Business Management FT
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Sales & Customer Relationship Management (E)

level of course unit


Learning outcomes of course unit

The students
• Are familiar with the basic concepts of sales management and customer loyalty management.
• Can classify and evaluate the structure of a sales organization.
• Are familiar with the context and the diverse requirements placed on sales employees.
• Know the background of the CRM approach and understand the challenges and advantages of a CRM system.
• Can evaluate CRM implementation projects on the basis of success factors.
• Know the possible applications of digitization in CRM.

prerequisites and co-requisites

• Marketing (E)

course contents

The lecture offers an overview of the topics of sales management and customer loyalty management, especially in the SME environment and with special emphasis on the following topics:
• Tools and methods of sales management
• Structure, organization and optimization of the sales structure
• Recruitment & further development of sales employees
• Sales policy objectives and strategies
• Sales and negotiation process in distribution
• Area of responsibility of customer relationship management
• Quality and satisfaction measurement as a basis for CRM
• Success factors for the introduction of a CRM system (also under data protection aspects)

recommended or required reading

Biesel, H., & Hame, H. (2018). Vertrieb und Marketing in der digitalen Welt: So schaffen Unternehmen die Business Transformation in der Praxis. Wiesbaden: Springer Verlag.
Entrup, M. L., & Goetjes, D. (2019). Sales & Operations Planning in der Konsumgüterindustrie: Mit Best-Practice-Prozessen nachhaltig die Wettbewerbsfähigkeit steigern. Wiesbaden: Springer Verlag.
Menthe, T., & Sieg, M. (2018). Kundennutzen – Schlüssel zum Verkaufserfolg. Wiesbaden: Springer.
Pufahl, M. (2019). Sales Performance Management: Exzellenz im Vertrieb mit ganzheitlichen Steuerungskonzepten. Wiesbaden: Springer Verlag.
Riedl, H., & Printing, C. (2019). Digitalisierung im Filialsystem: Prozesse und Module für Umsetzung und Führung. Wiesbaden: Springer Verlag.
Scheed, B., & Scherer, P. (2019). Strategisches Vertriebsmanagement: B2B-Vertrieb im digitalen Zeitalter. Wiesbaden: Springer Verlag.

assessment methods and criteria

• Final exam and
• Quiz

language of instruction


number of ECTS credits allocated


course-hours-per-week (chw)


planned learning activities and teaching methods

25 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

semester/trimester when the course unit is delivered


name of lecturer(s)

English version will be available soon

recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable