SYLLABUS MUMUBAI UNIVERSITY RETAIL MANAGEMENT 1 1 Syllabus Mumbai University

Page 1

Page 2

Copy to : -
1. The Deputy Registrar, Academic Authorities Meetings and Services
(AAMS),
2. The Deputy Registrar, College Affiliations & Development
Department (CAD),
3. The Deputy Registrar, (Admissions, Enrolment, Eligibility and
Migration Department (AEM),
4. The Deputy Registrar, Research Administration & Promotion Cell
(RAPC),
5. The Deputy Registrar, Executive Authorities Section (EA),
6. The Deputy Registrar, PRO, Fort, (Publi cation Section),
7. The Deputy Registrar, (Special Cell),
8. The Deputy Registrar, Fort/ Vidyanagari Administration Department
(FAD) (VAD), Record Section,
9. The Director, Institute of Distance and Open Learni ng (IDOL Admin),
Vidyanagari,
They are requested to treat this as action taken report on the concerned
resolution adopted by the Academic Council referred to in the above circular
and that on separate Action Taken Report will be sent in this connection.

1. P.A to Hon’ble Vice -Chancellor ,
2. P.A Pro -Vice-Chancellor,
3. P.A to Registrar,
4. All Deans of all Faculties,
5. P.A to Finance & Account Officers, (F.& A.O),
6. P.A to Director, Board of Examinations and Evaluation,
7. P.A to Director, Innovation, Incubation and Linkages,
8. P.A to Director, Board of L ifelong Learning and Extension (BLLE),
9. The Director, Dept. of Information and Communication Technology
(DICT) (CCF & UCC), Vidyanagari,
10. The Director of Board of Student Development,
11. The Director, Department of Students Walfare (DSD),
12. All Deputy Registrar, Examination House,
13. The Deputy Registrars, Finance & Accounts Section,
14. The Assistant Registrar, Administrative sub -Campus Thane,
15. The Assistant Registrar, School of Engg. & Applied Sciences, Kalyan,
16. The Assistant Registrar, Ratnagiri sub -centre, Ratnagiri,
17. The Assistant Registrar, Constituent Colleges Unit,
18. BUCTU,
19. The Receptionist,
20. The Telephone Operator,
21. The Secretary MUASA

for information.

Page 3

Page 4

Page 5

People’s Education Society’s
SIDDHARTH COLLEGE OF COMMERCE & ECONOMICS
348, Anand Bhavan, Dr. D.N.Road, Fort, Mumbai -400 001.







Proposed Course Structure
&
Syllabus For

Bachelor of Vocation
(Retail Management)

Sem. -I & Sem. -II, Sem. -III & Sem. -
IV & Sem. -V & Sem. -VI

To be implemented from Academic
Year 2018 -19,
2019 -20 & 2020 -21

Page 6

PEOPLE'S EDUCATION SOCIETY'S
SIDDHARTH COLLEGE OF COMMERCE & ECONOMICS
348, Anand Bhavan, Dr. D.N. Road, Fort, Mumbai - 400 001.

Proposed Syllabus for Approval
[Under Choice Based Credit System ]

Bachelor of Vocation (Retail Management)

Sr.
No. Heading Particulars
1 Title of the Course B. Voc. (Retail Management)
2 Eligibility for Admission 10+2 from Arts / Science / Commerce
3 Passing Marks 40%
4 Number of Years/Semesters Total 3 Years
(2 Semesters per year & half year per
semester)
5 Level (a) 1st Semester - Certificate
(b) 1st Year - Diploma
(c) 2nd Year - Advance Diploma
(d) 3rd Year - B. Voc. Degree
6 No. of Credits (a) 20 credits for Sem. -I, Sem -III & Sem -V
(b) 40 credits for Sem. -II , Sem -IV, Sem -VI
7 Pattern Semester
8 Year of Implementation Academic Year 2018 -19

Page 7

University of Mumbai

Bachelor of Vocation
(Retail Management)
Three Year Integrated Programme
Six Semesters
Course Structure
Under Choice Based Credit System

Proposed Syllabus

To be implemented from Academic Year - 2018 -2019
Progressively

Page 8

Bachelor of Vocation (Retail Management )

Under Choice Based Credit System

Course Structure

Bachelor of Vocation (Retail Management )


(To be implemented from Academic Year - 2018 -2019)
No. of
Courses Semester – I Credits No. of
Courses Semester – II Credits
1 General Education : 1 General Education :
1.1 Financial Accounting 04 2.1 Management
Accounting 04
1.2 Introduction to
Business &
Management 03 2.2 Introduction to
Marketing
Management 03
1.3 Computer Skills – 1
04 2.3 Computer Skills – 2
04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
1.4 Introduction to Retail 04 2.4 Organization & Team
Dynamics 06
1.5 Consumer Buying
Behaviour 03 2.5 Business
Communication 03
4 Experiential
Learning (project /
workshop / field visit) 01 4 Experiential
Learning (project /
workshop / field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Certificate (Retail Management) Award - Diploma (Retail Management)
F.Y. B.Voc

Page 9

Page 10

Bachelor of Vocation ( Retail Management )

Under Choice Based Credit System

Course Structure

Bachelor of Vocation ( Retail Management )



(To be impl emented from Academic Year 2019 - 2020)
No. of
Courses Semester – III Credits No. of
Courses Semester – IV Credits
1 General Education : 1 General Education :
3.1 Cost Accounting
04 4.1 Soft Skills ( Job
Preparedness Skills) 04
3.2 Problem Solving &
Decision - making 04 4.2 Managerial
Econ omics 04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
3.3 Retail Store
Operations 04 4.3 Advertising & Brand
Management 04
3.4 Customer Experience
Management 03 4.4 Management of
Retail Department 04
3.5 Financial
Management & Retail
Accounting 03 4.5 Essentials of
Services Marketing
04
4 Experiential
Learning (project /
workshop / field visit) 01 4 Experiential
Learning (project /
workshop / field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Advanced Diploma ( Retail Management ) S.Y. B.Voc

Page 11

Page 12

Bachelor of Vocation ( Retail Management )

Under Choice Based Credit System

Course Structure

Bachelor of Vocation ( Retail Management )


(To be implemented from Academic Year 2020 - 2021)
No. of
Courses Semester – V Credits No. of
Courses Semester – VI Credits
1 General Education : 1 General Education :
5.1 Human Resource
Management 04 6.1 Business Ethics &
CSR 04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
5.2 Strategic Management 03 6.2 Entrepreneurship 04
5.3 Leadership & Change
Management 03 6.3 International
Practices in Retail 04
5.4 Retail Communication
Mix 04 6.4 Sales & Negotiation
Skills 04
5.5 Retail Franchising 04 6.5 Loca tion Planning &
Mall Management 04
4 Experiential Learning
(project / workshop / field
visit) 01 4 Experiential Learning
(project / workshop /
field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Degree (Retail Management ) T.Y. B.Voc

Page 13

Page 14

Bachelor of Vocation
(Retail Management)

Under Choice Based Credit System
Course Structure




(To be implemented from Academic Y ear 2018 - 2019)
No. of
Courses Semester – I Credits No. of
Courses Semester – II Credits
1 General Education : 1 General Education :
1.1 Financial Accounting 04 2.1 Management
Accounting 04
1.2 Introduction to
Business &
Management 03 2.2 Introduction to
Marketing
Management 03
1.3 Computer Skills – 1
04 2.3 Computer Skills – 2
04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
1.4 Introduction to Retail 04 2.4 Organization &
Team Dynamics 06
1.5 Consumer Buying
Behaviour 03 2.5 Business
Communication 03
4 Experiential
Learning (project /
workshop / field visit) 01 4 Experiential
Learning (project /
workshop / field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Certificate (Retail Management) Award - Diploma (Retail Management)
F.Y.B.VOC

Page 15

Bachelor of Vocation
(Retail Management)

Under Choice Based Credit System
Course Structure

Semester – I

No. of
Courses Semester –I Credits
1
General Education
1.1 Financial Accounting 04
1.2 Introduction to Business & Management 03
1.3 Computer Skills – 1 04
2 E-Learning 01
3 Vocational/Skill Component
1.4 Introduction to Retail 04
1.5 Consumer Buying Behaviour 03
4 Experiential Learning (project / workshop /
field visit) 01
Total Credits 20
Award - Certificate (Retail Management)

Page 16

Page 17

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I

with effect from the Academic Year 2018 -2019

1.1 Financial Accounting
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Accounting 12
2 Clas sification of Income & Expenses 12
3 Accounting Standards & Inventory Valuation 12
4 Accounting from Incomplete Records 12
5 Final Accounts 12
Total 60

Page 18

Sr.
No. Modules / Units
1 Introduction to Accounting:
Meaning, scope, objectives, need, importance and limitations of
accounting. Basic accounting terminology. Branches of accounting.
Accounting concepts, Conventions and Principles. Double Entry
System, Classifications of accounts, Rules of debit and credit. Writing
of journal Entries and Ledger, Sub division of journal a nd Trial
Balance
2 Classification of Income & Expenses:
Classifications of Income, Expenditure and Receipts on the basis of
capital and revenue. Source documents required for practical
accounting.
3 Accounting Standards & Inventory Valuation
(a) Accounting Standards:
° AS-1 Disclosure of Accounting Policies (Purpose, Areas of
Policies, Disclosure of policies, Disclosure of change in
Policies with Illustrations.
° AS-2 Valuation of Inventories (Meaning, Definition,
Applicability, Measurement and Disclosures)
(b) Inventory Valuation [FIFO & WAM]
° Meaning of inventories Cost for inventory valuation
° Inventory systems : Periodic Inventory system and
Perpetual Inventory System
° Valuation: Meaning and importance
° Methods of Stock Valuation as per AS – 2 :
° FIFO and Weighted Average Method Computation of
valuation of inventory as on balance sheet date: If inventory
is taken on a d ate after the balance sheet or before the
balance sheet
4 Accounting from Incomplete Records
Introduction, Problems on preparation of final accounts of Proprietary
Trading Concern (conversion method)

Page 19

5 Final Accounts:
Final Account of Sole Trader - Manufacturing Account, Trading
Account, Profit and Loss Account, Balance Sheet, Adjustments and
Closing Entries.


Reference books :

 Introduction to Accountancy by T. S. Grewal, S. Chand and
Company (P) Ltd., New Delhi.
 Advance Accounts by Shukla & Grewal, S. Chand and
Company (P) Ltd., New Delhi.
 Advanced Accountancy by R. L Gupta and M Radhaswamy, S.
Chand and Company (P) Ltd., New Delhi.
 Financial Accounting by LesileChandwichk, Pentice Hall of
India Adin Bakley (P) Ltd.
 Financial Accounting by Monga, J.R. Ahuja, Girish Ahuja and
Sheh gal Ashok, Mayur Paper Back.
 Indian Accounting Standards, Ashish Bhattacharya, Tata Mc.
Grow Hill & Co. Ltd.
 Financial Accounting by M. Mukherjee.M. Hanif. Tata McGraw
Hill Education Private Ltd. New Delhi

Page 20

Syllabus of Courses of Bachelor of Vocation
(Banking & Financial Services )

Semester I

with e ffect from the Academic Year 2018 -2019

1.2 Introduction to Business and Management
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Business
12
2 Business Environment
10
3 Introduction to Management
11
4 Planning, Organi sing, Directing and
Controlling 12
Total 45

Page 21

Sr.
No. Modules / Units
1 Introduction to Business
Introduction - Concept, Functions, Scope and Significance of
Business, Traditional and Modern concept of Business;
Objectives of Business - Steps in setting business objectives,
classification of business objectives, Reconciliation of Economic and
Social objectives; New trends in Business – Impact of
Liberalization, Privatization and Globalization, Strategy alternative in
changing scenario, R estructuring and Turnaround strategies.

