Upon successful completion of the course, students will discuss

• opportunities for setting up and promoting online shops.
• the importance of shop newsletters and loyalty programs.
• the importance of service orientation.
• success factors of Customer Relationship Management and the management of customer relationships.
• possibilities for developing a CRM strategy.
• ways to promote emotional customer loyalty.
• current tools to support sales & CRM activities (e.g. Merchant Center, Data Feed).
• key performance indicators and tools to measure the success of sales and CRM activities.

• sketch, analyze and promote online shops.
• identify and understand digital customers.
• generate leads and define steps after initial contact.

• plan and implement a comprehensive CRM strategy and measure its success with the assistance of various tools (incl. software solutions).

none

• Shop management strategy
• Shop management tools and software
• Shop advertising 1 (newsletter and loyalty programs, social media, display and affiliate)
• eCommerce analytics (eCommerce tracking and analytics)
• Customer relationship management strategy
• Customer relationship management tools and software
• Customer Relationship Management controlling

Chaffey, D./Edmundson-Bird, D./Hemphill, T. (2019): Digital business and e-commerce management. London: Pearson UK.

Konrath, J. (2015): Agile Selling: Get Up to Speed Quickly in Today's Ever-changing Sales World. London: Penguin.

Kumar, V./Reinartz, W. (2018): Customer relationship management. Wiesbaden: Springer.

Schultz, M./Doerr, J. E. (2014): Insight selling: surprising research on what sales winners do differently. Hoboken: John Wiley & Sons.

Lecture, discussion, self-study and group work, case studies

Integrated module examination

Continuous assessment type: Case study in individual and group performances