MCCCD Program Description

Merchandising

Course: MKT268

First Term: 1991 Fall

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S

Description: Surveys structure and operation of retail organizations. Emphasizes merchandising to include price, location, time promotion and quantity.

MCCCD Official Course Competencies
1. Describe the framework of retailing. (I) 2. Given a situation, describe and define the steps relating to retail strategy. (II) 3. Classify and describe the characteristics of various types of retail institutions categorized by ownership, strategy mix, non-store sales, and service versus product. (III) 4. Explain consumer behavior relating to the decision process, factors affecting the decision process, and the types of decision processes. (IV) 5. Explain the marketing research process including secondary data sources and primary data sources. (V) 6. Describe the decisions involved in location planning and selection. (VI) 7. Given a retail situation, describe the process of developing a retail organization. (VII) 8. Explain the stages in merchandise and management. (VIII) 9. Discuss the aspects of communicating with the customer, including store image, atmosphere customer service, community relations, elements of the retail promotional mix, and planning the retail promotional strategy. (IX) 10. Describe pricing in retailing, including the factors affecting price strategy and development of a retail price strategy. (X) 11. Explain the concepts relating to a service retailer. (XI) 12. Describe the integration and control of retail strategy in the retail concept. (XII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. An Introduction to Retailing A. The framework of retailing B. Retail strategy in action II. Retail Strategy: Owning or Managing a Business A. Situation analysis B. Objectives C. Identification of consumer characteristics and needs D. Overall strategy E. Specific activities F. Control G. Feedback III. Retail Institutions A. Categorized by ownership B. Categorized by strategy mix C. Categorized by non-store sales D. Categorized by service versus product IV. Consumer Behavior A. Decision process B. Factors affecting process C. Types of decision processes V. Marketing Research in Retailing A. Process B. Secondary data sources C. Primary data sources VI. Choosing a Store Location A. Importance of Location B. Trading Area Analysis C. Characteristics of Trading Areas D. Types of Locations E. Site Evaluation VII. Retail Organization and Personnel Management A. Setting up a retail organization B. Organization patterns C. Personnel Management VIII. Merchandise Planning and Management A. Merchandise buying B. Handling process C. Inventory valuation D. Forecasting and budgeting E. Unit control system F. Financial inventory control IX. Communicating with the Customer A. Store image B. Atmosphere C. Customer service D. Community relations E. Elements of the retail promotional mix F. Planning the retail promotional strategy X. Pricing in Retailing A. Factors affecting retail price strategy B. Development of a retail price strategy XI. Planning by a Service Retailer A. Strategy concepts applied to service retailing XII. Integrating and Controlling the Retail Strategy A. Integrating the retail strategy B. Control

MCCCD Governing Board Approval Date: 3/26/1991

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.