Module manual




Basic knowledge from previous courses on leadership, law and production and logistics; and on the subject of general business administration, information technology, marketing and management

Teaching methods Lecture
Learning target / Competences
  • Students are familiar with the basic aspects of a business model.
  • Which forms of sales exist (both in B2B and B2C); in which industries or in which functional units of a company can sales and e-commerce be found? How are the two linked?
  • How do the challenges in sales present themselves, and can they be structured and classified?
  • Analysis and evaluation of "as-is" situations
  • Identification of potential problems
  • Recognition of possible solutions and their implementation
Duration 1 Semester
Hours per week 4.0
Classes 60 h
Individual / Group work: 120 h
Workload 180 h
ECTS 6.0
Requirements for awarding credit points

Practical work (PA)

Responsible person

Prof. Dr.-Ing. Bernhard Denne

Recommended semester 4. Semester
Frequency Every sem.

Degree program:


Sales Management

Type Lecture
Nr. W0163
Hours per week 2.0
  • Business Model Canvas (BMC)
  • Management and sales (including Sunzi)
  • The sales plan of a product or service
  • Sales Excellence especially the personal level ("soft skills" in sales)

Osterwald und Pigneur (2012): Business Modell Generation, ein Handbuch für Visionäre, Spielveränderer und Herausforderer, Campus Verlag
Drucker, P. F. (2010): Was ist Management? Das Beste aus 50 Jahren, ECON Verlag
Kleinaltenkamp, M. (2009): Technischer Vertrieb, eine praxisorientierte Einführung in das Business-to-Business-Marketing, VDI Buch, Saab, 2009
Kleinaltenkampt, M. et al (1998): Markt- und Produktmanagement, die Instrumente des technischen Vertriebs, Springer
In addition, scripts will be available on the intranet; further current literature will also be announced at the beginning of the course.


Type Lecture
Nr. W0164
Hours per week 2.0
  • Foundations
  • E-commerce approaches
  • E-commerce processes
  • E-commerce management
  • Future developments

Kollmann, T. (2019): E-Business, 7. ed., Wiesbaden.
Meffert, H., Burmann, C., Kirchgeorg, M., Eisenbeiß, M. (2019): Marketing. 13. ed., Wiesbaden.
Ahrholdt, D., Greve, G., Hopf, G. (2019): Online-Marketing-Intelligence, Wiesbaden.
Deges, F. (2020): Grundlagen des E-Commerce, Wiebaden.
Heinemann, G. (2020): Der neue Online-Handel, 11. ed., Wiesbaden.
Heinemann, G. (2020). B2B eCommerce: Grundlagen, Geschäftsmodelle und Best Practices im Business-to-Business Online-Handel, Wiesbaden.
Kreutzer, R. (2022): Praxisorientiertes Marketing, 6. ed., Wiesbaden.
Kreutzer, R. (2021): Online-Marketing, 3. ed., Wiesbaden.
Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. (2014): Value proposition design: how to create products and services customers want, New Jersey.
Solmecke, C., Kocatepe, S. (2018): Recht im Online-Marketing, 3. ed., Bonn.
Steireif, A., Rieker, R.A., Bückle, M. (2021): Handbuch Online-Shop: Strategien, Erfolgsrezepte, Lösungen für wirkungsvollen E-Commerce, 3. ed., Bonn.
Lecture slides and additional documents are available in the "E-Commerce" Moodle course.