Excellence in
Management
Education

Title
MBA 2010 Salesforce Management and Key Account Management
Contacts hour per week
2.0
Lecturer
Jensen, Ove
Language
Englisch
Content
Definition and importance of sales & customer relationship management
Key sales channels and service channels
The (he)art of selling
Optimizing the efficiency of the sales force
Key levers of revenue from a customer relationship
The (he)art of price negotiation
Optimizing the efficiency of selling campaigns
key account management
Small account management
Prerequisites
Core course marketing or comparable course
Course description
Sales is the "eye of the needle" that all the firm's offerings have to go through. In the context of a business administration curriculum, many courses are mainly about administration. In contrast, this course is truly about doing business - because nothing happens in business unless somebody sells something. The course adopts a value-based marketing perspective and systematically discusses how revenues and sales efficiency can be increased.
Teaching methods
Lectures & discussions (55 %), video (5%), selling and negotiation games (10%), case studies (20%), guest speakers (10%)
Theories
Discounted cashflow analysis, marketing return on invest calculation, transaction cost theory, confirmation/ disconfirmation paradigm, response models, decision calculus
Literature
Course package (includes lecture slides and selected articles)
Further literature
    Anderson, J., Narus, J. (2003):"Business Market Management: Understanding, creating and delivering value", New York Bly, R. W. (1998): Business to Business - Direct Marketing, Chicago Cespedes, F. (1995): "Concurrent Marketing - Integrating Product, Sales, and Services", Boston Cheverton, P. (2004): "Key Account Management: A Complete Action Kit of Tools and Techniques for Achieving Profitable Key Supplier Status", London De Bonis, N., Balinski, E., Allen, P. (2002): "Value-based marketing for bottom-line success", New York Kumar, V., George, M. (2007): "Measuring and maximizing customer equity: a critical analysis", Journal of the Academy of Marketing Science, (35), pp. 157-171 Lewicki, R. et al. (2003): "Essentials of negotiation", New York Rackham, N. (1996): "SPIN Selling", New York Reinhartz, W., Kumar, V. (2002): "The mismanagement of customer loyalty", Harvard Business Review, July, pp. 86-94 Rust, R., Lemon, K., Zeithaml, V. (2004): "Return on Marketing: Using Customer Equity to Focus Marketing Strategy", Journal of Marketing (68), pp. 109-127 Skiera, B., Albers, S. (1998): " COSTA: Contribution Optimizing Sales Territory Alignment", Marketing Science, 17 (3), pp.196-213 Webster, F. (2002): Market-driven management: "How to define, develop, and deliver customer value", Hoboken Workman, J., Homburg, Ch., Jensen, O. (2003): "Intraorganizational Determinants of Key Account Management Effectiveness", Journal of the Academy of Marketing Science, 31 (1), pp. 3-21 Zoltners, A., Sinha, P., Zoltners, G. (2001): "The Complete Guide to Accelerating Sales Force Performance", New York
Method of examination
Final exam (70 %), case studies (30 %)