fast-track your career in some of denmark’s leading …

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A A RH U S U N IV ERS ITYDEPARTMENT OF MANAGEMENT BIRGER BOUTRUP JENSEN

ASSOCIATE PROFESSOR, PHD2021

FAST-TRACK YOUR CAREER IN SOME OF DENMARK’S LEADING COMPANIESMSc Commercial and Retail Management

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2021A A RH U S U N IV ERS ITYDEPARTMENT OF MANAGEMENT BIRGER BOUTRUP JENSEN

ASSOCIATE PROFESSOR, PHD

HOW TO MOVE FORWARD…

Ø Mute yourself

Ø Turn off your video (unless you want to ask a question at the end in person in stead of through the chat)

Ø We will answer questions at the end (chat or in person)

Ø Duration 45-50 minutes including time for questions

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AgendaØ The starting point and background

Ø Student-Partner interactions

Ø Structure and courses

Ø Career paths

Ø Student experiences (Anne and Benjamin)

Ø Q&R

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THE FOUNDING PARTNERS

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“THE GOOD CIRCLE”ENABLE RESEARCH, LEARNING AND DATA SHARING

DATAINSIGHTS

EnhancedPRACTICES

RESEARCH

TEACHING APPLYING

LEARNING

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PRACTICAL BACKGROUNDThe Commercial and Retail Management-programme focuses on the managerial challenges the consumer goods industry is facing – including digitalization, big data, social media, omni-channel management, customer journey, globalization and the need for an outside-in perspective.

The traditional division of the B2B and B2C markets is developing towards a B2B2C mindset.

The supplier must increasingly consider the entire value chain right through to the consumer, whilethe retailer must structure its supplier relations with an eye for how to create value for the supplieras well as the consumer.

Supplier Retailer Consumer

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STUDENT–PARTNER INTERACTIONThe founding partners play an active role throughout this master programme

* Guest lectures, internships and master thesis collaboration

* Offer relevant student jobs

* Internships will become a major part of the new programme (now 20 ECTS!)

all students will be encouraged to complete an internship, while the partners guarantee a significant number of internship positions

ü The partners have lived up to their promise and February 17th positions will be posted

* Paves the way for a faster climb up the career ladder, as the students become better at connecting theory and practice…and it is easier to test for a match

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GUEST LECTURERS 1. SEMESTERØ Carsten Wandorf, CEO Fritz Schur Consumer Group

Ø Poul Erik Larsen, Expansion Director Real Estate, JYSKØ Carsten Nørgreen Weinkouff, Retail Development Director, JYSK

Ø Niels Veien, Executive Vice President Customer Experience, Digital and Business Development, JYSK

Ø Michael W. Schultze, Global Supply Chain Director, Bestseller

Ø Mark H. Nielsen, Direktør Bilka, Salling Group

Ø Michael Hegelund Ingemann Thomsen, Head of digital, Arla Foods

Ø Rasmus Dalby Jørgensen, Digital development manager, Arla Foods

Ø Thor Jørgensen, EVP, Digital & eCommerce, Salling Group

Ø Jonas Schrøder, Communication Director, Rema 1000

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PROGRAMME STRUCTURE

Compulsory

Optional

Elective

Semester 1

Semester 2

Semester 3

Semester 4

Supplier-retailer

relations management

5 ECTS

Pricing strategy5 ECTS

Consumer behaviour in a retail setting

5 ECTS

Electives:Contract management, Cross-cultural business competence, Sustainability and CSR, People

management, others10 ECTS

Master Thesis30 ECTS

Internship/Project20 ECTS

Range, category and

brand management

5 ECTSMGMT MGMT

MGMT

Performance and margin

management 5 ECTS

Stock and waste

management5 ECTS

Commercial negotiation

skills5 ECTS

Commercial and Retail Research methods

10 ECTS

MGMT ECON

MGMT

ECON

Introduction to value chain

management5 ECTS

MGMT

Retail strategy and commercial innovation10 ECTS

MGMT

MGMT

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1. SEMESTER (A):INTRODUCTION TO VALUE CHAIN MANAGEMENT (5 ECTS) Ends week 41Examples topics: Value creation, Joint value creation in value chains, Commodity chains, Networks, Inter-organisational relationships and value chain governance, Digitalization of value chain management, Logistics across the B2B2C value chain…

Exam: Take-home assignment (8 hours)

Course responsible: Lars Esbjerg

RETAIL STRATEGY AND COMMERCIAL INNOVATION (10 ECTS) Full semesterExamples topics: Store formats and their dynamics, Vertical channel strategies, Multi-channel and omni-channel strategies, Central concepts of a retail market strategy, The strategic retail planning process, Innovation and trend management tools, Current trends in retailing and the consumer goods industry (digitalization and sustainability)…

Exam: 2 take-home assignments (50%), written 4 h exam (50%)

