Sales and Pricing (DLMBSPBE02)

Course No.:


Course Title:

Sales and Pricing

Hours Total:

150 h

Credit Points:


Course Type: Wahlpflicht

Course Availability: WS, SS

Course Duration: 1 Semester

Admission Requirements:


Course Coordinator / Instructor:

See current list of tutors in the Learning Management System

References to Other Modules:

Please see module description

Course Description:

Establishing and maintaining a competitive customer interface is one of the major challenges for every company to assure successful revenue- and profit-management.

The course will allow students to understanding the optimization levers of the customer interface. This includes advanced methods of market- and customer segmentation, channel management including the design, setup and optimization of a customer oriented sales organization (e.g. key account management), practices for sales-force-effectiveness, sales optimization levers, e.g. for customer penetration, and methods for price-differentiation and -realization.

The course incorporates case-studies and practice related data and for each optimization lever, students are introduced to a comprehensive tool-box approach. The tool box for each lever contains the required theory, a set of basic analyses and the application of best-practice examples and metrics.

Course Objectives and Outcome:

Upon completion of the course, students will be able to:

  • Identify the key-success factors for modern sales organizations.
  • Describe the relationship between segmentation and the design of an appropriate sales organization.
  • Execute respective analyses and apply improvement levers.
  • Demonstrate the use of the tool-boxes for the respective optimization levers.

Upon completion of the course, students will have learned about and understood the major characteristics of a high-performance sales organization. They will be able to conduct decisive analyses to assess the strength and weaknesses of a sales organization and identify respective optimization levers. Students will be equipped to implement the required organizational and process-related improvement levers. They will also be able to measure the performance of a sales-organization using established methods, KPIs and metrics.

Teaching Methods:

A variety of learning materials are offered to students: depending on the course, these include printed and online course books, vodcasts, podcasts, online tutorials, case studies, and online knowledge tests. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style.

Course Content:

1 Segmentation

1.1 Market Segmentation

1.2 Customer Segmentation

1.3 ABC-Analysis

2 Channel Management

2.1 Product-Oriented Sales Organization

2.2 Regional Sales Organization

2.3 Customer Segment-Oriented Sales Organization

3 Key Account Management

4 Sales Force Effectiveness

4.1 Sales Management

4.2 Targeting and Metrics

4.3 Incentives

4.4 Information and Management Tools

5 Sales Optimization Levers

5.1 New Segments

5.2 Portfolio Optimization

5.3 Customer Retention and Penetration

5.4 After Sales

6 Price Differentiation

7 Price Realization


• Cichelli, D. J. (2011). The sales growth imperative: How world class sales organizations successfully manage the four stages of growth. New York City, NY: McGraw-Hill.
• Donovan, M.W. (2011). Driven: A manager's field guide to sales team optimization. Salisbury, NH: The Dagoba Group.
• Dolan, R. J., Soman, D., Gourville, J. T., Soman, D., Marn, M., Rosiello, R., . . . Ross, E. (2008). Harvard business review on pricing. Boston, MA: Harvard Business School Pub.
• Lever, B. (2011). Marketing optimization applying advanced analytics to customer strategies. Hoboken, NJ: John Wiley & Sons.
• Piercy, N., & Lane, N. (2009). Strategic customer management: Strategizing the sales organization. Oxford, U.K.: Oxford University Press.

Prerequisites to Qualify for Assessment:

• Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass)
• Course evaluation


Exam, 90 min

Student Workload (in hours): 150

Self-study: 90
Self-testing: 30
Tutorials: 30