B.A.

(VS) MARKETING MANAGEMENT AND RETAIL BUSINESS

(DSC-2.1) –:Marketing Management-II

CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES OF THE COURSE

Course title & Credits Credit distribution of the course Eligibility Pre-
Code criteria requisite
Lecture Tutorial Practical/
of the
Practice course

(if any)
Marketing 4 3 1 0 Pass in NIL
Management-II class XII

DSC-2.1

Learning Objectives
To provide the basic knowledge of different concepts of marketing and educate students about
recent developments in marketing such as digital marketing, service marketing, direct marketing,
social marketing etc. and role of internet in marketing problems in service marketing.

Learning Outcomes
Learning outcomes of the course will be as follows
1. To prepare comparative analysis of traditional and modern marketing techniques.
2. To analyze the marketing decisions involving product mix, product planning and
development, product life cycle and pricing strategies.
3. To discuss the concept of distribution channels, factors affecting these channels
and various elements of promotion mix.
4. To analyze the role of internet in marketing problems in service marketing.

SYLLABUS OF DSC 2.1:

UNIT- I: Introduction (09 hours)
Marketing Management: Concept, Philosophy & Process, Traditional Vs. Modern Marketing,
Marketing Concept vs. Selling Concept Modern marketingconcept of Global marketing,
Marketing ethics – Meaning and concepts, Career opportunities in marketing, social
responsibility in Marketing

Unit II: Product and Price (15 hours)

Product – Meaning - product quality - product design - product features Types of products;
Product mix decision- Product line, product addition & deletion, Product planning and

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development; Pricing - Meaning and importance of pricing; Factors affecting price of a
product/service; Methods of pricing

UNIT- III: Place and Promotion (12 hours)

Place – Distribution Channels - concept, meaning role and importance - Types of distribution
channels; Factor affecting choice of a distribution channel and Physical distribution of goods
choice of a distribution channelPromotion– Meaning, importance, Elements of promotion mix –
Advertising, publicity, personal selling and salesmanship, public relations Selling process.

UNIT-IV: Recent Developments in Marketing (09 hours)

Digital Marketing /Virtual Marketing, Service Marketing, Direct Marketing, Social Marketing
and Green Marketing Network marketing, Role of Internet in marketing Problems in service
marketing

Case Study: Relevant case study should be discussed with the students.

Exercises:
The learners are required to:
1. prepare a comparative analysis report on traditional and modern marketing techniques
used in a managerial structure (Unit 1).
2. analyse different modes of pricing strategies applied in selective product category in
marketing management (Unit2).
3. discuss a marketing mix strategy for promoting electric cars in India and with reasons and
present the same. (Unit 3)
4. make personal interviews on various elements of promotion mix to identify which mode
is more effective in capturing market (Unit 3).
5. use the digital marketing in maintaining class room activities and challenge face by them
in implementing the same. (Unit 4)

Suggested Readings:

1. Kotler, P., (2021), Marketing Management, Englewood Cliffs, Prentice Hall Inc., New
Jersey.
2. Govindarajan, M., (2019), Marketing Management, PHL Learning Pvt. Ltd., New Delhi.
3. Pride W. M., and Ferrell O.C., (2019), Marketing: Planning, Implementation and
Control,
4. Cengage Learning India Ltd., New Delhi.Stanton W.J., Etzel M. J. and Walker B. J.,
(2020),Fundamentals of Marketing,McGrawHill, New Delhi.\
5. Khan M. A., (2021), Marketing Management, Wisdom Publication, Delhi.
Note: Suggested readings will be updated and uploaded on college website from time to time

Note: Examination scheme and mode shall be as prescribed by the Examination Branch,
University of Delhi, from time to time.

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 B.A. (VS) MARKETING MANAGEMENT AND RETAIL BUSINESS

DSC-2.2 - Retail Management

CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES OF THE

COURSE

Course title Credits Credit distribution of the course Eligibility Pre-requisite

& Code criteria of the course
Lecture Tutorial Practical/
(if any)
Practice
Retail 4 3 1 0 Pass in NIL
Management class XII

DSC-2.2

Learning Objectives
The paper aims to provide a comprehensive understanding of the theoretical and applied aspects
of Retail Management and enable student about buying process, retail market strategy and target
market.
Learning Outcomes
Learning outcomes of the course will be as follows
1. To explain the concept of retailing and its formats.
2. To discuss the structural changes in retail environment and the dynamics of retail store
location.
3. To analyse the conceptualized framework and analyse the retail planning and logistics.
4. To acquire the knowledge about the emerging issues in retailing.
SYLLABUS OF DSC 2.2

Unit 1 Introduction: (09 hours)

Concept objective and functions of Retail Environment; Types of Retailing Formats: Super
Market, Hyper Market, Departmental Stores, Convenience Stores, and Catalogue Retailers. Non-
Stores Retailing: Vending Machine, Door to Door selling, Mail Order, and E-Retailing; Credit
Card Transaction, Smart Card and E-Payment. Managing retailing in the different atmosphere -
growth, boom, depression & recession; Govt. macroeconomics policy in the retail industry

Unit 2 Structural change: (12 hours)

Types of changesin the retail environment - Socio demographic change, Technology and
economic change, socio-economic changes, Impact of changes on the retail industry. Retail
Location: Choosing a Store Location: Trading-Area analysis, characteristics of trading areas, Site

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selection, Types of locations, and site evaluation; SWOT analyses of the retail sector, shopping
at World Stores, The Internationalization Process and Culture.

