Multi-Channel-Management-Laboratory

The Multi-Channel Management Lab investigates consumer behavior via stationary and electronic communication and distribution channels. Numerous companies have contributed to the development of the Lab: EDEKA Südwest has sponsored eleven meters of shelf walls, and Aldi Süd sweets and snacks. Regional winegrowers have donated wine now on display on the shelves.

The study of shopping behavior in a stationary environment is a central research platform for the two Bachelor's degree programs in business administration (LH) and the BW specialization in marketing and sales as well as the Master's degree program DEC and the specialization in "direct marketing and e-commerce" in the Master's degree program in business administration and industrial engineering.