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Institut für Management und Marketing Institut für Management und Marketing

Ass.-Prof. i. R. Mag. Dr. Eva Thelen Ass.-Prof. i. R. Mag. Dr. Eva Thelen

436213

PS Strategie-, Informations- und Wertkreationsprozesse (Handel)

PS 2

4

Prerequisites: You need "Strategy and Marketing" and 4 other basic courses. Profound knowledge in statistics is required.

wöch.

semestral

Englisch

The focus of this course is retail markets. The “goods” a retail company sells are not merely the articles in the assortment but the store itself with its store atmospherics and services. The combination of assortments and other store characteristics creates benefits for its customers. Students should learn what it needs to systematically develop and sustain attractive store brands for customers. This implies knowing how to gather information about what consumers perceive as valuable, how to translate this information into successful store concepts and how to design efficient retail marketing policies.

The world of Retailing Retail brand strategy Retail brand strategy Retail format and formula development Site selection Assortment planning Buying systems Merchandise presentation

group presentations, individual case study, class participation, final exam

tba in class!

Beginn: Vorbesprechung am 04.03.2009 um 12.00 Uhr SR 12