Course Curriculum
Diploma In Retail Management
The objective of the programme is to develop trained professionals for the increasing demand in the Indian Retail sector. The programme aims to develop an understanding of the retail market and introduce the basic retailing concepts.
The course focuses on acquiring the fundamental retail operational knowledge and skill sets required for an effective service and management in retail organizations. The course prepares aspirants who want to enter the world of retailing through front line sales and operations. The candidates are groomed for leadership positions by sharpening team building and intra organizational skills, relevant to the retail sector.
The program incorporates lectures, discussions, case studies presentations, industry interface sessions, field visits to retailers, and various other projects and assignments. A variety of learning tools ranging from lectures, multi-media presentations, and interactive role plays are employed for effective learning.
| Unit 1: Strategic Retail Management : An Overview | |||
| 1.1 | Introduction to Retailing | ||
| » | Retailing – A Concept | ||
| » | Principles of Retailing | ||
| » | Retailing Across the Globe | ||
| » | Retail Industry in India | ||
| » | India - A resplendent Market | ||
| › | Indian Retail Over view | ||
| › | Consumption and Consumer Trends | ||
| » | Career Opportunities in Retail | ||
| › | Store Operations | ||
| › | Merchandising | ||
| › | Operations / Logistics Management | ||
| › | Store Planning and Design | ||
| › | Marketing and Promotion | ||
| 1.2 | Strategic Retail Planning | ||
| » | Components of Retail Strategic Planning | ||
| › | Organisational Mission | ||
| › | Statement of Goals and Objectives | ||
| › | Identification of Consumer Characteristic & Needs | ||
| › | Opportunities and Threats in Retailing | ||
| » | Building and Sustaining Relationship in | ||
| › | Value and the Value Chain - Elements of a Value Chain | ||
| › | Retailer Relationships | ||
| • Customer Relationships | |||
| • Channel Relationships | |||
| Unit 2: Situation Analysis | |
| 2.1 | Retail Formats |
| 2.2 | By Ownership |
| » | Independent Stores |
| » | Chain Stores |
| » | Franchise |
| » | Leased Department Stores |
| » | Vertical Department System |
| » | Consumer Co-operatives |
| 2.3 | By Store-based Retail Strategy Mix |
| » | Convenience Store |
| » | Conventional Supermarket |
| » | Food-based Superstore |
| » | Combination Store |
| » | Discount Store |
| » | Specialty Store |
| » | Variety Store |
| » | Traditional Department Store |
| » | Factory Outlet |
| » | Membership Club |
| 2.4 | By Nonstore-based Retail Strategy Mix and Nontraditional Retailing |
| » | Direct Marketing |
| » | Direct Selling |
| » | Vending Machine |
| » | World Wide Web |
| » | Other emerging Retail Format |
| Unit 3: Targeting Customers And Gathering Information | |
| 3.1 | Identifying and Understanding Consumers |
| » | Consumer Demographics |
| » | Consumer Lifestyles |
| » | Consumer Profiles |
| 3.2 | The Consumer Decision Power |
| 3.3 | Factors Influencing Buying Decisions : Indian Context |
| » | Social Factors |
| » | Environmental Factors |
| 3.4 | Information Gathering and Processing in Retailing |
| » | Retail Information System |
| » | The Marketing Research Process |
| Unit 4: Key Retail Segments | |
| 4.1 | Fashion |
| 4.2 | Fitness & Personal Care |
| 4.3 | Health and Pharmaceuticals |
| 4.4 | Catering |
| 4.5 | Entertainment Retailing |
| 4.6 | Food and Grocery |
| 4.7 | Consumer Electronics |
| Unit 5: Retail Marketing Strategy | ||
| 5.1 | Market Segmentation : | |
| » | Rural Vs Urban Retailing Strategy | |
| » | Identification of a Target Market | |
| › | Retail Location | |
| › | Market Demand Potential | |
| › | Market Supply Factors | |
| » | Building a Sustainable Competitive Advantage | |
| › | Customer Loyality | |
| › | Location | |
| › | Human Resource Management | |
| › | Distribution and Information Systems | |
| › | Unique Merchandise | |
| › | Vendor Relations | |
| › | Customer Services and Retailing | |
| » | Growth Strategies | |
| › | Market Penetration | |
| › | Market Expansion | |
| › | Diversification | |
| » | Financial Strategy | |
| › | The Strategic Profit Model | |
| › | The Profit Path | |
| • Net Sales | ||
| • Gross Margins | ||
| • Expenses | ||
| • Net Profit | ||
| › | The Turnover Path | |
