Industrial Management

Marketing 2 (Sales & Customer Orientation)

Integrated course, 2.00 ECTS


Course content

•Basic principles of leading negotiations
•Tools for successfully leading negotiations
• Strategic aspects of leading negotiations
• Negotiation techniques
• Sales and customer orientation
• Claims and complaints management
• Recognising customer requirments
• Customer satisfaction and long-term customer retention
• Service design and engineering - introduction
• New services in the B2B sector, based on case examples

Learning outcomes

The students are able to
• Team building: explain phases of group development
• Define functions in teams
• Reflect on dimensions of team work
• Understand social learning
• Understand teams within the context of an organisation
• Understand observation and communication and influential factors for the development of team competence
• Recognise and reflect on one's own behaviour
• Give and take feedback, and use it to their own good
• Understand the significane, nature and role of marketing in a business process.
• Apply the "4Ps" of marketing independently and apply them to separate cases.
• Explain the difference between B2B and B2C
• Explain the basics of the most conventional methods of market research. Case examples may be used.
• Apply and justify methods for market segmentation
• Apply the content in successfully preparing a negotiation
• Recall knowledge of the Harvard Negotiation Technique and understand the purpose of this technique
• Generate the entrepreneurial necessity of customer satisfaction and apply this principle in long-term customer retention
• Understand the purpose of service design and service engineering
• Illustrate examples of new services in the B2B sector

Recommended or required reading and other learning resources / tools

• Kotler/Amstrong: Principles of Marketing
• Spiller: Marketing Basics
• Kotler/Keller/Bliemel: Marketing-Management
• Nerdinger/Neumann: Kundenzufriedenheit und Kundenbindung
• Van Dick/West: Teamwork, Teamdiagnose, Teamentwicklung
• Bender: Teamentwicklung
• Becker: Teamarbeit, Teampsychologie, Teamentwicklung
• Meffert: Marketing

The lecturer agrees to pass on an updated list of recommended literature to the students in accordance with the syllabus.
Journal of Marketing
European Journal of Marketing
Journal Team Performance Management
Industrial Marketing Management

Mode of delivery

Integrated lecture

Prerequisites and co-requisites


Assessment methods and criteria

Continuous assessment