Students are provided with the possibility to apply their theoretical knowledge of retail marketing in cooperation with a business partner. Under the supervision of their instructors they develop a literature based empirical study design for their respective marketing consulting projects. By doing this, they gain experience in all market research phases (e.g. problem definition in cooperation with the business partner, development of the empirical design, data collection, data analysis, formulation of implications).

We are looking forward to our next project in cooperation with RED BULL (language of instruction in term 2016/17: English).
Research topic: Identification and evaluation of design features of grocery web shops

We recommend all students to attend the “Praxisdialog” lecture series. During the last years Prof. Peter Schnedlitz was able to welcome renowned experts with practical know-how as university lecturers at the Institute as part of this lecture series, such as Gertrude Suschko (Managing director Maresi), Dir. Mag. Alois Huber (Managing director SPAR Austria), Joseph Zotter (Founder Zotter chocolate), Mag. Markus Faschang (Managing director L'Oréal Austria) oder Mag. Josef Siess (Board director BILLA AG).

This course intends to help students achieve the following learning objectives:

• To be able to develop and conduct a market reserach project related to retail management and marketing.
  
• To be familiar with the basic concepts and issues involved in retail management and marketing.
• To be familiar with current challenges and opportunities in today’s highly dynamic retail environment.

At the beginning of the semester the cooperation partner presents the specific management problem. Based on this kick-off meeting, students work in small groups of 3 to 4 persons on the consulting project. After the respective student groups have presented the results of their extensive literature review, all students develop the empirical research design in consultation with the lecturers and the respective cooperation partner. All students take part in the process of data collection.

Main tasks of the respective students groups:

• Literature review (seminar paper and short presentation) = student groups "literature review" (several groups)
  
• Data control, first data analysis and first results presentation (comprehensive presentation) = student group "data analysis" (1 group)
• Final data analysis and final results presentation, min. 2 feedback sessions (comprehensive presentation) = student group "final presentation" (1 group)

Comprehensive feedback sessions (e.g. development of the questionnaire; structure and content of the seminar paper) by the lecturers ensure the high quality of the students' work. Basic requirements (e.g. basic literature related to this semesters research topic) are examined at the beginning of the semester in form of a written exam.

Teaching/Learning methods:

• Presentations by lecturers and experts with practical know-how
  
• Class room discussion
• Group work (student teams of 3 to 4 persons), including comprehensive coachings by lecturers
• Development of an empirical market research design; data collection, data analysis, development of management implications
  
• Written exam

Assessment (total credits: 100):

• max. 40 credits: seminar paper (groups "literature review") or handout of the comprehensive presentation (groups "data analysis" and "final presentation")
  
• max. 30 credits: data collection (time expenditure per student ~ 8h) and active participation in class
  
• max. 15 credits: short presentation (groups "literature review") or comprehensive presentation (groups "data analysis" and "final presentation")
• max. 15 credits: written exam

The written exam will take place on Fr, 21.10.2016 (exam duration: 40 minutes; no multiple-choice; max. 15 credits).

EXAM CONTENT

Please find below the literature for the written exam. The written exam at the beginning of the class ensures, that all students have a basic knowledge regarding E-commerce and are prepared for the project in cooperation with RED BULL. Most of the literature is available via the WU library (online resource) or on the internet:

• Huang, Zhao/Benyoucef, Morad (2013): From e-commerce to social commerce: A close look at design features. In: Electronic Commerce Research and Applications, 12 (4), 246-259.
  (WU Online resource - Link)
• Nielsen (2015): The Future of Grocery. E-Commerce, Digital Technology and Changing Shopping Preferences around the World.
  (Link)
• Turban, Efrain/King, David/Lee, Jae Kyu/Liang, Ting-Peng/Turban, Deborrah C. (2015): Electronic Commerce. A Managerial and Social Networks Perspective. Eight Edition, Revised Edition. Heidelberg: Springer.
  Relevant for the exam: p. 7 to 11; p. 21 to 27; p. 45 to 46; p. 54 to 58; p. 95 to 96; p. 104 to 114; p. 141 to 147; p. 156; p. 747 to 752
  (WU Online resource - Link)

In addition to the above mentioned literature we compiled a COPY TEMPLATE that is available at the secretary of the Institute for Retailing and Marketing (Building D2, Entrance A, 1st floor) during our office hours:

• Bendle, Neil T./Farris, Paul W./Pfeifer, Phillip E./Reibstein, David J. (2015): Marketing Metrics. 3rd edition.
  Relevant for the exam: Online, Email, and Mobile Metrics (p. 325-329)
  (copy template exclusively for participants of this course)
• RED BULL company information
  (copy template exclusively for participants of this course)

Bachelor students of the specialization Retailing and Marketing as well as max. 8 students from other WU Vienna marketing specializations (= SBWL Service & Digital Marketing; SBWL Marketing; SBWL Consumer Research & Marketing Communication; International Marketing Management Specialization (IMM)).

Important additional information for students from...

• other WU Vienna marketing specializations: Please note that students will be selected on first-come-first-serve basis, registration in online system does not guarantee a place in this course as we can only accept max. 8 students from other marketing specializations. Please contact eva.lienbacher@wu.ac.at  should you be unsure, if you are among the first 8 registered students (= guaranteed place in course).
  

• the specialization Retailing and Marketing: Please note the information regarding the structure and the content of the specialization Retailing and Marketing on our website. We suggest to visit the course "Retail Marketing Consulting Project" after the completion of the two basic courses "Retail Marketing" and "Methods of Retail and Marketing Research". Students will be selected on first-come-first-serve basis.

Dr. Eva Lienbacher, by arrangement via Email: eva.lienbacher@wu.ac.at

Dr. Verena Harrauer, by arrangement via Email: verena.harrauer@wu.ac.at