Introduction
The word ‘Retailing’ is derived from the French verb ‘retailer’, which means, "to cut a piece off.” From a marketers point of view, retailing is defined as a set of marketing activities that are designed to provide satisfaction to the end consumer. By the end of the course you will be able to: Understand What is Retail Management, Learn about the Retail Selling Process, Explain the Classification of Retailers, Explain the Steps of Retail Strategy Planning, Understand what is Franchising, Understand What is Visual Merchandising, Explain the Types of Retail Location, Understand What is a Private Label and the Process of Creation of Private Label, List down the Myths about Careers in Retailing and Learn the Tips for Success in Retailing.
Course Objectives of Retail Marketing & Marketers Management
- Apply the principles, practices, and concepts used in retail marketing management.
- Describe the complex nature and environment of retail marketing management together with the marketers
- Understand and manage your marketers according to the retail industry.
- Understand the key elements in planning, managing, and executing the retail marketing mix as they relate to the product, price, distribution, and promotion.
- Identify the approaches to and guidelines used to analyze and solve marketers’ problems and make decisions in retail organizations.
This course will focus on
- Marketers Management & Administration
- Retail Marketing Management & Customer Relations
- Sales Management & Marketing vis-à-vis markers
- Advanced Management & Administration Theory & Practice
Course Outlines for Retail Marketing & Marketers Management
Day 1: BUSINESS MANAGEMENT & ADMINISTRATION
- Retail marketing organization; structure, reporting, spans of control.
- Business environment; factors in a business location.
- Planning and forecasting in business, the business plan; starting or taking over a business.
- Budgeting and budgetary control.
- Management of marketers: recruiting, selecting, inducting, training, controlling, remunerating.
- Motivation, human resources; health, and safety in the workplace, communication, job analysis.
- Principles of marketers, sales and marketing management, market research, sales promotion.
- Prices and pricing policy.
- Office management, office organization, set-up, equipment, data, and information.
Day 2 & 3: RETAIL MARKETING MANAGEMENT & CUSTOMER RELATIONS
- Scope and concepts of retail marketers & product management
- Products, retail product sectors, strategic project factors
- Retail product management: process and people
- Traditional and contemporary retail marketing
- Understand category management, product category lifecycles
- Evaluating and monitoring marketers and developing them
- Managing the response to sales and marketers
- Allocating retail marketers to products - a planned framework
- Practical and customer considerations in space management and allocation
- Retail store and outlet design, materials, atmosphere, lighting, signs
- Store image, location, life-styling, and strategic factors
- Communicating the product offer, communication channels, advertising
- Evaluating retail product management performance
- Assessment of profitability, sales, productivity, cost reduction, negotiation, quality performance
- Ethical retailing and customers, sustainable and ethical product management and supply
Day 4: SALES MANAGEMENT & MARKETING
- The principles of selling and salesmanship - achieving sales, income, profit.
- Internal sales personnel and commercial traveling salespeople.
- The methods of selling: creating interest, giving demonstrations, making sales transactions.
- Types and categories of consumers, commercial, and corporate buyers.
- Making ongoing sales, building customer relationships, generating and following up sales leads.
- Building effective sales teams, setting and monitoring sales targets, deciding upon sales areas.
- The organization and control of sales teams, and the special issues regarding traveling salesmen.
- Segmentation of markets, the role of brands, psychology in sales and marketing for marketers
Day 5: ADVANCED MANAGEMENT & ADMINISTRATION THEORY & PRACTICE
- Mission, vision, values, MBWA.
- Motivational theory: human relations, social psychology; self-realization, motivation-hygiene, expectancy theory.
- The theories of Argyris, Maslow, McGregor, Likert, Herzberg, Vroom, Handy; intrinsic and extrinsic factors.
- Leadership theory: traits, style, contingency; theorists.
- Building and developing workgroups, group behavior, norms, cohesiveness.
- Managing change, creating, and managing culture.
- Strategic management; the theories of Chandler, Andrews, Porter, SWOT.
- Environmental and competitive barriers to entry, industrial competitiveness.
- Corporate objectives, policies, business ethics, social responsibilities.
About Dubai
Dubai, located on the Persian Gulf, is one of the seven United Arab Emirates and one of the most popular tourist destinations in the world. The discovery of oil in the region has made Dubai extremely wealthy, allowing it to build the glittering skyscrapers that it is now famous for. That wealth is strongly in evidence in Dubai and visitors will see luxurious buildings and supercars aplenty. Perfect beaches and endless shopping opportunities are to key to Dubai's attractions. Flights to Dubai open up the city's cultural attractions to tourists, with beautiful mosques, museums and art galleries scattered throughout this ultra-modern metropolis.
Things to do and places to visit in Dubai
Dubai's wealth has made it famous for building ever taller buildings and creating artificial islands off its shores. The city's hotels are luxurious and shoppers will love its extensive shopping malls which showcase all the world's top brands. Dubai's attractions don't end there. Dubai also caters to adventure lovers, who can jump in a 4x4 or on a board to speed over dunes outside the city. Local culture mustn't be forgotten either, and visitors have wonderful mosques to visit and old districts to explore. All that combined means that a flight to Dubai is sure to lead to an unforgettable holiday.
When visiting Dubai, be sure to:
- Go to the observation deck of the Burj Khalifa, the tallest building in the world.
- Admire the intricately beautiful Grand Mosque, which has the tallest minaret in the city.
- Understand the local history and culture with a visit to the Dubai Museum.
- Discover objects from the 6th century at Jumeirah Archaeological Site.
- Go skiing – That's not a joke, the Mall of the Emirates houses a snowdome.
- Go shopping at the Mall of the Emirates or the Dubai Mall.
- Explore the desert surrounding the city – either by 4x4 or atop a camel.
- Eat fantastic seafood at Dubai Marina.
- Cool off at the Wild Wadi Waterpark.
- Marvel at gorgeous Arabic calligraphy at Jumeirah Mosque, the biggest in the city.
- Take a yacht tour around the artificial islands of Palm Jumeirah.
- Haggle for souvenirs in one of the city's souks.
- Wander around the traditional building in Bastakiya District.