Syllabus: MKT4203 - Hochschule Pforzheim

Syllabus: MKT4203 – Distributionspolitik
(MKT4203)
Dr. Rudolf Albert
Hochschule Pforzheim / Pforzheim University
Lehrveranstaltung:
MKT4203 –Distributionspolitik
Workload:
4 ECTS Credits ( together with CRM (MKT4204)
Level:
Advanced
Voraussetzungen:
Basic knowledge in Micro- and Macroeconomics t
Gültigkeit:
WinSommersemester 2016
Lehrender:
Prof. Dr. Rudolf Albert
Email: [email protected]
Office hours only on prior appointment, one week in advance
Room: W4.1.22 (office of Prof.Dr.Jürgen Janovsky)
Ort und Zeit:
Link zum
Kurskatalog:
Informationen und
weitere Dokumente
zur Veranstaltung:
Introduction:
Siehe LSF
Dr. Rudolf Albert - Pforzheim University
Syllabus: Distributionspolitik (MKT4203)
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A given product shall be made available and visible for the consumer respecting the corporate and the
marketing strategy. Students are led from strategic consideration like the channel selection to building
a sales organization and developing a business plan.
Learning Objectives:
After this course the students should….
 Understand how to develop a distribution channel strategy
 Be able to design a sales organization with job roles and support functions
 Know how to translate marketing plans to a (sales) business plan
 Understand how to control a sales organization with goals and measures
Course contributions to bachelor programs’ common learning goals:
LO
Learning Objective / Outcome
Contributions to learning
Assessment
objectives
1.
Students can handle the
Alignment of customer strategies
instruments to develop
and its components with corporate
marketing strategies and know
strategies and definition of
how to deploy them. They are
organizational prerequisites for
aware of the theoretical
successful implementation
Interactive elaboration
of practical business
cases
background and the
instruments for practical
application.
2.
Based on profound
Discussions within class,
understanding of market research
Elaboration of scientific
and marketing controlling,
students can use analytic tools to
evaluate market dynamics and
Execution of in-depth customer
segmentation studies.
papers presented by
students
the role the enterprise plays in the
market.
3.
The competence comprises a
Development, adjustment and
Discussions within class,
profound theoretical knowledge
implementation of customer
Elaboration of scientific
of product, brand and customer
management practices and tools
papers presented by
management. Students are able to
students
draw up these functions in the
context of an enterprise.
4.
Students possess a comprehensive
Integration of customer
Discussions within class,
understanding of the
management in overall marketing
Elaboration of scientific
fundamental concepts of
model
papers presented by
marketing and are able to put
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Dr. Rudolf Albert - Pforzheim University
Syllabus: Distributionspolitik (MKT4203)
these into practice also in complex
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students
situations.
5.
Ethical awareness
Students are able to develop
Critical discussion of rewarding
Discussions within class.
business ethics strategies and
models, of shareholder value
Elaboration of scientific
apply them to typical business
approach versus total quality
papers presented by
decision-making problems.
approach and principles of goal
students
setting.
Communication skills
6.
Students are able to express
Probing presentation skills, verbal
Feedback on
complex problems effectively in
communication skill, presentation
presentation including
writing
technique, media usage and the
marks.
Students demonstrate their oral
communication skills in
ability to structure both in
presentation and in writing.
presentations and papers.
7.
Capacity for teamwork
Students show that they are able
to work successfully in a team by
performing practical tasks.
Feedback for
Presentations prepared in teams.
presentations.
Conduction of group work to solve
case study
Coaching during group
work
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Dr. Rudolf Albert - Pforzheim University
Syllabus: Distributionspolitik (MKT4203)
Course outline:
Module “BAS”:
1. The market, the corporate strategy and the product define the sales strategy
2. Market segmentation and customer prioritization
3. Merchandising as one of the key elements to market an impulse product with pull strategy
4. Customers, Consumers and shoppers
5. Channel strategies and the trade universe
Module “ORG”
1. Upfront considerations for organizational principles
2. Process organization with Case Study
3. Job Roles in a sales organization
4. Alternatives for organizing field sales
Module “OGSM”
1. Business Planning Process for Field Force
2. Training and control
3. Goals & Measures
4. Rewarding
Prerequisites:
You should have advanced command of the English language. The course addresses student in the 4th
year (semester 7) and basic knowledge in Marketing and Business Administration are expected.
Teaching and learning approach:
The course is an interactive lecture with many case studies and presentations by students.
Students are expected to attend classes, read the assigned literature / cases and engage in
discussion. The evaluation is based on a presentation for which students need to read scientific
literature at home and prepare a presentation of about 15 minutes (see choices below). Two/three
students may prepare one subject together. Here a choice for homework and presentation:
1.
2.
3.
4.
5.
6.
7.
Criteria for displaying and merchandising an impulse product
Trends in Global Trade – research based on a fact data base
Trends in In Store Technologies
Rewarding systems in sales organizations – pros and cons for performance based salary
CCRM – Collaborative Customer Relation Management
Category management
Process organization
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Dr. Rudolf Albert - Pforzheim University
Syllabus: Distributionspolitik (MKT4203)
Grading:
• 30 percent: participation / discussion in class
• 70 percent: presentation
Presentation of 15 to 30 minutes including documentation. A group of 2-3 students may share one
topic. Documentation shall be provided in a written format of 4 to 5 pages. A guideline for the
presentation is also available on the e-learning platform.
Course policy
The success of the course depends critically on the input by students in form of active participation in
discussions, workshops and an understandable presentation about a scientific paper for their fellow
students.
Literature
Hofbauer, G., & Hellwig, C. (2012). Professionelles Vertriebsmanagement (3. Ausg.). Erlangen:
Publicis Publishing.
Homburg, C., & Krohmer, H. (2003). Marketingmanagement. Wiesbaden: Springer Gabler.
Jobber, D., & Lancaster, G. (2003). Selling and Sales Management (6. Ausg.). Edinburgh: Pearson.
Kotler, P., Lane Keller, K., & Bliemel, F. (2006). Marketing-Management (12. Ausg.). München et al:
Pearson.
Meffert, H., Burmann, C., & Kirchgang, M. (2012). Marketing (11. Ausg.). Wiesbaden: Springer Gabler.
Specht, G., & Fritz, W. (2005). Distributionsmanagement (4. Ausg.). Stuttgart: Kohlhammer.
Winkelmann, P. (2010). Marketing und Vertrieb (7. Ausg.). München: Oldenbourg.
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