DEPARTMENT OF FINANCE AND MARKETING

 MKTG 275 Section 1 – Fall 2004

Retailing

 Instructor: Kenny K. Chan

Course and Department Information

     Lecture Day/Time/Room:    Section 1 - TR    9:30AM-10:45AM GLNN 310
                                                  

Instructor Information:  
     Office Location:  Tehama 457
     Office Phone:      (530) 898-4825
     Email Address:   kchan@csuchico.edu

     Office Hours:      MWR 3:00PM-5:00PM or by appointment 

 

Prerequisite: MKTG 170; MKTG 171

 

Course Overview
The basic task of retailing is to balance the product service needs of the consuming public with the financial and operational needs of the retailer. The objective of this course is to equip its students, through a hands-on approach, with a set of disciplines that are the raw materials of sharply honed retail strategies equal to today's exacting demands. There will be considerable emphasis on how to build and improve a retail business’ financial performance.

 

Text

Berman, Barry and Evans, Joel R., Retail Management, 9th Edition, Prentice Hall, 2004.

 

Course Makeup

This course consists of discussion of text material, lecture on current events and application of the concepts and theories to real world situations through cases and student-led discussions.

 

Individual Accountability. This component accounts for 63.5% of your grade.

Three exams will be given. Each will contain a mixture of true/false and multiple choice-type questions as well as quantitative problems related to budget planning, pricing, site selection and inventory management. All exams must be taken at the scheduled times. Make-up exams will be allowed only for medical reasons and special arrangements must be made prior to the exam. You may not use cell phones or PDAs during quizzes and exams.

 

In addition, there will be six pop quizzes. You will be allowed to drop the lowest score; only the five highest scores will be counted.

 

Experiential Learning. This component accounts for 36.5% of your grade.

Each student will be required to work in a team of five, whose membership will be determined by the instructor. Each team will be required to:

                        1.         Submit one long research paper at the end of the semester;

                        2.         Submit and present one short case analysis; and

3.               Submit and present one detailed Industry Analysis.

 

It is my belief that these exercises will foster a positive, verifiable learning experience. There is no better way to challenge yourself than knowing you can express in your own words what you have learnt instead of merely reciting definitions from the text; and are able to concisely and persuasively explain the ideas to others. Details of the written assignments and sign up will be handed out during the second week of class.

 

Add/Drop Policy

Refer to School Catalog and College of Business instructions for details. University regulations specify several conditions for dropping a class and the relevant cutoff dates. If you want to drop a course, it is your responsibility to initiate and follow through on the action. Do not assume the instructor will drop you from a course if you quit attending class. Do it right away, or you may end up with a “U.” 

 

Academic Honesty

Academic honesty is expected and required in this course. Cheating, in any form, whether on quizzes, exams, reports or other class activities will not be tolerated. Please read our university's Code of Student Rights and Responsibilities carefully. Violators will be referred to the Office of Student Judicial Affairs for hearings, and will automatically receive an "F" for the course if found guilty.

 

Grading

Performance in the various components will be scored on a numerical scale and later converted to a letter grade at the end of the course. Numerical values for the exams, presentations, cases, lectures, attendance and peer evaluation are as follows:

 

                       


Assignment          

                       

Points

Individual:

 

Two Midterms (200 points each)       

Final Exam (200)

Pop Quizzes (7 points each)                                                      

 

 

  400

  200

    35

 

Group:

 

Research Term Paper

Industry Analysis with Presentation   

Case Analysis with Presentation

Teammates' Evaluation          

 

 

  160

    80

  100

    25

Course Total

1000

 

Grading Scheme

CSU, Chico adopts these definitions of letter grades in undergraduate courses (numbered 1 to 299):

A: Superior work; a level of achievement so outstanding that it is normally attained by relatively few students.

B: Very good work; a high level of achievement clearly better than adequate competence in the subject matter/skill, but not as good as the unusual, superior achievement of students earning an A.

