MKT 615: Sales Management
Contents
The module deals with the primary sales tasks of customers’ acquisition and retention as well as sales objectives and necessary sales instruments from an instrumental and strategic perspective. Accordingly, the lecture covers five central areas of sales management. First, the foundations and objectives of sales management are discussed, and the concept of sales strategy and its core elements are introduced. Second, the key sales instruments essential for achieving sales objectives are discussed. Third, the fundamentals of sales channel design are presented, followed by a discussion of the management of external sales partners. The final chapter covers the fundamentals of managing the internal sales force.
Learning outcomes
Upon successful completion of this course, students can understand the foundations and objectives of sales management and apply the key sales instruments necessary for the achievement of sales objectives. They are aware of the importance of efficient management of external sales partners and internal sales force. At the end of this module, students are able to apply the acquired knowledge about sales strategy, concepts, and key sales instruments in practice.
Necessary prerequisites
Not taken MKT 611
Recommended prerequisites
Module MKT 510
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 9 SWS |
| ECTS credits | 4 |
| Graded | yes |
| Workload | 120h |
| Language | English |
| Form of assessment | Written exam (60 min, 60%), group work (Cases) (40%) |
| Restricted admission | no |
| Further information | – |
Examiner Performing lecturer |  | Prof. Dr. Dr. h. c. mult. Christian Homburg Prof. Dr. Dr. h. c. mult. Christian Homburg, Janina Riether, M.Sc. |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf. |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1 |
| Literature |
|
| 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 |