Retail & Omnichannel Management

Department

International Program

Course unit code

IFLV6587

Number of ECTS credits allocated

3.0

Name of lecturer(s)

FH-Prof. Dr. Harthaller Kristina

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

Levy, M., Weitz, B.A., Grewal, D., & Madore, M. (2004). Retailing management. New York: McGraw-Hill Irwin.Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), 9-29.

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377‑401.

Kleinlercher, K., Linzmajer, M., Verhoef, P. C., & Rudolph, T. (2020). Antecedents of webrooming in omnichannel retailing. Frontiers in Psychology, 11, 3342.

Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumersʹ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551 568.

Kranzbühler, A. M., Kleijnen, M. H., & Verlegh, P. W. (2019). Outsourcing the pain, keeping the pleasure: effects of outsourced
touchpoints in the customer journey. Journal of the Academy of Marketing Science, 47(2), 308‑327.

Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

McColl‑Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining customer experience insights that matter. Journal of Service Research, 22(1), 8‑26.

Level of course unit

Bachelor

Year of study

Spring 2025

Semester when the course unit is delivered

2

Language of instruction

English

Learning outcomes of the course unit

Within this module, students will acquire competencies in retail & omnichannel management. Upon completion of this module, students will be able to identify key challenges in modern retail management. They will learn to collect and analyze customer data that can help companies to understand these challenges and to derive implications on how to overcome them. Furthermore, students will be able to map the omnichannel customer journey from pre-purchase to purchase and post-purchase for specific target groups and industries and to list the most important touchpoints at each stage. International best-practice examples in retail & omnichannel management will provide insights into retailing in the new digital age and will help students to create seamless customer experiences along today’s multi-facetted and iterative paths-to-purchase.

Course contents

• Retail management now and then
• Retail marketing mix
• New technologies and metrics in retail management
• Traditional, online, and omnichannel business models in retailing
• Communication and distribution channels and touchpoints
• The omnichannel customer journey
• Marketing metrics along the omnichannel customer journey
• Customer experiences creation
• Best practice examples in omnichannel retailing

Planned learning activities and teaching methods

By using case studies, group discussions, and best-practice examples you will learn to apply theretical knowledge in retail & omnichannel management to actual business problems.

Work placement(s)

none