Sales Management (Master, Winter)

Course content: Sales focuses on the most important asset of every company - the customer. The Sales Management course provides a cross-industry overview of selling and sales management. Therefore, the course focuses primarily on the "place" dimension of the marketing mix, which is also closely linked in various ways to other dimensions of the marketing mix (product, price, promotion). After all, how a company sells is often synonymous with or very close to what it sells. The content of the course is therefore by no means only relevant for students who decide to pursue a career in sales. 

In the lectures, we take both a strategic perspective (e.g., strategic goals in sales, the most important KPIs in sales, sales as a competitive advantage) and an instrumental perspective (e.g., sales techniques, loyalty programs, e-commerce and digital technologies in sales). There is also an external perspective (e.g., management of sales partners) as well as an internal perspective (e.g., organizational structures and incentive structures in sales). 

Course format: The course consists of lectures and exciting guest lectures from companies. The examination in this course consists of an applied group case (30% of the final grade) and a written final exam (70%). 

Language: English

Target group: The course is aimed at all WFI Master's students (e.g., MARKT, ENTRE, DICE, BAOR, Business & Psychology). 

Credits: 5 ECTS

Cycle: Winter term