Course Syllabus
Unit
Strategic Growth and Sales Management
Module
Strategic Growth and Sales Management
Responsible for module
Prof. Dr. Alexander H. Kracklauer,
[email protected],
Tel: +49(0)731-9762-1416, Room: Centre for Marketing & Sales (EINS, 12 Edison)
Course type
Part of the specialisation “International Brand & Sales Management”
Lecturer(s)
Prof. Dr. Alexander H. Kracklauer
Language
English
Semester
3rd semester
Teaching methods / scale / members
Teaching methods: The unit will be delivered through a blended learning approach by
combination of some or all of the following: formal lectures and guest speakers, discussion
groups and multi-media presentations.
Scale: 2 teaching hours per semester week
Members: max. 30 students
Work parameters
Total 90 hours, thereof ca. 22 contact hours in lecture form, ca. 68 hours self study (revision,
exercises and exam preparation)
Credit points
8 ECTS for entire module ‘Strategic Growth and Sales Management.
Additional units to be attended:
• ‘Growth and Sales Seminar’
• ‘Growth and Sales Case Studies’
Requirements for admission to the course
Enrolled Master Student
Good English
Objectives
Strategic Growth and Sales Management is an important key to success. It guarantees that
market success is not lacking in practical relevance but is planned and realised close to
markets and customers. Students need to understand this important role that sales activities
can play in organizational success. For this the module aims to introduce the students to all
relevant dimensions of successful Strategic Growth and Sales Management, which are
essential for later managerial functions (like CEO, Sales Director, Key Account Management
director).
Content
Students attain a detailed understanding of the following technologies and methods:
a) Sales Strategy: customer segmentation & customer centrality, competitive advantages,
distribution channels, multi-channel management, pricing, management by objectives,
ebusiness
strategies, buying behaviour.
b) Sales Management: sales controlling, sales organisation and planning, sales force
management (techniques & tools), sales culture.
c) Customer Relationship Management (CRM): CRM model, prospect acquisition, customer
loyalty, customer retention, customer value analysis, evolution of customer relationships and
implementation of CRM, partnering, international key account management.
d) Information Management: user-oriented information systems, customer information,
information about competition, market information, internal IT management, CAS / CRM.
Course achievement and examination
Examination (90 min)
Media
Projector, blackboard, flip chart, handouts
Literature
• Doyle, P. - Value-Based Marketing: Marketing Strategies for Corporate Growth and
Shareholder Value (latest edition)
• Peelen, E. - Customer Relationship Management (latest edition)
• Johnston, M.W., Marshall, G.W. – Sales Force Management (latest edition)
• Blattberg, R.C., Kim, B.-D., Neslin, S.A. – Database Marketing. Analyzing and
Managing Customers (International Series in Quantitative Marketing) (latest edition)
• Anderson, E. - Harvard Business Review on Strategic Sales Management (latest
edition)
• Friedman, L.S., Furey, T. - Channel Advantage: Using Multiple Sales Channels to
Reach More Customers, Sell More Products, Make More Profit (latest edition)
At this stage of studies it is expected that, in addition to the texts identified above, students
will supplement their reading with appropriate journal articles. Electronic access is available
to many journals (more information in the HNU library). Although it is expected that
students will source appropriate articles from a range of academic journals, key sources on
marketing topics are:
• Journal of Marketing Management
• Journal of Brand Management
• Journal of Services Marketing
• Journal of Personal Selling and Sales Management
Used instruction material
Specific lecture notes; handouts; literature from the Internet, library, interlending
updated in May 2016
