Distribution and Marketing

Modulnummer
BA5005
Modulverantwortliche
Peter Hohmann
Dozenten
  • Peter Hohmann
  • Achim Kaufmann
  • Martin Przewloka
  • Kurzbeschreibung
    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.
    Qualifikations- und Lernziele

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

    Lerninhalte
    • 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
    Moduldauer (Semester)
    1
    Unterrichtssprache
    Deutsch
    Gesamtaufwand
    3 CrP; 90 Stunden, davon etwa 30 Stunden Präsenzzeit.
    Semesterwochenstunden
    2
    Lernformen
    Lecture 2 sppw
    Geprüfte Leistung
    Written exam or home work and presentation
    Bewertungsstandard
    according to examination regulations (§ 9)
    Häufigkeit des Angebots
    Yearly
    Literatur
    • 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
    Voraussetzungen
    None