FALL 1999

SHSU College of Business Administration - Department of Management & Marketing

Marketing 376 (Retailing)

This is NOT a Writing Enhanced Class

Section 1: MW/12:30-2:00/AB1 206

Instructor: Sanjay S. Mehta, Ph.D.

Office No: AB1 212E

Phone No: W:409-294-1312; H:409-295-4730 (10am-10pm); Fax:409-294-3957


Office Hr: Mo-Th:12:00-12:30 & 3:30-4:30; TuTh: 12:30-2:00; or by appointment

Any office hours may be interrupted by official University business (e.g., committee meetings)

Required Text: Levy, Michael and Barton A. Weitz (1998), Retailing Management, 3rd edition, Irwin-McGraw-Hill.

Suggested Text: Any retailing book (e.g., Retail Management by Hasty and Reardon; Retail Management: A Strategic Approach by Berman and Evans; Retailing by Dunne, Lusch, and Gable).

General Comments and/or Policies:

Course Objective

* Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, household use. It is the final stage in the distribution process. * We are not trying to become experts in retailing or retail management after this class! Rather, our general objective is for you to learn enough to:

1. Critically analyze the retailing process, the environment within which it operates, and the institutions and functions that are performed.

2. Provide a foundation for those students who plan to work in retailing or related disciplines.

Success in meeting these objectives will be measured by way of a number of exams and assignments. The exams are geared to ensure that students know the "language of retailing" and have a working knowledge of the basic concepts and terminology (e.g., evolution and scope of retail management, store location, store layout, buying, receiving and marking merchandise, pricing, stocking, sales promotions).

Class Conduct

* Although every thing will be covered thoroughly in class, you are still responsible for reading the text. Do not hesitate to ask questions in class, because usually another student has the same question.

* Any type of scholastic dishonesty (e.g., cheating, plagiarism, collusion) will NOT be tolerated at all. If any student(s) is/are found involved in any act of academic dishonesty, serious action will be taken (see Catalogue).

* Please refrain from coming late to class, talking to other students during class, and reading the newspaper.

* As per university policy, there will be no smoking, drinking, and eating allowed in the class.

* Please refer to the Catalogue, Schedule, and www.SHSU.Edu for important dates (e.g., drop date, final exam, spring break).

* Every attempt will be made to make the lecture notes available prior to class on the network drive (i.e., t:\mkt\ssm\mkt376\). All files (power point and word perfect) may be copied through the Windows 95 icon "my computer".

* The class will be taught as a regular lecture class, using the text as the basis of the lecture. Material from external sources (journals, magazines, newspapers) will be used for class discussion purposes. As you read newspapers, magazines, watch TV, try to differentiate between good and bad retail organizations. Please try to share your knowledge and experience with the rest of the class.

* All take-home assignments are due at the beginning of the class period. No late assignments will be graded.

* Please turn off your cellular phones and beepers before coming to class.

Students with Disabilities Policy

It is the policy of Sam Houston State University that no otherwise qualified disabled individual shall, solely by reason of his/her disability, be excluded from the participation in, be denied the benefits of, or be subjected to discrimination under any academic, Student Life program or activity. Students with disabilities may request academic assistance when needed from a Committee for Continuing Academic Assistance for Disabled Students by visiting the Director of the Counseling Center, located in the annex of the Lee Drain Building across the sidewalk from Farrington Building, or call (409) 294-1720 (for additional information see the University catalogue). For assistance other than academic, the student with disabilities should contact the department from which assistance is needed, such as University Police for parking, the Registrar's Office for registration, etc. If problems are not resolved on the departmental level, contact the Interim Coordinator, Americans with Disabilities Act (Director of Business Services), or call (409) 294-1015. Students with disabilities may benefit by using CCTV's and voice-activated reading machines available in the Counseling Center. Hours of operation are Monday-Friday, 8:00a.m. to 5:00 p.m. For further information, contact the Counseling Center staff at (409) 294-1720. CCTV and a voice-activated reading machine are also available in the library.

