436217 SE Retail Management Implementation
winter semester 2021/2022 | Last update: 04.08.2021 | Place course on memo listATTENTION: 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
participation requirements see curricula
Very good knowledge of statistics!
Parts of the course (Guest Lectures) are held in German.
- SDG 4 - Quality education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
- SDG 9 - Industry, Innovation, and Infrastructure: Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.
- SDG 12 - Responsible consumption and production: Ensure sustainable consumption and production patterns.