Profiling in Retail 

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  • 2:45 h
  • English
  • Certificate
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Course overview
A strong corporate profile - a strong brand - is one of the greatest assets of any company. It is therefore crucial that companies take a close look at building, maintaining and strategically developing their corporate profile.

The course provides insight into how effective profiling management can succeed in the face of growing challenges. You will receive a comprehensive guide for the development as well as strengthening of corporate profiles, demonstrated by best-practice examples.



  • E-Learning Course
  • Certificate: Profiling Readiness

What you can expect

Expert Knowledge

Gain comprehensive and excellent know-how, presented in a clear and accessible way.

High Flexibility

Learn where and when you want, at your own pace—whether during lunch breaks or after work.

Practical Approach

Acquire practical knowledge through real-world business examples and learn how to apply it effectively.
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Target group

This course is aimed at:
  • Mid-level management leaders
  • Specialists and project managers
  • Team leaders from various departments
  • Individuals interested in the retail industry
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Learning Objectives

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  • Basics of Profiling Management
  • Analyzing Profiling Potential
  • Strategies for Customer Engagement
  • Developing Corporate Profiles
  • Best-Practice Examples

Course Content

In this comprehensive eLearning course, you will gain a complete understanding of profiling in commerce. You’ll start with the importance and challenges of profiling management. The next section covers corporate profile perception, customer engagement, and best practices in profiling. Finally, you’ll learn practical steps for effectively implementing profiling strategies in your business. This course provides a thorough overview, deep insights, and actionable recommendations.

01 Basic Knowledge

The Basic Knowledge section focuses on understanding the role of profiling management in today’s world, defining profiling and its significance, and reviewing the core prerequisites for sustainable profiling success.
  • Relevance of Profiling Management
  • Core Challenges in Profiling
  • Definition of Profiling
  • Key Prerequisites for Sustainable Profiling Success

02 In-Depth Knowledge

In the second chapter, you’ll explore customer perceptions of corporate profiles, recognize the need to adapt profiles, and understand the importance of customer engagement in profiling management.
  • Corporate Profiles from the Customer’s Perspective
  • Profiling Process from a Corporate Viewpoint
  • Importance of Customer Engagement in Profiling
  • Need for Profile Adaptation
  • Role of Customer Inspiration in Profiling

03 Practical Insight

The Practical Knowledge section provides a step-by-step approach to implementing successful profiling strategies. You’ll learn how to analyze profiling potential, develop and communicate a value proposition, assess profitability, and adapt profiles dynamically to keep them relevant.
  • Analysis of Profiling Potential
  • Defining Value Propositions and Positioning
  • Operational Profiling
  • Inspiring Communication of Profiling Measures
  • Profitability Assessment for Profiling Concepts
  • Infrastructure Adjustment
  • Implementation of Profiling Measures

Author: Prof. Dr. Thomas Rudolph

Thomas Rudolph is a full professor of Marketing and International Retail Management at the University of St.Gallen. For over 20 years, he has been teaching and researching in the fields of consumer behavior, digital marketing,    e-commerce, and strategic retail management.

In 2006, he founded the Retail Lab, a partnership program with international retail companies. As the director of the Institute of Retail Management at the University of St.Gallen (IRM-HSG), he leads numerous research projects and studies that have contributed to the institute's prominence. Prof. Rudolph is also the author of more than 11 books and over 400 articles on marketing and retail topics.

Target group

This course is aimed at  middle management, project managers as well as team leaders from various departments of retail companies.
Likewise, anyone interested in retail will find valuable insights in this course.


What you can expect
  • Videos, interactive graphics
  • Easy to understand texts
  • Comprehension checks
  • Quiz
  • Certificate
What you have learned (Learning Objectives)
  • You understand the importance and role of profiling management, know challenges and requirements for success.
  • You understand the perception of company profiles both from the customer's and the company's perspective.
  • You understand the importance of customer enthusiasm in the course of profiling.
  • You understand the role of customer inspiration in profiling management and can distinguish it from customer enthusiasm.
  • You will learn a procedure for developing successful profiling strategies with the help of practical examples and be able to apply it to your own company.

Target group

This course is aimed at  middle management, project managers as well as team leaders from various departments of retail companies.
Likewise, anyone interested in retail will find valuable insights in this course.


What you can expect
  • Videos, interactive graphics
  • Easy to understand texts
  • Comprehension checks
  • Quiz
  • Certificate
What you have learned (Learning Objectives)
  • You understand the importance and role of profiling management, know challenges and requirements for success.
  • You understand the perception of company profiles both from the customer's and the company's perspective.
  • You understand the importance of customer enthusiasm in the course of profiling.
  • You understand the role of customer inspiration in profiling management and can distinguish it from customer enthusiasm.
  • You will learn a procedure for developing successful profiling strategies with the help of practical examples and be able to apply it to your own company.

Start now and become an expert in
Corporate Profiling!