Sales Management

MKT 615 for Master Students

General Information

Lecturer Dr. Robin-Christopher Ruhnau
Course Format Lecture
Credit Points 4 ECTS
Hours per Week 2 hours
Language English
Form of Assessment Written exam 60min (60%)
Cases (40%)
Exam Date 14.06.2022
Janina Riether, M.Sc.

Janina Riether, M.Sc.

Contact person for Sales Management

For further information please contact Janina Riether.

Course Structure

  • Lecture

    Lecturer Dr. Robin-Christopher Ruhnau
    Lecture Period 24.03.2022 – 02.06.2022
    Schedule Monday 8.30 a.m.-10 a.m.
    Thursday 10.15 a.m.-11.45 a.m.
    Format Live Online via ZOOM & recorded (uploaded via Ilias) until the easter holiday, after the holiday in person lectures

Further Information

  • Brief Description

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

    Grading: The final grade consists of the exam (60%) and the case work (40%) consisting of a group presentation.

  • Course Outline

    Foundations in Sales Management

    • Definitions and scope of sales management
    • Objectives of sales management
    • Sales strategy
    • Competitive advantage in sales

    Key sales instruments

    • Interaction with customers
    • Key account management
    • E-commerce
    • Design of selling activities
    • Complaint management
    • Customer cards
    • Relationship modeling

    Channel Design

    • Sales entities
    • Channel configuration

    Managing External Sales Partners

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

    Managing the Internal Sales Force

    • Organization of the sales force
    • Sales planning and control 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 required reading and additional references are also included. The script is available for purchase.

    The script will be sold:


    • Thursday, 17.03.2022, 9.45 a.m. – 10.30am
    • Monday, 21.03.2022, 11.45 a.m. – 12.30pm


    In the chair building: Chair of Business-to-Business Marketing, Sales & Pricing Prof. Dr. Dr. h.c. mult. Christian Homburg, L5, 1,

    1st floor, in front of the secretariat


  • Case Work

    Case work (40% of the final grade) is conducted in groups. The groups consisting of 5–6 students will be formed on the basis of your thematic preferences.


    At the end of the semester break (before the next term starts) the department offers a retake exam.