2 Business Environment:

Concept & Importance of Business Environment, Interrelationships
between Business & Environment, Constituents of Business
Environment – Internal & External Environment, Educational
Empowerment & it's impact; International Environment – current
trends in world, WTO, Trading Blocks & impact on Indian business.

3 Introduction to Management
Introduction – Concepts, Importance, Functions, Managerial skills
and competencies, Evolution of Management thoughts: Classical
Approach: F.W. Taylor's Contribution, Classical Organisation
Theory; Neo Classical: Human relations – Elton Mayo's Hawthorne
experiments.

4 Planning, Organising, Directing and Controlling
Planning - Steps, Importance, Components, Coordination -
importance; Organising - Steps, Organisational Structure - Features
of Line and Staff Organisation, Formal vs Informal Organisation;
Motivation - Steps, importance, influencing factors, Importance of
Communication, Barriers to effective communication; Controlling -
Concept, Steps, Essentials of a good control system, Technology of
controlling - PERT, CPM, Budgetary Control and Management Audit .

Page 22

Reference books :

 Business Organisation Ma nagement Maheshwari, Rajendra P ,
Mahajan, J.P.,International Book House
 Introduction To Commerce, Vikram, Amit, Atlantic Pub
 Business Environment, Cherunilam,Francis, Himalaya Pub
 Essentials Of Business Environment, Aswathappa,K., Himalaya
Pub
 Strategic Management, Kapoor, Veekkas, Taxmann
 Strategic Management, Bhutani, Kapil, Mark Pub
 Strategic Management, David,Fred R., Phi Leraning

Page 23

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I

with e ffect from the Academic Year 2018 -2019

1.3 Computer Skills – I
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Computer Basics
12
2 Internet
12
3 Microsoft Word
12
4 Microsoft Excel
12
5 Microsoft PowerPoint
12
Total 60

Page 24

Sr.
No. Modules / Units
1 Computer Basics

Hardware - Basic structure of a PC, Type of Computers, Input/
Output devices(definition), Use of Printer, Scanner, Microphone
speaker; Memory, storage, storage devices, RAM, ROM,
Processor, Processing speed and RAM, Hard Disk and RAM;
Software - Software, Types of Sof tware - System & Application
softwares; Operating Systems, Windows Operating System,
Windows basics - My computer, my documents, recycle bin,
network neighbourhood, start menu, taskbar; keyboard shortcuts;
File Management - file and folder operation (creat ing, copying,
moving, deleting), Networking - Introduction to Networks, Type
of Networks, Network Topologies, Intranet & Internet.

2 Internet
What is internet, Domain name, Webserver, WWW, URL, Type
of Websites - Static & Dynamic; Use of Email services, HTML,
FTP, Browsers, Types of Browsers, Search Engine, Searching on
the Web, Keywords, Internet Security.

3 Microsoft Word
Getting started, The Word window, New documents, Document
navigation, Editing text, Working with text, Undo and Redo
commands, Cut, copy, and paste, Find and replace, Text
formatting, Character formatting, Tab settings, Paragraph
formatting, Paragraph spacing and indents, Tables, Creating
tables, Working with table content, Changing the table, structure,
Page layout, Headers and f ooters, Page setup, Graphics, Adding
graphics and clip art, Working with graphics, Proofing, printing,
and exporting, Spelling and grammar, Auto correct, Printing and
exporting documents.

Page 25

4 Microsoft Excel
Fundamentals of Excel, Cut, Copy, Insert, Delete, Paste Special,
Custom Formatting , Undo, Redo, Excel Formulas – Basic,
Useful functions and Paste Function, Calc, Comments, Drawing
toolbar, Edit, Replace, Delete, Clear, Essential Printing, Data
Sorting, H iding, AutoFormats, Protection, Basic Charts, Basic
Formatting, If Function.

5 Microsoft Power Point
Getting started, PowerPoint interface, Creating a basic
presentation, Working with slides, Editing slide content,
Formatting text and lists, Editing efficiently, Working with
shapes, Creating shapes, Formatting shapes , Applying content to
shapes. Graphics, WordArt, Pictures, Tables and charts,
SmartArt, Preparing and printing presentations, Proofing
presentations, Preparing a presentation, Printing pr esentations.


Reference books :

 Fundamentals of Computers - Rajaram V - Prentice Hall
 Computers Today - Sanders, Donald - Mc Graw Hill
 Computers - Subramaniam N - wheeler
 Computers in Business - Saners D Mc Graw hills
 Woody Leonhard, using Microsoft Office, Pearson
 PCSoftware Made Simple -R.K.Taxali
 Office 2013 complete reference - Stephen L.Nelson
 Quick course in Micro -soft office - Joyce Cox, Polly Orban
 Mastering Office 2013 - Gimi Couster
 Rajkamal, Internet and web Techn ologies, Tata McGraw Hill
2013.

Page 26

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I

with e ffect from the Academic Year 2018 -2019

1.4 Introduction to R etail
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Retail Environment
15
2 Formats & Segments
15
3 Understanding the Demand Drivers &
Success Factors
15
4 Career Profiles
15
Total 60

Page 27

Sr.
No. Modules / Units
1 Unit 1: Retail Environment

Introduction, Evolution of Indian Retail, Organized vs. Unorganized
Retail, Structure of Organized Retail, Importance of Retail to the
Economy, Challenges Faced in Organized Retail, Growth prospects in
Organized Retail, Understanding Retail Terminology, Major Retail
Players in India & Inte rnational ,

2 Unit 2: Formats & Segments

Retail Formats (Hypermarkets, Supermarkets, Discount Stores,
Convenience Stores, Department Stores Specialty Stores, E -Tailing,
Malls etc.); Product Retail Segments (Consumer Durables, Home
Appliances/equipment’s, Health & Beauty Care Services,
Pharmaceuticals, Food & Grocery, Out -of-Home Food Services,
Books, Music & Gifts, Entertainment Footwear etc.); Core Processes
(Store Operations, Merchandising, Logistics, Marketing, Purchase,
Corporat e services & Others)

3 Unit 3: Understanding the Demand Drivers & Success
Factors

Demand Drivers (Demographics, Rise in Purchasing Power,
Increasing Participation of Women in the workforce, Penetration of
Credit Tools (Debit / Credit Card) , Urbanization etc.); Success
Factors (Efficient Supply Chains, Ability to penetrate rural market,
Leveraging Technology, Customized solutions, Investing in retail
brand (store brand), Customer Relationship Management etc.)

4 Unit 4: Career Profiles

Organization Structure; Understanding requisite skills needed for
various retail work profiles.
(Sales Associates, Customer Service Representative, Store Manager,
Department Manager, Category Manager Retail Manager, Brand
Manager, Merchandisers, Store Man ager etc.)

Page 28

Reference books :

 Retailing Management – Swapna Pradhan;
 Retail Marketing Management – Swapna Pradhan;
 Retail Management – Gibson Vedamani;
 Retail Management – Levy & Weitz;
 Channel Management & Retail Management – Meenal Dhotre;
 Retail Marketing Management – David Gilbert;
 Retail Management – Ron Hasty & James Reardon;
 The Art of Retailing – A.J. Lamba;
 Retail Management – W. Steward;
 Retail Management – Analysis, Planning & Control – David
Walters;
 Relationship Marketing - S.Shajahan;
 Customer Relationship Management - Jagdish Seth, Atul
Parvatiyar, G Shainesh;
 Retail Management – RS Tiwari;
 Retail Management – Barry Berman.

Page 29

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I

with e ffect from the Academic Year 2018 -2019

1.5 Consumer buying behaviour
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Unit I: Introduction to Consumer Behaviour
12
2 Unit II: The Consumer Decision Making
Process
12
3 Unit III: Factors Influencing Buying
Behaviour
11
4 Unit IV: Emerging Trends in Consumer
Behaviour
10
Total 45

Page 30

Sr.
No. Modules / Units
1 Unit I: Introduction to Consumer Behaviour

Meaning and Definition of Consumer Behaviour, Scope and
Application of Consumer Behaviour, Why Study Consumer
Behaviour, Evolution of Consumer Behaviour as a Field Of Study and
its relationship with Marketing: Behavioural Dimension, The
Interdisciplinary Nature of Con sumer Behaviour.
2 Unit II: The Consumer Decision Making Process

Buying Motives, Buying Roles, Consumer Decision Making Process,
Levels of Consumer Decision Making, Perspectives to Consumer
Decision Making, Consumer Decision Making Process
3 Unit III: Factors Influencing Buying Behaviour

Psychological Influences on Consumer Decision Making :
Consumer’s Needs & Motivation, Emotions and Mood, Consumer
Involvement, Consumer Learning, Personality, Self -concept and Self -
image, Consumer Perception, Risk and Imagery, Consumer Attitude:
Belief, Affect, Attitude and Intention, Attitude Formation and
Attitude Change, Consumer Communication; Sociological Influences
on Consumer Decision Making: Consumer groups, Consumer
reference groups, Family and Life cycle, Social class and mobility,
lifestyle analysis, Culture; Sub -Culture, Cross Culture, Interpersona l
Communication and influence, Opinion Leadership.

4 Unit IV: Emerging Trends in Consumer Behaviour

Consumer Behaviour across segments - Clothing & Textiles, Online
Shopping, Jewellery, Watches, Footwear, Health & Beauty Care
Service, Pharmaceuticals, Consumer Durables, Furnishings, Utensils,
Furniture -Home & Office, Food & Grocery, Books, Music & Gifts,
Foundations of Beh avioural Economics.

Page 31

Reference books :

 Consumer Behaviour By Schiffman – Kanuk.
 Why We Buy: The Science Of Shopping - by Paco Underhill.
 Consumerology: The Market Research Myth, the Truth about
Consumers and the Psychology of Shoppingby Philip Graves.
 Consumer Behavior Loudon & Della Bitta 4th edition Tata
McGraw Hill
 Consumer Behaviour in Indian Context, Suja R Nair, Himalaya
Pub. House
 Consumer Behavior building marketing strategy: Hawkins Best
& Coney 7THedition McGraw Hill International edition

Page 32

Bachelor of Vocation
(Retail Management)

Under Choice Based Credit System
Course Structure

Semester – II

No. of
Courses Semester –II Credits
1 General Education
2.1 Management Accounting 04
2.2 Introduction to Marketing Management 03
2.3 Computer Skills – 2
04
2 E-Learning 01
3 Vocational/Skill Component
2.4 Organization & Team Dynamics 06
2.5 Business Communication 03
4 Experiential Learning (project /
workshop / field visit) 01
Term End Internship & Research Project 18
Total Credits 40
Award - Diploma (Retail Management)

Page 33

Page 34

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I I

with e ffect from the Academic Year 2018 -2019

2.1 Management Accounting
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Management Accounting
15
2 Analysis and Interpretation of Accounts
15
3 Financial Statement analysis: Ratio analysis
15
4 Working Capital Management
15
Total 60

Page 35

Sr.
No. Modules / Units
1 Introduction to Management Accounting
Meaning, Features, Scope, Importance, Functions, role of
Management Accounting, Management Accounting Framework,
Tools, Management Accounting and Financial Accounting
2 Analysis and Interpretation of Accounts
a)Vertical Forms of Balance Sheet and Profit and Loss Account
suitable for analysis
b) Trend Analysis.
c) Comparative Statement.
d) Common Size Statement.
NOTE: Practical Problems based on the above (a) to (d)
3 Financial Statement analysis: Ratio analysis
Meaning of financial Statement Analysis, steps, Objective and types
of Analysis.
Ratio analysis:
Meaning, classification, Du Point Chart, advantages and Limitations.
Revenue Statement Ratios :
Gross Profit Ratio, Expenses Ratio, Operating Ratio, Net Profit Ratio,
Net Operating Pro fit Ratio, Stock Turnover Ratio.
4 Working Capital Management
A. Concept, Nature of Working Capital, Planning of Working Capital
B. Estimation / Projection of Working Capital Requirement in case of
Trading and Manufacturing Organization
C. Operating Cycle Practical Problems.
Reference books :
 Advance Cost & Management Accounting By Sax ena, ed.
Sultan Chand & Sons
 Cost & Management Accounting, By Inamdar, S.M. Ed. Everest
 Management Accounting & Financial Analysis By Kishore, ed.
Taxman Alliance Services
 Managment Accounting : Test, Problem and cases By Khan

Page 36

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I I

with e ffect from the Academic Year 2018 -2019

2.2 Introduction to Marketing Management
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Marketing
12
2 Product and Brand Management
12
3 Pricing Decisions
11
4 Promotion mix
10
Total 45

Page 37

Sr.
No. Modules / Units
1 Unit I Introduction to Marketing
The 4 Ps and 3Cs of Marketing, Marketing as an activity, function,
and philosophy, Needs, wants and demands; transactions, transfers &
exchanges, Orientation of a firm: Production concept; product
concept; selling concept: and marketing concept; New Trends in
Marketing: E -Marketing, Internet Marketing and Marketing using
social networks, Societ al Marketing/Relationship Marketing.

