Excellence in

MBA 2010 Salesforce Management and Key Account Management
Contact hours per week
Jensen, Ove
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
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%)
Discounted cashflow analysis, marketing return on invest calculation, transaction cost theory, confirmation/ disconfirmation paradigm, response models, decision calculus
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 %)