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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, 70% of grade), Case Studies (Tutorial, 30% of grade)
Course number W3115
Lecturer Prof. Dr. Andreas Fürst


All students participating in „Communication and Sales Management“ in HS13 must attend the kickoff lecture. Detailed information about course and the graded tutorial will be communicated there.

Formation of tutorial groups will be arranged during this kickoff lecture. You will have to form groups of 6 students (not less and not more students!).

Time Schedule

Lecture dates


Friday, 20.09.2013 08:00-18:00
Friday, 04.10.2013 08:30-18:00
Friday, 25.10.2013 08:30-18:00
Friday, 22.11.2013 08:30-18:00
Friday, 06.12.2013 08:30-18:00

Room 201, Hochschulstrasse 4 (Main Building)

On Friday, 06.12.2013: Room A003, 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


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. (2008), Marketing Management: A Contemporary Perspective, McGraw-Hill, Maidenhead.