2 Unit II Product and Brand Management
Products: core, tangible and augmented products; Product mixed
decisions: product line decisions; strategic filling, line modernization
decisions; New product development process: idea generation,
screening, concept development and testing, marketing strategy,
product development, market testing, test marketing, and
commercialization; product life cycle: Introduction growth, marketing
decline; Brand Management - Brand equity; branding decisions; brand
extensions; brand portfolios; Segmentation, Targeting and Positioning
(STP), Segmentation variables for consumer markets, Geographic,
demographic, psychographic, behvioural segmentation variable for
indus trial markets: customer location, type of industry, size of the
firm, purchase criteria, etc. Targeting: Undifferentiated marketing;
single segment and multi segment structures; guidelines for selecting
target markets ; Positioning: Identifying frame of re ference; points of
parity and points of difference; choosing category membership;
product and brand differentiation for identifying of position

3 Unit III Pricing Decisions
Pricing objectives; factors influencing pricing decisions , Types of
pricing: Mark up/cost plus pricing; perceived value pricing; value
pricing; geographic pricing; Responding to competitors , Action
through price and non -price variables. Impact of the products: stage in
the PLC on pricing decisions.

Page 38

4 Unit IV Promotion Mix
Advertising: Importance and scope , Sales promotion: objectives;
consumer promotions , PR and publicity , Personal Selling:
recruitment, selection, training, motivation and evaluation of sales
reports; Integrated Marketing Communication - Definition of target
audience; determining communication objectives, designing
communication and selection of channels, Ethics in Marketing ,
Advertising Standards Council of India code of ethics in advertising;
promotion to children; unfair practices in marketing.

Reference books :

 Marketing Management – Philp Kotler
 Marketing Management – Shailekar
 Marketing Management – Rajan Saxena
 Management – A competency building approach – Heil Reigel /
Jackson/ Slocum
 Stoner, Freeman & Gulbert: Management (Prentice Hall India)
 Heinz Weirich: Management (Tata McGraw Hill) Management
– Theory & Practice – Dr Vandana Jain – International Book
House Ltd
 Management Today – Principles & Practice – Burton – McGraw
Hill Publications

Page 39

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I I

with e ffect from the Academic Year 2018 -2019

2.3 Computer Skills – II
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Tally.ERP 9
15
2 Setting -up of Company Info, Accounts &
Inventory
15
3 Accounting Vouchers
15
4 Point of Sales
15
Total 60

Page 40

Sr.
No. Modules / Units
1 Introduction to Tally.ERP 9
Meaning of Accounting Software, Types of Accounting Software,
Use of Accounting Software, Introduction to Tally, Features of
Tally.ERP 9, Benefits / Advantages of Tally.ERP 9, Tally start up
screen and components, Switching between screen area - Ctrl-n &
Ctrl-m, Quitting Tally.
2 Setting -up of Company Info, Accounts & Inventory
Company Info:
Company Creation, Opening / Selection of Company, Modification,
Deletion, Shut a Company, Introduction to F11 - Features -
Accounting, Inventory and Statutory & Taxation Features
Account & Inventory:
Group: Creating, Modifying, Deleting, and Displaying; Ledger:
Creating, Modifying, Deleting, Displaying; Voucher: Voucher Types
& Accounting Vouchers.
Inventory Masters: Stock Group - Creating, Modifying, Deleting,
Displaying; Stock Unit - Creating, Modifying, Deleting, Displaying;
Stock Item - Creating, Modifying, Deleting, Displaying .
3 Accounting Vouchers
Vouchers, Types of Vouchers, Accounting Vouchers - Contra
Voucher (F4), Payment Voucher (F5), Receipt Voucher (F6), Journal
Voucher (F7), Sales Voucher (F8), Credit note Voucher (Ctrl+F8),
Purchase Voucher (F9), Debit note Voucher (Ctrl +F9), Reversing
Journal (F10), Memo Vo ucher (Ctrl+F10), Inventory Vouchers -
Inventory Vouchers, Purchase order, Sales order, Rejection out,
Rejection In, Stock journal, Delivery Note, Receipt Note, Physical
note, Invoicing.
4 Point of Sales
Introduction to POS, Meaning of POS, POS system, Key components
of POS system -software and hardware, types of POS softwares and
hardwares, Difference between POS software & POS terminal, types
of POS system, advantages/benefits of POS System, Factors to b e
consider in Evaluation of POS System, working of POS system,
Retail merchandising system, Fea tures of RMS, Benefits of RMS.

Page 41

Reference books :

 Tally.ERP9 by Sanjay Satpathy
 GST acconting with Tally ERP9 by Asok K. Na dhani
 Official Guide to Financial Accounting using Tally ERP9 with
GST by Tally Education Pvt. Ltd.

Page 42

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I I

with e ffect from the Academic Year 2018 -2019
2.4 Organization and Team Dynamics
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Basics of Team Leadership
15
2 Developing effective team communication
15
3 Performance Appraisal in Retail
15
4 Work ethics in Retail store
15
Total 60

Page 43

Sr.
No. Modules / Units
1 Basics of Team Leadership
Features of effective team leadership , Essential qualities of effective
team leader , Different Leadership styles, Factors affecting selection of
employees , Essentials of developing rapport with customers ,
Suitability of situational leadership in retail.
2 Developing effective team communication
Strategies to make communication meaningful , Communication
etiquettes between male and female colleagues, Different
communication channels to reach customers , Importance of feedback
in communication.
3 Performance Appraisal in Retail
Monitoring standards for measuring employee performance ,
Developing skillful work habits , Basic rules of speaker and listener in
organization , Diverse methods of employee performance appraisal.

4 Work ethics in Retail store
Basic ethics in retail store , Various aspects of emergency medical
plan, Ways to introduce professionalism in work place, Tips to close
sales in retail store Factors useful in finishing task in retail tasks in
work place.

 Reference books :
 Team Turnarounds: Transforming Underperforming Teams By
Joe Frontiera, 2012 .
 Harvard Book Review on Building Bett er Teams, By Bob
Frisch, 2011.
 Team work and Team play, by James Clan and Barry Jliff 2010.

Page 44

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I I

with e ffect from the Academic Year 2018 -2019
2.5 Business Communication
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction
12
2 Business Etiquettes
12
3 Business Correspondence - I
11
4 Business Correspondence - II
10
Total 45

Page 45

Sr.
No. Modules / Units
1 Introduction
Introduction to Communication, Communication Process, Channels
of Communication,
Barriers to Communication & Overcoming communication barriers,
Types of Communication & Merits and limitations of each type.
2 Business Etiquettes
Concept & Importance
Etiquettes for:
- Meeting
- Telephone/ Cell phone Conversation
Etiquettes at work place(internal -superiors, peers &subordinates )
Etiquettes with stakeholders (external -Suppliers & customers )
3 Business Correspondence - I
Forms & Layouts of Business Letters, Business Letters [Letter of
Application, Resume Writing, Resignation Letter, Termination Letter,
Letters of Enquiry, Complaints, Reply and Adjustments Letters.
4 Business Correspondence - II
Trade Letters: Order, Credit and Status Enquiry, Collection (just a
brief introduction to be given)
Only following to be taught in detail: - Letters of Inquiry, Letters of
Complaints, Claims, Adjustments Sales Letters, promotional leaflets
and fliers Consumer Grievance Letters, Letters under Right to
Information (RTI) Act [Teachers must provide the students with
theoretical constructs wherever necessary in order to create
awareness. However students should not be tested on the theory.]

Page 46

Reference books :
 Chaturvedi P.D. & Chaturvedi M, Bus iness
Communication, Pearson.
 Communicate to Win - Richard Denny - Kogan Page
India Private Limited, New Delhi.
 Essentials of business communication - Rajendra pal &
J.S. Korlahalli.
 Business Correspondence and Report writing - R.C.
Sharma, Krishna Mohan - Tata McGraw - Hill
Publication Co. Ltd.

Page 47

Bachelor of Vocation
(Retail Management )

Under Choice Based Credit System
Course Structure



(To be impl emented from Academic Year – 2019 -2020 )

No. of
Courses Semester –III Credits No. of
Courses Semester –IV Credits
1 General Education : 1 General Education :
3.1 Cost Accounting
04 4.1 Soft Skills ( Job
Preparedness Skills) 04
3.2 Problem Solving &
Decision - making 04 4.2 Managerial
Economics
04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
3.3 Retail Store
Operations 04 4.3 Advertising & Brand
Management
04
3.4 Customer Experience
Management 03 4.4 Management of
Retail Department 04
3.5 Financial Management
& Retail Accounting 03 4.5 Essentials of
Services Marketing
04
4 Experiential Learning
(project / workshop / field
visit) 01 4 Experiential Learning
(project / workshop /
field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Advanced Diploma ( Retail Management ) S.Y. B. Voc .

