PDD-UKTPT Bidang Pengajaran - Serdos 2025 - Fikri Farhan- Universitas PGRI Yogyakarta

Summary

In this university lecture on Retail Management, Professor Fikri Farhan introduces the course, detailing the learning outcomes and evaluation methods. Students will explore the retail business's role in distribution, consumer behavior, and operational strategies. The lecture covers retail management concepts, including the importance of retailers in the supply chain, examples of retail businesses, and the challenges posed by the digital native generation. The class also discusses top retail brands and their strategies. Assignments include analyzing a retail business and understanding the challenges faced by retailers in the digital age.

Takeaways

• 😀 Retail Management course aims to provide students with a comprehensive understanding of managing retail businesses, both conceptually and practically.
• 😀 The course is offered in the 6th semester for management students and carries 3 SKS credits.
• 😀 Key learning outcomes include understanding retail business scope, analyzing consumer behavior, identifying retail strategies, and learning merchandise and operational management.
• 😀 The course assessment is based on attendance (15%), individual assignments (20%), presentations (25%), participation and discussions (20%), quizzes (10%), and final exams (10%).
• 😀 Major textbooks include *Retailing Management* by Michael Levi and Burton Aits and Grew (2023) and *Manajemen Ritel* by Utami Kristina Widya (2017).
• 😀 Retail is defined as business activities aimed at selling goods or services directly to consumers for personal or family use.
• 😀 Retail management involves managing the financial, marketing, human resources, and operational aspects of a retail business.
• 😀 Retail connects producers and consumers in the supply chain, ensuring goods and services reach end customers in an efficient and accessible manner.
• 😀 Students were encouraged to think about what comes to mind when they hear the word 'retail,' with examples including street vendors and online platforms like Shopee Food.
• 😀 The course discusses the importance of retailers in adding value, such as offering products in smaller quantities, providing services, and ensuring product availability.
• 😀 The course also highlights the impact of digital natives (Generation Z) on the retail industry and the challenges retailers face in meeting their needs.

Q & A

What is the main purpose of the Retail Management course taught by Fikri Farhan?

The main purpose of the Retail Management course is to provide students with both conceptual and practical understanding of retail business, including strategic and operational aspects, enabling them to effectively manage retail operations.

Who is the target audience for this course and how many credits does it carry?

The course is designed for 6th-semester students in the Bachelor of Management program, carrying 3 SKS (credits).

What are the expected learning outcomes for students taking this course?

After completing the course, students should be able to: 1) Explain the scope of retail business and its role in distribution and supply chains, 2) Analyze consumer shopping behavior and its impact on retail strategies, 3) Identify and explain retail strategies including marketing, location, and pricing, and 4) Describe principles of merchandise management and store operations.

How is student performance evaluated in this course?

Evaluation is based on attendance (15%), individual assignments (20%), presentations (25%), participation in discussions (20%), quizzes (10%), and final exams (UAS) (10%).

What are some of the key references for this course?

Key references include: 1) Levi Michael, Burton, Aits, & Grew (2023) 'Retailing Management', 2) Utami Kristina Widya (2017) 'Manajemen Retail: Strategi dan Implementasi Operasional Business Retail Modern di Indonesia', and 3) the lecturer's own research on consumer behavior regarding halal food products.

How is 'retail' defined in the course?

Retail is defined as a series of business activities that add value to products and services sold directly to end consumers for personal or family use. The term originates from the French word 'retailier', meaning to cut or break something into smaller units.

What is 'retail management' according to the course?

Retail management refers to all efforts in managing retail businesses, including financial, marketing, human resources, and operational management, aimed at selling products or services to end consumers.

What role does retail play in the supply chain?

Retail serves as the key link between producers, wholesalers, and end consumers. Retailers add value by providing a variety of products, services, smaller purchase quantities, convenience, and facilitating consumer access to goods and services.

Can online services and banks be considered retail businesses?

Yes, online services like Shopee Food and banks such as Bank PPD can be considered retail because they deliver products or services directly to end consumers, either physically or digitally.

Why is retail necessary even though consumers could buy directly from producers or wholesalers?

Retail is necessary because consumers often face constraints such as distance, time, and quantity requirements. Retailers allow purchases in smaller amounts, provide convenience, and extend market reach for producers.

What assignments are given to students to reinforce understanding of retail?

Students are assigned to: 1) Visit retail stores (offline or online) and identify how these retailers add value to products or services, and 2) Analyze challenges faced by retailers in serving digital-native (Gen Z) consumers.

Give examples of both conventional and online retail brands in Indonesia mentioned in the course.

Conventional retail examples: Indomaret, Alfamart, Superindo. Online retail examples: Shopee, Lazada, E Genzil. Fashion brands include Uniqlo, Nike, and SMM Adventure.