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IMU - Marketing


Communications and Sales Management

Course Description

This course covers the Instrumental Perspective of Marketing.
The course is structured as follows:

Communications Management
Basic Terms, Concepts, and Overview
Objectives and Target Groups of Communications
Budgeting and Media Planning
Design of Communication Measures
Implementation of Communication Measures
Monitoring of Communication Impact

Sales Management
Basic Terms, Concepts, and Overview
Design and Structure of the Sales System
Design and Structure of the Relationships to Sales Partners and Key Accounts
Design of Selling Activities
Sales Logistics

General information

Type of Cours Foundation course of the MSc
ECTS 4.5
Language English
Pre-Requisites Completion of BSc
Number of Participants no limitation
Assessment Written Exam (90 minutes),
Group Work
Lecturer Prof. Dr. Harley Krohmer
Assistant Andrea Kähr


Time Schedule

Lecture dates Wednesday, 16.09.2015, 12:15-14:00,
Place Room 201, Hochschulstrasse 4


Tutorial date Friday, 11.12.2015, 8.00 – 18.00
Place A 003, UniS, Schanzeneckstrasse 1


Universität Bern | Institut für Marketing und Unternehmensführung - Abteilung Marketing | Engehaldenstrasse 4 | CH-3012 Bern | Tel +41 (0)31 631 80 31
© Universität Bern 20.02.2012 | Impressum

Lecture notes & scripts

Username and passwords for accessing lecture notes download pages will be displayed during the first lecture. In case you weren't able to attend the first lecture you are kindly requested to help yourself by asking fellow students or having a look at the information board at the marketing department (Engehaldenstrasse 4).


Homburg, Ch., Kuester, S., Krohmer, H. (2013), Marketing Management – a contemporary perspective, 2nd edition, London.