经济学和工商管理硕士 - 商业和零售管理

Deep Understanding of The Value Chain

Today, traditional retail trade is supplemented with e-commerce and various hybrids, and more and more communication takes place on social media. Companies must therefore be able to handle an omni-channel situation where a number of different sales and communication channels must be optimised in relation to each other. In addition, the ability to handle big data is becoming increasingly important in the consumer goods industry. This has led to changes in the relationship between supplier and retailer. The supplier must increasingly consider the entire value chain right through to the consumer, while the retailer must structure its supplier relations with an eye on how to create value for the consumer.

The traditional division of the B2B and B2C markets is thus developing towards a much-needed B2B2C mindset. The degree program reflects this B2B2C mindset as the courses Supplier-retailer relations management, Business negotiations, and Consumer behaviour in a retail setting cover the entire value chain from supplier to consumer.

Furthermore, students will acquire competencies within areas that have a particular focus on the consumer goods industry such as retail strategy and innovation, pricing, performance and margin management, stock and waste management as well as range, category, and brand management. Digital transformation and the use of big data will play a prominent role in the Program and will be present in many courses.