Distribution and Marketing

Module Code
BA5005
Module Coordinators
Peter Hohmann
Teachers
  • Peter Hohmann
  • Achim Kaufmann
  • Martin Przewloka
  • Short Description
    The main focus of this course is to convey knowledge in the fields of distribution and marketing, as well as knowledge of CRM-systems, online-sales and online-marketing.
    Learning Objectives

    The students know about distribution and marketing, especially about CRM systems, online sales and online marketing.

    Contents
    • Differentiation between distribution and marketing
    • Customer orientation, customer satisfaction and customer retention
    • Strategically and operative management
    • Customer relation management
    • Online sales and online marketing
    • Controlling, sales and marketing information systems
    Duration in Semester
    1
    Instruction Language
    German
    Total Effort
    3 CrP; an estimated 90 hours, of which approximately 30 are spent in class.
    Weekly School Hours
    2
    Method of Instruction
    Lecture 2 sppw
    Requirements for the awarding of Credit Points
    Written exam or home work and presentation
    Evaluation Standard
    according to examination regulations (§ 9)
    Availability
    Yearly
    References
    • H. Hippner, K. D. Wilde Grundlagen des CRM
    • G. Raab, N. Lorbacher Customer Relationship Management
    • P. Winkelmann Marketing und Vertrieb
    • Conrady, Jaspersen, Pepels (Hrsg.) Online Marketing Strategien
    • Conrady, Jaspersen, Pepels (Hrsg.) Online Marketing Instrumente
    Prerequisites
    None