Retail Management

Type and scope of the course:

Lecture, 2 SWS, Credits: 6




Target group:

BWL B.Sc. 4-6, WiInf B.Sc. 3-6, VWL B.A. 3-6




Course language:

German




Recommended previous knowledge:

Module B.WIWI-BWL.0005 “Marketing”




Admission requirements:

No admission requirements




Time and place:

Lecture: Thursdays, 2:15 – 3:45 p.m., Room: ZHG 103.

The lecture takes place in person.

Slides, literature, and recordings are available for download on StudIP.

Exercise: Tuesdays, 4:15 – 5:45 p.m., Room: ZHG 001.




Start of the course:

Lecture: 24.10.2024

Exercise: tba




Learning outcomes / core skills:

After successfully completing the course, students will be able to describe and utilize the theoretical fundamentals of retail management. Additionally, they will know the methods and tools required for marketing-mix decisions in the retail environment and will be able to apply and critically evaluate them.




Contents of the lecture:

· Decisions in retailing

· Location decisions

· Assortment decisions

· Pricing decisions

· Communication mix

· Store Design

· Customer Service




Contents of the exercise:

Case studies regarding store location, retail format, assortment, pricing, communication, store design, and online shop design.




Examination:

Written Exam (90 minutes), 6 Credits




Date of written exam:

Thursday, 13.02.2025, 2:15 – 3:45 p.m., Room: ZHG 010.




Examination requirements:

Demonstration of skills in analyzing selected issues of retail management. Mastery of tools used in configuring the marketing mix of a retail business. Critical discussion of the outcomes of these tools.




Recommended references:

• Müller-Hagedorn, L. & Natter, M. (2011). Retail Marketing (5th ed.). Stuttgart, pp. 434-455.


• Müller-Hagedorn, L., Toporowski, W., & Zielke, S. (2012). Der Handel (2nd ed.). Stuttgart, pp. 33-73, 139-170, 450-455, 476-751.


• Popkowski Leszczyc, P.T.L., Sinha, A., & Sahgal, A. (2004). The effect of multi-purpose shopping on pricing and location strategy for grocery stores. Journal of Retailing, 80, pp. 85-99.

Accompanying module:

Retail Management Exercise




General references:

Credit points: This course is part of the specialisation "Marketing and E-Business" in the Bachelor's programme in Business Administration.

Examination performance: Written exam




Link to the course in the course catalogue