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Curriculum

The Post Graduate Certificate Programme in Retail and Shopper Marketing will include lectures and learning material on the following modules:

Module I - Introduction to management basics

  • Introduction to economics

  • Financial management

  • Culture and communications

Module II - Marketing and its disciplines

  • Introduction to marketing

  • Integrated marketing communications

Module III - Retail management

  • Retail evolution and environment

  • Retail formats

  • Online retail / e-tail

  • Multichannel - web, mobile and physical

  • Retail management functions

Module IV - Advanced retailing & shopper marketing

  • Essentials of shopper marketing and retail

  • Shopper behavior – understanding the complex decisions

  • IT in retail

  • Trip types and shopper types

  • Shopping currencies

  • Shopper marketing process

  • Retail media

  • Retail communications mix

  • Retail formats – Types of retailers

  • Category management

  • Merchandising and buying

  • Location and site selection

  • Visual merchandising, store design & layout

  • Store operations

  • Retail distribution and logistics

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