Sales Management

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.

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

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.

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:

When?

• Monday, 13.02.2023, 11.45 a.m. – 13.45 p.m.
• Wednesday, 15.02.2023, 13.45 p.m. – 15.30 p.m.
• Monday, 27.02.2023, 11.45 a.m. – 13.45 p.m.

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 (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.

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