LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Mag. Dr. Günther Botschen Mag. Dr. Günther Botschen, +43 512 507 72511

436214

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: 06.10.2010, 12 Uhr, SR 12

siehe Termine SE, wenn keine TVR Buchung