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Sales and Pricing (DLMBSPBE02)

Course No.:

DLMBSPBE02

Course Title:

Sales and Pricing

Hours Total:

150 h

Credit Points:

5 ECTS

Course Type: Wahlpflicht

Course Availability: WS, SS

Course Duration: 1 Semester

Admission Requirements:

None

Course Coordinator / Instructor:

See current list of tutors in the Learning Management System

References to Other Modules:

Please see module description

Course Description:

Establishing and maintaining a competitive customer interface is one of the major challenges for every company to assure successful revenue- and profit-management.

The course will allow students to understanding the optimization levers of the customer interface. This includes advanced methods of market- and customer segmentation, channel management including the design, setup and optimization of a customer oriented sales organization (e.g. key account management), practices for sales-force-effectiveness, sales optimization levers, e.g. for customer penetration, and methods for price-differentiation and -realization.

The course incorporates case-studies and practice related data and for each optimization lever, students are introduced to a comprehensive tool-box approach. The tool box for each lever contains the required theory, a set of basic analyses and the application of best-practice examples and metrics.

Course Objectives and Outcome:

Upon completion of the course, students will be able to:

  • Identify the key-success factors for modern sales organizations.
  • Describe the relationship between segmentation and the design of an appropriate sales organization.
  • Execute respective analyses and apply improvement levers.
  • Demonstrate the use of the tool-boxes for the respective optimization levers.
  • Identify major characteristics of a high-performance sales organization.
  • Conduct decisive analyses to assess the strength and weaknesses of a sales organization and identify respective optimization levers.
  • Implement the required organizational and process-related improvement levers.
  • Measure the performance of a sales-organization using established methods, KPIs and metrics.
  • Apply fundamental concepts of international pricing

 

Teaching Methods:

The learning materials include printed and online course books, vodcasts, online knowledge tests, podcasts, online tutorials, and case studies. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style.

Course Content:

1. Segmentation

1.1 Customer Segmentation

1.2 Selection of Market Segments for Market Entry

1.3 Development of Market Segments

2. Channel Management

2.1 Distribution System as a Function of the Products Sold

2.2 Selection of Distribution Partners

2.3 Professionalization and Mobilization of Distribution Partners

2.4 Control of Distribution Partners

3. Sales Force Effectiveness

3.1 Sales Strategy

3.2 Sales Process

3.3 Sales Organization

3.4 Sales Information and Management Systems

3.5 Sales Controlling

4. Sales Optimization Levers

4.1 Key Account Management

4.2 Proactive Sales

4.3 Value-Based Selling

4.4 Online Sales Tools

5. Fundamentals of International Pricing

5.1 Pricing Strategies

5.2 Pricing for Market Segments

5.3 Transaction Pricing and Managing the Price Waterfall

5.4 Price Differentiation and Standardization in an International Context

6. Special Topics in International Pricing

6.1 Gray Markets

6.2 Transfer Pricing

6.3 Price Wars

6.4 Innovative Pricing Methods

6.5 Risks in International Business

Literature:

• Cichelli, D. J. (2011). The sales growth imperative: How world class sales organizations successfully manage the four stages of growth. New York City, NY: McGraw-Hill.
• Donovan, M.W. (2011). Driven: A manager's field guide to sales team optimization. Salisbury, NH: The Dagoba Group.
• Dolan, R. J., Soman, D., Gourville, J. T., Soman, D., Marn, M., Rosiello, R., . . . Ross, E. (2008). Harvard business review on pricing. Boston, MA: Harvard Business School Pub.
• Lever, B. (2011). Marketing optimization applying advanced analytics to customer strategies. Hoboken, NJ: John Wiley & Sons.
• Piercy, N., & Lane, N. (2009). Strategic customer management: Strategizing the sales organization. Oxford, U.K.: Oxford University Press.

Prerequisites to Qualify for Assessment:

• Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass)
• Course evaluation

Assessment:

Exam, 90 min

Student Workload (in hours): 150

Self-study: 90
Self-testing: 30
Tutorials: 30