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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 MBA-Degree
ECTS 4.5
Language English
Pre-Requisites Completion of BBA-Degree
Number of Participants no limitation
Assessment Written Exam (90 minutes), Tutorial
Course number W3115
Lecturer Prof. Dr. Harley Krohmer
Assistant Daria Erkhova


Time Schedule

Lecture dates Thursday, 25.09.2014, 14:15-16:00,
Lecture Start on 25.09.2014
Place Room 201, Hochschulstrasse 4
Tutorial Kick-off meeting: Thursday, 25.09.2014, 16:15-17:00

Please note: the groups will be formed in kick-off meeting. Therefore, attendance is mandatory.

Presentation dates:
Friday, 24.10.2014, 15:15-18:00
Friday, 31.10.2014, 15:15-18:00
Friday, 21.11.2014, 15:15-18:00
Friday, 05.12.2014, 15:15-18:00
Place Room 201, Hochschulstrasse 4


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



Please follow the link to download the presentations.

The passwort is the same as you need for the lecture notes.


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