Programme
| Pedagogy
| Curriculum|
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PROGRAMME CURRICULUM
1) Consumer Behavior
• What influences a Customer
• Shopping Attitudes & Behavior
• Stages in Customer Decision Making
Process
• Types Of Decision Making
• New Age Customer
2) Overview of Retailing
• The Retail Environment
• Impact of Retailing on the Economy
• Special Characteristics of Retailing
• Key Retail Drivers
3) Basics of Management Principles
• Finance & Accounts
• HR
• Communication
• Leadership
• Basics of Marketing
4) Store Planning & Store Design
Management
• Store Space Planning
• Store Design – Basics &
Rationale
• Store Layout Management
? Types of Store Layout
? Customer Circulation
• Functional Design Values
• Basic Store Formats
5) Visual & Creative Communications
• Color Psychology
• Forms
• Graphics
• Signage
• Lighting
• Fundamentals of Drawing & Design
6) Displays & POPs
• Mannequins
• Suitability
• How to dress them
• Usage of Display Forms
• Use of Props
• Collaterals
• POP materials
• POP Activities
• Displays / Product Corners
7) Range Planning & Merchandising
Presentation
• Basics of Merchandising
• Planograms
• Range Planning & Merchandising
Mix
• Range Presentation
• Styling
8) Store Fixture / Furniture
• Fixtures & Fittings (Different
Kinds)
• How to suit them to the product
• Fixture Design & Utility
• The Science of Shelving
9) VM Technologies
• Use of Information Technology in Visual
Merchandising
• Workshop on AutoCAD & other relevant
packages
10) URS
• Store Exterior
• Store Interiors – Display
• Floor Space Allocation
• Fixtures
11) Photography
• Understanding Photography
• Basic Rules of Photography
• Importance aspects of Photography
• Role of Photography in Visual communication
12) Research Methodology
• Marketing Research Ethics
• The retail processes
• Research design
• Data collection methods and forms
• Sample design and data collection
• Analysis and Interpretation of Data
• Presentation of research reports
13) Industry Live Project
• A 10 day deputation on a live industry
project on site.
14) Retail Branding and Brand Communications
• Basics of Brand Management
• Brand Marketing Strategy
• Brand Communications Strategy
• Branding Project
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