Marketing & Sales

  • Master's Program Management, Communication & IT
Course unit code
Level of course unit
  • Master
Semester when the course unit is delivered
  • 1
Number of ECTS credits allocated
  • 5.0
Name of lecturer(s)
  • Mollenhauer Raimund
Learning outcomes of the course unit
  • Students are able to develop digital sales strategies and to organize and digitally map sales processes. The module provides students with the professional field-related competencies of digital marketing. Students will be able to use the instruments of digital marketing effectively and efficiently, taking into account the overall marketing strategy. In particular, students will learn about the opportunities and limitations of customer analytics and big data in the digital marketing environment.
Mode of delivery
  • face-to-face (Präsenzveranstaltung)
Prerequisites and co-requisites
  • none
Course contents
  • - Conception of different digital sales models
    - Development of technologically integrated marketing strategies
    - Monitoring and evaluation of marketing programs
    - Consumer behavior and brand perception
Recommended or required reading
  • - Hemann, C., & Burbary, K. (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (Que Biz-Tech) (2nd ed.): Que Publishing.
    - Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4. ed., global ed.). Always learning. Harlow u.a.: Pearson Education.
    - Kotler, P., & Armstrong, G. (2016). Principles of Marketing (15th ed.). Harlow: Pearson.
    - Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Harlow: Pearson.
    - Matthews, B., & Schenk, T. (2018). Sales enablement: A master framework to engage, equip, and empower a world-class sales force. Wiley.
    - Miller, T. W. (2015). Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python (FT Press Analytics) (1st ed.): Pearson FT Press.
    - Tuten, T. L., & Solomon, M. R. (2015). Social media marketing (2. ed.). Los Angeles: SAGE.
Planned learning activities and teaching methods
  • The course comprises an interactive mix of lectures, discussions and individual and group work.
Assessment methods and criteria
  • To monitor the students’ learning this course will provide ongoing assignments as a basis for feedback and grading (formative assessment) and/or will evaluate the students learning at the end of the course or an instructional unit via exams, final project reports, essays or seminar papers (summative assessment).
Language of instruction
  • English