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This entry is from Summer semester 2018 and might be obsolete. You can find a current equivalent here.

Supplier-Retailer-Relations in Theory and Practice
(dt. Vertikales Marketing in Theorie und Praxis)

Level, degree of commitment Specialization module, compulsory elective module
Forms of teaching and learning,
Lecture/recitation class,
180 hours (attendance: 44 hours (4 SWS) preparation and follow-up: 68 hours Klausurvorbereitung: 68 hours)
Credit points,
formal requirements
6 CP
Course requirement(s): Written examination
Examination type: Presentation (5-15 minutes)
The grading is done with 0 to 15 points according to the examination regulations for the degree program M.Sc. Business Administration.
One semester,
each summer semester
Person in charge of the module's outline Prof. Dr. Michael Lingenfelder


n.a. (see Qualification Goals and Business Event Announcements)

Qualification Goals

In the module "Vertical Marketing in Theory and Practice", the concept, elements and legal principles of vertical marketing are taught. Other topics include: Brand Policy, Efficient Consumer Response: Supply Chain Management, Category Management as well as Relevance of E-Business in Vertical Marketing. In addition, students gain experience in the application of the above-mentioned topics.

In addition, students will be able to work independently on selected practical problems in the context of vertical marketing, to derive suitable solution strategies and to present the results adequately to a target group. The proof of the practical ability to work on practical problems is to be provided by a course achievement in the form of a presentation.

The students of the module are to be qualified to exercise a profession as a specialist and manager at all levels of a company, in particular in marketing, sales, international marketing, market research, product, key account and category management and to work independently in scientific work.




Module imported from M.Sc. Business Administration.

When studying M.Sc. Business Informatics, this module can be attended in the study area Business Administration Specialization.

Die Wahlmöglichkeit des Moduls ist dadurch beschränkt, dass es dem Schwerpunkt Marktorientierte Unternehmensführung zugeordnet ist.

Recommended Reading

(not specified)

Please note:

This page describes a module according to the latest valid module guide in Summer semester 2018. Most rules valid for a module are not covered by the examination regulations and can therefore be updated on a semesterly basis. The following versions are available in the online module guide:

The module guide contains all modules, independent of the current event offer. Please compare the current course catalogue in Marvin.

The information in this online module guide was created automatically. Legally binding is only the information in the examination regulations (Prüfungsordnung). If you notice any discrepancies or errors, we would be grateful for any advice.