After successfully completing the module, students are able to
• explain the importance and contribution of marketing and sales to a company's success.
• work out the connection between marketing and sales as corporate functions.
• explain the structure and significance of a marketing concept.
• develop a marketing concept independently.
• describe the required strategic decisions for creating a marketing concept (segmentation, targeting, positioning).
• explain the elements of the marketing mix.
• explain sales tasks and the personal purchasing process.
• describe the tasks and importance of sales.
• critically reflect on challenges and solutions in the management of sales teams.
• work independently on tasks in marketing and sales departments of companies.

none

• Basics of marketing
• Marketing concept
• Strategic decisions in the development of a marketing concept (segmenting, targeting, positioning, development of buyer personas)
• Interfaces to digital marketing
• Marketing mix
• Tasks of the sales department
• The personal sales process
• The sales function in the company
• Sales management and leadership of sales teams

Binckenbanck, L./Hölter, A.-K./Tiffert, A. (2020): Führung von Vertriebsorganisationen: Strategie - Koordination - Umsetzung, 2. Aufl. Wiesbaden: Springer Gabler.
Bruhn, M. (2022): Marketing. Grundlagen für Studium und Praxis, 15. Aufl. Wiesbaden: Springer Gabler.
Homburg, Chr. (2020): Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, 6. Aufl. Wiesbaden: Springer Gabler.

Lecture, (group) discussion, working on practical tasks, self-study

Integrated module examination
Continuous assessment type: online exam multiple choice and tasks