Retail Marketing Strategy

By Prof. Sourabh Arora   |   IIT Roorkee
Learners enrolled: 3254   |  Exam registration: 947
Retailing as a domain has indeed witnessed an adventuresome journey from haats to shops in our neighbourhoods to big malls to finally our computers and mobile devices. The journey from physical to digital has truly been exciting. The present retailing milieu indeed demands a focused strategic perspective keeping the current cut-throat competition from both national and international players in mind. In lieu of the same, the course emerges as one of its kind to provide an understanding of the retailing concepts from a strategic perspective to learners from both a physical as well as a digital standpoint. The course not only aims at building a rich theoretical base in retailing but also aims at enhancing learners’ know-how on designing successful retailing strategies and programs by integrating the course with learnings based on success stories of Indian and Global physical and digital retailers

PREREQUISITES: 12th/, the Course will aim at building Fundamentals of Retail Marketing Strategy at a Beginner’s level

INDUSTRY SUPPORT: Offline and Online Retailers, Physical/Brick and Mortar Retailers in General and Online Players like Amazon, Flipkart, and others as well
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
Credit Points : 2
Level : Undergraduate/Postgraduate
Start Date : 24 Jul 2023
End Date : 15 Sep 2023
Enrollment Ends : 07 Aug 2023
Exam Registration Ends : 21 Aug 2023
Exam Date : 24 Sep 2023 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1:Understanding Retailing from a Strategic Standpoint: Why is Retailing so important? Overview and Evolution of Retailing - Past, Present and Future of Retailing from both Physical and Digital perspectives, Existing Retailing Systems, Value Creation across Physical and Digital Channels
Week 2: Strategies in Retailing Management Decision Processes, Ownership Structures in Retailing, Overview of Indian Retailing Landscape, Keys to Successful Retailing in India, Kahn Retailing Success Matrix, Case-based discussion
Week 3: Consumer Decision Making Processes in Retailing, Understanding Consumer Channel Preferences and Consumers Motives in Retailing, Emergence of a Modern-Day Complicated Shoppers, National and Private Label brands from a consumers and Retailers perspective
Week 4: Strategic Perspective in Multi-channel Retailing, Accessing both Physical and Digital, Difference between Omni-channel and Multi-channel retailing, Channel Benefits and Challenges in Multi-channel Retailing, Issue of Free-riding across channels, Discussion over Research Shopping phenomenon and Hybrid Shopping in Today's Retailing Digital Environment, A case of Indian Retailing Structure
Week 5: Formulating a Successful Retail Strategy, Strategic Retail Planning Process, Key Strategic Decisions in Retailing: Location and Location Choice Decisions, Retail Communication Mix
Week 6: Pricing and Channel Management: Pricing Strategies used in Retailing, Finance, Merchandising and Channel Management
Week 7: HRM and Retailing: Issues in Retail Human Resources, Motivating Employees, Managing Diversity and Legal issues involved
Week 8: Emerging issues in Retailing: Physical vs. Digital, Showrooming and Webrooming as emerging retail challenges, Emergence of Virtual Reality and Artificial Intelligence in Retailing, Strategies for handling present retailing challenges in India, Future of Retailing in India

Books and references

Retail Marketing Strategy, Constant Berkhout, Kogan page
International Retail Marketing Strategies, Ram Kishan Y, Jaico
Retailing Management, Levy, Weitz and Pandit. Mc Graw Hill
Retailing Management, Nayak and Dash, Cengage
Retail Management: A Strategic Approach, Berman, Evans and Shrivastava, Pearson
Retail Management, Vedamani, Pearson

Instructor bio

Prof. Sourabh Arora

IIT Roorkee
Prof. Sourabh Arora is an Assistant Professor in Marketing in the Department of Management Studies, Indian Institute of Technology Roorkee. He completed his Doctorate in Marketing from the Indian Institute of Technology Kharagpur. His work revolves around exploring emerging issues in sales management and retailing. He stands credited for various publishing papers in core marketing journals of repute like International Journal of Retail and Distribution Management, Marketing Intelligence and Planning and Journal of Consumer Marketing. His teaching interest primarily lies in coaching learners in the domain of retailing and sales management.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 24 September 2023 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee .It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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