Module “International Strategies and Retail Marketing”

Module representative
Professor Dr. Prof. h.c. Bernhard Swoboda (10 credits)

Qualifying goals
After finishing the module “International Strategies and Retail Marketing”, students should have a profound knowledge of market-oriented internalization and its corresponding decisions (international strategies, selection of international markets/customers, market entry strategies, and options of marketing-mix design). Those are presented following a dynamic perspective and with a view to, but not limited to, the consumer goods industry. Furthermore, the design of offline, online and omnichannel retailing regarding “customer experience and customer loyalty” will be discussed (e.g., Location-, Assortment-, Price-, Retail-Brand-, In-store-, Communication-, and Service-Management). Insights into Cloud-, CRM-, and enterprise resource planning as well as collaborative supply chain design between manufacturers and retailers are provided. Students should be able to reflect contents practically and at the same time based on current international research findings. Occasional/specific seminars increase the knowledge on how to write research papers; also a good training for the later master thesis or even a doctorate.

Participation requirements
Formal: none
Content: The module “Retail Management and B2C-Marketing” has to be completed successfully.

Application of the module (for other programs)
no

Within the module “International Strategies and Retail Marketing” the Chair offers four alternative lectures, of which two are to be chosen (unless otherwise stated, the first two lectures are relevant):

  • International Strategic Marketing
  • Retail Marketing and Supply Chain Management
  • International Marketing-Mix Design
  • Selected topics in Retail Marketing or Distribution.

International Strategic Marketing

IM

Type
Lecture, 2 SWS, 5 credits

Lecturer
Professor Dr. Prof. h.c. Bernhard Swoboda/Research assistants

Scheduling
Each summer semester

Content
This course takes into account the sales-side entrepreneurial internationality, which - beyond manufacturing companies - increasingly extends to trading and service companies, both offline and online. Selected challenges of internationalization (such as its dynamics, its multiple environment- and company-specific determinants) and approaches that contribute to explaining internationalization are dealt with. Students will be enabled to critically reflect on the competitive core decisions of international industrial, service and trading companies, especially with regard to decisions on international strategy, market selection, market entry strategy and market development options. Multiple case studies and examples underpin the examination of the challenges that German companies in particular successfully manage. The course also includes the study of a manageable number of international research studies, based on self-study - parallel to the course dates. They support the professional training for working in international companies.

As a basis for this lecture, you will receive a collection of charts and readings.

Retail Marketing and Supply Chain Management

HM

Type
Seminar/Exercise, 3 SWS, 5 Credits

Lecturer
Professor Dr. Prof. h.c. Bernhard Swoboda

Scheduling
Each summer semester

Content
This course focuses on core decisions in retail marketing and/or supply chain management for offline, online and omnichannel companies. The most important trade marketing instruments are taught in an overview from a strategic corporate and a behavioral customer impact perspective (location, assortment, price, private label, in-store, communication and service decisions). In Supply Chain Management, the focus is on vertical relationships in the consumer goods industry, starting from an institutional perspective in the sense of the interconnectedness of value chains with a view to consumers, competition and the respective vertical partners (manufacturers or retailers). The abundance of practically relevant topics and players (e.g. also online pure players) facilitate the assignment of specific seminars. In these, you will learn how to write contributions, but also how to deal with specific detailed topics in depth; both as preparation for a later master's thesis and later work in practice. This is the most diverse and at the same time most practical course of the professorship.

As a basis for this lecture, you will receive a collection of charts and readings.

Selected topics in Retail Marketing or Distribution

Type
Seminar/Exercise, 2 SWS, 5 credits

Lecturer
Professor Dr. Prof. h.c. Bernhard Swoboda/Research assistants

Scheduling
Each summer semester

Content
This course addresses selected topics, e.g. concerning trade marketing or distribution/sales management of companies. The discussion of current challenges in corporate practice and research is the constitutive characteristic of the course, which can also be offered by lecturers.