Retail Management

Type and scope of the course:

Lecture, 2 SWS, Credits: 6




Target group:

BWL B.Sc. 4-6, WiInf B.Sc. 3-6, VWL B.A. 3-6




Course language:

German




Recommended previous knowledge:

Module B.WIWI-BWL.0005 “Marketing”




Admission requirements:

No admission requirements




Time and place:

Lecture: Thursdays, 2:15 – 3:45 p.m., Room: ZHG 001.

The lecture takes place in person.

Slides, literature, and recordings are available for download on StudIP.

Attention! The date on 13 November 2025 will be postponed to 18 November 2025, 16:15 to 17:45, room ZHG 001!

Exercise: From 25.11.2025: Tuesdays, 4:15 – 5:45 p.m., Room: ZHG 001.




Start of the course:

Lecture: 30.10.2025

Exercise: tba




Learning outcomes / core skills:

After successfully completing the course, students will be able to describe and utilize the theoretical fundamentals of retail management. Additionally, they will know the methods and tools required for marketing-mix decisions in the retail environment and will be able to apply and critically evaluate them.




Contents of the lecture:

· Decisions in retailing

· Location decisions

· Assortment decisions

· Pricing decisions

· Communication mix

· Store Design

· Customer Service




Contents of the exercise:

Case studies regarding store location, retail format, assortment, pricing, communication, store design, and online shop design.




Examination:

Written Exam (90 minutes), 6 Credits




Date of written exam:

Thursday, 19.02.2026, 2:15 – 3:45 p.m., Room: ZHG 008.




Examination requirements:

Demonstration of skills in analyzing selected issues of retail management. Mastery of tools used in configuring the marketing mix of a retail business. Critical discussion of the outcomes of these tools.




Recommended references:

• Müller-Hagedorn, L. & Natter, M. (2011). Retail Marketing (5th ed.). Stuttgart, pp. 434-455.


• Müller-Hagedorn, L., Toporowski, W., & Zielke, S. (2012). Der Handel (2nd ed.). Stuttgart, pp. 33-73, 139-170, 450-455, 476-751.


• Popkowski Leszczyc, P.T.L., Sinha, A., & Sahgal, A. (2004). The effect of multi-purpose shopping on pricing and location strategy for grocery stores. Journal of Retailing, 80, pp. 85-99.

Accompanying module:

Retail Management Exercise




General references:

Credit points: This course is part of the specialisation "Marketing and E-Business" in the Bachelor's programme in Business Administration.

Examination performance: Written exam




Link to the course in the course catalogue