BA 356 Retailing
Prof. Kimberly Folkers Office Hours: 1:00-2:00 p.m.
May Term
2005
or by appointment
WBC
215, 9:00-12:00 M-F WBC
102, 352-8424
Outcomes:
At the conclusion of this course, you will be able to:
-Explain
the role and importance of the retailing function in the channel of
distribution.
-Identify
and discuss trends in retailing, including store and non-store retailing.
-Apply an
understanding of the functions of retailing to a client case study.
-Reflect
on and analyze the input of a variety of retailers, based on firsthand
interaction through retail visits and presentations.
Texts:
Required -
Retail
Management, A Strategic Approach, Berman & Evans, 9th Ed., 2004,
Prentice Hall.
Great
Ideas in Retailing, 9th ed., Berman & Evans, 2004, Prentice
Hall.
Some
materials will be made available through my.wartburg and handouts in class, and
others will be accessed through the Internet.
Text
website: www.prenhall.com/bermanevans
Course Elements:
Exams 300 points
Project 300 “
(Grading rubric to be determined by class)
Participation 200
“
Exercises/Cases 100 “
Trends
Survey/Reflection 100
“
TOTAL 1,000
points
Exams:
Exams will
be a combination of essay and multiple choice.
There is no make-up for exams, unless you have a written doctor’s
excuse.
Trends Survey and Reflection:
Each of
you will complete a trends survey at the beginning of the term, end of the
term, as well as administer a trends survey to five retailers and five final
consumers. We will use this feedback
for class discussion and the second exam will require that you respond to an
essay question on your understanding of retailing trends. We will rework the trends survey as needed
to reflect the current environment. All
surveys submitted must document the names and contact information for respondents.
Project:
Our
project this term will take the form of a real-life retail case study. In this project you will each be responsible
for evaluating and analyzing particular aspects of our project client’s
business, The Daily Grind coffee shop at Collegetowne Plaza. Each of you will also make recommendations
related to your aspects of the business that may help with its future success.
Components
of Client Case Study:
Target
market, consumer profile
Marketing
research needed, how to gather
Store
location
Store
layout, atmospherics, signage, and fixtures
Merchandise
mix
Pricing
Personnel,
training, management
Promotion,
including advertising, sales promotion, personal selling, and public relations
Many
aspects of the approach to this case study will be determined by the
class. We will start the project with
each of you making a “secret shopper visit” to the business on Monday, May
2. Tuesday, May 3 we will make a class
visit to meet with Steve Lewis and to conduct a factfinding interview with him
about his business. We will look at
several strategic planning tools for retailers and decide which aspects of each
might work best for analyzing The Daily Grind and making recommendations. Each of you will have responsibility for a
particular aspect of the analysis.
Possible
planning tools: Retail Start-Up
Checklist, pg. 53 (B/E); Figure A3-1, pg. 71 (B/E); Management Audit Form for
Small Retailers, pg. 522 (B/E); Integrative Exercise Outline, pg. 129 (GIIR)
and follow-up material (pgs. 131-143).
Exercises/Case Studies:
There will
be a variety of case studies and exercises assigned from the text and the case
study book. Also, each of you will be
identifying a Journal of Retailing article that you feel is relevant to our
course and preparing a brief report for the rest of the class Wed., May 4.
Participation/Attendance/Late
Penalties:
Attendance
is vital throughout the term, and is considered mandatory for the retailer
visits and client sessions.
Participation is strongly encouraged, and is a significant portion of
your final grade (20%). Your
participation grade will be based on your interaction with our client, speakers
during visits and presentations, and with the class during discussions of
course material, the project, and cases.
During
retailer visits you are expected to be prepared and engaged. This includes dressing appropriately, taking
notes, asking questions, and completing journal entries. I may ask some of you to help with
background information on retailers we plan to visit.
Because of
the short length of this term and the importance of being available for visits,
project work, etc., you will only have one unexcused absence before you begin
to accumulate deductions from your final grade. 2+ unexcused absences = 1/3 of a letter grade deduction from
your final grade per class missed. Unexcused absences for retailer visits
will count as double the attendance penalty due to the vital role that they
play in our learning.
Late
penalties = 25% per day, beginning at 9:00 a.m. on the due date. This applies to case studies, exercises, and
project work.
Course Conduct: Students are expected to conduct themselves in a
professional manner throughout this course.
