Concept of Retailing : 1.1. Concept 1.2. Importance 1.3. Functions 1.4. Indian Vs. Global Scenario
Retailing Format and Retail Locations : 2.1. Store and non-store retailing 2.2. Franchising 2.3. Unconventional channels
Merchandising : 3.1. Concept, Importance, Functions 3.2. Steps in merchandising planning 3.3. Category management: Definition and process 3.4. Introduction to Private label brands
Principles and Drivers of New Marketing Environment – Digital Media : 4.1. Industry – Reaching Audience Through Digital Channels 4.2. Traditional and Digital Marketing 4.3. Introduction to Online Marketing Environment 4.4. Dotcom Evolution and Internet Relationships 4.5. Integrating E-Business to an Existing Business Model 4.6. Online Marketing Mix 4.7. Digital Signage
Internet enabled Retailing : 5.1. Turning Experience Goods into Search Goods 5.2. Personalization through Mass Customization 5.3. Choice Assistance 5.4. Personalized Messaging 5.5. Selling through Online Intermediaries 5.6. Direct to Customer Interaction – Online Channel Design for B2C and B2B Marketing.
Integrating Online Communication into IMC Process-Online Advertisings : 6.1. Email Marketing and Viral Marketing 6.2. Affiliate Marketing – Participatory 6.3. Communication Networks – Social Media Communities 6.4. Consumer Engagement 6.5. Networks – Customer – Led Marketing Campaigns 6.6. Legal and Ethical aspects related to Digital Marketing.