify the value of strategic planning for all types of retailers • Discuss the steps in strategic planning for retailers: situation analysis, objectives, identification of consumers, overall strategy, specific activities, control, and feedback • Explain the individual elements of a retail strategy (both controllable and uncontrollable), and discuss strategic planning as a series of integrated steps • Explain how a strategic plan can be prepared	Homework: to be posted by email
4)	• Explain the ways in which retail institutions can be classified • Identify retailers on the basis of ownership type and discuss the characteristics of each • Discuss the methods used by manufacturers, wholesalers, and retailers to exert influence in the distribution channel • Explain the wheel of retailing and the retail life cycle and discuss how they can help explain the performance of retail strategy mixes	Homework: to be posted by email
5)	• Define single-channel and multi-channel retailing • Discuss the characteristics of the three major retail institutions involved with nonstore-based strategy mixes: direct marketing, direct selling, and vending machines – with an emphasis on direct marketing • Explain the emergence of electronic retailing through the World Wide Web	Homework: to be posted by email
6)	midterm exam
7)	Explain the importance of determining customer needs in retailing • Describe a number of consumer demographics, lifestyle factors, needs and desires and explain how these concepts can be applied to retailing • Explain consumer attitudes toward shopping and consumer shopping behavior, including the consumer decision process and its stages • Discuss retailer actions based on target market planning and explain the environmental factors that affect consumer shopping
8)	• Discuss the importance of store location for a retailer and identify the process of choosing a store location • Discuss the concept of a trading-area and its related components • Explain how trading-areas may be delineated for existing and new stores • Describe three major factors: population characteristics, economic base characteristics, and competition/level of saturation • Explain the types of locations available to a retailer: isolated stores, unplanned business districts, and planned shopping centers • Discuss the decisions necessary in choosing a general retail location	Homework: to be posted by email
9)	• Explain the steps in establishing a retail business • Defining the role of human resources management in retailing • Retail organization and human resources management	Homework: to be posted by email
10)	• Define operations management and discuss profit planning • Describe asset management, including the strategic profit model, other key business ratios, and financial trends in retailing • Explain retail budgeting and resource allocation • Describe the operational scope of operations management
11)	• Describe various buying organization formats and the processes they use • Explain merchandise plans: forecasts, innovativeness, assortment, brands, timing, and allocation • Discuss category management and merchandising software • Describe the steps in the implementation of merchandise plans: gathering information, selecting and interacting with merchandise sources, evaluation, negotiation, concluding purchases, receiving and stocking merchandise, reordering, and re-evaluation • Explain the roles of logistics and inventory management in the implementation of merchandise plans	Homework: to be posted by email
12)	• Explain the major aspects of financial merchandise planning and management • Identify the cost and retail methods of accounting • Describe the merchandise forecasting and budgeting process • Explain the alternative methods of inventory unit control • Discuss the role of pricing in a retail strategy • Discuss the impact that consumers, government, manufacturers, wholesalers, current/potential competitors have on pricing decisions • Identify a framework for developing a retail price strategy: objectives, broad policy, basic strategy, implementation, and adjustments	Homework: to be posted by email
13)	• Explain the importance of communicating with customers and discuss the concept of retail image • Describe how a retail store image is related to the atmosphere it creates via its exterior, general interior, layout, and displays • Discuss ways of encouraging customers to spend more time shopping • Explain the elements of retail promotion: advertising, public relations, personal selling, and sales promotion • Discuss the strategic aspects of retail promotion: objectives, budgeting, implementing the mix, reviewing and revising the plan	Homework: to be posted by email
14)	• Discuss the importance of integrating a retail strategy • Explain key factors in the development of an integrated retail strategy: planning procedures and opportunity analysis, defining productivity, performance measures, and scenario analysis • Discuss how industry and company data can be used in strategy planning and analysis (benchmarking and gap analysis) • Discuss the value of a retail audit	Homework: to be posted by email
15)	final exam

Sources

Course Notes / Textbooks:	Ulun Akturan (2011). Perakende Yönetimi. Beta Yayınları.
References:	Yok

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4
Program Outcomes

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

Program Outcomes

Level of Contribution

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Group study and homework
Reading
Homework
Problem Solving
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project
Group project
Presentation
Reporting
Bilgisayar Destekli Sunum
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Homework Assignments	1	% 20
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	13	89
Homework Assignments	13	13
Midterms	1	12
Final	1	14
Total Workload		173