Track
Service Management
Duration
30 hours
Skill Level
Beginner
Language
English
About this Course
Gain practical insights into retail operations, consumer behavior, and effective sales strategies.
Learning Mode: Learn at ALC or at Home
Detailed Course Curriculum
Hands-on module breakdown aligned with MKCL production standards and industry requirements.
- Introduction to Retail in India
- Introduction to Retail
- History of Retail
- Prevalence of Retail in the Modern World
- Importance of Retailers
- Introduction to Retail in India
- Retail Industry : Overview
- History of Indian Retail
- Modern Indian Retail Formats
- Introduction to Retail Operations and Key Terminology
- Wholesale
- Logistics
- Inventory
- Supply Chain
- Procurement
- Barcodes
- Chargebacks
- Coupons
- Merchandise
- Markdown
- Markup
- Charge Slip
- Sale
- Credit
- Trade Discount
- Stock Keeping Unit
- E-Wallet
- Point of Sale (POS)
- Introduction to Types of Retailers
- Convenience or Mom and Pop Stores
- Departmental Stores
- Shopping Malls
- Discount Stores
- Supermarkets
- Street Vendors
- Online Stores
- Introduction to Types of Business Ownerships
- Sole Proprietorship
- Partnership
- Limited Liability Partnership (LLP)
- Private Limited Companies
- Who Should you Partner with?
- Types of Capital
- Communication Skills I
- Communication Skills II
- Introduction to the Four P’s of Marketing
- The Four P’s of Marketing
- Product
- Price
- Place
- Promotion
- The Three New P’s of Marketing
- People
- Process
- Physical Evidence
- The Promotional Mix in Retail Marketing: Scenario
- What is a Promotional Mix?
- Introduction to the Promotional Mix in Retail Marketing
- Need and objectives of promotional mix
- Promotional mix strategies: Planning and implementation of
- Elements of promotional mix
- Scenario: Retail Marketing Collateral
- Introduction to Retail Marketing Collateral
- Signage
- Advertising
- Coupons
- Digital Marketing
- Introduction to Customer Service in Retail
- Strategic Advantage Through Customer Service
- Challenges in Providing Consistent High-Quality Service
- Customer Service Approaches
- Key Takeaways
- The Gaps Model
- The Knowledge Gap
- The Standards Gap
- The Delivery Gap
- The Communication Gap
- Introduction to Relationship Marketing
- Recognising the Seriousness of a Customer’s Concerns
- Empathise with the Complaint
- Gaining the Customer’s Respect
- Repeat Business
- How to Cater to & Look After the Needs of Current Customers
- Consumption History and Products Consumers Need
- Introduction to Customer Relationship Management (CRM)
- Overview of CRM Process
- Generating and Managing Customer Database
- Privacy and CRM Programs
- Identifying Regular Customers and Providing Services
- Customer Pyramid
- Personalisation
- Implementing CRM
- Customer Lifetime Value
- How to Calculate CLV?
- Importance of CLV
- How to Increase CLV?
- Customer Lifetime Value: Case Study
- Introduction to Building Strong Brands
- How to Make Branding Work
- Role of Brands in Retail
- Scope of Branding
- Brand Equity
- Introduction to Problem Solving
- What is Problem Solving?
