436212 VO Strategy-, Information- and Value-Creation-Processes (in Retailing)
winter semester 2014/2015 | Last update: 08.10.2014 | Place course on memo list436212
VO Strategy-, Information- and Value-Creation-Processes (in Retailing)
VO 2
4
Prerequisites: You need "Strategy and Marketing" and 4 other basic courses.
Profound knowledge in statistics is required.
weekly
each semester
English
The focus of the basic module is retail markets and their value-creation processes. We will introduce the world of branding to you and concentrate on the positioning and brand building process, discuss store choice behavior, buying systems, assortment planning and pricing.
Particular emphasis will be put on a practice-oriented view, which includes extensive discussions on the consequences of the various perspectives for retail management, project work, and direct encounters with managers and entrepreneurs.
The world of Retailing
Retail brand strategy
Retail brand strategy
Retail format and formula development
Site selection
Assortment planning
Buying systems
Merchandise presentation
Lecture, assessment is based on a single examination at the end of the course.
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)
Profound knowledge in statistics is required.
Profound knowledge in statistics is required.
08.10.2014
siehe Termine SE, wenn keine TVR Buchung