Retail & Omnichannel Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
Vakcode EBM880B05
Vaknaam Retail & Omnichannel Marketing
Niveau(s) master, uitwisseling
Voertaal Engels
Periode semester I b
ECTS 5
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Uitgebreide vaknaam Retail & Omnichannel Marketing
Leerdoelen Upon completion of the course the student is able to:
1). Explain the content of retail marketing and omni-channel decisions on a strategic and a tactical level;
2). Critically evaluate and discuss the academic retail marketing and omni-channel literature;
3). Use relevant insights from retail and omni-channel marketing theory to solve retail marketing cases;
4). Explain how the retail business functions in practice;
5). Communicate the results of the case both orally and in writing in a professional manner;
6). Use marketing research techniques and data analytics to support your decisions in the retail case.
Omschrijving The Retail & Omnichannel Marketing elective focuses on several strategic and operational topics relevant to the highly competitive and volatile retail markets. The course focuses on both the strategic and tactical decisions retailers make. The strategic decisions relate to the channels used to sell their products (stores, online, catalogues) as well as the customer journey that consumers go through in their path-to-purchase (and beyond). The tactical decisions concern the retail-mix like price setting, promotions, and assortment. We will discuss state-of-the art theory related to the selected topics. The theory of the course can be used in the assignment.
Uren per week 4
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm -groepsopdracht,  -groepspresentatie,  -schriftelijk tentamen (open vragen),  -verplichte aanwezigheid
(Peer assessment is also part of the course assessment. Mandatory attendance only applicable to the 2 tutorials.)
Vaksoort master
Coördinator prof. dr. C.S. Noordhoff
Docent(en) prof. dr. C.S. Noordhoff ,dr. J.A. Voerman
Verplichte literatuur
Titel Auteur ISBN Prijs
Retail Disruptors, published October 2018 Steenkamp, J.B., L.M. Sloot 9780749483470 ca. €  24,00
Selected articles from highly ranked scientific marketing, retail and general management journals Various
Entreevoorwaarden
Opmerkingen Secretary Marketing (B.Wever): room 5411-0334, phone +31(0)50 3637065, email: marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I b keuzegroep
MSc Marketing  (keuzevakken A Marketing Management) 1 semester I b keuze