This includes contact with clients, interactions in the classroom, and
work with your group members. Cell
phones and other electronic devices must be turned off when you enter the
classroom. Sidebar conversations should
be avoided. Treating your classmates
and clients with respect and tolerance will result in a positive working environment
for everyone. Anyone not upholding this
level of professionalism will be asked to leave the classroom, or to meet with
me outside of class if it involves group or client interactions.
ACADEMIC INTEGRITY:
Any breach in academic integrity will result in a failing grade for the
course, assignment or exam, depending on the circumstances. This includes, in particular, cheating or
collaboration on exams and/or assignments, and plagiarism. Be aware that helping someone else
inappropriately, implicates you as much as the person receiving the help. Remember that as a Wartburg student you are
bound by the Honor Code, which states “The Honor Code reminds students of their
responsibility to promote academic honesty by opposing cheating and plagiarism
and reporting dishonest work.”
NOTE: May be subject to change to accommodate
speakers, retailer visits, etc.
B/E =
Berman Evans text GIIR = Great Ideas
in Retailing Casebook
Mon., 5-2 Ch. 1 Intro to Retailing
Ch. 2 Building & Sustaining Relationships
Ch. 1 and 2
Exercises (GIIR)
Project discussion
Secret Shopper visits to Daily
Grind and other retailers
Trends
Survey
Journal of
Retailing assignment (bring 2 possible articles Tuesday –
to determine
no duplicates for Wed. reports)
Tues., 5-3 Ch. 3 Strategic Planning
Ch. 4 Retail Institutions by Ownership
Ch. 5 Retail Institutions by Store-Based Strategy
Mix
Ch. 3, 4, 5
Exercises (GIIR)
Part 1 Short
Cases and Comprehensive Case (pgs. 77-82)
9:30 Tara
Harn, Waverly Area Development Group
11:00 Meet
with Steve Lewis The Daily Grind
Wed., 5-4 Finish Ch. 4, 5
Reports on Journal of Retailing articles
Ethics/Quality of Life – Heritage
Ballroom
Thurs.,
5-5 Ch. 6 Web, Nonstore-Based, & Non-Traditional
Retail
Part 2 Short
Cases and Comprehensive Case (pgs. 153-158)
Ch. 7
Identifying & Understanding Consumers
(pgs.
166-180)
Ch. 6, 7
Exercises (GIIR)
10:30
Keller’s Furniture, Downtown Waverly
Fri., 5-6 Ch. 8 Information Gathering and Processing
(pgs. 196-204 will be review for most of you)
Ch. 18 Retail Image (pgs. 599-617)
http://images.businessweek.com/ss/05/04/ibm20050418/source/1.htm (IBM store tech)
Ch. 8, 18 Exercises (GIIR)
Part 3 Short Cases and Comprehensive Case (pgs. 207-212)
Project work time
Mon., 5-9 Retail Visit to be
announced
Tues.,
5-10 Exam 1 9:00-10:30
a.m. Ch. 1-8, 18
Ch. 9 Trading Area Analysis
Ch. 10 Site Selection
Ch. 9, 10 Exercises (GIIR)
Part 4 Short Cases and
Comprehensive Case (pgs. 260-265)
Wed., 5-11 Ch. 14 Developing Merchandise Plans
Ch. 15 Implementing Merchandise Plans
Ch. 14, 15 Exercises (GIIR)
Thurs.,
5-12 Ch. 16 Financial
Merchandise Management
Ch. 17
Pricing in Retailing (pgs. 566-586)
Ch.
16, 17 Exercises (GIIR)
Part
6 Short Cases and Comprehensive Case (pgs. 441-447)
8:30
a.m. Waverly Wal-Mart
Fri., 5-13 8:00 a.m. Scheel’s (Depart 7:15 a.m.)
Other retail
visits to be announced
Mon., 5-16 Ch. 12 Operations
Management – Financial Dimensions
Ch. 13
Operations Management – Operational Dimensions
Ch. 12, 13
Exercises (GIIR)
Part 5 Short
Cases and Comprehensive Case (pgs. 330-335)
Tues.,
5-17 9:00 Amy Dutton,
College Square Mall (Depart 8:15 a.m.)
Wed., 5-18 Project Work Day
Thurs.,
5-19 Retail Visits to be announced
Project
Rough draft due at beginning of class
Fri., 5-20 Ch. 11 Retail
Organization & HR
Discuss
Project Rough Draft
Week 4
Tues.,
5-24 10:00 Lowe’s, Rick
Nelson
Other
retailer visit to be announced
Wed., 5-25 Round Table Discussion –
present to Steve Lewis
Project due
Thurs., 5-26 Exam 2 Ch. 9-17, including Retailing Trends essay