Description:

Upon successful completion of this course, the student should be able to describe and analyze retail store organization and operation including customer markets, store location and design, human resource management, merchandise planning and control, and retail promotion. 3 hrs. lecture/wk.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Prerequisites: NONE

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Explain the economic significance of retailing in the free enterprise economy.
2. Identify types of store-based retailers analyzing current and future trends.
3. Identify types of nonstore retailers analyzing current and future trends.
4. Describe demographic and psychographic characters of retail customers and the impact of these characteristics on retailers.
5. Analyze retail market strategies to include target market, retail format, growth strategies (domestic and international) and retail competition.
6. Describe the organization structure of today's retailers and analyze the issues resulting from that organizational structure.
7. Recognize the importance of employee motivation, employee loyalty, and the need to reduce turnover.
8. Comprehend the importance of financial objectives in a retail setting.
9. Respect the importance of buying systems such as merchandise budget plans.
10. List and explain the relevant buying issues that buyers must address to include branding, domestic and foreign sourcing, vendor negotiations and partnerships.
11. Describe and assess retail pricing strategies.
12. Identify the importance of retail sales promotion discussing planning the implementing sales promotion programs.
13. Illustrate various types of store layout and design to include exterior and interior components of space planning and atmospherics.
14. Interpret the responsibilities of managing a store to include hiring, training, motivating, evaluating and compensating retail employees.

Content Outline & Competencies:

I. Analyzing the World of Retailing
   A. Define a retailer and its function in the marketing mix
   B. Explain the economic significance of retailing

II. Analyzing Store-Based Retailing
   A. List and describe types of retailers
   B. Describe and analyze new retail store formats
   C. List and define types of retail ownership
   D. Explain current and future trends in retailing

III. Comparing Nonstore Retailing and Store-Based Retailing
   A. Define and cite examples of catalog and direct-mail retailing
   B. Define and cite examples of vending machine retailing
   C. Define and cite examples of television home shopping
   D. Define and cite examples of direct selling
   E. Define and cite examples of interactive home shopping
   F. Evaluate current and future trends in nonstore retailing

IV. Analyzing the Retail Customer
   A. Define and illustrate demographics of retail customers
   B. Define and illustrate psychographics of retail customers
   C. Evaluate the impact of customer demographics and behavior on
retailers

V. Developing a Retail Market Strategy
   A. Explain the development of a target market and a retail format
   B. Explain the importance of sustaining a competitive advantage
   C. List and explain growth strategies used by today's retailers 
   D. Explain the impact of international growth in retailing 

VI. Analyzing Retail Locations
   A. List and explain types of retail locations
   B. Explain the strategy of retail locations
   C. Identify and evaluate site selection strategies
      1. Explain how location decisions are made
      2. Explain how retail demand is measured
      3. Explain how retail competition is measured and analyzed
      4. Cite techniques for measuring trade area potential

VII. Managing Organization Structure and Human Resources
   A. List and define typical retail organization structures
   B. Analyze current retail organization design issues and trends
   C. Explain the importance of motivating and coordinating employees
   D. Explain the importance of building employee commitment and reducing
turnover

VIII. Planning Merchandise Assortments
   A. Explain the importance of setting merchandise financial objectives
   B. Define and illustrate the assortment planning process

IX. Analyzing Buying Systems
   A. Explain the elements of a merchandise budget plan
   B. Define and illustrate open-to-buy

X. Buying Merchandise
   A. Identify and explain issues involving branding strategies
   B. Identify and explain issues involving domestic sourcing decisions
   C. Identify and explain challenges in international sourcing decisions
   D. Explain the steps in developing and meeting vendors
   E. Explain the importance of establishing and maintaining strategic
partnerships with vendors
   F. Identify and explain ethical and legal issues in purchasing
merchandise

XI. Pricing Merchandise
   A. Identify and explain pricing strategies and practices
   B. Explain and illustrate how adjustments to the initial retail are
made
   C. Identify and explain legal issues in retail pricing

XII. Defining the Retail Promotion Mix
   A. Explain the role of the retail promotion plan
   B. Identify strategies for planning the retail communication to
customers
   C. Explain the steps in implementing the sales promotion program

XIII. Analyzing Store Layout and Design
   A. List and define types of store layout
   B. Explain the process of space planning
   C. Explain the importance of atmospherics in retail operations

XIV. Discuss in Detail the Strategies for Managing the Store, Including:
   A. Recruiting and selecting store employees
   B. Socializing and training new store employees
   C. Motivating and managing store employees
   D. Evaluating store employees and providing feedback
   E. Compensating and rewarding employees
   F. Legal and ethical issues and managing store employees
   G. Customer service strategic planning

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

    Examinations (4 @ 90 points each)             360 points
    Current Retail Event Feedback                  40 points
    Case Study Evaluations (10@15 points)         150 points
    Video Discussion Questions (15@10 points each)150 points
    Trend Reports (4 @ 25 points each)            100 points
    Research Project:  Written Report and
        Class Presentation of a Retailing Career
        Opportunity                                70 points
    Research Project:  Written Report and Class Presentation
        of a Retail Franchise Opportunity          50 points
    Existing Store Analysis Project Including Strategic 
        Planning of Customer Market, Location and
        Design of Retail Facility                  25 points
    Existing Store Analysis Project Including Merchandise
        Content, Pricing, Promotional and Service 
        Strategies                                 25 points
    Future Retail Opportunity Project              30 points

                                                 1000 points

Caveats: NONE

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.