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    IT based Marketing & Sales (Elective)

    Track:All tracks
    Follow-up / Interfaces:International Marketing
    Pre-requisites:Preparation tasks
    Didactics:
    Lecture, individual tasks, group tasks, plenum discussions
    Exam:Term Paper
    ECTS points:3
    Lecturer:Uwe Dietrich

    Aims and objectives:

    The course is intended to equip MBA level students with the basic concepts of information technology and how to benefit from it for a specific business environment (Marketing & Sales). It will develop an understanding of how to build information systems for marketing & sales, taking strategy, process, people and technology into account. The opportunities and limits of information technology as an enabler for Marketing & Sales will be discussed and the concept of Customer Relationship Management will be covered in detail.

    General learning objectives:

    The participants of the MBA programme gain particular knowledge about information technology.
    Graduates are capable of first analyzing a business problem, than to apply to theoretical concepts and bench-marked ideas to develop a problem solution, and finally implementing the solution in a change oriented manner.

    Detailed learning outcomes:

    • Develop an understanding of how to build information systems for marketing and sales, taking strategy, process, people and technology into account
    • Understand the opportunities and limits of information technology as an enabler for marketing and sales
    • Describe the concept of Customer Relationship Management

    Course textbooks:

    Chaffey, Dave (2009) Internet Marketing: Strategy, Implementation and Practice, Fourth Edition. Pearson Prentice Hall.

    Content of “IT based Marketing & Sales”:

    1. Introduction & Course Overview

    • Information Technology and Marketing - bringing two worlds together
    • Information Technology Fundamentals

    2. Building & Managing Information Systems for Marketing & Sales

    • Business Benefits & Value of Information Systems
    • Business Process Management
    • Manage people aspects
    • Approaches to build & manage Information Systems

    3. Digital Marketing

    • Overview and Strategy
    • Website
    • Mobile Marketing
    • Social Media Marketing
    • E-Mail Marketing
    • Search Engine Marketing 

    4. Customer Relationship Management – a closer look

    • Strategy
    • People
    • Process
    • Technology

    Supplemental readings:

    Bergeron, Bryan (2002). Essentials of CRM. Jon Wiley & Sons.

    Frey, Ned (2004). Reaping Business Rewards from CRM. GartnerPress.

    Harmon, Paul (2007). Business Process Change. (2nd edition) Morgan Kaufmann Publishers.

    Kotler, Philip and Armstrong, Gary (2010) Principles of Marketing, 13th Edition. Pearson Prentice Hall.

    Kotler, Philip (2004). Ten Deadly Marketing Sins. Jon Wiley & Sons.

    Laudon, Kenneth and Laudon, Jane (2009) Management Information Systems, 11th Edition. Pearson Prentice Hall.

    Newell, Frederick (2000). Loyalty.com. McGraw-Hill. Newell, Frederick (2003). Why CRM doesn’t work. Bloomberg Press.

    Parr Rud, Olivia (2000). Data Mining Cookbook: Modeling Data for Marketing, Risk and Customer Relationship Management. Wiley & Sons.

    Peppers, Don; Rodgers, Martha (2010). Managing Customer Relationships. 2nd Edition. Jon Wiley & Sons.

    Senn, James (2004). Information Technology: Principles, Practices, and Opportunities, Third Edition. Pearson Prentice Hall.

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