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Date: 6 Feb 2019
Time: 11:30 am to 1:30 pm
Class: Second Year BCom & BBA
No. of students: 38
Faculty in charge: Prof Nazeer Pasha
Objective: To provide an overview of the functions and responsibilities of department store operations and retail management
Learning Outcome: The students combined theory with practice and acquired a first-hand, face-to-face experiences of what they are taught in Marketing.
The store manager, Mr. Ashok first briefed the students about the functioning of the store- right from the time the department store is opened to the time the store closes for the day.
Students went on a guided tour around the department store and realized the importance of the store location; store design and layout; store atmosphere; multi-brand and workforce diversity, visual merchandising and display; signage; store space management; inventory management techniques and the consumer behaviour.
With a rise to cutthroat competition, Mr. Ashok spoke about the marketing strategies they adopt to attract the customers to a departmental store and increase the sales.
In addition, students were informed the method the store prices items and displays them in the store, under what lighting, in what arrangement, and with what signs; the store handles cash and no credit, handles returns and refunds; manages its staff and maintains its premises; handles data about customers, products, sales, and revenue; and the way the customers are guided throughout their store experience, from entry to exit.
Some of the functions like accounts/financing exist at the corporate level; nevertheless the store accountant gave a gist about the stores ledger, recording details of stock movement, store accounts and inventory record. The store cashier also explained his primary role and duties and demonstrated his skills in midst of handling customers.
The educational trip combined theory and practice whilst putting the students marketing and accounting skills to the test.
