Sales Management and Retailing

  • type: Lecture (V)
  • semester: WS 21/22
  • time: We 2021-10-20
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)


    We 2021-10-27
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-11-03
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-11-10
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-11-17
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-11-24
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-12-01
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-12-08
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-12-15
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2021-12-22
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2022-01-12
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2022-01-19
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2022-01-26
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2022-02-02
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)

    We 2022-02-09
    12:00 - 13:30, weekly
    20.40 Architektur, Neuer Hörsaal (NH)
    20.40 Architekturgebäude (EG)


  • lecturer: Prof. Dr. Martin Klarmann
  • sws: 2
  • lv-no.: <a target="lvn" href="https://campus.studium.kit.edu/events/0x42DA7627922A4003B9CF6B319C23F6E8">2572156</a>
Content

The aim of the course "Sales Management and Retailing" is on the one hand to give insights into the challenging realization of a successful sales management and on the other hand to discuss peculiarities of retailing contexts. The contents are below others:

  • Customer relationship management (word-of-mouth-analysis, key account management, loyalty programs, complain management etc.)
  • Retail marketing (trends, point of sale design etc.)
  • Retailer-producer relationships

Students

  • know challenges regarding the organization of distribution systems
  • have knowledge in the field of forecasting and are able to predict the expected sales with the help of different approaches (e.g. exponential smoothing and moving averages)
  • are able to plan and to put into practice customer satisfaction measurements
  • know the main goals of customer relationship management and are able to implement them with the suitable instruments (e.g. loyalty programs, cross selling and customers-recruit-customers programs)
  • are capable to put customer prioritization into place and to calculate the customer lifetime value
  • know and have mastered the processes to generate recommendations (e.g. collaborative filtering process and affinity analysis)
  • have well-founded knowledge of complaint management and customer recovery)
  • understand the transaction cost theory and know its meaning in practice
  • know different kinds of sales channels and can analyze their success
  • are aware of power sources and conflicts between producer and retailer and can use this knowledge for a successful vertical marketing
  • know the particularities of trade marketing regarding the components of the extended marketing mix
  • have well-founded knowledge of quantitative determining of retail prices

The assessment consists of a written exam (60 minutes) (following §4(2), 1 of the examination regulation).

The total workload for this course is approximately 90 hours. For further information see German version.

For further information please contact Marketing & Sales Research Group (marketing.iism.kit.edu).

Language of instructionEnglish
Bibliography

Homburg, Christian (2016), Marketingmanagement, 6. Aufl., Wiesbaden.