Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2021/2022
Module/course Code OP63
Delivery location Berlin
Language English
Course type Specialisation
Contact hours 120
ECTS M1 before 2020 16
ECTS M1 from 2020 20
Semester Spring
Module name Selling to Customers
Field (Discipline) Marketing


Module/course Summary

Being positioned within the domain of marketing, the SELLING TO CUSTOMERS specialisation takes the perspective of the sales function within the firm.

It consists of the following courses:
  • Consumer Behavior & Organisational Buying
  • Selling & Negotiations
  • Pricing
  • Digital Marketing
In order to be fully validated, students of this specialisation need to participate in all four courses.
The purpose is to equip students with intensified understanding of behavioral mechanisms as they guide behavior on the customer side of selling activities. For this, teachers introduce state of the art insight from behavioral psychology, rational choice making and also internet psychology. Students further acquire develop through this module practical skills in selling, pricing and digital marketing.

The specialisation is intended for students who want to start their career in management on the operational level of a sales and/or marketing department within a company, i.e. the selling function within a firm.

Future fields of employment include any industry where company functions encompass sales activities. The perspective of the option result in a long term career within the sales function. However, it could also serve to provide an optimal preparation for a period of approbation in sales as often requested for careers in other areas of marketing, such as product or brand management.


For M1 students registered to this specialization, it will be mandatory to attend the Advanced Management course "Advanced Organisation and Management: Managing Change".