Sales & Customer Relationship Management (E)
level of course unit
first cycle, Bachelor
Learning outcomes of course unit
Students are familiar with fundamental concepts of sales management and customer relationship management.
• are able to classify and assess the structure of a sales organization.
• are familiar with the context and numerous requirements for salespersons.
• are familiar with the background of the CRM approach and understand the challenges and advantages of a CRM system.
prerequisites and co-requisites
This lecture gives an overview of the topic areas of sales management and customer relationship management, especially in the SME environment. Particular attention is paid to the following main points:
• Tools and methods of sales management
• Creation, organization and optimization of sales structures
• Recruitment & further development of salespersons
• Sales targets and strategies
• Sales process and negotiation process in sales
• Responsibility area of customer relationship management
• Measurement of quality and satisfaction as a basis for CRM
• Success factors for the introduction of a CRM system (also considering aspects of data protection law)
recommended or required reading
• Jobber, D.; Lancaster, G. (2012): Selling & Sales Management, 9th ed., Essex: Pearson education.
• Holden, R. (2012): Negotiating with backbone - eight sales strategies to defend your price and value, Upper Saddle River: Financial Times Press.
• Fisher, R.; Ury, W. L.; Patton, W. (2011): Getting to Yes, New York: Penguin Books.
• Helmke, S.; Uebel, M.; Dangelmaier, W. (2013): Effektives Customer Relationship Management: Instrumente - Einführungskonzepte – Organisation, 5. Aufl., Wiesbaden: Gabler.
• Bruhn, M.; Homburg, C. (2010): Handbuch Kundenbindungsmanagement: Strategien und Instrumente für ein erfolgreiches CRM, 7. Aufl., Wiesbaden: Gabler.
assessment methods and criteria
presentation and/or homework
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Diplom- Wirtschaftsjurist (FH) Wever Mark
year of study
2.year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery