LINCOLN MEMORIAL UNIVERSITY
RETAIL MANAGEMENT
MKTG 460
MWF: 10:00 - 10:50a.m.
DB-310
Class Hours: 3.0 Instructor: Dr.
Credit Hours 3.0 Office Hours: MW: 12:00-2:00p.m.(H)
Course Syllabus T: 3:00p.m.-5:00p.m.(OL)
Spring 2004 F: 12:00-1:00p.m.(H)
Revised: 1/5/04 Other Hours By Appointment
Phone: 423-869-6263(H) E-mail: cdecker@lmunet.edu
865-693-1570(K) deckca@aol.com
Web Page Address: http://hometown.aol.com/deckca/classpage.html
(Check for Assignment, Announcements, & Updates)
(H) = Harrogate Site
(K) = Knoxville Site
(OL) = On-line
CATALOG COURSE DESCRIPTION: Emphasizes
the retail structure, process, institutions, and functions that provide a
foundation for retail related employment. Topics include site selection,
organization, merchandising, consumer behavior, buying functions, and pricing
and promotion strategies.
PREREQUISITE: BUSN 300; MKTG 300
STANDARDS/GOALS:
Maintain a high quality, effective undergraduate business curriculum relevant to business and students
COURSE
OBJECTIVES:
Deliver curriculum cores
appropriate to a strong business foundation and to diverse student needs
Deliver programs which allow
specialization in specific business fields for which there is market demand
· To describe retailing (products, services, & non-store) as a marketing discipline.
· To describe the steps in strategic retail planning.
· To explore regulations affecting retail strategies.
· To explore and analyze consumer behavior for planning retail strategies.
· To discuss the role of decision support systems and their effect on planning retail strategies.
· To analyze the consumer and lifestyles as part of extending the retailing life cycle.
· To describe & determine organization processes ( location, human resource plans, merchandise planning & control) of retail enterprises.
· To evaluate retail performance through the use of accounting concepts.
·
To prepare & display a retail enterprise
physically and virtually by addressing competitive advantage
strategies such
as buying and inventory management, determining retail prices, physically
handling and
securing
merchandise, designing the store (layout & merchandise), successful
selling, promotion,
customer
support, and ideas for retail growth.
·
To analyze the differences between store and
non-store retailing.
TEXT/REQUIRED
READINGS/SOFTWARE:
Retailing. P. M. Dunne, R. F. Lusch, & D. A. Griffith, 4th ed., Thomson South-Western, 2002.
SUGGESTED
READINGS& WEBSITES:
Journal
of Marketing
Advertising Age
Journal of Business Strategy
Journal of Business Research
Journal of Consumer Research
Marketing News
Journal of Advertising Research
Industrial Marketing Management
Journal of Marketing Research
www.ama.org
www.usatoday.com
www.census.gov
www.marketingtools.com/publications/AD/index.htm
http://ciber.bus.msu.edu/
www.acrweb.org
www.cob.ohio-state.edu/scp/
www.census.gov/epcd/www/naics.html
www.iso.ch/
www.dnb.com/purchase/hpurcha2.htm
www.stat-usa.gov
www.odci.gov/cia/publications/factbook/index.html
http://harvardbusinessonline.hbsp.harvard.edu
www.marketresearch.com
http://www.marketingpower.com
http://knowledge.wharton.upenn.edu
http://www.library.hbs.edu/industries/industry_guides
http://www.sponsorship.com
http://www.marketingprofs.com/index_eoy.asp
http://www.exhibitornet.com
www.reveries.com
www.marketingsherpa.com
www.customeradvisoryboards.com
http://www.socialmarketingonline.net
http://www.marketingprofs.com/index_eoy.asp
METHODOLOGY OF
INSTRUCTION: This course will
consist primarily of in-class marketing applications but will be supplemented
with instructor coaching.
REQUIREMENTS:
Attendance: Because of the
progressive content and daily workload, your prompt attention to details and
submittals is directly related to your attendance in the class. Because the
successful completion of this course is tied to daily class materials, in-class
submittals, and contact (traditional or virtual), any absence (traditional or
virtual or in work application) in this class will result in a substantial loss
of information and material for a satisfactory evaluation. Class attendance
(traditional or virtual) indicates your enthusiasm toward learning and will reflect
on the grade you receive in this course. You will lose 10 points for each
absence (traditional or virtual) after 3. Pop
quizzes and assignments will be implemented in times of excessive absences
(traditional or virtual) and will be used in borderline cases of evaluation.
If you do have to miss class
(traditional or virtual) for any reason, it is your responsibility to get
notes, assignments, and test information from a classmate. Absence is not an
excuse!
Assignments: Assignments will be due at the end of
each class and on the due date or before if you anticipate an absence.
Assignments are intended to enhance your ability to apply and implement retail
management concepts. All submittals will be necessary to other deliverables in
the course. All assignments should be
typewritten, complete, and professional in order to receive credit. LATE WORK
OF ANY KIND WILL NOT BE ACCEPTED!!!!!!
Participation: Your participation in this course is
critical to the result you and others receive in this class. A total of 10 participation points will be
used at the end of the semester to either adjust your grade up or down.
These points may be earned through prompt
attendance, timely and appropriate submittal of assignments, performance in
class/teamwork, question preparation for presentations, and discussions.
Class/team exercises may also include case discussions, games, and activities
that will reinforce the major concepts discussed in this class.
Grading: The following grade scale will be utilized in this course. In order to achieve a certain level on this scale you must obtain the score indicated.