C: Adequate work; a level of achievement indicating adequate competence in the subject matter/skill. This level will usually be met by a majority of students in the class.

D: Minimally acceptable work; a level of achievement which meets the minimum requirements of the course.

F: Unacceptable work; a level of achievement that fails to meet the minimum requirements of the course. Not passing.

 

For this course, the following table explains what letter grade you will receive according to the total number of points you have earned by the end of the semester. There is no scaling.

 

Points

Letter Grade

Points

Letter Grade

Points

Letter Grade

Points

Letter Grade

935 - 1000              

A

875 - 904

B+

775 - 804

C +

675 - 704  

D+

905 - 934

 

A-

835 - 874   

B

735 - 774   

C

635 - 674

D

 

 

805 - 834   

B-

705 - 734

C-

605 - 634

D-

 

 

 

 

 

 

604 or below

F

 

 

APPENDIX A

Knowledge of Marketing

What you should have learned and will need to review before week one.

1.     Marketing and its core concepts –

Ø     Customer value, satisfaction and quality

Ø     The different management or business philosophies – production, selling, product, marketing, societal marketing

2.     Strategic planning process –

Ø     Defining the company mission, setting objectives, designing the business portfolio, planning functional strategies

3.     Elements of the marketing mix and their importance --

Ø     The product life cycle process and how marketing strategies change during the cycle

Ø     The major strategies for pricing new products and how they are affected by a company’s internal and external environments

Ø     The major channel alternatives open to a company, their roles, and their advantages and disadvantages

Ø     Functions of the four tools of the promotional mix and their strategic implications

4.     The importance of marketing information and databases

5.     The major factors that influence buyer behavior in the consumer market, business market, and government market

6.     The major bases for segmenting consumer and business markets

7.     Target marketing and how companies can position their products

8.     Macro and micro environmental forces that affect a company’s ability to serve its customers

9.     The role of economic, political-legal, and cultural environments on a company’s domestic and international marketing decisions

10.  Societal concerns with regard to marketing’s impact on prices, cultural values and social responsibilities

COURSE SCHEDULE

___________________________________________________________________________________

WEEK OF      LECTURE TOPIC                                                                            READINGS

___________________________________________________________________________________

 

8/23                 The World of Retailing & Careers in Retailing                              Ch. 1; Appendix A1

                        An in-depth exploration of the economic significance of retailing, and career opportunities in retailing.

 

                        Visit http://retailindustry.about.com  for more details on careers related to retailing

 

8/30                 Retail Logistics and Information Systems                                       Ch.  13

                        To get an overview of a retail business' major operations: store format, size, space allocation, personnel utilization, store maintenance, energy management, inventory management, security, credit management and outsourcing.

 

                  Practice Industry Analysis on Thursday, 9/2:

                        Internet Doctors (Check WebCT for assigned reading)

 

9/6                   Financial Management                                                                      Ch. 12

                        Learn to analyze a retailer's financial position, and how to use the

                        information to improve financial performance.

 

                  Practice Case Analysis on Thursday, 9/9:

                  Toys "R" Us Tightens Its Belt (p.331). Check WebCT for sample research.

 

9/13                 Relationship Marketing and Customer Service                  Ch. 2

                        Learn how to build a sustainable competitive advantage through customer satisfaction.

 

9/20                 Strategic Planning in Retailing                                                         Ch. 3

                        Learn the different strategic opportunities retailers can pursue to develop an advantage.

 

                  Industry Analysis by Team 5 on Tuesday, 9/21:

                        Analysis of fast-food industry trends

 

                        Case Presentation by Team 1 on Thursday, 9/23:

                        Is the Sears-Lands’ End Merger a Match Made in Heaven? (p. 79)

 

9/27                 Retail Institution: Store-based Retail Strategy                              Ch. 4, 5

                        Learn how to identify retail structure and retail mix, and evaluate

                        the appropriate strategies associated with each type of opportunity.

