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Teaching at KLU

Service Marketing

In this course, students are familiarized with the specifics of marketing services as opposed to marketing physical products. They will be able to apply the concepts they have learned in a real context and above all to implement strategic and operational services marketing. Practical examples, especially from the logistics industry, will contribute toward students gaining a practical understanding of the subject matter. The course focuses on the following learning objectives:

• Understanding what services are and why they are different
• Evaluating different methods for measuring service quality
• Introducing behavioral concepts such as (dis-)satisfaction and word-of-mouth
• Outlining methods to design optimal services (such as Conjoint Analysis) and to deliver optimal service quality (such as Service Blue-Printing)
• Assessing the pros and cons of service recovery
• Understanding the foundations of Customer Relationship Management (CRM)
• Providing the link to financial performance, i.e., Customer Lifetime Value and Customer Segmentation

Sales Management

In this course, students will get a detailed understanding of how to manage a sales force mostly in an industrial context. The course should enable students to deal with the most important planning problems of supervising sales people. The course focuses on the following learning objectives:

• Understanding the tasks of managing a sales force
• Evaluating strategic issues of designing sales force organizations
• Introducing concepts for measuring success of sales people and selecting the most promising ones
• Planning sales effort with the help of decision tools
• Planning prices in competitive submissions
• Designing compensation systems for sales people
• Organizing sales people’s responsibilities including territory alignment
• Determining the optimal size of a sales force

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