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Indian Institute of Technology Roorkee

Retail Marketing Strategy

Indian Institute of Technology Roorkee and NPTEL via Swayam


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ABOUT THE COURSE:Retailing as a domain has indeed witnessed an adventuresome journey from haats to shops in our neighbourhoods to big malls to finally our computers and mobile devices. The journey from physical to digital has truly been exciting. The present retailing milieu indeed demands a focused strategic perspective keeping the current cut-throat competition from both national and international players in mind. In lieu of the same, the course emerges as one of its kind to provide an understanding of the retailing concepts from a strategic perspective to learners from both a physical as well as a digital standpoint. The course not only aims at building a rich theoretical base in retailing but also aims at enhancing learners’ know-how on designing successful retailing strategies and programs by integrating the course with learnings based on success stories of Indian and Global physical and digital retailersPREREQUISITES: 12th/, the Course will aim at building Fundamentals of Retail Marketing Strategy at a Beginner’s levelINDUSTRY SUPPORT: Offline and Online Retailers, Physical/Brick and Mortar Retailers in General and Online Players like Amazon, Flipkart, and others as well


Week 1:Understanding Retailing from a Strategic Standpoint: Why is Retailing so important? Overview and Evolution of Retailing - Past, Present and Future of Retailing from both Physical and Digital perspectives, Existing Retailing Systems, Value Creation across Physical and Digital Channels Week 2:Strategies in Retailing Management Decision Processes, Ownership Structures in Retailing, Overview of Indian Retailing Landscape, Keys to Successful Retailing in India, Kahn Retailing Success Matrix, Case-based discussionWeek 3:Consumer Decision Making Processes in Retailing, Understanding Consumer Channel Preferences and Consumers Motives in Retailing, Emergence of a Modern-Day Complicated Shoppers, National and Private Label brands from a consumers and Retailers perspectiveWeek 4:Strategic Perspective in Multi-channel Retailing, Accessing both Physical and Digital, Difference between Omni-channel and Multi-channel retailing, Channel Benefits and Challenges in Multi-channel Retailing, Issue of Free-riding across channels, Discussion over Research Shopping phenomenon and Hybrid Shopping in Today's Retailing Digital Environment, A case of Indian Retailing Structure Week 5:Formulating a Successful Retail Strategy, Strategic Retail Planning Process, Key Strategic Decisions in Retailing: Location and Location Choice Decisions, Retail Communication MixWeek 6:Pricing and Channel Management: Pricing Strategies used in Retailing, Finance, Merchandising and Channel ManagementWeek 7:HRM and Retailing: Issues in Retail Human Resources, Motivating Employees, Managing Diversity and Legal issues involved Week 8:Emerging issues in Retailing: Physical vs. Digital, Showrooming and Webrooming as emerging retail challenges, Emergence of Virtual Reality and Artificial Intelligence in Retailing, Strategies for handling present retailing challenges in India, Future of Retailing in India

Taught by

Prof. Sourabh Arora



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