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Major Module II

Practical Applications in Retailing

Lecture (14266.0003)

Instructor: Dr. Peter Linzbach
Date: April, 5th, 2018 - May, 17th 2019
Time: Friday, 3:30pm - 7:15pm
Location: Room 410


First Exam:
Date: 20.05.2019
Time: 10 am - 11 am
Location: Lecture Hall XXIV (Renè-König-HS; Wiso-Building)

Second Exam:
Time: 10 am - 11 am
Location: Lecture Hall XXIV (Renè-König-HS; Wiso-Building)

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: 20.05.2019
Uhrzeit: 10:00 - 11:00 Uhr
Hörsaal XXIV (Renè-König-HS; Wiso-Gebäude)

2. Prüfungstermin:
Datum: 01.07.2019
Uhrzeit: 10:00 - 11:00 Uhr
Hörsaal XXIV (Renè-König-HS; Wiso-Gebäude)

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 provide relevant information on how modern international retailers build, develop, and position their formula on a national and international base. The focus will lie on a holistic view on all relevant areas and processes of the marketing mix ("4 P's"). The lecture covers the following topics:

Market Positioning

  • Market Analysis
  • Target Group Analysis
  • Target Group Selection

 Value Positioning

  • Product Range & Assortment Building
  • Price Range & Setting
  • Promotion & Communication
  • Merchandising (Store/Catalogue/Website)

Retail Brand Building

  • Selling Proposition
  • Brand Character
  • Brand Visualization
  • Brand Communication

Vertical Integration Process

  • Forward/Backward Integration
  • Private Labels

 Internationalization Multiplication Process

  • Cultures
  • Lifecycles

The general approach of the lecture will be to give 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 term paper will be held in English language.

Learning Objectives

The students...

  • are confronted with the practical implementation of theoretical knowledge,
  • learn about the daily managemnent approach in the retailing business,
  • conduct field research & practical solution/consulting development,
  • are introduced to English retail nomenclature.