Modulhandbuch (Module manual)

M.184.4114 Relationship Driven Selling
(Relationship Driven Selling: Theory & Practice)
Koordinator (coordinator): Prof. Dr. Lena Steinhoff
Ansprechpartner (contact): Andrea Hampel (andrea.hampel[at]
Credits: 5 ECTS
Workload: 150 Std (h)
Semesterturnus (semester cycle): WS
Studiensemester (study semester): 1-4
Dauer in Semestern (duration in semesters): 1
Lehrveranstaltungen (courses):
Nummer / Name
(number / title)
(contact time)
Status (P/WP)
(group size)
a) K.184.41141 / Relationship Driven Selling Vorlesung 30 Std (h) 120 Std (h) P 24 TN (PART)
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Empfohlene Voraussetzungen (prerequisites):
Zur Zeit sind keine Voraussetzungen bekannt. (No conditions are known.)
Inhalte (short description):

The class is taught by our guest professor Prof. James A. Eckert, Ph.D., from Western Michigan University (USA).

Contrary to many predictions, the sales function has not disappeared with the advent of modern B2B web and information sharing capabilities. In fact it is becoming increasing clear that the selling function is becoming even more important in a world where buying and selling information has become much more transparent, making the buy-sell interactions and the ensuing relationships even more important to both firms' success. Thus, in the world of B2B Marketing, the sales function is still key. However, the emphasis has changed. We now see a world where the salesperson is charged with being an adaptive, relationship builder, not a transaction creator.

This course will delve into that world. Specifically, this course will have two components: (1) a theoretical review of key sales management material as it relates to adaptive, relationship focused selling, and (2) a corporate style sales training approach designed to allow students to build the practical selling and communication skills necessary to function as an adaptive, relationship focused salesperson. This course will involve reading, lectures, discussions, exams, and interactive exercises such as role-plays and cases.

Lernergebnisse (learning outcomes):
Fachkompetenz Wissen (professional expertise):
  • gain knowledge of key sales management theories as they relate to adaptive relationship focused selling.
  • gain knowledge of key sales management methods of adaptive relationship focused selling.
  • Fachkompetenz Fertigkeit (practical professional and academic skills):
  • build practical selling and communication skills necessary to function as an adaptive, relationship focused salesperson.
  • develop understanding for selection and evaluation of key sales management theories and methods of adaptive relationship focused selling.
  • Personale Kompetenz / Sozial (individual competences / social skills):
  • acquire written and oral communication skills (in English).
  • acquire selling skills and team working skills.
  • Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):
  • ​learn strategies of gathering knowledge and applying that knowledge to different situations.
  • act as a sales person for a company.
  • Prüfungsleistungen (examinations)
    Art der Modulprüfung (type of modul examination): Modulteilprüfungen
    Art der Prüfung
    (type of examination)
    a) Hausarbeit mit Präsentation 20 Seiten 55.00 %
    b) Präsentation 10 Minuten 45.00 %
    Studienleistung / qualifizierte Teilnahme (module participation requirements)
    Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
    Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points)
    Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist
    Gewichtung für Gesamtnote (calculation of overall grade)
    Das Modul wird mit der Anzahl seiner Credits gewichtet (Faktor: 1)
    Verwendung des Moduls in den Studiengängen (The module can be selected in the following degree programmes)
    M.Sc. IBS, M.Sc. BWL, M.Sc. International Economics and Management, M.Sc. Management, M.Sc. Management Information Systems, M.Sc. Taxation, Accountingand Finance, M.Sc. Winfo, M.Sc. Wirtschaftspädagogik, M.Ed. Wirtschaftspädagogik
    Umfang QT (participation requirements):
    Lernmaterialien, Literaturangaben (learning material, literature):
    Teilnehmerbegrenzung (participant limit):
    20 Personen
    Sonstige Hinweise (additional information):

    The course will take place as a one-week block course in December (Dec 11-15, 2023). Prior to the block course, some preparatory online sessions will take place.

    Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business Administration and Economics.

    There will be an introductory session in the first week of the teaching period (week of Oct 9-13, 2023; exact date TBD). Please note that attendance of the introductory session is mandatory for all students who want to participate in the module (from both the participant list and the waiting list). Students who are absent from the introductory session will be withdrawn from the participant and waiting lists and deregistered from the module unless they gave upfront notice to us (via e-mail to that they cannot attend the session but still want to participate in the module. No exceptions can be made from this rule.

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