Teaching

Department of Retailing and Customer Management

Overview

The main topics covered in the subject "Retailing and Customer Management" are questions concerning Customer Management as well as the management of retail companies. Key topics are the Customer Relationship Management (CRM), the management and marketing in the retailing industry, channel management as well as the management of services.

The objective of our teaching is to convey knowledge, theories and methods. The importances of theories and methods stems from the fact that while knowledge becomes obsolete, the former help to counter new issues and problems.

Beyond theory students are supposed to get acquainted with the practical implications of what is taught. Consequently, theories and methodologies have to be translated into and applied to real-life siutations. This is achieved by using the case study method which is used in many US-type MBA programs. In addition there are frequent lectures about relevant topics held by managers. Furthermore in diploma theses and seminars, partly in cooperation with companies, current topics are discussed.

The lectures are held in English. On the one hand this is intended to make the University of Cologne more attractive for foreign students. On the other hand English has become a communication standard in global management. Profound English skills are therefore a necessary requirement in a majority of positions.