Modulhandbuch (Module manual)
| M.184.5115 Omnichannel Shopper Marketing | |
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| (Omnichannel Shopper Marketing) |
| Koordinator (coordinator): | Prof. Dr. Lena Steinhoff |
| Ansprechpartner (contact): | Andrea Hampel (andrea.hampel[at]uni-paderborn.de) |
| Credits: | 5 ECTS |
| Workload: | 150 Std (h) |
| Semesterturnus (semester cycle): | SoSe |
| Studiensemester (study semester): | 1-4 |
| Dauer in Semestern (duration in semesters): | 1 |
| Lehrveranstaltungen (courses): | ||||||
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| Nummer / Name (number / title) |
Art (type) |
Kontaktzeit (contact time) |
Selbststudium (self-study) |
Status (P/WP) (status) |
Gruppengröße (group size) | |
| a) | K.184.51151 / Omnichannel Shopper Marketing | Block | P | |||
| Wahlmöglichkeiten innerhalb des Moduls (Options within the module): | ||||||
| Keine | ||||||
| Empfohlene Voraussetzungen (prerequisites): |
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| Inhalte (short description): |
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This module captures the emergence of new
advanced (retail) marketing channels both in e-commerce and traditional
brick-and-mortar. Facilitated by technology, these synchronized channels offer
both opportunities and challenges to retailers and other service providers to
not only increase the number of transactions with a larger diverse customer
base, but also to create more involved, relevant, and even emotional
relationships with individual customers and other stakeholders, and so improve
brand equity, customer satisfaction, and loyalty. Technological advances in
data collection and analysis allow omnichannel marketers to develop a deep
understanding of the customer journeys individual (potential) customers are on
or are about to take. Understanding how to meaningfully contribute and support
these customer journeys offers new avenues for marketing and customer
relationship building but also provides challenges not before experienced in
marketing. The course curriculum provides dual perspectives, that of retailers
and other service providers and that of omnichannel customers, i.e. shoppers, in
this age of growing diversity in retail formats where customers seek
information and acquire goods and services through a multitude of shopping and
delivery modalities. The module will use a “self-study and seminar” format,
meaning that the materials will not only be delivered in a traditional lecture
format, but also that students will work individually and in small groups with
the course materials, partaking in class-discussions, conducting case studies,
and deliver a final project presentation at the end of the semester. The
content of this module is relevant for students interested in marketing in
general and in the development and marketing of consumer products and services
from a general management or entrepreneurial interest. |
| Lernergebnisse (learning outcomes): |
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| Fachkompetenz Wissen (professional expertise): |
| Studierende... Students … |
| Fachkompetenz Fertigkeit (practical professional and academic skills): |
| Studierende... Students … |
| Personale Kompetenz / Sozial (individual competences / social skills): |
| Studierende... Students … |
| Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously): |
| Studierende... Students … |
| Prüfungsleistungen (examinations) | |||
|---|---|---|---|
| Art der Modulprüfung (type of modul examination): Modulprüfung | |||
| Art der Prüfung (type of examination) |
Umfang (extent) |
Gewichtung (weighting) | |
| a) | Hausarbeit mit Präsentation | 10-15-page written report with 20-30-minute presentation | 100.00 % |
| Studienleistung / qualifizierte Teilnahme (module participation requirements) |
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| Nein |
| Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations) |
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| Keine |
| Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points) |
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| Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist |
| Gewichtung für Gesamtnote (calculation of overall grade) |
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| Das Modul wird mit der Anzahl seiner Credits gewichtet (Faktor: 1) |
| Verwendung des Moduls in den Studiengängen (The module can be selected in the following degree programmes) |
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| M.Sc. IBS, M.Sc. BWL, M.Sc. International Economics and Management, M.Sc. Management, M.Sc. Management Information Systems, M.Sc. Taxation, Accountingand Finance, M.Sc. Winfo, M.Sc. Wirtschaftspädagogik, M.Ed. Wirtschaftspädagogik M.Sc. Betriebswirtschaftslehre M.Sc. International Business Studies M.Sc. International Economics and Management M.Sc. Management M.Sc. Management Information Systems M.Sc. Taxation, Accounting and Finance M.Sc. Wirtschaftsinformatik M.Sc. Wirtschaftspädagogik |
| Umfang QT (participation requirements): |
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| Lernmaterialien, Literaturangaben (learning material, literature): |
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| Reading materials and required literature will be introduced and provided at the beginning of the course. |
| Teilnehmerbegrenzung (participant limit): |
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| Keine |
| Sonstige Hinweise (additional information): |
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The module is taught by our guest professor Prof. Marcellis M. Zondag, Ph.D. from Western Michigan University. The language of instruction is English. The module will take place as a block course on the following dates: Please note that attendance of the block course sessions is mandatory to participate in the module. The module is limited to 20 participants. Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business Administration and Economics. Please note that attendance of the introductory session is mandatory for all students who want to participate in the module (from both the participant list and the waiting list). Students who are absent from the introductory session will be withdrawn from the participant and waiting lists and deregistered from the module unless they gave upfront notice to us (via e-mail to andrea.hampel[at]uni-paderborn.de) that they cannot attend the session but still want to participate in the module. |