- Stages of Problem Solving
- Skills Needed for Problem Solving
- Use of Resources to Manage Knowledge
- Introduction to Problem Solving
- How Technology Helps Solve Retail Problems
- Product Availability
- Asking Questions
- 3D Technology
- Social Media
- Email Marketing
- Technology for Travel
- Cashless Payment
- Augmented Reality
- Crowdsourcing
- Scenario: Handling Difficult Customers
- Introduction to Handling Difficult Customers
- Introduction to Sales
- What is Selling
- Types of Sales
- Importance of Sales in Industry and How it Drives the Organisation
- How Sales Organisations are Structured
- Introduction to Types of Sales
- Push Marketing
- Pull Marketing
- Solution Selling
- Introduction to Ethical and Sustainable Retailing
- Ethics in Retailing
- Sustainable & Green Retailing
- Dignity of Labour
- Equal Treatment of Customers
- Instil Values in the Workplace
- Controlling Food Wastage
- Arohana: Interview
- Introduction to Organisational Structure in Retail Organisations
- Organisation of a Single-Store Retailer
- Organisation of a National Retail Chain
- Organisational Design Issues
- Introduction to Careers in Retail
- Intermediate Jobs: Overview
- Client Service Representative
- Skills Needed
- Entry-Level Jobs: Overview
- Cashier
- Management Jobs: Overview
- Store Manager
- Skills Needed
- Buying and Merchandise Jobs: Overview
- Visual Merchandise
- Skills Needed
- Entrepreneurial Opportunities
- Definition- Consumer
- How to Study Consumer Behaviour
- Types of Consumer Behaviour
- Factors that Influence Buyer Behaviour
- Social Factors
- Personal Factors
- Gwalior Suiting Ad
- Raymond Ad
- Psychological Factors
- New Emerging Lifestyles of the Urban Consumers
- Introduction to Consumer Behaviour
- Definition of Consumer Behaviour
- Explanation of Consumer Behaviour
- Terms of Consumer Behaviour
- Need of Studying Consumer Behaviour
- Introduction to the Buying Process
- The Buying Process
- Need Recognition
- Stimulating Need Recognition
- Information Search
- Introduction to Buying Decisions
- Buying Decisions
- Brand Loyalty
- Social Factors that Influence Buying Decisions
- Introduction to Merchandising
- Retail Merchandising
- Retail Merchandising: Tips and Tricks
- Cross Merchandising
- Visual Merchandising
- Agrikatta: Interview
- Introduction to Visual Merchandising
- What is Visual Merchandising
- Fixtures
- Presentation Techniques
- Creating a Pleasing Atmosphere
- Keeping Competition at Bay
- Introduction to Merchandise Planning
- Merchandise Category- The Planning Unit
- Evaluating Merchandise Management Performance
- GMROI
- Measuring Sales to Stock Ratio
- Merchandise Management Process
- Forecasting Sales
- Introduction to Understanding Fashion
- Customer Needs Satisfied by Fashion
- Stages in the Fashion Life Cycle
- Creation
- Adoption by Fashion Leaders
- Spread to Large Consumer Groups
- Saturation
- Decline in Acceptance and Obsolescence
- Introduction to Brand Switching
- Reasons for Switching Brands
- Price Does not Match Value
- Brand Fatigue has set in
- Poor Customer Service
- Poor Knowledge of Target Audience
- How to Avoid Brand Switching
- Introduction to Product Category Management
- 8 Step Process of Category Management
- The Reasons for the Emergence of Category Management
- Components of Category Management
- Role of a Category Manager
- Introduction to Store Layout and Design
- Grid Layout
- Racetrack Layout
- Free-flow Layout
- Signage and Graphics
- Feature Areas
- Dressing Rooms
- Billing
- Planograms in the Retail Industry
- Introduction to Target Setting
- Concept of Sales Target
- Types of Sales Target
- Setting Realistic Sales Targets
- Having and Maintaining an Optimistic Mindset
- Introduction to Measuring Performance Objectives
- Principles of Performance Objectives
- Setting Performance Objectives: Top-Down Vs. Bottom-Up Processes
- Types of Measures
- Assessing Performance
Eligibility Criteria
• Basic knowledge of computers and keen desire to build skills in this field.
• Open to students, job seekers, and working professionals.
• Open to students, job seekers, and working professionals.
Official Certification
• Official MKCL KLiC Certificate upon successful completion of the course and evaluations.
Work-Centric Learning Approach
• Step 1: Learners are given an overview of the course and its connection to life and work
• Step 2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step 3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step 4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step 5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step 6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step 7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step 8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step 9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step 10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step 11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step 12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!
• Step 2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step 3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step 4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step 5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step 6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step 7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step 8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step 9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step 10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step 11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step 12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!
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Join our upcoming batch at ZICA Kalyani center with certified instructors.
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