LFU:online

Institut für Management und Marketing Institut für Management und Marketing

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

3,5

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

input, discussions, case studies, guests

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

Marketing-Literature: Dubois, P.-L., Mühlbacher, H., Jolibert, A. (2007) Marketing Management – A Value-creation Process, Hampshire: Palgrave Macmillan Chapter 1-4 (ohne Toolboxes) Statistic-Literature: Malhotra, N. (2004). Marketing Research - An Applied Orientation, 4th Edition. Pearson Education International. Chapter 15 (pp. 424-465), Chapter 16 (pp. 466-493), Chapter 17 (pp. 494-531) The literature is already in the secretariat or in the Studia as a master copy.

Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required. A positive grade in the first exam including statistics is mandatory! Tutorial in Statistics is offered! 01.10.2012 HS2 08:00-9:45 Uhr - ALLE (Theorie) 01.10.2012 U2 10:15-13:15 Uhr - Gruppe 1 (PC), 13:45-16:45 Uhr - Gruppe 2 (PC), 17:00-20:00 Uhr - Gruppe 3 (PC) Zuerst soll Gruppe 1 und 2 gefüllt werden!!! 02.10.2012 HS3 11:00-16:45 Uhr - ALLE (Theorie) Please register in the office "Marketing"! EURO 35,00
Beginn: VB am Mi, 03.10.2012, 13:00-13:45, SR 12

Do, 31.01.2013; 15:00 - Open End - Project Pres., to be announced
FR, 12.10.2012, 10:00-12:00 Uhr, First Exam, HS 2, SOWI
jeden Dienstag von 09:00-12:00 Uhr Projektcafé, Spitz (Marketing-Institut)