Page 48

Bachelor of Vocation
(Retail Management)
Under Choice Based Credit System
Course Structure
Semester –III
No. of Courses Semester –III Credits
1 General Education :
3.1 Cost Accounting
04
3.2 Problem Solving & Decision -
making
04
2 E-Learning 01
3 Vocational/Skill Component:
3.3 Retail Store Operations
04
3.4 Customer Experience
Management
03
3.5 Financial Management &
Retail Accounting
03
4 Experiential Learning (project
/ workshop / field visit) 01
Total Credits 20

Page 49

Page 50

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I II

with e ffect from the Academic Year 201 9 - 2020
3.1 Cost Accounting
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction
10
2 Material Cost
10
3 Labour Cost
10
4 Overheads
10
5 Contract Costing
10
6 Process Costing 10
Total 60

Page 51

Sr.
No. Modules / Units
1 Introduction
Meaning and Scope of Cost Accounting, Objectives of Cost
Accounting, Cost Accounting Versus Financial Accounting,
Importance of Cost Accounting, Elements of Cost, Components of
Total Cost, Classification of Costs, Coding System, Installation of a
Costing System, Methods of Costing, Techniques of Costing, Systems
of Costing.
2 Material Cost
Material Control - Scope, essentials, objectives and
advantages.Purchasing of Material - Objectives of Scientific
purchasing, functions of purchase department and Procurement
Procedures. Techniques of fixing level of stocks - Maximum,
minimum, reorder, danger and average stock level. Economic Order
Quantity (EOQ), Receiving Mate rials, Inspection of materials, storage
of materials, issuing of materials, Maintenance of inventory records -
Incoming and outgoing material. Inventory system - periodic
inventory control and continuous stock taking. Inventory ratios,
Accounting for inven tory - FIFO, Average and Weighted average
method.
3 Labour Cost
Direct and indirect labour, control over labour cost, cost accounting
department, treatment of holiday pay idle time and overtime in cost
account. Labour turnover, direct expenses - nature of direct expenses.
4 Overheads
Introduction, meaning of direct and indirect expenses, classification
of overheads on the basis of elements, behaviour and function,
methods of absorption like production units method, percentage of
wage or prime, Allocat ion and absorption of overheads using
absorption costing method.
5 Contract Costing
Introduction, meaning of contract costing, difference between
contracts and jobs, Ascertainment of cost of a contract, Progress

Page 52

payment, Retention money, Escalation clause, Cost plus contract,
Value of work certified, Cost of Work not certified.
Determination Value of work certified, Cost of work not certified,
Notional or Estimated profit from a contact. Practical Illustrations.
6 Process Costing
Introduction and meaning, differences between job and process
costing, process costing procedure, process costing when there is no
loss or gain, abnormal loss and gain.
Joint Products - Apportionment of joint costs, Methods of
apportioning joint cost over joint products, By -Products - Methods of
apportioning joint costs over by -products, treatment of By -product
cost.


Reference books :

 Cost Accounting, Mahabaleshwara Bhatt - Himalaya
Publications (2010) .
 Cost Accounting, S P Jain & K B Navarang - Kalyani
Publications, 23rd Edition 2014 .
 Cost Accounting, M N Arora – Vikas Publications (2012) .

Page 53

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I II

with e ffect from the Academic Year 201 9 – 2020
3.2 Problem Solving & Decision -Making
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Problem Solving and
Critical Thinking 15
2 Stati stical tools For Data Analysis
15
3 Decision Theory
15
4 Decision making and Current Scenarios
15
Total 60

Page 54

Sr.
No. Modules / Units
1 Introduction to Problem Solving and Critical Thinking
Concept, Definition, Importance of Problem Solving; Steps in
Problem Solving, Process and various techniques used in Problem
Solving; Types, Various skills required in solving the problem,
Methods used in solving the problem; Concept, Definitions,
Significance of Critical Thinking; Critical Thinking Process,
Element s of Critical Thinking; Use of Critical Thinking at the
Workplace.

2 Stati stical tools For Data Analysis
Sampling methods - presentation of data - analysis and interpretation
of sample data - Probability distribution - definition of probability and
basic example, Definition of Random variable and Exceptions, to find
out mean and Variance E(X) and V(X) - estimating parameters of
distribution - Linear programming - Time series analysis - mean /
standard deviation - co-relation - Regression
3 Decision Theory
Decision Theory : Decision making situation, Decision maker,
courses of action, state of nature and pay of matrix decision making
using criteria Maximin, maximax, minimax regret and Laplace
criteria, Formulation of pay of matrix, Decision making under Risk,
Expected Monetary value (EMV), Decision tree, simple examples
based on EMV, Expected Opportunity Loss (EOL), Simple examples
based on EOL.
4 Decision making and Current Scenarios
Concept, Definitions, Significance of Decision making; Essentials of
Sound Decision making, Process of Decision Making; Impact of
Technology in Decision making; Challenges before Marketing
Managers in the Decision making process; Critical Thinking and
Problem Solving skills for the 21st century; Role of Decisi on making
strategies at the global level; Recent trends in the Critical Thinking
process; Challenges before Marketing Managers in the area of
Problem solving.

Page 55

Reference books :

 Thinking, Fast and Slow by Daniel Kahneman
 Blink: The Power of Thinking Without Thinking, by Malcolm
Gladwell
 Thinking: The New Science of Decision -Making, Problem -
Solving and Prediction, Edited by John Brockman
 The Decision Book: Fifty Models for Strategic Thinking, by
Mikael Krogerus and Roman Ts chappeler
 Lateral Thinking, by Edward de Bono
 Smart Choices: A Practical Guide to Making Better
Decisions by John S. Hammond, Ralph L. Keeney, and Howard
Raiffa
 Probability & Statistics - SOS by Spiegel, McGraw Hill
 Fundamentals of Mathematical Statistics, S.C. Gupta
 Statistical Decision Theory and Bayesian Analysis, Berger,
James O.

Page 56

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I II

with e ffect from the Academic Year 201 9 – 2020
3.3 Retail Store Operations
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Basics o f Sales And Inventory
Management
15
2 Adding Value To Display
15
3 Introduction to team work
15
4 Essential components of annual budget
plan
15
Total 60

Page 57

Sr.
No. Modules / Units
1 Basics of Sales and Inventory Management
-Features of Retail Store Operations
-Managing sales and inventory in Retail
-Diverse functions of Retail sales in India
-Formulating ideal sales strategy
-Essentials of a good sales strategy
-Features of inventory management
-Ensuring optimum inventory
2 Adding Value to Display
-Strategies to make display meaningful
-Essentials of an attractive display
-Managing shelf display
-Promotional tools to highlight in store display
-Managing optimal display inventory
3 Introduction to team work
-Monitoring departmental performance in retail
-Skills to become a good team player
-Framing objectives for team in retail
-Factors influencing team performance in retail
4 Essential components of annual budget plan
-Basic steps in business planning
-Importance of budgeting in retail
-Limits of authority in budget allocation
-Budgeting for a small retail store

Page 58

Reference books :

 Retail Store Operations, Iyer, Tata McGraw -Hill Education.
 Retail Operations, Dr. Satendar Singh , Evincepub Publishing ,
2020
 Berman, B., & Evans, J. R. (2006). Retail Management A
Strategies Approach 9th Editi on. New Delhi: Pearson Education
Inc
 Rosemary, V. (2006). Retail Product Management Second
Edition . Routledge Taylor & Francis Group.
 Michael, L., & Barton, A. W. (2004). Retailing Management 5th
Edition . McGraw Hill Publishing Company Limited.
 Retail 101: The Guide to Managi ng and Marketing Your Retail
Business by Nicole Leinbach Reyhle

Page 59

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I II

with e ffect from the Academic Year 201 9 - 2020
3.4 Customer Experience Management
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Basic introduction to customer experience
management
12
2 Generating customer value preposition
10
3 Innovative customer practices
11
4 Opportunities and scope of customer
experience management
12
Total 45

Page 60

Sr.
No. Modules / Units
1 Basic introduction to customer experience management
-Basics of customer Experience in Retail
-Importance of timely response system
-Practice of easy return policies in retail
-Convenience and Issue resolution in Retail
-Multi -channel support
-Ensuring Genuine Customer Support
2 Generating Customer Value Preposition
-Ensuring 'Always the Best Prices'
-Maintaining faster delivery speed
-Vast variety of goods and services at economic price
-Greater flexibility of consumer choice
-Better range of customer oriented services
3 Innovative Customer Practices
-Importance of fulfilment of customer promises
-Comparing and exceeding competitors offer
-Personalizing the customer offers
-Making offers to first time consumers
-24X7 Customer Support Always
4 Opportunities and Scope of Customer experience Management
-Maximizing the repeat customers
-Better and faster complaint resolution
-Creating customer friendly brands
-Customer delight
-Generating customer references

Page 61

Reference books :
 Customer Experience 3.0: High -Profit Strategies in the Age of
Techno Service, by John A. Goodman.
 The Innovator’s Solution, by Clayton Christensen
 The Ten Principles Behind Great Customer Experiences, by
Matt Watkinson
 The Three Rules: How Exceptional Companies Think, by
Michael Rayner and Mumtaz Amed
 Outside In: The Power of Putting Customers at the Center of
Your Business, by Harley Manning
 The Commonwealth of Self Interest - Business Success Through
Customer Engagement by Paul Greenberg

Page 62

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I II

With e ffect from the Academic Year 201 9 - 2020
3.5 Financial Management & Retail Accounting
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction to Finance and Financial
Management
12
2 Financial Goal Setting & Time value of
Money
10
3 Investment Decisions: Capital Budgeting
11
4 Financial Decisions
12
Total 45

Page 63

Sr.
No. Modules / Units
1 Introduction to Finance and Financial Management

Unit 1 - Introduction to Finance:

• Meaning and definition of finance • Importance finance •
Types of Finance: Public and Private • Sources of finance
1.Long Term Sources : Term Loans, Debentures, Bonds, Zero
Coupon bonds, Convertible Bonds, Equity shares, Preference
shares, CD, CP, Public Deposits 2.Short Term sources: Bank
Finance, Trade Credit ,Other Short Term Sources 3.Venture
Capital and Hybrid Financing .
Unit 2 - Financial Management
• Meaning and Importance of Financial Management • Scope
of Financial Management • Functions and Objectives of
Financial Management • Primary Objective of Corporate
Management • Agency Problem • Organization of Finance
Function • Emerging role of Finance Managers in India.
Unit 3 - Objectives of the Firm
• Profit Maximization and Shareholders Wealth
Maximization, • Profit V/s Value Maximization
2 Financial Goal Setting & Time value of Money
Unit -4 Financial Goal Setting Introduction
 Financial Forecasting – Meaning, Techniques, Benefits 
Approaches to Financial Planning  Economic Value Added
(EVA) – Measurement  & Components Free Cash Flow
(FCF)

Unit- 5 Time Value of Money
Concept Present Value  Annuity Techniques of
Discounting  Techniques of Compounding

Page 64

3 Investment Decisions: Capital Budgeting

Unit 6 - Capital Budgeting
• Nature of Capital Budgeting • Purpose of Capital Budgeting
• Capital Budgeting Process • Types of Capital Investment •
Basic Principle of Measuring Project Cash Flows • Increment
Principle, Long Term Funds Principle, Exclusion of Financial
Cost Principle , Post Tax Principle • Probability technique for
measurement of cash flow • Capital Budgeting Techniques:
Net Present Value Profitability Index and Discounted Pay
Back Method. • A Comparison; Project Selection Under
Capital Rationing (Note: Problems on com putation of cash
flow, ranking of projects on various techniques, selection and
analysis with / without capital rationing)

4 Financial Decisions
Unit 7 - Cost of Capital :
Introduction and Definition of Cost of Capital  Measurement
of Cost of Capital  Measurement of WACC using book value
and market value method.  Measuring Marginal Cost of
Capital

8 Capital Structure Decisions:
Meaning and Choice of Capital Structure  Importance of
Optimal Capital Structure  EBIT -EPS Analysis  Capital
Structure Theories  Dividend Policies (Walter  & Gordon)

Page 65

Reference books :
 Financial Accounting: Text & Case: Deardon & Bhattacharya
 Financial Accounting for Managers – T.P.Ghosh
 Financial Management ; Khan, M.Y & Jain, P.K. Tata McGraw
Hill, New Delhi, 2008
 Financial Management; Pandey, I. M, Vikas Publishing House,
New Delhi, 2005
 Financial Management; Chandra, Prasana; Tata McGraw Hill,
New Delhi, 2008
 Swapna Pradhan, Retailing Management, Tata Mc Graw Hill
Publishing Company, New Delhi
 Barry Berman, Joel R. Evans, Retail Management, Pearson
Education
 A. J. Lamba, The Art of Retailing, Tata McGraw Hill Publishing
Co. Ltd. New Delhi

