436217 SE Retail Management Implementation

winter semester 2020/2021 | Last update: 28.09.2020 Place course on memo list
SE Retail Management Implementation
SE 4
each semester

ATTENTION: Knowledge of the German language is required!

The main objective of the retailing specialization in marketing is to help students learn what it needs to systematically develop and sustain attractive retail brands for customers.

The “goods” a retail company sells are not merely the articles in the assortment, but the store itself with its atmospherics and services. The combination of assortments and other store characteristics creates benefits for its customers. This implies knowing how to gather information about what consumers perceive as valuable, how to translate this information into successful store concepts and efficient retail marketing policies to develop strong retailer brands.

Retail innovation, Store design and Merchandise presentation, Controlling,  Communication, Digital Communication, Retail 4.0 (Retailing Platforms, online-stores, internet of Things), Internal branding & Human resource management

input, discussions, persentations, project work, guest speakers, learning journals, excursion

active participation, presentations, learning journals, company project, final exam

tba in class

participation requirements see curricula

Very good knowledge of statistics!

Parts of the course (Guest Lectures) are held in German.

restliche Termine gemeinsam mit VU 436212, sh. Termine VU 436212