Marketing & Sales II

Department

Bachelor's program Business & Management

Course unit code

B&M-B-4-MSB-MSB-ILV

Number of ECTS credits allocated

4.0

Name of lecturer(s)

FH-Prof. Priv.-Doz. Dr. Stöckl Thomas, FH-Prof. Dr. Harthaller Kristina

Mode of delivery

-

Recommended optional program components

none

Recommended or required reading

Case studies and academic papers communicated/distributed in class.

Johansson, J.K. & K.A Carlson (2015). Contemporary Brand Management. Sage

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Levy, M., Weitz, B. A., Grewal, D., & Madore, M. (2004). Retailing management. New York: McGraw-Hill Irwin.

Miller, D. (2017). Building a StoryBrand: Clarify your message so customers will listen. HarperCollins Leadership.

Rossiter, J. R., Percy, L., & Bergkvist, L. (2018). Marketing communications: Objectives, strategy, tactics. Sage.

Level of course unit

Bachelor

Year of study

Spring 2026

Semester when the course unit is delivered

4

Language of instruction

English

Learning outcomes of the course unit

In this course, you will develop the critical ability to independently identify and solve key challenges in the field of marketing & sales. By using case studies, group discussions, and best-practice examples in class you will learn to apply theoretical knowledge in marketing & sales to actual business problems and to look at the key challenges of marketing & sales from different perspectives. Having completed this course, you will have acquired sound theoretical knowledge and developed practical skills so that you are able to:

... identify core customer segments and map their path-to-purchase.

... choose suitable methods to conduct consumer research and apply emotional selling techniques to practical situations.

... list key characteristics of contemporary brand management and explain how companies can build a story brand.

... successfully differentiate between offline, online, cross-, and omni-channel distribution strategies and assess the most prevalent innovations in international distribution management.

... develop an integrated communication strategy and determine why some social media marketing campaigns go viral why others do not.

...list best-practice examples in marketing & sales and internalize their most important assets.

Course contents

Buyer & Consumer Behavior
• Consumers in the Marketplace
• Consumers as Individuals
• Consumers in their Social and Cultural Settings
Distribution & Sales
• Management of Distribution Channels: Indirect and direct channels (including distance and elec-tronic channels)
• Sales Management: Personal selling and management of the sales force
Brand Management & Communication
• Introduction into principles of effective brand Management
• Marketing Communication
o Basic concepts, models and theories of communication processes
o Communication mix

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none