Course responsible: Sascha Steinmann

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1. SEMESTER (B):CONSUMER BEHAVIOR IN A RETAIL SETTING (5 ECTS) Starts week 43Examples topics: Service scapes and the retail environment, Choice architecture and decision making process, New media and technology in retailing, Reference groups, Social power and social media revolution, Consumer behaviour in an omni-channel, Online consumer behaviour, customer journey…

Exam: Written (3 hours)

Course responsible: Anne Peschel

RESEARCH METHODS (10 ECTS) Full semesterExamples topics: Design and choice of research question, Selection of data, Analysis of data, Reporting of data, Qualitative research methods, Quantitative research methods…

Exam: Home assignment (group) + oral 30 min

Course responsible: Jakob Arnoldi Coordinator CRM: Marija Banovic and more

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2. SEMESTER (A):PRICING STRATEGY (5 ECTS) Ends before EasterExamples topics: Pricing as strategy, Pricing psychology, Odd-pricing, Price promotion types, Price setting and adaptation, Product line pricing, Price sensitivity effects, Price segmentation, Pricing research methods, Online pricing considerations, Dynamic pricing…


Course responsible: Birger Boutrup Jensen

COMMERCIAL NEGOTIATION SKILLS (5 ECTS) Ends before EasterExamples topics: Introduction to the nature, structure, and course of negotiations, Basic negotiation techniques (bargaining techniques, collaborative negotiation etc.), Improving negotiation power, International/cross cultural negotiations, Electronic negotiations, Mediation and conflict resolution…

Exam: 3 small take-home assignments

Course responsible: Peter Kesting

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2. SEMESTER (B):SUPPLIER-RETAILER RELATIONS MANAGEMENT (5 ECTS) Ends before EasterExamples topics: Introduction to retail sourcing, The sourcing process and supplier selection, E-sourcing, Global sourcing, Supplier performance evaluation, Supply risk management, The sourcing organization, Supplier relationship management…


Course responsible: Chris Ellegaard and Martin Norlyk Jørgensen

RANGE, CATEGORY AND BRAND MANAGEMENT (5 ECTS) Starts after EasterExamples topics: Assortment planning, Category management process, Category roles and profitability, Category portfolio management, Manufacturer perspective of category management, Manufacturers as category captains, Store design, Space management, Retail branding, Retail brand architecture, Private label management…

Exam: Take-home assignment (48 hours)

Course responsible: Sascha Steinmann

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2. SEMESTER (C):STOCK AND WASTE MANAGEMENT (5 ECTS) Starts after EasterExamples topics: Distributions systems, Stock control principles and replenishment policies, Inventory holding costs, Customer service levels, Stock performance, Forecasting and lead-time management, Return processes and management of waste and obsoletion, Information systems for stock and waste management…

Exam: Group assignment + oral exam (20 min)

Course responsible: Jenny Li (ECON)

PERFORMANCE AND MARGIN MANAGEMENT (5 ECTS) Starts after EasterExamples topics: Planning and decision making, Financial modelling, Cost and profit analysis and estimation, Management of operational performance, Integrated financial and non-financial measures, Incentive systems in organizations…


Course responsible: Steen Nielsen (ECON)

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3. SEMESTER

v Internship (20 ECTS from 2020)

• In Denmark or abroad (several partner companies also have international branches!)

• Encouraged to complete an internship on CRM (+)

• Partners guarantee a large number of Internship positions

v Electives and Summer University at AUExamples: International Commercial and Retail Management, Contract

management, Sustainability and CSR, others

v Study abroad

• Different teaching cultures

• Supplement your specialization wishes

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4. SEMESTER

Master thesis (30 ECTS)

Procedure:- Interests/choose a topic?

- Write alone or in a group of 2?

- Contact one of the partners or ‘sub-partners’?

- Contact a supervisor from the list (ask for his or her ”supervisor letter”)

- Write a tentative synopsis

- Work on the topic and get supervision

- Submit

- Oral defense

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CAREER OPPORTUNITIES• The degree programme prepares you for

a career in various HQ functions in the consumer goods industry.

• Based on the value chain approach, you will be able to undertake many functions in either the supply or retail link of the value chain, especially within the consumer goods industry; from category manager or procurement manager to key account manager.

• Close collaboration with partners… test for match

• Examples include…• Business developer• Category Manager• E-commerce Manager

• Key Account Manager• Marketing Manager

• Franchise/ Retail Manager• Product/ Brand Manager

• Procurement Manager• Sales Manager• Spin-off…Entrepreneur /

Small Company Owner• CEO…

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BEING A CRM STUDENT

Benjamin Taher

Anne Kirstine Thomsen

2nd semester

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WHY WE AM HAPPY TO HAVE CHOSEN CRM

Practical Guest lectures Partner companies

Interesting courses

In touch with reality

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WHY WE AM HAPPY TO HAVE CHOSEN CRM

• Possibility to specialize in the retail industry.

• Student organisation Commercial and Retail Management (COMRE).

• COVID-19, Online lectures and videos.

• New study programme • Luckily we have already tested it

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[email protected]

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