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Sales Management and Retailing

Sales Management and Retailing
type: Vorlesung (V)
semester: WS 17/18
time: 2017-10-18
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2


2017-10-25
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-11-08
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-11-15
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-11-22
11:30 - 13:00 täglich
20.20 LESC-Seminarraum 062 20.20 Kollegiengebäude am Zirkel, Teil 1

2017-11-22
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-11-29
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-12-06
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-12-13
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2017-12-20
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2018-01-10
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2018-01-17
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2018-01-24
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2018-01-31
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2

2018-02-07
11:30 - 13:00 wöchentlich
20.30 SR 1.067 20.30 Kollegiengebäude Mathematik, Englerstr. 2


lecturer: Prof. Dr. Martin Klarmann
sws: 2
lv-no.: 2572156
Bibliography

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

Content of teaching

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
Annotation

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

This course is held in English.

Workload

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

Aim

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
Exam description

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