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German original

Advanced Issues of Sales and Marketing
(dt. IT-Vertrieb und Marketing in einer digitalisierten Welt)

Level, degree of commitment in original study programme Advanced module, compulsory elective module
Forms of teaching and learning,
workload
Lecture (2 SWS), recitation class (2 SWS),
180 hours (60 h attendance, 120 h private study)
Credit points,
formal requirements
6 CP
Course requirement:
Examination type: Two examinations: term paper (3 CP) and presentation (3 CP)
Language,
Grading
German,
The grading is done with 0 to 15 points according to the examination regulations for study course M.Sc. Business Informatics.
Original study programme M.Sc. Wirtschaftsinformatik / Wirtschaftsinformatik Vertiefung
Duration,
frequency
One semester,
Im Wechsel mit anderen advanced moduleen zur Business Informatics
Person in charge of the module's outline Prof. Dr. Martin Przewloka, Prof. Dr. Bernhard Seeger

Contents

Part one:

  • Importance of IT products and solutions (today/in future)
  • Comparison of IT sales versus classic consumer and industrial goods sales
  • IT marketing versus IT sales (differences and similarities)
  • Tactical and strategic aspects of IT Sales
  • Organizational models (today/in future)
  • The market
  • The customer
  • Importance, generation and analysis of data
  • Challenges and changes of market and customers in the context of digitization
  • CRM, PRM
  • Standardized IT sales processes and best practices in selected industries (use cases)
  • Role concepts in sales and marketing
  • Management of sales and marketing, sales controlling and analytical marketing
  • Importance of Market Intelligence
  • Modern and future forms of IT sales

Part two:

  • Treatment of a case study: Working on a concrete, current and practice-relevant sales scenario/problem.

Qualification Goals

The students understand the basics and processes in technology sales with a focus on information technology. They can describe and demonstrate with so-called 'best practices' from the industry how effective and efficient product sales can be. The students are also able to describe models for mass distribution as well as for the complex technology distribution of capital goods. They also learn how technological progress with a focus on the Internet allows completely new sales scenarios. Within the framework of a student research project as part of the course, what has been learned is implemented in the form of a practice-relevant case study.


Prerequisites

None. Basic competences in business administration are recommended, as they are taught in the basic business administration modules.


Recommended Reading

  • Aktuelle und spezifische Literaturquellen werden im Rahmen des Moduls bereitgestellt.
  • Empfehlenswerte Quellen:
  • Ralf T. Kreutzer und Karl-Heinz Land: Digitale Markenführung: Digital Branding im Zeitalter des digitalen Darwinismus. Das Think!Book (2017)
  • Hartmut H. Biesel: Vertrieb 4.0: Vertrieb und Marketing in einer Digitalen Welt (2016)



Please note:

This page describes a module according to the latest valid module guide in Wintersemester 2021/22. Most rules valid for a module are not covered by the examination regulations and can therefore be updated on a semesterly basis. The following versions are available in the online module guide:

The module guide contains all modules, independent of the current event offer. Please compare the current course catalogue in Marvin.

The information in this online module guide was created automatically. Legally binding is only the information in the examination regulations (Prüfungsordnung). If you notice any discrepancies or errors, we would be grateful for any advice.