Veranstaltungen Wintersemester 2024/25

The coordination of different communication and distribution channels has become one of the most important challenges in management. Companies increasingly invest into building up new departments that interlink interdisciplinary managerial functions such as marketing, sales, strategy, and information technologies. The change process in companies is known as “multi-channel”, “cross-channel”, or “omni-channel” management and denotes a) the optimization of the overall channel performance by accounting for potential channel conflicts, b) the seamless channel coordination of retail mix instruments for customer acquisition, retention, and development, and c) the strategic and operational integration of marketing-, sales-, service-, and logistic activities in the physical and digital retail environment. The course will prepare students for managerial positions in this growing field.

The course covers cross-channel management topics such as strategy & positioning, segmentation & targeting, customer experience management, retail mix integration, and personalization. The course takes the managerial perspective on measuring and managing customer equity as the central driver for performance optimization and disentangles potential conflicts in steering customers across channels successfully. Students will learn how to manage relationships with customers by 1) understanding and designing customer journey experiences, 2) integrating and analyzing data from various channel sources, and 3) personalizing digital environments according to individual customer attributes. In the evolving new data-rich retail environment, managers are increasingly challenged to use empirical insights which requires high methodological competences.

In this course, students will learn to know and conceptually apply experimental research methods to conduct field experiments in companies. This course will also discuss how consumers perceive different channels and how their behavior can be influenced. The course outlines future developments in artificial intelligence and their implications for retailing.

Students
-     learn to know managerial concepts of cross-channel management
-     understand consumer behavior in the interaction between physical and digital environments
-     conceptually apply experimental methods for field experiments in companies
-     discuss developments in technologies and artificial intelligence

Individual decisions by managers and consumers shape the retail environment, but also the daily living in general. This course provides insights into decision-making processes from both a psychological and managerial point-of-view. Specifically, people use different decision-making styles to solve problems that they encounter.

The lecture will give insights into the outcomes of different decision-making styles for different types of problems and how coordinated decision-making processes can be optimized. Moreover, decision-making will be analyzed at different levels of the retail environment. On the managerial level, managers are required to constantly make decisions with regards to collaboration with suppliers and the coordination of the demand side. This course will give an overview of different phenomena that can support decision-making in companies. Furthermore, consumers have to make multiple decisions during their information search, purchase and consumption. Students will learn to know how consumer decisions deviate from optimal choices due to irrational decision-making. Finally, an ongoing debate in public policy discusses whether and how consumers should be nudged towards making more sustainable choices. Students will participate in this discussion by exploring how interventions influence consumers’ choice outcomes. In sum, this course will give insights into decisions and choice biases regarding 1) general psychological mechanisms, 2) outcomes at the managerial level, 3) consumer outcomes, and 4) societal outcomes. The overall aim of this course is to highlight the role of conscious and unconscious information processing, and how people can make better decisions in various domains. The course is useful to guide future managers in their daily problem-solving in companies.

Masterseminar "Dream Labs I – Developing New Business Models"

Projektseminar zu Design-Thinking (Master) mit dem Praxispartner Deutsches Rotes Kreuz (DRK) im Wintersemester 2024/25.

Prof. Dr. Oliver Emrich bietet im Wintersemester 2024/25 für Masterstudierende das Projektseminar “Dream Labs I: Setting Trends in Omni-Channel Marketing” mit dem Praxispartner Deutsches Rotes Kreuz (DRK) Volunta Hessen (Herrn Robertson Linsner) an.

In diesem Projektseminar entwickeln Studierende Management-Konzepte für reale Probleme im Omni-Channel Marketing. Die Studierenden entwickeln mit „Design Thinking“ kreativ eigene Konzepte, testen diese mit empirischer Marktforschung und Datenanalyse und präsentieren sie. Bei den Konzepten geht es um die Gestaltung der Customer Journey, also des erlebnisorientierten Kaufprozesses aus Sicht des Kunden, und wie Nachhaltigkeitsaspekte dort wirksam kommuniziert werden können. Der Kurs bietet ein modernes didaktisches Konzept von Vorträgen, Gruppenarbeit und „flipped classroom“-Methoden. Die Studierenden erhalten Einblicke in das Projektmanagement und Management-Feedback auf ihre Konzepte sowie eine Übersicht über relevante Theorien und Methoden als „Tools“ für alle Phasen ihrer Konzeptentwicklung. Workshops ermöglichen es, Storytelling- und Visualisierungstechniken zu erlernen.

Mehr Informationen zu dem Seminar finden Sie hier.

Die Anmeldung erfolgt über Jogustine.