Page 66

Bachelor of Vocation
(Retail Management)
Under Choice Based Credit System
Course Structure
Semester –IV
No. of
Courses Semester –IV Credits
1 General Education :
4.1 Soft Skills ( Job Preparedness Skills) 04
4.2 Managerial Economics
04
2 E-Learning 01
3 Vocational/Skill Component :
4.3 Advertising & Brand Management
04
4.4 Management of Retail Department
04
4.5 Essentials of Services Marketing
04
4 Experiential Learning (project /
workshop / field visit) 01
Term End Internship & Research Project 18
Total Credits 40
Award - Advanced Diploma (Retail Management)

Page 67

Page 68

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I V

with e ffect from the Academic Year 201 9 – 2020
4.1 Soft Skills (Job Preparedness Skills)
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Goal & Attitude Setting
10
2 Types of Goals
10
3 Process of Neural Linguistic Programing for
Goal & Attitude setting 10
4 Time Management
10
5 Effective Presentation Skills
10
6 Team Building
10
Total 60

Page 69

Sr.
No. Modules / Units
1 GOAL & ATTITUDE SETTING
Unit 1 – Introduction to Goals and Attitude Setting
Introduction to Goal and Goal setting. What is a SMART Goal
(Specific – Measurable – Achievable – Realistic/Relevant – Time
Bound) and e -SMART (Eco friendly SMART) Goal. Why people are
not able to set and achieve goals. Pessimistic attitude, Fear of failur e,
lack of ambition, fear of rejection, procrastination, low self esteem,
ignorance of importance of goal setting, lack of knowledge about goal
setting
Unit 2 – Understanding the need to set goals and attitude.
Advantages of Goal setting in terms of resource organization,
measuring progress, take control of life, focus on important things,
take good decisions, being self -confident, and ensure progress. . How
to set goals. Understanding the process of identifying goals, setting &
listing objectives, de veloping a plan, listing the skills, resources and
manpower and benefits of goal.
2 Types of Goals
Unit 3 – Types of Goals & prioritisation of goals
Short Term, Medium Term and Long Term goals, Fixed and Flexible
Goals, Understanding unrealistic goals and how to correct it.
Unit 4 – Understanding the process of setting Goals
Use of SWOT analysis to effectively introspect and set goals.
Guidelines for setting goals, understand why goals fail. What is
written down goals, rewards process, art of believing in self, being
accountable. Goal setting guidelines of goals being conceiva ble,
believable, achievable, measurable, controllable, purposeful. Why to
do - What to do (Action Planning) - How to do (Resource
management) – Controllable and uncontrollable factors, ways to
overcome them. Personal and Professional goal setting process.

Page 70

Unit 5 – Development of Positive Mental Attitude for achieving
the desired Goals
Steps to develop Positive Mental Attitude, Process of Visualisation –
Verbalisation – Vitalisation. External and Internal Factors which
influence Goal achievement process and how to deal with it. Circle of
influence. How to help team, team members to set a nd achieve goals.
What are core beliefs and how to change/develop them.
Understanding negative belief system and how to overcome
them/change to positive belief system.
3 Process of Neural Linguistic Programing for Goal & Attitude
setting
Unit 6 – Understanding Neural Linguistic Programing (NLP)

What is Neural Linguistic Programming. Nerve communication
network in human body, Language one talks to others/self and the
operating instructions given to self to create a positive outcome.
Understanding the concept of Theory of mind, programming mind to
achieve the process of visualisation, verbalisation to achieve goals.
Understanding repeat and change programming for goal & attitude
setting.

Unit 7 – How to use NLP in achieving Goals and setting Attitudes
Understanding the techniques of using NLP to create circle of
excellence and work towards the process of achieving goals. How
NLP helps in coaching, information gathering, communicating,
motivating, influencing, developing self and others. Unde rstanding
Visual – Auditory – Kinaesthetic learning styles.
Unit 8 – Goal setting exercise and game play
Individual and Group exercise / Game play for practical
understanding the concept of goal and attitude setting.
4 Time Management
Unit 9 – Understanding Value of Time, Time wasters for efficient
Time Management
Introduction, understanding Time value, benefits of task planning,
correlating with goals set, identifying time wasters and how to avoid
them, charting logging time and prioritising activities.

Page 71

Unit 10 – Time Management Quadrant & Techniques
Understanding time management quadrant of Urgent and Important
matrix. Urgent & Important, Urgent but Not Important, Not Urgent
yet Important, Not Urgent & Not Important. Time Management
techniques of Organising/Prioritising of each of the quadrants for
efficient time management. Assessing/Reviewing of finished and
unfinished tasks. Breaking down of tasks in terms of time and
quantum. Delegation techniques. Organising work station and
resources.
Unit 11 – Time Management Skills
Understanding judicious use of time, filing and organising, How to
develop time management skills by use of Japanese principles of
SEIRI, SEITON, SEISO, SEIKETSU & SHITSUKE. Understanding
roles and responsibilities. Delegating skills. Assigning deadlines and
sticking to it. Allocation of time slots for each of the quadrants.
Involving team for working towards common goals. Setting role
models for the team. Communication, Motivating and Monitoring.
Unit 12 – Time Management Tips
Planning Key Responsibilities Area (KRA) and proper
communication with the team. Review of KRAs at periodical
intervals, Importance of Planning and re -planning at each step as per
situation. Task plan for each day and review
Unit 13 – Exercise on Time Management
Time Management exercise / game play for understanding the
allocation of time to improve efficiency given the limited time and
resources
5 Effective Presentation Skills
Unit 14 – Introduction to basics of Presentation.
Introduction to what is a presentation, how it can be made effective.
Understand the 5 steps of presentation (PLAN, PREPARE,
PRACTICE, PRESENT, PACK). Understanding the audience,
purpose and goal of presentation, duration and location of the
presentation.
Unit 15 – Types of presentation techniques
Use of prompts, Audio Visuals, PPTs, Fonts, Colours, images,

Page 72

graphs, flip chart, clipart, Colour background and bullet points in a
slide, Ideation, impr ovisation, design, visual conceptualisation,
graphics, delivery rehearsal, execution. Balancing TVV (Text –
Visuals – Vocal)
Unit 16 – Dos and Don’ts during Presentation
Planning structure, presentation order, introduction, main content,
summary & wrap up, visuals, anticipating questions and preparation
of suitable answers.
Understand LAW (LOOKS – ACTIONS – WORDS) of presentation,
PACE – PAUSE – PITCH – PUNCH - POSTURE, Personal
grooming, Mudras & Gestures, Attire, Movement
Unit 17 – Exercise on Prese ntation skills
Practical exercise on effective presentation skills with special
attention to all the Dos and Don’ts mentioned in Unit 15
6 TEAM BUILDING
Unit 18 – Introduction to basics of Team.
Understanding TEAM (Training – Encouragement – Aim –
Motivation), Synergy, independence and interdependence.
Synchronised energy, Multiplier effect, Geometric progression,
Exponential growth, What are the benefits of a Team. Stages in team
building Forming – Storming – Norming – Performing.
Unit 19 – Team Effectiveness
Understanding Team effectiveness model through shared goals, roles
assigned , procedures and methods scheduled, building relationship
and assuming leadership roles. Types of Team, Understanding
Perception Attitude and Values of team members. Clarity in Mission
– Purpose – Values – Goals. Steps to Establishing objective together,
Focus on contribution, Developing participatory role, Promote team
responsibility
Unit 20 – Understanding components of Team
Understanding Organization of structure, Job description,
Accountabilities, Competencies, Resources mobilisation, Manpower
utilis ation, Problem Solving, Decision Making, Communication of
shared goals, Managing Conflict.
Unit 21 – Group Behaviour and Group Dynamics of a Team:

Page 73

Understanding positive relationship, mutual respect, trust, support and
inclusive involvement, value diversity, art of listening, feed backing,
dealing with disagreement. Building personal credibility, strategizing
focus, clarity of expectation, develop people and team, managing
team and awarding recognition. Edwin Lee quadrant of Life Cycle of
Team with phases of Birth – Growth – Maturity – Death with
reference to Cohesiveness & Effectiveness. Effects of Perception,
Attitude and Values on working of the team’s performance. How to
build team by Motivation, Unity & Diversity, Broader perspective,
Goal Orien tation, Determination
Understanding the Key factors to successful performance of a team
S.C.O.R.E (STRATEGY – CLEAR ROLE & RESPONSIBILITY –
OPEN COMMUNICATION – RAPID RESPONSE)
Unit 22 – Exercise on Team Building
Exercise / Game play on team building to understand all the aspects
of team building.

Reference books :

GOALS AND ATTITUDE SETTING
- Goals by Brian Tracy
- Dynamics of achieving goals by Agarwal Radha Raman
- Personal Success by Brian Tracy
- Get Smart by Brian Tracy
- Get People Do What You Want by Hartley Gregory
- How to win friends and influence people by Dale Carnegie
- Power of positive thinking y Norman Vincent Peale
- Art of setting smart goals by Anisa Marku
- Goas setting for students by John Bishop
- How to achieve Big Phat Goals by Dean Lindsay
- Deve loping positive attitude by Tina Brown
- Attitude in Management by Dr Shree Raman Dubey
- Attitude is everything by Jeff Keller

Page 74

TIME MANAGEMENT

- The 7 Habits of highly effective people by Stephen R Covey
- 15 Secrets Successful People know about Time Manag ement by
Kevin Kruse
- Time Management by Mansur Martin
- Time Management by Brian Tracey
- Time Management made Simple by Brian Tracey
- Time Management by Reuben Ray
- Time Management by Dixit Sudhir
- The checklist Manifesto – How to get things right by Atul
Gawande
- How to stop procrastinating by S J Scott
- Getting things done by David Allen


PRESENTATION SKILLS

- Smart skills Presentation b Kay Frances
- Improve your presentation skills by Navneet Mehra and Ishita
Bhown

- Professional Communication Skills by A K Jain, Dr Pravin S R
Bhatia & Dr A M Sheikh
- Corporate Soft Skills by Sarvesh Gulati
- Improve your communication skills by Daniel Burke


TEAM BUILDING

- Leadership and Team Building by Udaykumar Haldar
- 100 Great Team Effectiveness Ideas by Dr Peter Shaw
- Team of Teams by Mc Chrystal General Stanley
- Team Management by Alan Clifton
- 10 Steps to successful Teams by P C Wren & H Martin
- Management Tips by Harvard Business Review

Page 75

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I V

with e ffect from the Academic Year 201 9 – 2020
4.2 Managerial Economics
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction
15
2 Demand Analysis
15
3 Production and Costs
15
4 Market Dynamics and Role of
Government
15
Total 60

Page 76

Sr.
No. Modules / Units
1 Introduction
Meaning, nature and Scope of Managerial Economics, Role of
Managerial Economics,
Economic problems & Basics Concepts, tools and techniques of
managerial economics, Objectives and Constraints of the Firm
2 Demand Analysis
Demand Functions - Demand Concept and determinants of demand,
nature of demand curve under different markets; Elasticity Of
Demand - Meaning, Significance, types and measurement of
elasticity of demand (Price, Income, Cross & Promotional) -
relationship between elasticity of demand and revenue concepts;
Demand estimation and forecasting - Meaning and significance –
Methods of demand e stimation: Survey and statistical method
(Numerical problem and measurement of elasticity).
3 Production and Costs
Production - Meaning of production and type of production
functions,
Application of production functions in service and manufacturing
sector.
Economics of Scale and scope; Costs - Cost concepts (Accounting
cost and economic cost, implicit and explicit cost, Historical cost and
replacement cost, Sunk cost and Incremental cost – fixed and variable
cost –total, average and marginal cost) -Importance of Cost in
managerial Decision Making, Cost Output Relationship in the short
run and long run.
4 Market Dynamics and Role of Government
Market dynamics - Market Structures & elements of competition,
(Perfect competition, Monopoly, Duopoly, Olig opoly, Monopolistic
Competition - Meaning, Features and Comparison, Price and Output
Decisions) Price Discrimination and Monopoly; Role of Government
in an economy : Introduction, Requirement of Government
intervention in an economy, role of Govt. in differe nt economic
systems and policies.

