Retail External and Internal Marketing, Branding, Visual Merchandising, Schemes and Promotions
This course provides a comprehensive overview of essential marketing and communication strategies in the retail industry.
Marketing topics include fundamental concepts, market segmentation, consumer behavior, and the product mix, covering product classification, diversification, and innovation. Students will also explore Pricing Strategies, factors influencing price determination, and the 7 Ps of Marketing.
Visual Merchandising focuses on tools and techniques for creating effective store displays, including signage, store ambience, and window displays. Students will learn to plan and execute successful visual merchandising strategies.
Branding addresses the evolution, scope, and elements of branding, including types and challenges. The course covers overcoming branding challenges, brand culture, and the branding process.
Scheme and Promotion introduces promotional methodologies and strategies, emphasizing customer loyalty. Students will learn about factors, benefits, and strategies for maintaining customer loyalty and the importance of customer feedback.
Internal Marketing covers internal marketing principles, teamwork, communication etiquette, and strategies for building and managing effective store teams.
Integrated Marketing Communication explores the communication process and its components, including advertising, sales promotion, direct marketing, and public relations. Students will understand how to integrate various marketing communication tools to achieve a cohesive strategy.
This course equips students with the skills needed for effective marketing, branding, and communication in retail.
1. Marketing
1.1 What is Marketing? Marketing concepts, Marketing Environment, Simple marketing system, What does marketing consist of?, Difference between marketing and selling, Marketing Implications of Some Regulations
1.2 Market segmentation, Bases of segmentation, Consumer behavior, Buyer vs User
1.3 Product Mix, Product Classification, Product Diversification, Product Innovation
1.4 Pricing, Pricing Strategy, Factors influencing price determination, Discounts and Allowances, Fixed Price and Flexible Pricing, The 7 Ps of Marketing
2. Visual Merchandising
2.1 What is Visual Merchandising? Visual Merchandising Tools, Visual Merchandising Plans, Signage, Store Ambience, Window Display, Signage, Store Ambience, Window Display, Tools for Successful Displays, Methods of display, Planogram
3. Branding
3.1 Introduction to Branding, Evolution of Branding, Reasons for Building a Brand Name, Scope of Branding, Elements of Branding, Types of Brand, Branding challenges
3.2 Overcoming Brand challenges, Brand culture, Branding Process, Importance of Branding, Brand Management
4. Scheme and Promotion
4.1 Introduction, Promotional Methodologies, Promotional Opportunities, Objective of Promotion, Purpose of Promotion, Price Promotion
4.2 Introduction to customer loyalty, Factors of customer loyalty, Importance of customer loyalty, Benefits of customer loyalty, Strategy of customer loyalty, Customer feedback
4.3 Brand Name Activity
5. Internal marketing
5.1 Introduction to Internal marketing, Internal marketing 5 M’s, Team work, Impact of Team work, Communication Etiquette with Colleagues
5.2 Build and Manage Store Team, Importance of Trust, Strategies to build trust, Leadership and Inspections in the Team
6. Integrated Marketing Communication
6.1 Introduction to Integrated Marketing Communication, Communication process, Components of Integrated, Marketing Communication, Marketing Communication Mix, Price Communication tools
6.2 Advertising, Sales Promotion, Direct Marketing, Publicity/ Public Relation, Internet/ Interactive Marketing, Personal Selling, Unconventional media, Importance of Integrated Marketing Communication, Alternative marketing