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,
|Lecture (2 SWS), recitation class (2 SWS), |
180 hours (60 h attendance, 120 h private study)
Examination type: Two examinations: term paper (3 CP) and presentation (3 CP)
|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|
|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|
- 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
- Treatment of a case study: Working on a concrete, current and practice-relevant sales scenario/problem.
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.
None. Basic competences in business administration are recommended, as they are taught in the basic business administration modules.
- 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)
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:
- WiSe 2016/17 (no corresponding element)
- SoSe 2018 (no corresponding element)
- WiSe 2018/19
- WiSe 2019/20
- WiSe 2020/21
- SoSe 2021
- WiSe 2021/22
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.