Page 77

Suggested Readings:

 Managerial Economics, Dean Joel, Eastern Edition
 Managerial Economics, Almanand, Excel Books, New Delhi
 Managerial Economics, Hague, D., Longman, London.
 A study of Managerial Economics,Gopalkrishna, Himalaya,
Mumbai
 Managerial Economics, Cauvery, R. Et al. S. Chand New Delhi
 Managerial Economics, Paul G Keat, K.Y. Young, Prentic Hall
Publication
 The Economic Today, Bradley R Schiller, McGral -Hil

Page 78

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I V

with e ffect from the Academic Year 201 9 – 2020
4.3 Advertising and Brand Management
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction to Brand
15
2 Developing Branding Strategies
15
3 Introducing and Naming New Brands and
Extensions
15
4 Brand Equity
15
Total 60

Page 79

Sr.
No. Modules / Units
1 Introduction to Brand
-Concept of a brand
-How a Product becomes a Brand
-Advantages of Brand Building
-Steps in Successful brand creation
-Advantages and Limitations of Branding
-Obstacles/difficulties in building strong brands
2 Developing Branding Strategies
-Manufacturer Branding (National Brand) and Distributer
Branding(Private/store brand)
-Multi Product Branding Strategy
-Brand Licensing & Cobranding
-Ingredient Cobranding
-Brand Hierarchy
3 Introducing and Naming New Brands and Extendions
-Physical and Psychological dimensions of brands
-Cognitive and Emotional Benefits
-Developing Brand Identity and Personality
-Creating New Brand in Retail
4 Brand Equity
-Concept of Brand Equity and Brand loyalty
-Measures to develop the brand awareness
-Creating brand loyalty in competitive environment
-Tips/steps to create brand equity
-Benefits of brand equity in modern business
Reference books :
 Brand Management: A theoretical and Practical Approach, By Aggarwal
(2008) Global India Publications, and New Delhi .
 Brand Management, Text and Cases By Verma H (2002) , Excel books
New Delhi .
 Brand Extensions by Sagar M, Anne Books Pvt Ltd, New Delhi

Page 80

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I V

with e ffect from the Academic Year 201 9 – 2020
4.4 Management of Retail Department
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction to Retail Department
15
2 Retail Team and Performance
improvement
15
3 Managing communications in team
15
4 Efficiency in Team work
15
Total 60

Page 81

Sr.
No. Modules / Units
1 Introduction to Retail Department
-Basic features of retail department
-Day to day functions of retail department
-Demonstrating product benefits to prospective clients
-Steps in Successful product demonstartion
-How to make coordination in retail department
-Obstacles/difficulties in coordination in retail department
2 Retail Team and Performance Improvement
-Steps to build store team
-Setting standards for team performance
-Identifying the training needs of team
-Managing and directing towards synergy
-
3 Managing communications in team
-Methods to develop strong team communication
-Developing long lasting team relationships
-Developing Customer loyalty by team work
-Effective communication management in retail
4 Efficiency in Team work
-Creating mutual trust in team members
-Measures to ensure connect and mutual support
-Developing effective work ethics
-Steps towards team cohesiveness
-Benefits of team work in modern business

Reference books :
 Retail Mgmt and modern Approach,
 Retail store operations in India
 Retail today and tomorrow

Page 82

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester I V

with e ffect from the Academic Year 201 9 – 2020
4.5 Essentials of Services Marketing
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction of Services Marketing
15
2 Key Elements of Services Marketing Mix
15
3 Managing Quality Aspects of Services
Marketing
15
4 Marketing of Services
15
Total 60

Page 83

Sr.
No. Modules / Units
1 Introduction of Services Marketing
Services Marketing Concept, Distinctive Characteristics of Services,
Services Marketing Triangle, Purchase Process for Services,
Marketing Challenges of Services • Role of Services in Modern
Economy, Services Marketing Environment • Goods vs Services
Marke ting, Goods Services Continuum • Consumer Behaviour,
Positioning a Service in the Market Place • Variations in Customer
Involvement, Impact of Service Recovery Efforts on Consumer
Loyalty • Type of Contact: High Contact Services and Low Contact
Services • Sensitivity to Customers’ Reluctance to Change.

2 Key Elements of Services Marketing Mix
The Service Product, Pricing Mix, Promotion & Communication Mix,
Place/Distribution of Service, People, Physical Evidence, Process -
Service Mapping - Flowcharting • Branding of Services – Problems
and Solutions • Options for Service Delivery.
3 Managing Quality Aspects of Services Marketing
Improving Service Quality and Productivity • Service Quality – GAP
Model, Benchmarking, Measuring Service Quality -Zone of
Tolerance and Improving Service Quality • The SERVQUAL Model •
Defining Productivity – Improving Productivity • Demand and
Capacity Alignment.
4 Marketing of Services
International and Global Strategies in Services Marketing: Services in
the Global Econ omy- Moving from Domestic to Transnational
Marketing • Factors Favouring Transnational Strategy • Elements of
Transnational Strategy • Recent Trends in Marketing Of Services in:
Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT
and Entert ainment Industry • Ethics in Services Marketing: Meaning,
Importance, Unethical Practices in Service Sector.

Page 84

Reference books :

 Valarie A. Zeuhaml & Mary Jo Sitter, 'Service Marketing' Tata McGraw
Hill editions.
 Christoper Lovelock, JochenWirtz, JayantaChatterjee, ‗Service
Marketing People, Technology, Strateg y - A South Asian Perspective‘.
Pearson education.
 Harsh V.Verma, 'Services Marketing Text & Cases', Pearson Education.
 K. Ram Mohan Rao, "Services - Marketing", Pearson Education.
 Jay A. Ka ndampully, 'Services Management : The New paradigm in
Hospitality", Pearson Education .

Page 85

Bachelor of Vocation
(Retail Management)

Under Choice Based Credit System
Course Structure




(To be impl emented from Academic Year - 2020 -2021 )
No. of
Courses Semester –V Credits No. of
Courses Semester –VI Credits
1 General Education : 1 General Education :
5.1 Human Resource
Management
04 6.1 Business Ethics &
CSR 04
2 E-Learning 01 2 E-Learning 01
3 Vocational/Skill Component: 3 Vocational/Skill Component :
5.2 Strategic Management 03 6.2 Entrepreneurship 04
5.3 Leadership & Change
Management 03 6.3 International
Practices in Retail 04
5.4 Retail Communication
Mix 04 6.4 Sales & Negotiation
Skills 04
5.5 Retail Franchising 04 6.5 Location Planning &
Mall Management
04
4 Experiential Learning
(project / workshop / field
visit) 01 4 Experiential Learning
(project / workshop /
field visit) 01
Term End Internship &
Research Project 18
Total Credits 20 Total Credits 40
Award - Degree (Retail Management ) T.Y.B.VOC

Page 86

Bachelor of Vocation
(Retail Management)

Under Choice Based Credit System
Course Structure

Semester –V
No. of
Courses Semester –V Credits
1 General Education :
5.1 Human Resource Management
04
2 E-Learning 01
3 Vocational/Skill Component:
5.2 Strategic Management 03
5.3 Leadership & Change Management 03
5.4 Retail Communication Mix 04
5.5 Retail Franchising 04
4 Experiential Learning (project /
workshop / field visit) 01
Total Credits 20

Page 87

Page 88

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester V

with e ffect from the Academic Year 2020 – 2021
5.1 Human Resource Management
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction to HRM
15
2 Job analysis & Development
15
3 Performance Appraisal & Development
15
4 Participative Management & Trade
Unions 15
Total 60

Page 89

Sr.
No. Modules / Units
1 Introduction to HRM
Definition, Features, Scope/Functions of HRM, Definition of
Personnel Management, Difference between HRM and PM,
Challenges before the HR manager, Role of HR manager, Traits/
characteristics of the workplace; Human Resource Planning -
Definitions of HRP, Process of HRP along with brief coverage of
personnel demand and supply forecasting techniques, Promotions and
transfers.
2 Job analysis & Development
Job analysis, Job Design and Job Evaluation - Job analysis -
definition, methods of collecting data, merits and demerits ;
Recruitment and Selection - Recruitment - Definitions, sources of
recruitment, merits and demerits, Selection - definition, process of
selection, types of selection tests, types of interviews; Training and
Development - Definition of Training and Development, Methods of
training managers, Process/ procedure of conducting training
programme.
3 Performance Appraisal & Development
Performance Appraisal - Definition of Performance Appraisal,
Methods of appraisal for managers - traditional and modern; Career
Planning and Development - Definitions of Career Planning and
Development , Process/ procedure of career planning , Career stages/
Career Life Cycle and handling personnel at each stage
4 Participative Management & Trade Unions
Participative Management - Definition of Participative Management,
Factors essential for successive participative management, Forms of
participation, Participation through Quality Circles, Empowered
Teams; Industria l Relations - Definitions of Industrial Relations,

Page 90

Features of Industrial Relations, Importance of Industrial Relations,
Approaches to Industrial Relations, Parties to Industrial Relations;
Trade Unions - Definitions Of Trade Unions, Features Of Trade
Unions, Trade Union Movement In India, Trends In Trade Unions,

Reference books :
 Aswathappa, K: Human Resource and Personnel Management:
Text and Cases, Tata McGraw Hill
 Sadri, Jayshree and Sadri, Sorabh : A Strategic Approach to
Human Resource Management, Jaico Publishing House
 Mamoria: Personnel Management, McGraw Hill - International
Armstrong.
 Michael: Handbook of Human resource Management Practice,
Kogan Page

Page 91

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester V

with e ffect from the Academic Year 2020 – 2021
5.2 Strategic Management
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Introduction
10
2 Strategy Formulation
12
3 Strategic Implementation
12
4 Strategic Evaluation and Control
11
Total 45

Page 92

Sr.
No. Modules / Units
1 Introduction
 Strategy -Meaning and Definition
 Strategic Management - Meaning, Definition, Importance,
Strategic Management
 Strategic Intent - Mission, Vision, Goals, Objectives, Plans
2 Strategy Formulation
 Environment Analysis and SWOT
 Corporate Level Strategy [Stability, Growth, Retrenchment,
Integration And Internationalization]
 Business Level strategy [cost leadership, differentiation, focus]
 Functional Level Strategy (R & D, HR, Finance, Marketing,
Production)
3 Strategic Implementation
 Models of strategy making
 Strategic Analysis and Choices and Implementation: BCG
Matrix, GE 9 Cell, Porter 5 Forces, 7S Frame Work
4 Strategic Evaluation and Control
 Meaning of Strategic Evaluation And Control, Steps of
Evaluation and Techniques of Control
 Synergy: Concept, Types, Evaluation of Synergy. Synergy As a
Component of Strategy and its Relevance

