Prof. Dr. Waldemar Toporowski
Judith Derenthal, M.Sc.
BWL B.Sc. 4-6, WiInf B.Sc. 3-6, VWL B.A. 3-6
Recommended previous knowledge:
Module B.WIWI-BWL.0005 “Marketing”
No admission requirements.
Learning outcome / core skills:
After successful completion of the course students are able to describe and make use of the theoretical fundamentals of retail management. Additionally, students know the methods and tools that are required for marketing-mix decisions in the retail environment and are able to apply and evaluate them critically.
Contents of the lecture:
- Decisions in retailing
- Location decisions
- Assortment decisions
- Pricing decisions
- Communication mix
- Store Design
- Customer Service
Lecture: Thursday 2:15 - 3:45 p.m., room ZHG 103.
Written Exam: 90Min (6CP)
Examination requirements: Students should be able to analyze selected issues in retail management. Further, should be able to use the instruments of a retailer´s marketing-mix and discuss the outcomes of the instruments critically.
Date of written exam: 15.02.2024, 2:15 - 3:45 p.m., ZHG 010.
Recommended references for the lecture:
- Müller-Hagedorn, L. & Natter, M. (2011). Handelsmarketing (5. ed.). Stuttgart, 434-455.
- Müller-Hagedorn, L., Toporowski, W., & Zielke, S. (2012). Der Handel (2. ed.). Stuttgart, 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, 85-99.
Contents of the exercise:
Case studies regarding the store location, retail format, assortment, price, communication, store design, and design of online shops.
Date of exercise coures: Tuesday 4:15 - 5:45 p.m, ZHG 001
Acquiring credit points: The course is part of the specialisation "Marketing and E-Business" in the Bachelor's programme in Business Administration.
Examination performance: written exam
Information about the lecture can be found in the Module description in module catalogue.