Religious Holiday Policy: Students who are absent from class for observance of a religious holy day will be allowed to take an examination or complete an assignment scheduled for that day within one week of returning to class. The student, not later than the 15th calendar day after the first day of the semester, must notify the instructor of each scheduled class day that he/she should be absent for a religious holy day.

Prerequisite - You are required to have taken the equivalent of MKT 371 (Principles of Marketing).

Attendance - Though attendance is not mandatory, regular attendance is strongly recommended to succeed in this course. A record of class attendance will be maintained (with the assistance of a seating chart), for the purpose of giving a curve at the end of the semester (see Curve below). The attendance sheet may be passed around any time during the lecture period.

Assignments - Some homework (e.g., cases, problems) and/or projects (discovery of strategic retailing factors, site selection and interior/exterior design layout) will be assigned during the semester. This will have to be done in groups of 4-5 students each.

Evaluations - Peer evaluations may be done confidentially at the end of each group assignment. This will be used to compute individual grades for the assignment. Members of a group have the right to "fire" any member if he/she is not doing his/her share of the work. The "fired" member may either join a different group or be forced to do all the work on his/her own.

Exams - Exams will be conducted at the completion of certain sections of the text book. You will be given one week's notice prior to each exam. Each of the periodic exams will be "standalone". All exams will be of the "in class closed book" type. All exams will be some combination of multiple choice, true-false, open-ended problems, etc.

Weight - Grades for the semester will be assigned on the following basis: Assignment-25%; Exams-75%

Make-up/Improvement Exam

* The Final Exam is the ONLY MAKEUP EXAM. If you miss one of the 3 period exams at the scheduled time, you will have to take the final exam.

* If you miss more than one periodic exam (i.e., 2 or more), then you will automatically receive an "F" is the course.

* If you take all your periodic exams at the scheduled time and would like to improve your grade, you may take the comprehensive final exam (this will be done by replacing your lowest grade on the exams).

Final Grade - Please do not telephone me or the department secretary for your final grade in the course. All grades will be posted on Sam-info between 24-48 hours after the scheduled final exam. Final grades will be based on the following grading system (%): 90.00-100.00=A; 80.00-89.99=B; 70.00-79.99=C; 60.00-69.99=D; <60.00=F

Curve - A curve will be given at the end of each periodic exam only if the class average is <70% (to bring the exam average to 70%). Also, a curve will be given at the end of the semester (i.e., once all the grades are in); such that the class average is 75% for all exams and assignments. ANY END OF THE SEMESTER CURVE WILL ONLY APPLY TO THOSE STUDENTS WHO MISS 4 CLASSES DURING THE ENTIRE SEMESTER (irrespective of the reason). This policy also applies to students whose grades are on the "border" (e.g., 89.5, 79.5, . . .).

Syllabus - This syllabus is a tentative outline for the semester. It is meant to be a guide. Several items are subject to change (e.g., exams may be moved up in time, certain topics may be stressed more or less than indicated, etc.).


The World of Retailing Chapters 1 - 5

Introduction Chapter 1

Types of Retailers Chapters 2 - 3

Store based, non-store based, electronic, catalogs

The Retail Customer Chapter 4

Consumer Buying Behavior Chapters 5

Retailing Strategy I Chapters 6 - 7

Market Strategy Chapter 6

Financial Strategy Chapter 7

Exam 1

Retailing Strategy II Chapters 8 - 11

Retail Location Chapter 8

Site Selection Chapter 9

Organization Structure and HRM Chapter 10

Retail Logistics and MIS Chapter 11

Merchandise Management I Chapters 12 - 14

Planning Merchandise Assortment Chapter 12

Buying Systems Chapter 13

Buying Merchandise Chapter 14

Exam 2

Merchandise Management II Chapters 15 - 16

Pricing Chapter 15

Promotion Mix Chapter 16

Store Management Chapters 17 - 20

Managing the Store Chapter 17

Store Layout, Design, and Visual Merchandising Chapter 18

Customer Service Chapter 19

Retail Selling Chapter 20

Exam 3

Fundamentals of Retail Management Chapters 1 - 20

Final Exam