Page 93

Reference books :
 Kazmi Azhar, Business Policy & Strategic Management, Tata
McGraw Hill
 PK Ghosh: Business Policy, Strategy, Planning and
Management
 Christensen, Andrews Dower: Business Policy -Text and Cases
 William F. Gkycj: Business Policy - Strategy Formation and
Management Action
 Bongee and Colonan: Concepts of Corporate Strategy

Page 94

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester V

with e ffect from the Academic Year 2020 – 2021
5.3 Leadership and Change M anagement
Modules at a Glance
Sr. No. Modules No. of
Lectures
1 Leadership 12
2 Trends in Leadership 12
3 Change Management - I 11
4 Change Management - II 10
Total 45

Page 95

Sr.
No. Modules / Units
1 Leadership
 Leadership - Meaning, Traits and Motives of an Effective
Leader, Styles of Leadership
 Theory - Trait Theory, Behavioural Theory, Path Goal Theory
 Transactional Vs. Transformational Leaders
 Strategic Leaders - Meaning of Charisma, Qualities
 Charismatic Leaders -Meaning of Charisma, Qualities,
Characteristics, Types of Charismatic Leaders (Socialized,
Personalized, O ffice-Holder, Personal Divine)
2 Trends in Leadership
 Great Leaders, Their Style, Activities And Skills (Ratan Tata,
Narayan Murthy, Dhirubahi Ambani, Bill Gates, Mark
Zuckerberg, Donald Trump)
 Contemporary Issues In Leadership - Leadership Roles, Team
Leadership, Mentoring, Self -Leadership, Online Leadership,
Finding and Creating Effective Leader.
3 Change Management - I
 Introduction and Levels of Change. Importance, Imperatives of
Change, Forces of Change. Causes - Social, Economic,
Technological and Organizational.
 Organizational Cultures and Change.
 Change and Implementation - Individual Change: Concept, Need
and Importance
4 Change Management - II
 Change and its Impact - Resistance to Change and Sources -
Sources of Individual Resistance, Sources of Organisational
Resistance
 Overcoming Resistance to Change
 Effective Implementation of Change - Change Agents and
Effective Change Programs.

Page 96

Reference books :
 Kumar, Niraj: Organizational Behaviour: A New Looks
(Concept, Theory and Cases), Himalaya Publishing House
 Sahu and Bharti: Strategic Leadership, Excel Books
 Kavita Singh: Organizational Change
 Radha Sharma: Training and Development

Page 97

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester V

with e ffect from the Academic Year 2020 – 2021
5.4 Retail C ommunication Mix
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Retail Communication Mix 15
2 Advertising 15
3 Sales Promotion 15
4 In Store Communications 15
Total 60

Page 98

Sr.
No. Modules/Units
1 Retail Communication Mix
 Retail Communication Mix: Communication tools,
Objectives of communication and tools
 Planning communication mix: setting objectives, determining
budget, allocating budget, implementing and evaluating the
budget
2 Advertising
 Features of advertising
 Steps in designing advertising campaign
 Advantages of advertising
 Classification of advertising
 Types of advertising
 Case studies
3 Sales Promotion
 Introduction and nature
 Opportunities and limitations of sales promotion
 Types of sales promotion
 Advantages of sales promotion
 Personal selling and publicity/ public relation: Introduction,
Objectives, Advantages and disadvantages
 Case studies
4 In Store Communications
 Managing in store communication events
 Types of in store communication
 Advantages and disadvantages of in store communication

Page 99

Reference books :
 Branding a Store: How to build successful retail brands in a
changing marketplace: Floor, Ko, BIS Publishers, 2006
 Principles of Retailing: Rafiq, Mohammed, RV&MR, 2014
 Berman Barry, Evans Joel R, (2002) Retail Management - A
Strategic Approach 8th Ed (Prentice Hall of India)
 Levy Michael, Weitz Barton A (2001) Retailing Management,
5th Ed, (McGraw -Hill Irwin)
 Dunne Patrick M, Lusch Robert F, Griffith David A, (2002)
Retailing 4th Ed, (Thomson South Western)
 Sinha Piyush Kumar and Uniyal Dwarika, Retail Management -
An Asian Pe rspective, Thomson Learning, Singapore, 2005

Page 100

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester V

with e ffect from the Academic Year 2020 – 2021
5.5 Retail Franchising
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Basics of Franchising
15
2 Pros and Cons and Legal Matters of
Franchising
15
3 Developing and Evaluating a Franchise
System 15
4 Managing a Franchise
15
Total 60

Page 101

Reference books :
 Retail Franchising: Sidhpuria, Manish, Tat McGraw Hill, 2009
 Franchising: Pathway to Wealth Creation: Spinelli , Stephen,
Prentice Hall, 2004
 Franchising for Dummies: Seid, Michael, Wiley Publication
Inc., 2006
 An Introduction to Franchising: Webber, Robert, Palgrave
Macmillan, 2013 Sr.
No. Modules / Units
1 Basics of Franchising
 Meaning of franchising
 Franchising in India
 Internationalization of Franchising
 Retailing and vertical marketing system
 Modes of Franchising
2 Pros and Cons and Legal Matters of Franchising
 Advantages and disadvantages of the franchisor
 Advantages and disadvantages of the franchisee
 The franchise agreement
 Description of the franchise and rights granted
 The term of the agreement
3 Developing and Evaluating a Franchise System
 Preparing for franchise
 Assessing a potential franchise
 Investigating and evaluating a franchise
4 Managing a Franchise
 Managing franchise relationships - dynamics of relationship,
trust as relationship builder, cultural aspects of relationship,
stages of relationship building process, building a long term
relationship
 Forms of marketing in a franchise - local, regional, national,
supplier cooperative
 Ten keys to Franchi se Success

Page 102

Bachelor of Vocation
(Retail Management)
Under Choice Based Credit System
Course Structure
Semester –VI
No. of
Courses Semester –VI Credits
1 General Education :
6.1 Business Ethics & CSR
04
2 E-Learning 01
3 Vocational/Skill Component :
6.2 Entrepreneurship
04
6.3 International Practices in Retail
04
6.4 Sales & Negotiation Skills 04
6.5 Location Planning & Mall
Management
04
4 Experiential Learning (project /
workshop / field visit) 01
Term End Internship & Research Project 18
Total Credits 40
Award - Degree (Retail Management )

Page 103

Page 104

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester VI

with e ffect from the Academic Year 2020 – 2021
6.1 Business Ethics and CSR

Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Business Ethics
15
2 Indian Perspective of Ethics
15
3 Corporate Governance
15
4 Concept of CSR and CSR in Society
15
Total 60

Page 105

Sr.
No. Modules / Units
1 Introduction to Business Ethics
Normative Ethics, Perspective Ethics and Applied Ethics , Ethics,
Morality and Legality, Concept of Right and Duty: Business - Western
and Indian Perspectives, Definition and Scope Relevance in Social
Changes, Ethical Organism and Corporate Code of Conduct, Business
Ethics -Conceptual Background, Conceptual Approaches to Business
Ethics.
2 Indian Perspective of Ethics
Purusharthas: Dharma, Artha, Kama, Mokhsha , Concept of Dharma,
Ethics: A Global Perspective, Ethics in Global Marketing and
Advertising, Ethical Perspective in Employment Including
International Labour Organization Standards.
3 Corporate Governance
Corporate Governance: Meaning, scope and reporting, The Agency
Theory: Principal -Agent Relationship, Role of CEO, Board and
Senior Executives, Right of Investors and Shareholders.
4 Concept of CSR and CSR in Society
Meaning and Scope of CSR, Relevance and Significance of CSR in
Contemporary Society, Value Approach to CSR, CSR: Within the
Organization, Role and Responsibility of Local Community in
Business, Interventions of Business to fulfil social responsibilities,
Role of NGOs and International Agencies in CSR Integrating CSR
into Business.

Reference books :

 William Lillie, “An Introduction To Ethics”, Universal
Paperbacks
 R.M. Lala, “In Search of Ethical Leadership”, Vision Books Pvt.
Ltd.
 Joseph Des Jardind, “An Introd uction to Business Ethics”, Tata
McGraw Hill, 2nd Edition, 2009 .

Page 106

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester VI

with e ffect from the Academic Year 2020 – 2021

6.2 Entrepreneurship

Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Introduction to Entrepreneurship
15
2 Entrepreneurial Development
15
3 Entrepreneurial Project Development
15
4 Small and Medium Enterprises (SMEs)
15
Total 60

Page 107

Sr.
No. Modules / Units
1 Introduction to Entrepreneurship
Concept, meaning and definition of entrepreneur and
entrepreneurship ; Importance and significance of growth of
entrepreneurial activity ; Concept of entrepreneur ; Characteristics and
qualities of entrepreneurs ; Classification and types of
entrepreneurship
2 Entrepreneurial Development
Factors influencing entrepreneurial development and motivation ;
Role of culture in entrepreneurial development ; Entrepreneurial
Development Programme (EDP), managing the problems faced by
entrepreneurs ; Development of women entrepreneurs with reference
to SHGs ; Options available to entrepreneurs - ancillaris ation
franchising and outsourcing; Cases on takeover, mergers and
acquisitions in India and at global level
3 Entrepreneurial Project Development
Entrepreneurial Project Development ; Idea Generation - sources and
methods ; Identification and Classification of ideas ; Environmental
scanning and SWOT analysis ; Preparation of project plan -points to
be considered ; Components of an ideal business plan -market plan,
financial plan, operational plan and HR plan
4 Small and Medium Enterprises (SMEs)
Meaning, definition and evolution of SMEs ; Role and importance of
SMEs ; Policies governing SMEs ; Organizational structure ; Steps in
setting up a small unit

Page 108

Reference books :

 Dr. Vasant Desai, “Small scale industries and entrepreneurship”,
Himalayan Publishing House
 S.K. Mohanty, “Fundamentals of Entrepreneurship”, Prentice
Hall of India
 Entrepreneurship by Hisrich Robert D/ Peters Micheal New
Delhi / Tata McGraw Hill /2002
 Entrepreneuri al Management by P.N. Singh / J. C. Saboo Dr. P.
N. Singh Centre for HRD
 Entrepreneurial Development by Colombo Plan, New Delhi,
Tata McGraw Hill, 1998
 Entrepreneurial Development by Vasant Desai (3 Volumes)
Himalayan Pub House

Page 109

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester VI

with e ffect from the Academic Year 2020 – 2021

6.3 International Practices in R etail
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 International Retailing: An over view
15
2 International Retailing Strategy - An Over
View
15
3 Retailing Practices - USA (Case Studies)
15
4 Retailing Practices - EU and Asia (Case
Studies)
15
Total 60

Page 110

Sr.
No. Modules / Units
1 International Retailing: An over view

Introduction to International Retailing ; Type of Retailers ; Multi
Channel Retailing; Global Customer Buying Behaviour
2 International Retailing Strategy - An Over View
Retail Market Strategy ; Finance Strategy ; Location Strategy ; HR
Strategy
3 Retailing Practices - USA (Case Studies)
Wal-Mart ; Kroger ; Albertsons ; JC Penny
4 Retailing Practices - EU and Asia (Case Studies)
Carrefour (France); Metro (Germany) ; Ito - Yokada (Japan) ;
Big Bazar (India) ; Reliance (India)

Reference books :

 Levy & Weitz, Retail Management, Tata McGraw Hill, New
Delhi,
2005 (Unit 1 & 2)
 Hand out to be prepared from various websites of companies
for unit

Page 111

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester VI

with e ffect from the Academic Year 2020 – 2021

6.4 Sales and negotiation skills
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Sales Management
15
2 Selling
15
3 Introduction to Negotiation
15
4 The Negotiation Stage
15
Total 60

