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

Books:
• 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.
Journals:
Journal of Marketing
European Journal of Marketing
Journal Team Performance Management
Industrial Marketing Management

Mode of delivery

Integrated lecture

Prerequisites and co-requisites

none

Assessment methods and criteria

Continuous assessment