Unit 3 Store Planning and Logistics: (15 hours)

Store Planning: Design & Layout, Retail Image Mix, effective retail space management, floor
space management; Store Manager –Responsibilities, Inventory Management, Customer Service,
Management of Retail Outlet/Store, Store Maintenance, and Store Security; Logistics and
Distribution: Shipping the Goods to Market: The Distribution Process, The stages of distribution;
Trends in supply chain management, Physical Distribution and Inventory Management,
Warehouse Management.

Unit 4 Contemporary issues in retailing: (09 hours)

Contemporary issues in retailing, Making People Matter: Retail Employment, Planning the
Workforce, Management and Organizational Culture, Personnel Management and
Administration, Health and Safety; a review of Retailing: Cultural Transformation and Retailing,
New Approaches in Retailing, Emerging Themes and Niches, Building for the future: Learning
from the past.

Exercises:
The learners are required to:
1. explain an analytical report on the use of vending machines in a retail format of your choice
(Unit 1).
2. design the retail business plan analysis of any retail store (Unit 2).
3. study the layout, display and logistics of any store-based retail format (Unit3).
4. perform role play as customer and retailer with respect to different product categories to
effectively demonstrate the ability to close the sale (Unit 4).
5. conduct personal interviews of the sales staff in a retail store to identify what motivates them
more- monetary or non-monetary incentives (Unit 4).

Case Study: Relevant case study should be discussed with the students.

Suggested Readings:

1. Newman A and Cullen P, (2001), Retailing: Environment and Operations, Cengage

learning, Andover, UK
2. Bajaj C., Tulsi and R, Shrivastava N.V. (2010) Retail Management, Oxford University
Press.
3. Barry B., & Evance J.R, (2006), “Retail Management” Prentice Hall India.
4. Gibson G. And Vedamani, (2004), Retail Management, Jaico Publishing House,
Bengaluru.
5. Pradhan, S., (2007), “Retailing Management- Text and Cases” Tata McGraw-Hill New
Delhi
Note: Suggested readings will be updated and uploaded on college website from time to time

Note: Examination scheme and mode shall be as prescribed by the Examination Branch,
University of Delhi, from time to time.

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 B.A. (VS) MARKETING MANAGEMENT AND RETAIL BUSINESS

MACROECONOMICS - 2.3 (DSC-2.3) –:

CREDIT DISTRIBUTION, ELIGIBILITY AND PRE-REQUISITES OF THE

COURSE

Course title Credits Credit distribution of the course Eligibility Pre-requisite

& Code criteria of the course
Lecture Tutorial Practical/
(if any)
Practice
Macroeconom 4 3 1 0 Pass in class Nil
ics XII

DSC-2.3

Learning Objectives:
This course introduces students to the basic concepts in Macroeconomics beginning with the
definition and measurement of the macroeconomic variables. It describes how the macro system
operates and how and why the economy grows and fluctuates over time based on the decisions
made, in the aggregate, by consumers, businesses, governments as well as global factors. As the
world is shifting towards a global economy, the study of Macroeconomics helps the students to
understand the overall macroeconomic environment under which one has to take economic
decisions. This course also introduces the students to the macroeconomic environment which
influences retail business.

Learning Outcomes
Learning outcomes of the course will be as follows
Students will understand various macroeconomic phenomena that they come across at local,
national and global levels regularly. This will enable them to understand labour market scenarios
based on present trend and government policies. This will give added advantage to students as
retailer since they can take informed decisions.

SYLLABUS OF DSC 2.3

Unit-I (09 hours)

Introduction: Basic concepts and issues of Macroeconomics. Circular flow of income, National
Income Accounting: Concepts of GDP and National Income; measurement of national income and
related aggregates; nominal and real income; limitations of the GDP concept.

Lipsey & Chrystal Chapters 15,16

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Case & Fair Chapters 20, 21

Unit-II (09 hours)

Determination of GDP: consumption and saving functions, investment function, equilibrium GDP;
concepts of MPS, APS, MPC, APC; Concept of multiplier, fiscal and monetary policies.

Lipsey & Chrystal Chapter16

Case & Fair Chapters 23,24

Unit-III (09 hours)

Good & services market and Money market: Derivations of the IS and LM functions; effects of fiscal
and monetary policies on equilibrium income. Derivation of Aggregate Demand

Lipsey & Chrystal Chapters 21 appendix on page 499-504

Case & Fair Chapters 26,27

Unit-IV (09 hours)

The labour market: wage determination, employment.

Aggregate supply curves; interaction of aggregate demand and supply to determine equilibrium
output, price level and employment

Case & Fair Chapters 28 (pages 559-567), 29 (pages 581-586)

Unit-V (09 hours)

Inflation, Role of Inflationary Expectations, Aggregate Demand and Aggregate supply: Inflation,
causes of inflation, demand-pull inflation, cost-pull inflation.

Economic gains from trade, absolute advantage, comparative advantage. Balance of payments
and exchange rate: Meaning, factors, current account, capital account, determination of exchange
rate.

Case & Fair Chapters 28 (pages 567-570), 34 (pages 663-671), 35 (pages 687-691)

Suggested Readings:

1. Case, Karl E. & Ray C. Fair, Principles of Economics, Pearson Education, Inc.,10th edition,
2012
2. Lipsey, R. and Alec Chrystal, Economics, Oxford University Press, Twelfth Edition, 2011
Note: Suggested readings will be updated and uploaded on college website from time to time

Note: Examination scheme and mode shall be as prescribed by the Examination Branch,
University of Delhi, from time to time.

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