Module "Omnichannel-Commerce, and International Branding"

Module representative
Professor Dr. Prof. h.c. Bernhard Swoboda

Each year (winter term)

Credit points

Qualifying goals
After completing the module, students should be familiar with the core strategic decisions of companies in omnichannel commerce and generally in the branded goods industry and be able to critically evaluate selected research papers. On the one hand, the module focuses on omnichannel commerce companies (which combine offline and online channels and touchpoints) and their competitive and overall corporate strategies. On the other hand, strong, international corporate and product brands are considered (as well as their interdependencies in branded goods, retail, or service companies). The latter serves as a basis for conceptual and empirical reflection on conceptual relationships and empirical tests (e.g., the logic of modeling, measurement, and evaluation). Students develop their problem-solving skills using exemplary research papers as well as their communication skills through short presentations on research from leading journals. The module prepares students for the research project and a Master thesis.

The module consists of two of the three courses (usually the first two courses).

a) Omnichannel-Commerce (Teaching language German):

The course addresses the strategic decisions in modern commerce firms that are increasingly integrating their online and offline sales channels and touchpoints. It therefore looks (institutionally) at online and offline retailing and (functionally) at respective distribution function in industrial firms. In addition to the basics and developments of online, offline and omnichannel commerce, competitive strategies (profiling/positioning in sectors, platforms/marketplaces, online pure players, channel integration and retail branding) as well as overall corporate strategies (diversification, internationalization, verticalization) are covered, as are the core decisions on assortment, promotion and supply chain-processes. Significant developments in IT, AI and sustainability are addressed within the topics. This course enables students to critically examine such strategic issues, underpinned by numerous examples, up to and including professional training for management positions in respective companies.

b) International Brand Management (Teaching language English):

This seminar and exercise-based course begins with an introduction to brand management (at the corporate and product level) and its international characteristics and influencing factors such as culture (for global vs. local brands). This is done in the lectured presentation and then on the basis of research papers, for example on product and corporate branding and the reputation of consumer goods manufacturers and omnichannel retailers. Based on the papers, the structure of scientific studies (focus, research gap/questions, research contribution, structure of the study) as well as their modeling and empirical verification (sampling, measurement, method, results) are conveyed. The course is characterized by the understanding, presentation, and discussion of research papers by students, based on self-study parallel to the course dates. The procedure for empirical testing is taught through own calculations in small groups, which provides an excellent preparation for the empirical research project and a Master thesis.

c) Selected Topics (Alternative; in E- and I-Commerce; Teaching language German):

This seminar addresses selected topics, e.g., online pure players and platforms/marketplaces, and their marketing or supply chain management. The discussion of current challenges such as the use of IT and AI in business practice and research is a constitutive feature of the course, which can also be offered by guest lecturers.

Types of courses
Course a): Lecture, with basic literature and guest lectures. Courses b) and c): Seminar with presentations and coached study.

Buch: Handelsmarketing