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2011/2012  KAN-SCM_SE53  Consumer Driven Value Networks

English Title
Consumer Driven Value Networks

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Herbert Kotzab - Department of Operations Management
Herbert Kotzab
Main Category of the Course
  • Management
Last updated on 29 maj 2012
Learning Objectives
Aim of the course
Students will receive insight into the inter-organisational management of supply chains in the fast moving goods industry. The main focus is on the theory and practice concepts, structures, network relationships and collaborative processes in the grocery industry which is known as Efficient Consumer Response, Collaborative Planning, Forecasting and Replenishment as well as Collaborative Marketing and Category Management. The course is embedded in a real life business setting with companies from the involved industry. Due to the collaborative needs, sociological and psychological theories will be applied.

From a learning (cognitive) perspective, upon course completion, the individual student should be able to demonstrate knowledge on the logistics function, activities and processes in the grocery industry, while at the same time being able to relate these to the design of hyper-competitive supply chains. The goals of this course in relation to what the students will achieve on completion are that students: a) can recognise specific supply chain and marketing problems of the fast moving consumer goods industry both at strategic and operational levels; b) will be able to specify and to identify the most important design criteria and components for retail specific supply chain management; c) are well versed in the most common ECR terminology and d) are aware of the most prominent dilemmas posed in Efficient Consumer Response.
Consumer Driven Value Networks:
Assessment Written Exam
Marking Scale 7-step scale
Censorship No censorship
Exam Period May/June
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
Individual 4 hours case based written exam with all helping aids. One examiner will evaluate the papers only. The regular examination is held in May, the exact deadlines are determined by the line secretary. 
Course Content

Efficient Consumer Response (ECR) is an Industry-Initiative to reengineer the way business is done in the industry by implementing cooperative strategies between retailer and manufacturer to fulfill consumer wishes better, faster and at less cost. This could be interpreted as the attempt of channeling information, organisation and management to a seamless or borderless supply chain. Some of the central issues of the course are: The concepts of supply chain management within the grocery industry; partnering strategies in the grocery industry; inter-organisational relationships in the supply chain; coopetition-models and network and resource based management applications.

Teaching Methods
Theoretical lectures in combination with exercises and cases. Theoretical lectures aim to frame relevant concepts in supply chain planning and controls and to introduce students to tools and methodologies for design, and planning. Cases and exercises train students in the application of the concepts and methodologies. The teaching method will ensure students involvement and participation. This is achieved by the use of cases, exercises and in class assignments

Kotzab, H. & Bjerre, M. (2005): Retailing in a SCM-Perspective. Copenhagen School Press, ISBN: 8763001268
Reading list of scientific articles and cases