A.......... 94-100
A- . 90-93
B+........ 87-89
B.......... 84-86
B- . 80-83
C+........ 77-79
C.......... 74-76
C- . 70-73
D+ 67-69
D......... 64-66
D- . 60-63
F...........Below 60
EVALUATION/ASSESSMENT:
Retail Boards ....................45%
Retail Applications ... .......30%
Retail Design & Website..
15%
Participation ..10%
Retail Boards: This form of evaluation
will follow the format of college bowls where teams compete based upon
knowledge. The purpose is to test class knowledge of facts, meanings, and
concepts conveyed throughout the course. See outline for designated time. You
will be given grade categories for which to aim to achieve a certain grade.
Each team must answer 2 questions (1 from the instructor and 1 from another
team) to receiver credit. This will ensure fairness among all teams and
individuals as a surety for knowledge. Also, each team member must answer a
question as part of the teams evaluation. As with exams you will only have the
class time period for achievement. (Remember:
This is tied to your participation grade.)
Retail Applications: These will be in-class exercises designated by the instructor which will involve retail management concepts. Some will involve spreadsheet analysis. YOU WILL NEED A CALCULATOR! on the days designated as SE on the outline. Other applications will include retail presentations and projects. These should be submitted at the end of the class period.
Retail Design & Website: This deliverable should be completed as a team effort wherein each team will create a retail store design and a website presence for the store. This must be a NEW STORE! A final paper including the following should be submitted on the designated date:
Name of Retail Store
Location(Specific)
Problem to Be Satisfied
Mission Statement
Goals & Objectives
SWOT ANALYSIS
Industry Analysis
Competitive Analysis
Who are the Competitors and Their Location
Product Comparison
Promotional Comparison
Campaign Theme Comparison
Strengths & Weaknesses of Competitors
Market Profile
Demographic Support
Population
Age
Geographic Trends/Movements
Social/Cultural Tends
Education
Households
Economic Trends
Incomes
Personal Savings
Labor Force
Political/Legal Trends
Technological Trends
Target Market Characteristics (Specific identification)
Buyer Behavior Characteristics
Decision Making Type
How will They Search For Information
Perceived Risk
Consumer Evaluation Characteristics
Motivation to Purchase
Attitudinal Concerns
Retail Store Positioning (Based on Demographics)
Preferred Channel System
Type of Retail Establishment
Location Analysis
Site Analysis
Market Potential, Sales Forecast, & Market Share
Budget
Basic Financial Statements
Merchandising Plan
Pricing Objectives & Policies
Promotion Theme & Necessary Budget
Customer Service Policy & Tactics
Store Layout Management
Layout & Justification
Merchandise Presentation Planning & Justification
Store Design
Storefront
Interior Design
Lighting
Sounds, Signage, etc.
You
must also be prepared to formally present your retail design along with its
accompanied website. Please turn in your
website disk with your paper!
Participation: See Above
CLINICAL/LABORATORY/FIELD EXPERIENCES: Students are expected to utilize outside resources (written and verbal )for completing the activities of the course. These assignments should involve discussions with individuals presently working in marketing and other text readings related to marketing that will support any statements made in written work.
with the Vice President for Student Affairs (423-869-6393) to discuss
specific needs.
It is the aim of the faculty of Lincoln Memorial University to foster a spirit of complete honesty and high standard of integrity. The attempt of any student to present as her/his own any work which he/she has not honestly performed is regarded by the faculty and administration as a very serious offense and renders the offender liable to severe consequences and possible suspension.
Cheating: dishonesty of any kind on examinations or written assignments, unauthorized possession of examination questions, the use of unauthorized notes during an examination, obtaining information during an examination from another student, assisting others to cheat, altering grade records, or illegally entering an office are instances of cheating.
Plagiarism: offering the work of another as ones own without proper acknowledgment is plagiarism; therefore, any student who fails to give credit for quotations or essentially identical material taken from books, magazines, encyclopedias, web sources, or other reference works, or from the themes, reports, or other writing of a fellow student has committed plagiarism.
Instructor
Policy on Academic Integrity: Any assignments found to violate the above
university policy will be considered as an F without the possibility of make-up
opportunities. Continued
violations will result in an F for the course.
The instructor
reserves the right to make adjustments to this schedule.
Date Session
# Preparation
16 2 Chapter
1
19 3 Holiday;
No Class
21 4 Chapter
1
23 5 Chapter
1;SE(NC)
26 6 Chapter
2
28 7 Chapter
2
30 8 Chapter
2;SE
4
10 Chapter
3
6 11 Chapter
3;SE
9 12 Chapter 4
11 13 Chapter
4
13
14 Chapter
4;SE
16 15 Chapter
5; Board
18
16 Chapter
5
20 17 Chapter
5;SE
23 18 Chapter
6
25 19 Chapter
6
27 20 Chapter
6;SE
3 22 Chapter
7
5 23 Chapter
7;SE
8 24 Chapter
8
10 25 Chapter
8
12 26 Chapter
8;SE
15 27 Chapter
9
17 28 Chapter
9
19 29 Chapter
9;SE
22 30 Spring
Break; No Classes
24 31 Spring
Break; No Classes
26 32 Spring
Break; No Classes
29 33 Chapter
10; Board
31 34 Chapter
10
5 36 Chapter
11
7 37 Chapter
11
9
38 Holiday;
No Classes
12 39 Chapter
11;SE
14 40 Chapter
12
16 41 Chapter
12
19 42 Chapter
12;SE
21
43 Chapter
13
23 44 Chapter
13; SE
26 45 Retail
Designs
28 46 Retail
Designs
30 47 Board
May 5 48 Final
Exam(8:00a.m.-10:00 a.m.)
Retail
Designs