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Major Module Marketing in Specific Contexts II

Practical Applications in Retailing

Lecture (14266.0002)

Instructor: Hon.-Prof. Dr. Peter Linzbach

Date, Time and Location: see Klips

Examination will be in attendance - Oral Exam

Date: 25. May 2022
Time: 8.00 am - 7.00 pm

The exam will be an oral exam in attendance. The time slot will be announced for each student after registration deadline May, 11. Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Datum: 25. Mai 2022
Uhrzeit: 8:00 Uhr - 19:00 Uhr

Die Prüfung wird als mündliche Prüfung in Präsenz abgehalten. Die genaue Prüfungszeit wird den Studierenden nach Ablauf der Anmeldefrist, nach dem 11. Mai bekannt gegeben. Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Prüfungen anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


The Lecture will provide all relevant information on how modern international retailers in different retail industries should build, develop and position their formula on a national and cross border base. The focus will lie on a holistic view on all relevant areas and processes of the marketing mix (“4 P`s) as follows:

  • Market Positioning
  • Concept Idea
  • Feasibility Study
  • Strategic Positioning (“Product/Price-Matrix)
  • Value Proposition Frame
  • Piloting
  • Roll Out
  • Value Proposition
  • Product Range
  • Price Structure & Setting
  • Promotion & Communication
  • Channel Management & Merchandising
  • Value Chain Management
  • Vertical Integration
  • Private Labelling
  • Retail Brand Building
  • Selling proposition
  • Promise & Image
  • Benefits & Personality
  • Communication
  • International Concept Multiplication
  • Adaptation to Infrastructure
  • Adaption to Competition
  • Adaption to Demand
  • Adaption to Lifecycles

The general Approach of the lecture will be as follows:

  • Short and rough academic introduction to each topic
  • International practical examples of leading retailers
  • Insights in lecturers personal experience with regard to retail solutions and management approach
  • Interactive discussions and demand of input from students
  • Lecture will be held in English language

Learning Objectives

The students...
•    understand global retail, challenges and potential solutions 
•    are confronted with the practical implementation of theoretical knowledge,
•    learn about the daily managemnent approach retailing business,
•    conduct field research & develop practical solutions,
•    are introduced to English retail nomenclature.