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Institut für Management und Marketing Institut für Management und Marketing

Mag. Dr. Reinhard Prügl Mag. Dr. Reinhard Prügl

436215

VO Strategie-, Informations- und Wertkreationsprozesse (Handel) (Zusatzstunde)

VO 1

2,5

wöch.

semestral

Englisch

The focus of this course is retail markets. The “goods” a retail company sells are not merely the articles in the assortment but the store itself with its store atmospherics and services. The combination of assortments and other store characteristics creates benefits for its customers. Students should learn what it needs to systematically develop and sustain attractive store brands for customers. This implies knowing how to gather information about what consumers perceive as valuable, how to translate this information into successful store concepts and how to design efficient retail marketing policies.

The world of Retailing Retail brand strategy Retail brand strategy Retail format and formula development Site selection Assortment planning Buying systems Merchandise presentation

group presentations, individual case study, class participation, final exam

tba in class!

nur für C151 und C140
Beginn: VB 1. Märzwoche