 

                  Industry Analysis by Team 6 on Tuesday, 9/28:

                  How could independent retailers successfully compete against category killers

 

                        Case Presentation by Team 2 on Thursday, 9/30:

                        Can Traditional Department Stores Revive Themselves? (p.153)

 

10/4                 Nonstore Retail Strategy                                                                  Ch.6  

                        Learn how to identify and respond to emerging nonstore retail trends.

 

                  Industry Analysis by Team 7 on Tuesday, 10/5:

                        Who are bifurcated retailers targeting?

                                                                       

10/11               The Retail Customer                                                                         Ch. 7

                        Understand what factors influence the customer's buying process.

                       

                        FIRST MIDTERM ON TUESDAY, 10/12

 

                        Case Presentation by Team 3 on Thursday, 10/14:

                        Lowe's: Drawing Women to Home Improvement Stores (p.207)

 

10/18               Retail Logistics and Information Systems                                       Ch.  8

                        To examine the components of and recent advances in retail information systems. Examine the major thrusts retailers are adopting to gain a strategic advantage through logistics and computer information systems.

 

                  Industry Analysis by Team 8 on Tuesday, 10/19:

                  Trends in direct marketing and data-base retailing

 

                        Case Presentation by Team 4 on Thursday, 10/21:

                        The Bottom Line on REI’s Reverse Logistics (p.442)

 

10/25               Trade Area Analysis                                                                         Ch. 9

                        Understand how to identify specific sites for retail locations.

 

                  Industry Analysis by Team 9 on Tuesday, 10/26:

                  Foreign retailers in U.S. markets

 

                        Case Presentation by Team 5 on Thursday, 10/28:

                        Wal-Mart’s Search for Growth Outside the United States (p.260)

 

11/1                 Site Selection                                                                                     Ch. 10

                        To thoroughly examine the types of locations available to a retailer

                        and study the criteria for successful site selection.

 

                  Industry Analysis by Team 1 on Tuesday, 11/2:

                  Store Saturation: Meaning and Measurement

 

                        Case Presentation by Team 6 on Thursday, 11/4:

                        Quizno’s: A Strip-Center Strategy for Restaurants (p.261)

 

11/8                 Retail Organization                                                                           Ch. 11

                        Study the vital role of human resource management in retailing.

 

                        Industry Analysis by Team 2 on Tuesday, 11/9:

                  The effects of mergers, diversification, and downsizing in retailing

 

                        Case Presentation by Team 7 on Thursday, 11/11:

                        Beall’s: Using Software to Track Employee Theft (p.331)

 

 

11/15               Merchandise Management and Pricing (Selected Sections)          Ch. 14-15

                        Study the impact of merchandise decision on profitability. (Selected sections)

 

                        SECOND EXAM  ON TUESDAY, 11/16

 

                       

11/22               Thanksgiving Break

 

11/29-             Merchandise Management and Pricing (Selected Sections)          Ch. 16-17

                        Study the impact of merchandise decision on profitability. (Selected sections)

 

                        Industry Analysis by Team 4 on Tuesday, 11/30:

                  Predicting fashion trends

 

                        Case Presentation by Team 9 on Thursday, 12/2:

                        Can Retailers Successfully Exploit the Power of Optimal Pricing? (p.442)

 

12/6                 Promotion Strategy                                                                           Ch. 19

                  Study the strategic aspects of promotion in retailing.             

 

                  Industry Analysis by Team 4 on Tuesday, 12/7:

                  The impact of in-store displays on product purchase

 

                        Case Presentation by Team 9 on Thursday, 12/9:

                        CVS Work on Its Customer Loyalty Programs (p.77)

 

12/13               Final Exam on Tuesday, Dec. 14 from 12 noon-1:50PM in Glenn 310. Final research paper and teammates' evaluation due at time of final exam.