Modulhandbuch für den Bachelor-Studiengang Angewandte Chemie

Modulteil: Technischer Vertrieb
Dozent: Prof. Dr. Ralph Lehnert Modul-Nr.: ACB8 Semester: 3
Lehrform: Vorlesung Wochenstunden (SWS): 2 LP (nach ECTS): 2
Lernziele
Introduction to technical distribution and sales. It is not about the
actual “technique” of selling and the course is, therefore, not a
sales training. Attendees should become aware of the situation
and circumstances encountered on selling technical goods or
services and the many different aspects accompanying this kind of
transaction process. It should be comprehended that the sales
transaction is the most elemental market process and that all other
company functions, in principle, pave the way and prepare for this
core market activity.
An awareness of similarities with and differences to consumer
sales should be developed. It should be clear what characteristics
and pecularities of an industrial sales situation are, how such a
sale in reality typically proceeds and what activities - in concrete
terms - are to be pursued on the seller’s as well as on the buyer’s
side. All essential aspects and English as well as German key
terms relating to technical sales should be known. Successful
attendees should be able to have a kick-start on commencing
work in an international professional sales environment.
Vorlesungsinhalte In the introduction basics regarding relevant company functions,
market transactions as such and business supply aspects will be
treated. Throughout the course two different perspectives will be
assumed: the buyer’s and the seller’s view of the sales process.
The procurement process as a whole is seen through the eyes of
the buyer including all steps from setting-up a buying centre,
assessing the supply market, proposal and tender, negotiation,
pricing and payment, supplier selection, contract, transport and
delivery to reviewing the purchase. Then, the sales process is
viewed from the seller’s perspective covering topics starting with
common sales phases, sales organisation, request evaluation and
lost order analysis through to order management.
Status Compulsory lecture course
Sprache English (German where appropriate; see goals above)
Voraussetzungen Adequate proficiency of English (and German)
Arbeitsaufwand und Präsenzzeit 22 h
Leistungspunkte Vor- und Nacharbeit 20 h 66 h (= 2 LP)
Prüfungsvorbereitung 24 h
Lernhilfen Script, handouts, copies of overheads
Prüfungen 2-hours written exam (together with the module part Marketing) at
the end of semester.
Empfohlene 1. Jacobi, R.: Marketing and Sales in the Chemical Industry, ,
Literatur
VCH, 2001
2. Harrell, G. D.: Marketing - Connecting with Customers, Prentice
Hall, 2002
3. Kleinaltenkamp, M., Plinke, W. (Eds.): Auftrags- und
Projektmanagement, Projektbearbeitung für den Technischen
Vertrieb, Springer, 1998
4. Kleinaltenkamp, M., Plinke, W. (Eds.): Technischer Vertrieb:
Grundlagen des Business-to-Business Marketing, Springer,
2000
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