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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 6 / Retailing and Merchandising

B.A. in Multimedia and Mass Communication Retailing and Merchandising Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Retailing and Merchandising Syllabus.pdf
Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Retailing and Merchandising

Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: ABOUT FEATURES

  • 1 Introduction to Introduction to the World of Retailing the World of Retailing
  • 2 Types of Retailers,
  • Multichannel Retailing , Customer Buying Behaviour, Retail Market Strategy , Overview of Merchandising Factors affecting retail strategies, Consumer Demographic and lifestyles,
  • 3 Identifying and Understanding Retail Consumer:
  • 4 Social Factor
  • Social factors , Consumer needs and desires , Shopping attitudes and behaviour , Consumer decision making process, Retailers’ actions Pricing as a competitive advantage, Discount retailing , Super Store retailing , Off Price retailing
  • 5 Formats based on Pricing

Module II: RETAIL COMMUNICATION AND IT

  • 1 Managing Communication for a Retail Store Offering:
  • Introduction, Objectives, Marketing Communication, Thematic Communication,
  • 2 Methods of Communication
  • Methods of Communication, Graphics, Signage
  • 3 IT for Retailing:
  • Information Systems, Barcoding, Retail ERP
  • 4 Trends & Innovation
  • Analytics & Tools

Module III: INTRODUCTION TO MERCHANDISING

  • 1 Concept of Retail Merchandising
  • Meaning of Merchandising, Major Areas of Merchandise Management, Role and Responsibilities of Merchandisers Merchandise Mix, Concept of Assortment
  • 2 Merchandise
  • Mix
  • Management, Merchandise Mix of Show off Concept of Merchandise Displays, Importance of Merchandise Displays Concept of Space Management, Role of IT in Space Management, Concept of Planogram Merchandise selection as a competitive advantage, Specialty store retailing, Department store retailing, Super specialist, Niche specialist
  • 3 Merchandise Displays
  • 4 Space Management
  • 5 Formats based on Merchandise selection:

Module IV: VISUAL AND ON-LINE MERCHANDISING

  • 1 Visual Merchandising
  • Merchandising: Meaning of Visual Merchandising, Objectives of Visual Merchandising, Growth of Visual Merchandising Visual Merchandising in India, Product Positioning and Visual Merchandising Introduction, Objectives, Non-Store Retail Merchandising, Television retailing/home shopping, Product Presentation in Non-Store Retail Merchandising Internet retailing/online shopping, Catalogue Management Analytics and Tools
  • 2 Visual Merchandising in India
  • 3 Non Store Merchandising
  • 4 Online Merchandising
  • 5 Trends &Innovation

Reading and References

  • Robolt, N. J, Concept and Cases in Retail and Merchandise Management. New York,
  • Fairchild Fernie, J, Logistics and Retail Management. London, Kogan PageTepper, Bette
  • K, Mathematics for Retail Buying.New York, Fairchild
  • Drake, M .F, Retail Fashion Promotion and Advertising. New York,
  • Macmillan Berman, Retail Management. New Jersey, Prentice Hall
  • Lucas, G. H. , Retail Management, 3rd Edition, London, Pitman
  • Publication Gercas , G. H , Retailing, Chennai, All India Publication
  • Levy, Michael (2012)Retailing Management 8 th Ed. New York, NY: McGraw-Hill
  • Donnellan, John (2016) Merchandising and Buying Management, 4 th Edition, Bloomsbury
  • Publications.

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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