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MASTER SYLLABUS |
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MKT 2320 |
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| Class Hours: 3.0 | Credit Hours: 3.0 | ||||||||
| Laboratory Hours: 0.0 | Date Revised: Fall 1998 | ||||||||
| Catalog Course Description: | |||||||||
| A study of techniques for establishing large and small retail marketing operations. Topics include location considerations, promotion, advertising, personnel training, along with the study of buying functions in developing retailing expertise. | |||||||||
| Entry Level Standards: | |||||||||
| Students should be able to read and write at the college level. A basic marketing vocabulary and familiarity with basic marketing concepts is presumed. | |||||||||
| Prerequisite: MKT 2200 | |||||||||
| Textbook(s) and Other Reference Materials Basic to the Course: | |||||||||
| Lewison, Dale M. Retailing, 6th Ed. Prentice Hall, 1997. | |||||||||
| I. Week/Unit/Topic Basis: | |||||||||
| Week | Topic | ||||||||
| 1 | The Complex Nature of the Retail Industry; The Competitive Behavior of Retail Institutions | ||||||||
| 2 | Service Retailing; The Dynamic Character of Retail Environments | ||||||||
| 3 | Adaptive Retailing Strategies; The Buying Behavior of Consumers | ||||||||
| 4 | Display/Case | ||||||||
| 5 | Exam 1; The Legal and Ethical Aspects of Retail Decisions | ||||||||
| 6 | Retail Organizations/Human Resource Management | ||||||||
| 7 | Store Facilities Management | ||||||||
| 8 | Display/Case | ||||||||
| 9 | Retail Location Management | ||||||||
| 10 | Exam 2; Merchandise Management | ||||||||
| 11 | Merchandise Logistics System | ||||||||
| 12 | Display/Case | ||||||||
| 13 | Setting and Adjusting the Retail Price; Customer Assistance | ||||||||
| 14 | Customer Communications; Retail Information and Control Systems | ||||||||
| 15 | Exam 3 | ||||||||
| 16 | Final Exam Period | ||||||||
| II. Course Objectives*: | |||||||||
| A. | Apply basic marketing and management principles to the unique environment of retailing. I, II | ||||||||
| B. | Understand retail structure and ownership. I | ||||||||
| C. | Identify and select retail target markets. II, III | ||||||||
| D. | Make product, price, place, and promotion decisions in the retail environment. I, II, V | ||||||||
| E | Apply the principle of human resource management to retailing. II | ||||||||
| F. | Understand the management of supplier relationships in retailing. II | ||||||||
| G. | Explain and apply legal and ethical considerations to retailing. IX | ||||||||
| H. | Evaluate a retailer's management and operations. III, IV, VII | ||||||||
| *Roman numerals after course objectives reference goals of the MKT program. | |||||||||
| III. Expectations for Student Performance*: | |||||||||
| Upon successful completion of this course, the student should be able to: | |||||||||
| 1. | Describe a customer-focused philosophy of retail management. A | ||||||||
| 2. | Describe several important challenges facing today's retail manager. A, H | ||||||||
| 3. | Discuss three theories of structural change in retailing. B | ||||||||
| 4. | Describe types of retailers, including nonstore retailers. B | ||||||||
| 5. | Evaluate types of retail ownership. B, H | ||||||||
| 6. | Discuss retailer involvement in the international marketplace. B | ||||||||
| 7. | Discuss trends that are changing customer shopping behavior in the 1990s. C, H | ||||||||
| 8. | Name and describe methods of identifying customer groups and explain how to target such groups. C, H | ||||||||
| 9. | Describe how legal, ethical, and social responsibility issues affect retailing. G, H | ||||||||
| 10. | Explain how retail trading areas are determined. C, D | ||||||||
| 11. | Describe the types, characteristics, and advantages and disadvantages of retail site locations. C, D | ||||||||
| 12. | Describe current trends in product retailing. A, C, D | ||||||||
| 13. | Apply product decision making criteria. A, D | ||||||||
| 14. | Understand merchandise planning and inventory systems. D, F | ||||||||
| 15. | Explain the relationship between retailers and marketing channels and how it is managed. A, F | ||||||||
| 16. | Discuss sources and technology as they relate to information management in retailing. D, H | ||||||||
| 17. | Discuss the strategic, operational, and aesthetic issues the retailer must consider in the design of a store's exterior and interior. C, D, H | ||||||||
| 18. | Describe human resource challenges retailers face today. E | ||||||||
| 19. | Describe retailing staffing functions and their management. E | ||||||||
| 20. | Apply and evaluate promotion strategies in retailing. D, H | ||||||||
| 21. | Discuss how retailers build customer relationships. D | ||||||||
| 22. | Apply product pricing strategy and methods. D, H | ||||||||
| 23. | Analyze a retailer's financial performance. D, H | ||||||||
| *Letters after performance expectations reference the course objectives listed above. | |||||||||
| IV. Evaluation: | |||||||||
| A. Testing Procedures: | |||||||||
| A minimum of three exams is recommended. | |||||||||
| B. Other Evaluation Methods: | |||||||||
| Students will also be evaluated on the basis of projects and cases. | |||||||||
| C. Grading Scale: | |||||||||
| 92
- 100 A
89 - 91 B+ 82 - 88 B 79 - 81 C+ 72 - 78 C 65 - 71 D Below 65 F |
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| V. Policies: | |||||||||
| Attendance Policy: | |||||||||
| Pellissippi State Technical Community College expects students to attend all scheduled instructional activities. As a minimum, students in all courses must be present for at least 75 percent of their scheduled class and laboratory meetings in order to receive credit for the course. | |||||||||