Modulhandbuch (Module manual)

M.184.5115 Omnichannel Shopper Marketing
(Omnichannel Shopper Marketing)
Koordinator (coordinator): Prof. Dr. Lena Steinhoff
Ansprechpartner (contact): Andrea Hampel (andrea.hampel[at]
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):
Nummer / Name
(number / title)
(contact time)
Status (P/WP)
(group size)
a) K.184.51151 / Omnichannel Shopper Marketing Block P
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Empfohlene Voraussetzungen (prerequisites):

Inhalte (short description):

​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):
Fachkompetenz Wissen (professional expertise):

Students …

  • acquire the foundational knowledge, constructs, theories, and research methodologies that comprise the newly developing field of omnichannel marketing, retail operations, and customer services marketing
  • familiarize with the application of this integrated body of knowledge as it pertains to consumers' motivation, shopping behaviors, and decision processes for evaluating retail offers and purchasing goods and services in all retail formats
  • learn about the decision support systems retailers and services providers use to develop omnichannel brand and customer service management systems, loyalty and frequent shopper programs, and subsequent tactical decisions on assortment, marketing, promotion and pricing

  • Fachkompetenz Fertigkeit (practical professional and academic skills):

    Students …

  • read thought-leading papers in consumer research, applying a “self-study & seminar" pedagogical format; requiring understanding of the constructs, theories, strategies, and tactics presented in these papers and the writing of synopses for group discussion
  • gain understanding of and practically apply data mining techniques with the objective of compiling actionable market data reports sourced from multiple (big) data sources, i.e. “data storytelling" as it pertains to product and services marketing in omnichannel contexts
  • work in student teams on a real-world, real-data complex business case study
  • prepare and deliver a senior-management level business presentation based on their case research
  • Personale Kompetenz / Sozial (individual competences / social skills):

    ​Students …

  • enhance their ability to study and comprehend a diffuse and complex body of knowledge from the perspectives of all channel partners
  • evaluate which data and information is relevant, i.e. actionable, from a business perspective
  • learn how to effectively and efficiently summarize research and data in an English language business document
  • develop and deliver an English language business presentation​
  • Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):

    ​​​​Students …

  • evaluate and review theoretical and practical issues in the field of omnichannel shopper marketing
  • discuss socially relevant issues related to omnichannel shopper marketing, such as privacy invasion, marketing ethics, and cross-cultural literacy
  • Prüfungsleistungen (examinations)
    Art der Modulprüfung (type of modul examination): Modulprüfung
    Art der Prüfung
    (type of examination)
    a) Hausarbeit mit Präsentation 10-15-page written report with 20-30-minute presentation 100.00 %
    Studienleistung / qualifizierte Teilnahme (module participation requirements)
    Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
    Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points)
    Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist
    Gewichtung für Gesamtnote (calculation of overall grade)
    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)
    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):
    Lernmaterialien, Literaturangaben (learning material, literature):
    Reading materials and required literature will be introduced and provided at the beginning of the course.
    Teilnehmerbegrenzung (participant limit):
    Sonstige Hinweise (additional information):

    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:

  • Tuesday, May 9, 2023, 09:00 am – 05:00 pm
  • Monday, May 15, 2023, 09:00 am – 05:00 pm
  • Tuesday, May 16, 2023, 09:00 am – 05:00 pm
  • Wednesday, May 17, 2023, 09:00 am – 05:00 pm
  • Monday, May 22, 2023, 09:00 am – 05:00 pm
  • Tuesday, May 23, 2023, 09:00 am – 05:00 pm
  • Wednesday, May 24, 2023, 09:00 am – 05:00 pm 

  • 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] that they cannot attend the session but still want to participate in the module.​

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