| › | Setting Performance Objectives | |
| » | Store Location | |
| › | The Importance of Location to a Retailer | |
| › | Target Market and Stores Location | |
| › | Site Analysis | |
| › | Trading Area - Analysis | |
| › | Demand Density | |
| › | Supply Density | |
| › | Site Availability | |
| Unit 6: Retail Marketing And Promotional Strategy | |
| 6.1 | Advertising and Promotional Strategy |
| » | The Retail Promotion Mix |
| » | Promotional Objectives |
| » | Planning Retail Advertising Campaign |
| » | Sale Promotion & Publicity Management |
| Unit 7: Store Operations | |
| 7.1 | Retail Business |
| » | Store Format, Size and Space Allocation |
| » | Personnel Utilization |
| » | Store Maintainance |
| » | Inventory Management |
| » | Store Security |
| » | Store Operations Parameters |
| » | Shrinkage |
| » | Dead Stock Management |
| » | Fast / slow Mover Tracking |
| 7.2 | Customer Interaction and Shop Floor Management |
| 7.3 | Visual Merchandising |
| » | Store Planning, Design and Lay out |
| » | Space Mix and Effective Space Management |
| » | Visual Merchandising - Window Display |
| » | Optimal Space Utilization |
| 7.4 | Customer Relationship Management (CRM) |
| » | The CRM Process |
| » | Collecting Consumer Data |
| » | Data Anaylsis and Target Customers |
| » | Developing CRM Programmes |
| Unit 8: Retail Merchandise Management | |
| 8.1 | Merchandise Planning |
| » | Planning Merchandise Assortments |
| » | Product Range Planning |
| » | Product Life Cycle |
| » | Sourcing & Sampling |
| » | Buying Formats |
| » | Category Formats |
| » | Planning Sales & Inventory |
| » | Global Sourcing |
| 8.2 | Supply Chain and Vendor Management |
| » | Logistics Management |
| » | Vendor Cycle |
| » | Vendor Negotiations |
| » | Trade Terms |
| » | Supply Chain Cycle |
| » | Information System and SCM |
| 8.3 | Pricing in Retailing |
| » | Pricing Terms |
| » | Pricing Mechanics |
| » | Strategic Pricing |
| » | Purchase Orders and Payment Terms |
| » | Types of Retail Pricing |
| » | Mark Up / Mark Down |
| » | Planning Profit Margins |
| Unit 9: Retail Finance Operations Management | ||
| 9.1 | Financial Merchandise Management | |
| » | Measure of Productivity | |
| » | Turnover | |
| » | Stocks to Sales Ratio | |
| » | Sourcing & Sampling | |
| » | Sales Per Square Foot | |
| » | Merchandise Accounting | |
| › | Financial Ratios and Gross Margin Returns on Investment | |
| 9.2 | Inventory Valuation | |
| » | Physical and Book Inventory | |
| » | Overage and Shortage | |
| » | Shrinkage and Impact of Shortage | |
| » | LIFO and FIFO | |
| Unit 10: Retail Intra Organizational Management | |
| 10.1 | Managing Human Resources |
| » | Planning for Human Resources |
| » | Hiring the Right Person for the job |
| » | Managing Existing Employees |
| » | Motivating Retail Employees |
| » | Building Employees Commitment |
| Unit 11: Indian Retail - The Road Ahead | |
| 11.1 | Emerging Indian Retail Destinations |
| » | Government Policies for retailing in India |
| » | Facts and Findings |
The Course duration is 6 months. This includes 5 months of class room sessions along with projects, role plays and case study discussion for practical input + 1 month of practical project study. The classes are held three days a week.
Morning session
9.30 a.m to 11.30 a.m
The candidates can pay the programme fee in lumpsum or in two instalments. The second instalment falls due at the end of the second month. If a candidate fails to pay the second instalment in time, his/her name shall be struck off the rolls of FTDC
Lumpsum : Rs. 22,000/- plus 10.3% Service Tax
Installments: Rs. 11400 plus 10.3% Service Tax / Rs. 11400 plus 10.3% Service Tax
Mode Of Payment
The fee can be paid either in cash or in the form of Demand Draft drawn in favor in "Foreign Trade Development Centre", payable at New Delhi.
All candidates should apply on the prescribed form available from the office of FTDC along with the documentary proof of educational qualifications. To download the application form, click here
The performance is evaluated on the basis of terminal written test, project study and group presentations, documentation workbook and attendance at the laboratory session. Successful participants who obtain a minimum 70% attendance in lectures and secure 50% and above in examination would qualify for the Diploma.
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