Distribution and Marketing

Short Name
Vertrieb und Marketing
Module Code
BA5005
Module Coordinator
  • Peter Hohmann
Teacher
  • 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