Content:
A key challenge for companies in a marketing context is to choose the right approaches on how to deliver their products and services to customers. In doing so, companies need to carefully consider their customers’ needs and requirements to successfully manage company-customer relationships. This course focuses on classic and new approaches of sales and customer relationship management. In particular, it covers the set-up of sales systems in terms of offline channels (e.g., retail stores) and online channels (e.g., online shops or market places), their interplay (e.g., multi-channel management), or the management of the sales force. Moreover, it focuses on different types of customer-firm interactions, on approaches of analyzing customer satisfaction and loyalty, as well as on customer complaint management, cross-selling management or cus-tomer experience management.

Examination:
• Written exam (60 Minutes; students can answer exam questions in English or German)
• Bonus: Group work with focus on the conceptualization, creation and design of an own webshop and related sales and CRM processes