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Major Module II

Practical Applications in Retailing

Lecture (14266.0004)

Instructor: Dr. Peter Linzbach
Date, Time and Location: see Klips


First Exam:
Date: tba
Time: tba
Location: tba

Second Exam:
Date: tba
Time: tba
Location: tba

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Written exams can be answered either in German or in English. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden.

1. Prüfungstermin:
Datum: N.N.
Uhrzeit: N.N.
Ort: N.N.

2. Prüfungstermin:
Datum: N.N.
Uhrzeit: N.N.

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Prüfungen anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Schriftliche Prüfungen können auf Englisch oder auf Deutsch abgelegt werden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


The lecture will firstly provide relevant information on the global structure of retail, the differences between different markets (like culture or live cycles) and their impact on internationalization. Secondly it will show how modern retailers develop, build, position or re-position their formula on a national and international base and provide a holistic view on all relevant areas and processes of the value proposition or marketing mix ("4 P's"). Finally it will consider the challenges from major disruptive changes in recent and forthcoming years and potential solutions. The lecture covers the following topics:

International Retail
•    Global Landscape & Success Drivers
•    Differences & Internationalisation

Disruptive Changes
•    Vertical Integration
•    Nonfood Digitisation
•    Food Online

Market Positioning
•    Market  & competitive Analysis
•    Target Group Analysis
•    Attractiveness & Accessibility

 Value Proposition
•    Product Range & Assortment Building
•    Price Range & Setting
•    Store Design & Merchandising (Store/Catalogue/Website)
•    Retail & Store Brand Building

The general approach of the lecture will be a short and rough academic introduction to each topic and provide international practical examples of leading retailers. These examples are based on the insights of the lecturers personal and international experience with regard to retail challenges, solutions, and management approaches. The goal is to have an interactive discussion in class which relies on the input from all participating students. The lecture and examination will be held in English language.
Learning Objectives

The students...
•    understand global retail, challenges and potential solutions 
•    are confronted with the practical implementation of theoretical knowledge,
•    learn about the daily managemnent approach retailing business,
•    conduct field research & develop practical solutions,
•    are introduced to English retail nomenclature.