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Sales & Customer Relationship Management (E)
level of course unit
noneLearning 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.
• 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
None
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 taking into account data protection aspects, digitalization and Industry 4.0
• 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 taking into account data protection aspects, digitalization and Industry 4.0
recommended or required reading
• Brodersen, L. (2022). Customer Relationship Management (CRM) in der Praxis: Begriffe, Grundlagen, Verfahren - Von Analyse bis Zufriedenheit. Hamburg: Cardo Verlag.
• Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies. Abingdon, OX: Routledge.
• Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Berlin-Heidelberg: Springer Verlag.
• Pufahl, M. (2019). Sales Performance Management: Exzellenz im Vertrieb mit ganzheitlichen Steuerungskonzepten. Wiesbaden: Springer Verlag.
• Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies. Abingdon, OX: Routledge.
• Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and tools. Berlin-Heidelberg: Springer Verlag.
• Pufahl, M. (2019). Sales Performance Management: Exzellenz im Vertrieb mit ganzheitlichen Steuerungskonzepten. Wiesbaden: Springer Verlag.
assessment methods and criteria
• Final exam and
• Quiz
• Quiz
language of instruction
Englishnumber of ECTS credits allocated
2eLearning quota in percent
25course-hours-per-week (chw)
1.5planned 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.
