436214 VO Strategie-, Informations- und Wertkreationsprozesse (Handel)
Wintersemester 2009/2010 | Stand: 05.03.2010 | LV auf Merkliste setzen436214
VO Strategie-, Informations- und Wertkreationsprozesse (Handel)
VO 2
3,5
Prerequisites: You need "Strategy and Marketing" and 4 other basic courses.
Profound knowledge in statistics is required.
Block
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
first exam:
Levy, Michael and Barton A. Weitz (2009): Retailing Management,
Chapters: 1, 2, 3, 6, 7, 8,
Malhotra, N.K. and D.F. Birks (2003), Marketing Research - an applied approach
london: pearson education
Chapters: 12,14,15,17-20
Reader is available in the Marketing office (room# o.3.23) or in the STUDIA.
A statistic tutorial will be offered on October 8-9 or 10-11. Registration at the secretary office is necessary. Costs will be 35,-€
first exam!
Beginn: 07.10.2009 siehe Seminar
Beginn: 07.10.2009 siehe Seminar
siehe Termine SE, wenn keine TVR Buchung