The SBWL Retail and Marketing (H&M) offers a sound education in the theories, methods and techniques of marketing, taking into account the institutional characteristics of retail management. The focus is on decision and behavioral approaches as fundamental research approaches.

On this page you will find a summary of our SBWL Retail and Marketing in the Bachelor's program. The current presentation can be found here.

The most important information in a nutshell:

• Admission procedure: Entrance test

• Start of SBWL: 1x per semester

• Admission places: 45 students per semester

• Duration of SBWL: 2 semesters

• Language of instruction: German and English

• Supervision of bachelor thesis possible

The goal of our specialization is to offer you a practical and interdisciplinary education that combines theoretical knowledge with practical insights. In particular, the practitioners talk allows this knowledge to be combined with insights and knowledge directly from practice.

The main topics of the SBWL are

• Retail Marketing, Management and Research

• Trends in retailing

• Distribution Logistics

• Retail Accounting and Controlling

• Customer Relationship Management (CRM)

• Market Segmentation and Positioning Analysis

• Basket analysis and assortment management; consumer goods; category management

• E-commerce

• Efficient consumer response

Admission procedure:

Admission to the SBWL is either via a passed entry test or via a green card for outstanding performance in the “Marketing” exam. The entrance test is expected to take place online on September 2, 2024. Further information can be found here.

Courses:
Our extensive range of courses allows you to specialize in different areas. In addition to the compulsory courses Retail Marketing Management and Retail Marketing Analytics, we offer a variety of elective courses, including:

• Consumer Behavior

• Marketing & Sales for the Future

• Retail Marketing Consulting Project

• Data-based Storytelling

• E-Business and Social Media Analytics

Further information can be found in the VVZ. 

What you should bring:
Students who choose our specialization should have a keen interest in the dynamic and diverse fields of retail and marketing. You should be curious about the latest trends and technologies, be interested in what is currently happening in (Austrian) retail, and be motivated to develop analytical skills and an understanding of data. While course 1 gives a general insight into retail structures, course 2 already requires statistical and analytical skills to write code, understand data and extract knowledge using Rstudio.

You should enjoy developing theoretical knowledge practically. If you have an interest in retail and customer relationships, and are interested in developing innovative marketing strategies and solutions, we look forward to welcoming you to our SBWL as soon as possible.