Page 112

Sr.
No. Modules / Units
1 Sales Management

 Meaning, Role of Sales Department, Evolution of Sales
Management
 Interface of Sales With Other Management Functions
 Qualities of a Sales Manager
 Sales Management: Meaning, Developments In Sales
Management - Effectiveness To Efficiency, Multidisciplinary
Approach, Internal Marketing, Increased Use Of Internet, CRM,
Professionalism in Selling
 Structure of Sales Organization - Functional, Product Based,
Market Based, Territory Based, Combination or Hybrid
Structure
2 Selling

 Process of Selling, Methods Of Closing A Sale, Reasons For
Unsuccessful Closing
 Theories of Selling - Stimulus Response Theory, Product
Orientation Theory, Need Satisfaction Theory
 Selling Skills - Communication Skills, Listening Skills, Trust
Building Skil l, Negotiation Skill, Problem Solving Skill,
Conflict Management Skill
 Selling Strategies - Softsell Vs. Hardsell Strategy, Client
Centered Strategy, Product -Price Strategy, Win -Win Strategy,
and Negotiation Strategy.
 Difference Between Consumer Selling And Organizational
Selling
 Difference Between National Selling And International Selling

3 Introduction to Negotiation

 Definition; Negotiation vs. other social interactions; Aspects of
negotiation research and practice; Aspects of negotiation
 Goal -setting: identifying your goals, options and criteria of

Page 113

success
 Identifying your BATNA (best alternative to a negotiated
agreement) and ZOPA (zone of possible agreement) ; Assessing
the other side, red -teaming

4 The Negotiation Stage

 3 phases of actual negotiations: initial phase, exploratory phase
and finalization
 Rational and emotional elements of trust, cultural and
psychological differences of trusting people
 Tactics for promoting a constructive negotiation climate ;
Positions and interests in negotiations
 4 negotiation scenarios: win -win, win -lose, lose -win, lose -lose


Reference books :
 Rethinking the Sales Force, Neil Rackam and John DeVincentis;
McGraw Hill
 Selling is a Team Sport, Eric Baron
 Selling: The Profession, David Lill; DM Bass
 Compensating the Sales Force, David Cichelli; McGraw Hill
 Sales Management, Robert Calvin; McGraw Hill
 Relationship Selling, Jim Cathcart, Perigee
 The Power of the Pitch, Gary Hankins, Dearborn

Page 114

Syllabus of Courses of Bachelor of Vocation (Retail Management)

Semester VI

with e ffect from the Academic Year 2020 – 2021

6.5 Location Planning and Mall Management
Modules at a Glance
Sr.
No. Modules No. of
Lectures
1 Localization of Retail Stores
15
2 Store Layouts
15
3 Introduction to Mall Management
15
4 Mall Operations
15
Total 60

Page 115

Sr.
No. Modules / Units
1 Localization of Retail Stores

Setting up Retail organization, Size and space allocation, location
strategy, factors affecting the location of Retail, Retail location
Research and Techniques, Objectives of Good store Design
2 Store Layouts
Store Layout and Space planning, Types of Layouts, Store Security,
Parking Space Problem at Retail Centers, Controlling Costs and
Reducing Inventories Loss, Exteriors, Interiors.

3 Introduction to Mall Management

Concept of shopping mall, Growth of malls in India, Mall positioning
strategies, Strategic planning for malls; Concepts in mall design,
Factors influencing malls’ establishment,

4 Mall Operations

Store allocation, Leasing negotiations, Maintenance and repairs,
Security and safety procedures and regulations, Operational activities,
Footfalls measurement, Common area management.


Reference books :
 Swapna Pradhan, “Retailing Management - Text & Cases”, Tata
Mc Graw Hill
 Fleming.P, “Guide To Retail Management” Jaico Publications.
 Gopal, W, “Retail Management” ICFAI.
 S.L.Gupta, “Retail Management”
 Mitra, S.N., “Retail Management”, Pointer Publication, Jaipur.
 Berry Berman & J.R. Evans, “Retail Management – A Strateg ic
approach” Prentice Hall o f India, New Delhi.

Page 116

Proposed Syllabus for Approval
[Under Choice Based Credit System]

Bachelor of Vocation (Retail Management)
Scheme of Evaluation

The performance of the learners will be evaluated in two components. One component
will be the Internal Assessment component carrying 25% marks and the second
component will be the Semester End Examination component carrying 75% marks.

A Internal Assessment:
The Internal Assessment will consist of one class test of 25 marks for each course
excluding projects & Internship. The question paper pattern will be as shown below:


Question Paper Pattern
(Internal Assessment)

Maximum Marks: 25 marks
Duration: 30 min

Sr. No. Particulars Marks

1 Assignment / Internal Class Test

Objective Questions
Students to answer 10 questions out of 10 questions.
(Multiple choice/ True or False/ Match the columns/ Fill in
the blanks/Concepts)

Concept based short questions
Students to answer 02 questions out of 03 quest ions.


10




10

2 Active participation in routine class intructional deliveries
and overall conduct as a responsible learner, mannerism
and articulation and exhibit of leadership qualities in
organising related academic activities and anttendance 5


B Semester End Examination
The Semester End Examination will consist of 75 marks for each course excluding
projects & Internship. The question paper pattern will be shown as below:

Page 117

Question Paper Pattern
(Semester End Examination - Theoritical Course)

Maximum Marks: 75 marks
Duration: 2 1/2 Hours

All Questions are Compulsory Carrying 15 Marks each.

Q. No. Particulars Marks
Q.1 Full length question
OR
Full length question 15
Q.2 Full length question
OR
Full length question 15
Q.3 Full length question
OR
Full length question 15
Q.4 Full length question
OR
Full length question 15
Q.5 Objective Question
(Multiple Choice/ True or False/ Fill in the Blanks/ Match
the Columns/ Short Questions.)
OR
Short Notes (Any three out of five) / Case study or
application based questions 15

Note:
Full length question of 15 marks may be divided into two sub questions of 08 and
07 marks or three subquestions of 5 marks each.

Page 118

Question Paper Pattern
(Semester End Examination - Practical Course)

Maximum Marks: 75 marks
Duration: 2 1/2 Hours

All Questions are Compulsory Carrying 15 Marks each.

Q. No. Particulars Marks
Q.1 Practical Question
OR
Practical Question 15
Q.2 Practical Question
OR
Practical Question 15
Q.3 Practical Question
OR
Practical Question 15
Q.4 Practical Question
OR
Practical Question 15
Q.5 Objective Question
(Multiple Choice/ True or False/ Fill in the Blanks/ Match
the Columns/ Short Questions.)
OR
Short Notes (Any three out of five) 15

Note:
Practical question of 15 marks may be divided into two sub questions of 08 and 07
marks or three subquestions of 5 marks each.

Page 119

C Evaluation Scheme for E -Learning/Project/ Workshop/ Field Visit.

There will not be any internal or external assessment for E -Learning/Project/
Workshop/ Field Visit. It will be converted to grades in the mark sheet. There are two
modes of preparation of project work viz. a) For E -Learning students have to prepare
Project Work based on online study.
b) For Experiential Learning students have to prepare Project Work based on study in
area of vocational cour ses.



The project could include any hard and / or soft copy form in which topic related to
respective course should be covered.



D Evaluation pattern of the project work based on internship in the study area

The internship will be for minimum of 34 days/ 270 hours with an Organisation/ NGO/
Charitable Organisation/ Private firm. There will not be any internal or external assessment
for Internship as it will be converted to grades in the mark sheet.

Page 120

E Standard of Passing
Standard of Passing for Internal, Semester End Examination & Project work are as
follows :

The learner to pass a course shall have to obtain a minimum of 40% marks in
aggregate for each course where the course consists of Internal Assessment &
Semester End Examination. The learner shall obtain minimum of 40% marks (i.e. 10
out of 25) in the Internal Assessment and 40% marks in Semester End Examination
(i.e. 30 out of 75) separately, to pass the course and minimum of Grade D in the project
component, wherever applicable to pass a particular semester. A learner will be said to
have passed the course if the learner passes the Internal Assessment & Semester End
Examination together.






F Allowed to Keep Terms (ATKT)
1) A learner shall be allowed to keep term for Semester II irrespective of number of
courses of failure in the semester I.
2) A learner shall be allowed to keep term for Semester III if he/she passes each of the
semester I and Semester II OR a learner fails in not more than two courses of Semester
I and not more than two courses of Semester I & Semester II.

Page 121

Under CBCS (75:25) Pattern for B.Voc.
EXAM PATTERN FOR A.T.K.T. EXAMINATION
In the event of learner not passing in a particular course whether in internal assessment or in
semester end examination or both in a particular subject, the learner shall be allowed to keep
terms and reappear for the particular subject in the following pattern:
1. A.T.K.T. in Internal Assessment (25 marks)

In this case, the learner shall be given a project by the concerned teacher on a topic from the
syllabus. The project shall carry 25 marks (10 marks for the hardcopy of the project, 10 marks
for the viva of the project and 5 marks for presentation). If the learner scores a minimum of 10
marks out of 25 marks (40%) he/she passes the examination an d shall be issued an A.T.K.T.
mark sheet.
If the leaner fails to score a minimum of 10 marks out of 25 marks (40%) he/she gets another
attempt to pass the internal assessment in the same pattern as above. The process continues
until 3 ATKT attempts only. The learner must be issued the mark sheet for all the attempts.
If the learner fails the third A.T.K.T. attempt also, he/she fails the entire semester and shall
reappear all the subjects in that particular semester including internal assessment and
semester end examination for all the subjects.
2. A.T.K.T. in External Examination (75 Marks)

In this case, the learner shall be given 3 attempts to pass the examination. The paper pattern
shall be the same as in the semester end examination. If the learner scores a minimum of 30
marks out of 75 marks (40%) he/she passes the examination. In case of failure/re -appear
category the Internal Assessment earned by the candidate as a regular student shall be carried
forward to the subseq uent examination. If the learner fails in the third A.T.K.T. attempt also,
he/she fails the entire semester and shall reappear all the subjects in that particular semester
including internal assessment and semester end examination for all the subjects.
3. A.T.K.T. in Project Work (Graded Subject)
If the learner has a ATKT in Project work, the learner will have to either redo the project
allotted to him/her or will be given a new project topic. If, the project is satisfactory, the
learner may be given adequate marks which will be converted to grades in the mark sheet.
The project shall carry 100 marks (60 marks for the hardcopy of the project, 30 marks for the
viva of the project and 100 marks for presentation). If the learner scores a minimum of 40

Page 122

marks out of 100 marks (40%) he/she passes the examination and shall be issued an A.T.K.T.
marks sheet.
If the learner fails to score a minimum of 40 marks out of 100 marks (40%) he/she gets
another attempt to pass in the subjects in the same pattern as above. The process continues
until 3 ATKT attempts only. The learner must be issued the mark sheet for all the attempts.
If the learner fails the third A.T.K.T. attempt also, he/she fails the entire semester and shall
reappear all the subjects in that particular semester including internal assessment and
semester end examination for all the subjects.
4. A.T.K.T. in Internship
In the event of a learner getting an ATKT in Internship, the learner will have to redo the
component on which he is failing to get the marks.
Thus, if the learner has failed to submit the report or has not made it up to the mark, he shall
redo the report and resubmit the same.
If the learner, fails to present the report, he shall re present the same.
If the learner's viva is no satisfactory, the viva shall be conducted again.

Similarly, if learner's feedback is negative or if he fails to complete his/her internship for the
specified time period, he will have to be engaged in an internship for a minimum period of 20
days or as required by the individual case.