• Morschett Dirk

• Ulrich Nik Alfons

Retailing is the gatekeeper to the customer; without retailing, no brand product would reach the consumer. Companies like Zara, Sephora, Decathlon, Coop, Lidl, The Home Depot, Best Buy and many more are not only a part of the distribution chain but have a powerful position in the value chain and their own sophisticated strategies. Apple, Dyson, Nike and others open their own stores and online-shops.

Thus, whether you want to work in retailing or in the consumer goods industry, each management student should have a good understanding of this essential part of the value chain.

In the last years, digital commerce is a mega-trend, often driven by technological developments and new IT solutions. However, even though the tools and channels are in a state of change, most principles of retailing remain valid. For successful digital commerce as well as for successful store-based retailing, the basics are the same. These basics with regard to retail marketing and management are discussed in this course. The course is, therefore, also an optimal basis for the course “Digital Commerce” that is offered each spring semester.

In the course, trends in retailing are presented, the different retail formats are described and their competitive advantages analysed. Instruments of retail marketing (assortment, pricing, CRM, etc.) are explained. The strategic management of retailers is analysed, with aspects such as the relationship between manufacturers and retailers along the distribution chain, retail alliances, growth strategies of retail companies and internationalisation strategies.

The current topics of sustainability in retailing and of innovation management of retail companies are newly integrated into the lecture.

Students should get a comprehensive understanding of the essential functions of retailing as well as of strategies of retailers and relevant aspects of the management of a retail company. They should become familiar with the most important models, methods and tools in retail management.

Students should become familiar with the most important facets of globalization and its influence on company management as well as with the most fundamental models, methods, and tools in international management.

Zentes, Joachim; Morschett, Dirk; Schramm-Klein, Hanna: Strategic Retail Management, 3rd ed., (Gabler) Wiesbaden 2017.

Examination time: 60 min.

Examination time: 60 min.