Sales Management & Customer Relationship Management

MKT 611 for Master Students

General Information

Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
Course Format Lecture
Credit Points 4 ECTS
Hours per Week 2 hours
Language English
Grading Written exam (80%)
Case study presentation (20%)
Exam Date 10.5.2019 (60 minutes)
Kateryna Ukrainets, M.Sc.

Kateryna Ukrainets, M.Sc.

Contact person for Sales Management & Customer Relationship Management

For further information please contact Kateryna Ukrainets.

    Further Information

  • Brief Description

    Within the master's program, this lecture covers the fundamental tools and concepts of sales management and customer relationship management.

    Grading: The final grade consists of the exam (80%) and the case work (20%) consisting of a case study group presentation.

  • Course Outline

    Customer Relationship Management (CRM)

    • Relationship Marketing as the conceptual background of CRM
    • Goals & concepts in CRM
    • Instruments in CRM

    Foundations in Sales Management

    • Definitions
    • Objectives and challenges in sales management
    • Sales strategy
    • Competitive advantage in sales

    Channel Design

    • Sales entities
    • Channel configuration
    • Evaluating channel efficiency
    • Trends

    Managing External Sales Partners

    • Understanding the partners business
    • Conflict
    • Power & dependence
    • Cooperation
    • Contractual governance

    Managing the Internal Sales Force

    • Design of selling activities
    • Organization of the sales force
    • Sales planning and sales information system
    • Staffing, training and directing the sales force
  • Reading List

    Homburg, C., Schäfer, H., and Schneider, J. (2016), Sales Excellence - Systematic Sales Management.

    Coughlan, A., T., Anderson, E., Stern, L., W., El-Ansary, A., I. (2006), Marketing Channels, 7th edition.

    Spiro, R., L., Stanton, W., J., Rich, G., A. (2008), Management of a Sales Force, 12th edition.

  • Reader Sale

    The course material includes the slides discussed in the lecture. A detailed list of the mandatory reading material as well as additional references is also included.

    Course material is available for purchase at the Chair of Business-to-Business Marketing, Sales, & Pricing, Prof. Dr. Dr. h.c. mult. Christian Homburg, L5, 1 (2nd floor) on the following dates:

    Day Date Time
    Tuesday 12.2.2019 10 a.m.-noon
    Thursday 14.2.2019 2 p.m.-4 p.m.
    Tuesday 19.2.2019 10 a.m.-noon
    Tuesday 19.2.2019 2 p.m.-4 p.m.
    Thursday 21.2.2019 1 p.m.-3 p.m.