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This entry is from Winter semester 2021/22 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,
Credit points,
formal requirements
6 CP
Course requirement(s): Presentation (5-15 minutes)
Examination type: Written examination
The grading is done with 0 to 15 points according to the examination regulations for the degree program M.Sc. Business Administration.
Person in charge of the module's outline


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 enabled to independently work on selected practical problems in the context of vertical marketing, to derive suitable solution strategies and to adequately present the results to a target group. Students of the module should be enabled 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 research.




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.

The module is assigned to the focus area Market Oriented Management. Further information on eligibility can be found in the description of the study area.

Recommended Reading

(not specified)

Please note:

This page describes a module according to the latest valid module guide in Winter semester 2021/22. 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.