Retail Merchandising - CTE Online Model

by CTE Online Admin

This course combines classroom and community classroom instruction to prepare students for employment in the retail industry. Training will include elements of the sale, types of retailing, types of merchandise, customer relations, merchandising, pricing, inventory control, visual merchandising, operations, promotional elements, and human resources. Emphasis is placed on real world application of learning through work experience in the community. Employability skills emphasized include: preparing for employment, business attitudes, work habits and attendance.

From CALPADS: Intermediate Professional Sales (Concentrator)

This concentrator course content builds on Introduction to Marketing, Sales, and Service content. Knowledge and skills in theory and practice of sales designed to provide a professional foundation to those involved in personal selling careers, including the fundamentals of personal selling with an emphasis on customer behavior, persuasive presentation of ideas, products and services, and developing sales goals are covered. Students demonstrate the acquisition of content through the development of sales forecasts, presentations, etc. to drive sales activities.

Program Information
CTE Certification Elements
Standards
California English Common Core Standards (1)
California's 2008 CTE Standards (45)
California Academic Content Standards (16)
Competencies / Outcomes

In this course, students will:

  • Define the term retailing.
  • Explain the differences between goods and services.
  • Identify channels of distribution.
  • Understand how retailers are categorized.
  • Describe the types of business ownership.
  • Identify the types of store based retailers.
  • Understand the types and significance of service retailers.
  • Explain the role of multi-channel retailing and it's importance in retail profitability.
  • Identify the types of non-store retailers and the elements of an e-tail site.
  • Define target market including demographic, geographic and psychographic considerations to segmen the marketplace.
  • Explain why strategic planning is important in retailing.
  • Understand the elements of a strategic plan including a SWOT analysis.
  • Describe competitive advantage.
  • Explain the role of the buyer.
  • Understand buying considerations including what to buy, when to buy and how much to buy.
  • Discuss the factors a retailer should consider when estabishing pricing objectives.
  • Describe the differences between pricing policies.
  • Calculate markup and markdown.
  • Demonstrate knowledge of pricing mark-up and mark-down.
  • Take stock counts.
  • Practice proper areas of: rotating facing, re-ticketing, colorizing, sizing, merchandising, and housekeeping.
  • Explain importance of proper store layout as it relates to store space.
  • Idenitfy and understand the selection criteria for the location types for store based retailers including business districts, shopping centers/malls, freestanding units, and non traditional locations.
  • Understand the location options for nonstore based retailers.
  • Define a trade area.
  • Explain the importance of traffic for a retail business.
  • Explain store image.
  • Discuss the importance of store design and layout.
  • Understand the relationship between store image, design and layout.
  • Describe why store design is so important to the success of a store.
  • Explain the use of various types of fixtures, merchandise presentation methods and techiniqes to increase sales productivity.
  • Discuss the purpose of visual merchandising.
  • Complete and create a display.
  • Practice and utilize display merchandising.
  • Identify the types of promotion.
  • Define the promotional mix.
  • Explain the types of advertising.
  • Understand the types of sales promotion.
  • Examine promotional objectives.
  • Explain the concept of publicity.
  • Identify, compare and use basic sales approaches.
  • Create a pleasant atmosphere for selling.
  • Identify and discuss product information.
  • Determine a custome's buying motives and needs.
  • Demonstrate how to direct customers to other services.
  • Employ suggestion selling and trade.
  • Demonstrate closing the sale.
  • Identify features and benefits.
  • Demonstrate appropriate sales practices including basic sales approaches, a pleasant selling atmosphere and directing a customer to other services.
  • Assist the customer in making a decision.
  • Demonstrate all aspects of customer service including handling complaints, follow-through on commitments, and response to customer needs.
  • Demonstrate skills in listening, adding open-ended questions.
  • Demonstrate skills in informing customers of return/exchange policy, lay-aways, packaging merchandise properly, and reviewing current advertising and promotions.
  • Identify the characteristics and styles of store managers.
  • Describe the role of the manager.
  • Understand retail code of conduct relating to ethical and legal matters.
  • Describe the role of management in daily store operations.
  • Explain the importance of the relationship management has with its employees and customers.
  • Identify desirable personal characteristics for a career in retailing.
  • Describe career opportunities and career paths in retailing.
  • Examine sources related to retailing careers.
  • Determine methods to prepare for a retail career.
Units

Orientation

Students are instructed in classroom policies and procedures. All students are required to sign a behavioral contract and meet a score of 100% in the assessment of this unit to continue on with the course.

2 class periods
2 Hours

The Retail Business

What is retailing, types of retail businesses, store-based retailing, e-tailing and non store retailing are explored in this unit.

25 class periods
25 Hours

Retail Market Strategy

Consideration of the target market and obtaining a competitive advantage will be the focus of this lesson. Students will examine strengths, weaknesses, opportunities and threats in the marketplace.

10 class periods
10 Hours

Buying and Pricing Merchandise

Selection of merchandise sources, vendors and types of discounts, effective methods of deterring theft and pricing policies and formulas will be examined.Optimizing the merchandise mix including, variety, breadth, and depth will be explored

14 class periods
14 Hours

Site Locations and Selection

Location of store-based retailers including central business districts, shopping malls/centers, free standing and nontraditional choices are examined to meet the needs of the target market.

8 class periods
8 Hours

Store Design and Visual Merchandising

Students will explore the importance of visual merchandising, including planning the store layout and creating displays through the use of color, lighting, technology, and interactivity to move the customer through the selling process.

10 class periods
10 Hours

Promotion and Advertising

Students will explore the elements of promotion including advertising, sales promotion, personal selling, publicity and public relations. The relationship of promotion with the other elements of the marketing mix will also be examined.

20 class periods
20 Hours

Selling

Students will understand the selling process, psychological steps of the sale, and product features and benefits tas well as the role of the salesperson in creating customer loyalty.

25 class periods
20 Hours

Customer Service

Students will explore the aspects of successful customer service including building relationships, and transaction services (credit, layaway, gift wrapping, personal shopping, returns, delivery and post sales followup)

8 class periods
8 Hours

Store Management

Students will examine the policies and procedures necessary for store operations. These will include resources, procedures, and internal controls necesary for the store to operate day to day. Human resources will be included in this unit covering selecting, retaining, developing, and training employees. Legal and ethical considerations, effective supervision and working well with others will also be explored.

10 class periods
10 Hours

Exploring Careers in Retailing

Students will become familiar with opportunities within retailing. Topics will include how to prepare for a career, starting your career, and getting a job in the field.

15 class periods
15 Hours

Employment Portfolio

The lessons in this unit will consist of activities that teach the student how to write a portfolio for a student organization or for a future job.

Classroom
10 Hours