Last Chance to Study Category Management and Shopper Marketing: Bachelor’s Module to Conclude in Summer 2025
A foundational module in Category Management and Shopper marketing (cmsmitup) will be offered for the final time in the summer Semester of 2025. The course blends theoretical knowledge with practical application, equipping students with essential skills for success in retail and related fields.
The module’s curriculum is structured around lectures and self-directed study, culminating in a group-based practical case study and final presentation. Lectures focus on establishing backgrounds, connections, systems, and applications within the field. Self-study reinforces lecture content and supports completion of three homework assignments.
The practical case, the specific topic of which will be announced at the introductory event, requires students to formulate their own research question, collect data via surveys, and present their findings.
Qualification goals for students include:
* A extensive understanding of category management and shopper marketing principles.
* The ability to contextualize these principles within a broader business framework.
* Proficiency in market research and data analysis methodologies.
* The capacity to professionally address practical challenges in category management and shopper marketing.
* The skill to critically evaluate methods and results.
Course Outline:
* The Beliefs of Category Management
* The structures of category management
* The processes of category management
* The category management data
* The market cultivation tools of category management
* Shopper insights as the starting point for the analysis
* Data collection methods
* Analysis of the results
Recommended Literature:
* schröder, H. (2012), Retail Marketing, 2nd ed.,Wiesbaden,pp. 90-96
* Schröder,H. (2013), Category Management, in: Zentes, J.; Swoboda, B.; Morschett, D.; Schramm-Klein,H.(Ed.), Handbook of Trade. 2nd edition, Wiesbaden, pp.527-541
* Schröder, H. (2014), On the good use of shopper research, in: Markenartikel, issue 1-2, pp. 50-53
* Schröder, H. (2018), Category management in Retail, in: WiSt – Economic Studies, Issue 4, pp. 11-16
* Schröder, H., Rödl, A. (2006), When the data mine becomes a gold mine – What customer data tells us about purchasing behavior, in: Essener Unikate, Issue 29, pp. 54-67
(Note: Students experiencing difficulty accessing listed literature are encouraged to contact the course organizers.)
The module is a core component of the “Category Management and Shopper Marketing” profile. Assessment is based on three homework assignments and a final presentation.
