Study Guide

Objectives (course unit)

Student:
- identify the importance and specificities of sustainable and multi-channel sales and marketing in the service business
- is able to take into account the needs of different customer target groups when utilizing marketing channels
- identify typical customer purchase paths in different channels
- is able to act in sales in customer service situations
- takes into account the building of customer experience and value when selling and marketing services

Content (course unit)

WHAT do sustainable and multi-channel sales and marketing mean in the service business?
WHAT do customer target groups, purchasing paths and marketing channels mean in the service business?
WHY should a student get excited about developing their own sales and marketing skills as part of their service industry expertise?
HOW is the building of customer experience and value supported through the sales and marketing activities of the service business?

Assessment criteria, satisfactory (1-2) (course unit)

The student is able to define concepts related to sales and marketing.
The student identifies concepts related to customer target groups, purchasing paths and marketing channels.
The student knows the logic of building customer value and is able to define the basic principles of sales customer service.
The student performs the given tasks under supervision.
The student examines and evaluates things from his or her own perspective and takes responsibility only for his or her own performance.

Assessment criteria, good (3-4) (course unit)

The student is able to structure the relationships between the concepts related to sustainable sales and marketing.
The student is able to explain the concepts related to customer target groups, purchasing paths and marketing channels, combining them with the service business.
The student is able to apply the logic of building customer value and act commercially in customer service situations.
The student is able to reflect on his or her own and others' work.
The student cooperates responsibly and commits to the activities of the team, developing their interaction skills.

Assessment criteria, excellent (5) (course unit)

The student understands the role of sustainable sales and marketing as part of the service business and is able to apply the concepts of digital sales and marketing in different contexts.
The student identifies the relationships between customer target groups, purchasing paths and marketing channels.
The student is able to analyze and compare the logic of building customer value in the sales and marketing functions of service operations.
The student is able to evaluate and use the most appropriate operating methods in sales customer service situations.
The student cooperates responsibly, flexibly and constructively, developing his or her own, team and stakeholder interaction.

Assessment scale

0-5