Syllabus

Title
4639 Retailing & Sales B
Instructors
Dr. Cordula Cerha, Mag. Johannes Linsbichler
Contact details
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/15/24 to 02/19/24
Registration via LPIS
Notes to the course
This class is only offered in summer semesters.
Subject(s) Master Programs
Dates
Day Date Time Room
Thursday 02/29/24 02:00 PM - 05:00 PM Online-Einheit
Thursday 03/07/24 03:00 PM - 06:00 PM TC.1.02
Thursday 03/14/24 09:00 AM - 12:00 PM TC.1.02
Friday 03/22/24 09:00 AM - 12:00 PM TC.1.01 OeNB
Monday 04/15/24 01:00 PM - 04:00 PM TC.2.01
Monday 04/22/24 01:00 PM - 04:00 PM TC.2.01
Tuesday 04/23/24 01:30 PM - 03:00 PM Online-Einheit
Thursday 05/02/24 08:00 AM - 10:30 AM TC.1.01 OeNB
Monday 05/06/24 10:00 AM - 01:00 PM Online-Einheit
Monday 05/13/24 10:00 AM - 01:00 PM TC.5.13
Contents

In recent years, data-based marketing and trade-marketing has swept through the business world. Generating insights through big data is the name of the game. In its wake, measurable performance and accountability have become key to marketing success. In this course we dig deep into the range of business metrics allowing us to evaluate and develop successful marketing and sales strategies.

Learning outcomes

By the end of this module, you will

- understand the relevance and scope of marketing metrics in a consumer goods context

- be familiar with the leading international data sources in retailing (i.e., retail Nielsen panel data and GfK consumer panel data)

- be able to judge the effectiveness of marketing and retail strategies based on data

- be able to transfer theoretical insights to a concrete practical case study

- develop a proposal for a new product introduction into the retail market

- concisely present the business proposal in English language to a category manager in the retail sector

Attendance requirements

80% presence in lectures is mandatory

Teaching/learning method(s)

The lecture includes presentations, profound data material based on both real live Nielsen retail panel data and a consumer panel, and workbooks. Live discussions in class, groupwork, and a face-to-face presentation of a business proposal to a manager from the retail industry ensure a high level of personal interaction.

Assessment

50% group project and presentation

30% exam: individual report

20% homework

Readings

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

Availability of lecturer(s)

By appointment, please connect with me via cordula.cerha@wu.ac.at

Last edited: 2023-11-21



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