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2018/2019  KAN-CCMVI2051U  Marketing Logistics and Retail Supply Chains

English Title
Marketing Logistics and Retail Supply Chains

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Miguel Suarez Vasquez , MSc. MBA, Vienna University of Economics and Business, msv.acc@cbs.dk
    Miguel Suarez Vasquez - Department of Accounting (AA)
For academic questions related to the course, please contact the course instructor.

Other academic questions: contact academic director Sven Bislev at sb.msc@cbs.dk
Main academic disciplines
  • Marketing
  • Supply chain management and logistics
Teaching methods
  • Face-to-face teaching
Last updated on 29-05-2019

Relevant links

Learning objectives
At the end of the course, the student shall be able to:
  • Describe the nature and importance of distribution channels
  • Evaluate major logistics processes, IT, metrics and risks related with the physical distribution of consumer goods
  • Assess the different strategies followed by fashion and food retailers as well as their implications to their supply chain designs and operations
  • Apply the knowledge acquired in the course to analyze the performance of commercial companies and to identify improvement opportunities.
Course prerequisites
A relevant bachelor degree
Knowledge of marketing and supply chain management
Marketing Logistics and Retail Supply Chains:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: 4 hour written exam in the period of 30 July - 2 August 2019
Retake exam: 4 hour written exams in the period of 1-7 October 2019
3rd attempt (2nd retake) exam: 72-hour home assignment- 25-28 November 2019 – for all ISUP courses simultaneously

Exam schedules available on https:/​/​www.cbs.dk/​uddannelse/​international-summer-university-programme-isup/​courses-and-exams
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Retake exam: 4 hour written sit-in exam, new exam question
Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages.
Course content and structure

The course focuses on the downstream side of consumer goods supply chains, giving an overview on the nature and importance of distribution channels, major logistics functions and retail strategies. It explores the characteristics of the fashion and food retail businesses and presents two case studies to highlight the implications on logistics decisions. Finally, the course points out future trends in this sector. 


Preliminary assignment: An introductory retail case study: IKEA

Class 1: The changing consumer market and its implications for SCM
Class 2: Distribution channels
Class 3: Marketing logistics
Class 4: Retailing 
Class 5: Retail strategies, activities and processes
Class 6: The changing nature of retail fashion business
Class 7: A fashion retail case study: CrystalCo
Class 8: The efficient nature of retail food business
Class 9: A food retail case study: SpiceCo
Class 10: Trends in the retail business
Class 11: Review

Description of the teaching methods
Normal class activities will be a combination of lecture and discussion.
Students are expected to read the relevant materials prior to the class meeting. The instructor assumes the student already knows the basic concepts, ensuring their comprehension by placing individual questions and providing examples of practical applications.
Feedback during the teaching period
During the classes 7 and 9, practical case studies will be introduced by the lecturer and solved in groups. The solutions presented by the students will be then discussed in class with the lecturer, who will give feedback on their feasibility.
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end February 2019 at the latest.



Expected literature

Mandatory readings:


- Jüttner, U., Christopher, M., & Baker, S. (2007). Demand chain management-integrating marketing and supply chain management. Industrial marketing management, 36(3), 377-392.
- Wood, A. (1993). Efficient consumer response. Logistics Information Management, 6(4), 38-40.
- Christopher, Martin/Towill, Denis R. (2000). Supply chain migration from lean and functional to agile and customized. In: Supply Chain Management, October 2000, p. 206 – 213
- Glatzel, C., Helmke, S., Wine, J. (2009). Building a flexible supply chain for uncertain times, McKinsey&Company, March 2009.
- Wieland, A., Wallenburg, C.M. (2012). Dealing with supply chain risk: Linking risk management practices and strategies to performance. International Journal of Physical Distribution & Logistics Management, Vol. 42 Iss 10 pp. 887 - 905
Porter, M. E. (1996). What is strategy?. HBR.
- Bouzaabla, O.,van Riel A.,Semeijn, J. (2013). Managing in-store logistics: A fresh perspective on retail service. Journal of Service Management, May 2013 
- Condea, C.,Fleisch, E.,Thiesse F. (2011). RFID-Enables Shelf Replenishment with Backroom Monitoring in Retail Stores.  Auto-ID Labs White Paper WP-BIZAPP-063, November 2011
- Christopher M., Lowson R., Peck H., (2004). Creating agile supply chains in the fashion industry.  International Journal of Retail & Distribution Management, Vol. 32 Iss: 8, pp. 367 - 376
- Mason-Jones, R.,Towill D. (1999). Using the Information Decoupling Point to Improve Supply Chain Performance. The International Journal of Logistics Management, 1999, Volume 10, Number 2,
- Ghemaway P., Nueno JL. (2006). Zara: Fast Fashion. Harvard Business School, December 21, 2006
- Hübner, A., Kuhn, H., Sternbeck, M. (2010). Demand and Supply Chain Planning in Grocery Retail: An Operations Planning Framework. International Journal of Retail & Distribution Management 1st June 2011
- Hübner, A., Kuhn, H., & Wollenburg, J. (2016). Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework. International Journal of Retail & Distribution Management, 44(3), 228-247.

Last updated on 29-05-2019