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Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be revealed after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Fall and Spring.

Fall 2022  ›  Bachelor of Science in International Business Administration  ›  5th Semester  ›  Consumer Goods Marketing

Shopper and Trade Marketing

Course Code:
apl. Prof. Dr. Tim Oliver Brexendorf
Course Type:
BSc Course
Week Hours:
Fall 2022
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
The purpose of this course is to give Bachelor students a fundamental understanding of manufacturer-retailer relationships in the consumer goods and retailing industry. They should especially be able to identify options for manufacturers to build, maintain, and extend the relationships to retailers and shoppers. Furthermore, students should learn how manufacturer can stand out and create a competitive advantage at the point of sale (POS). This is more than ever important to generate short-term revenues for the brand and to build and sustain long-term brand equity. Stressing an applied focus, the course makes use of real-life cases and guest lectures.
Thursday, 10/11/2022
11:30 AM till 03:15 PM
Tuesday, 15/11/2022
11:30 AM till 03:15 PM
Tuesday, 22/11/2022
11:30 AM till 03:15 PM
Tuesday, 29/11/2022
11:30 AM till 03:15 PM
Tuesday, 06/12/2022
11:30 AM till 03:15 PM
Tuesday, 13/12/2022
11:30 AM till 03:15 PM
Books (only recommended):

Barden, Phil (2022). Decoded. The science behind why we buy. 2nd Edition, Wiley.

Hillesland, Jan, Thomas Rudolph, Jan Niklas Meise, Odd Gisholt, Alf Bendixen, Truls Fjeldstad, Jens Norfält, Jesper Clement (Eds.) (2012): Fundamentals of retailing & shopper marketing. Pearson.


Burke, R. R., & Leykin, A. (2021). Identifying the drivers of shopper attention, engagement, and purchase. InThe Routledge Companion to Marketing Research,Routledge, 319-355.

Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase.Journal of Marketing, 73(6), 1-17.

Lecture, discussions, guest lectures, student presentations
Group presentation

Take-home exam