This course explores the strategic and operational foundations of retail management and marketing, highlighting the sector's essential role as the gatekeeper to the consumer. Students will analyze diverse retail formats, key marketing instruments like pricing and CRM, and strategic topics including manufacturer-retailer relations, internationalization, and sustainability. Because the fundamental principles of successful retailing remain constant across both physical and digital channels, this foundational course is ideal for careers in the consumer goods industry and serves as the perfect complement to the spring "Digital Commerce" module.
- Enseignant·e: Olivia Lina André
- Enseignant·e: Viviane Nadine Zoe Lehmann
- Enseignant·e: Dirk Morschett
- Enseignant·e: Matthias Schu