MANAGEMENT DEVELOPMENT PROGRAMME At IIT Kharagpur

MANAGEMENT DEVELOPMENT PROGRAMME At IIT Kharagpur

Retail Management

February 24-26, 2011

Objectives

The objective of the Course is to provide understanding of management of Retail business.

Course Contents

Part A: An Overview of Strategic Retail Management and Situation analysis:

* An Introduction to Retailing
* Building and Sustaining Relationships in Retailing
* Strategic Planning in Retailing
* Retail Institutions by Ownership
* Retail Institutions by Store-Based Strategy Mix
* Web, Nonstore-Based, and Other Forms of Nontraditional Retailing

Part B: Targeting Customers, Gathering Information and Choosing a Store Location:

* Identifying and Understanding Consumers
* Information Gathering and Processing in Retailing
* Trading-Area Analysis
* Site Selection

Part C: Managing a Retail Business:

* Retail Organization and Human Resource Management
* Operations Management: Financial Dimensions
* Operations Management: Operational Dimensions

Part D: Merchandise Management and Pricing:

* Developing Merchandise Plans
* Implementing Merchandise Plans
* Financial Merchandise Management
* Pricing in Retailing

Part E: Communicating with the Customer:

* Establishing and Maintaining a Retail Image
* Promotional Strategy

Target Audience

Managers in Marketing and Retail Function

Dates: February 24-26, 2011

Location & Venue: IIT Kharagpur Kolkata Campus

HC-Block III, Vidhan Nagar (Salt Lake), Kolkata 700106

Programme Fee: 18,000.00 (Non-residential)

Course Coordinator: Sujoy Bhattacharya

MANAGEMENT DEVELOPMENT PROGRAMME

Consumer Behaviour and Market Research

February 15-18, 2011

Objective

The objective of the Course is to provide understanding of consumer behavior through application of market research.

Course Contents

Part A: Consumer Behavior:

1. Introduction to the Study of Consumer Behavior
2. Consumer Decision Making
3. The Consumer As An Individual: Psychological Influences on Consumer Decision Making
4. Group Dynamics: Social Influence on Consumer Decision Making

Part B: Market Research:

5. Introduction to Market Research
6. Customer Analysis, Competitive Analysis, Operational Analysis, Environmental Analysis
7. Tools for Data Collection
8. Analyzing data: Univariate, Bivariate and MultivariateAnalysis
9. Communicating Research Results

Part C: Consumer Behavior Analysis and Market Research: Use of Qualitative and Quantitative Tools

* Applications of Market Research on
* Product segmentation, targeting and positioning
* Product strategy, promotion strategy and pricing strategy and promotion strategy
* Consumer decision making and customer satisfaction

Part D: Case Studies and Exercises

Pedagogy

Lectures through audio-visual presentation, Structured exercises, Group discussion, Case studies.

Target Participants

People from industry and academicians.

Dates: February 15-18, 2011

Location & Venue: VGSOM, IIT Kharagpur

Programme Fee: 24,000.00 (Residentials)

Course Coordinator: Sangita Sahney

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