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 is covering five central areas of sales management. First, the foundations and objectives of sales management are discussed, as well as the concept of sales strategy and its core elements are introduced. Second, the key sales instruments which are essential for achieving sales objectives are discussed. Third, the fundamentals of sales channel design are presented, followed by the discussion of the management of external sales partners. The final chapter covers the fundamentals of managing the internal sales force.
Upon successful completion of this course, students can understand the foundations and objectives of sales management and can 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.
Not taken MKT 611
Module MKT 510
|Forms of teaching and learning
|Independent study time
|Form of assessment
|Written exam (60 min, 60%), group work (Cases) (40%)
Prof. Dr. Dr. h. c. mult. Christian Homburg
Prof. Dr. Dr. h. c. mult. Christian Homburg, Janina Riether, M.Sc.
|Frequency of offering
|Duration of module
|Range of application
|M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf.
|Preliminary course work
|Program-specific Competency Goals
|Foundations in Sales Management
Definitions and scope of sales management
Objectives of sales management
Competitive advantage in sales
Key sales instruments
Interaction with customers
Key account management
Design of selling activities
Managing External Sales Partners
Understanding the partners business
Power & dependence
Managing the Internal Sales Force
Organization of the sales force
Sales planning and control system
Staffing, training and directing the sales force