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Value Selling & Communication

level of course unit

-

Learning outcomes of course unit

The graduate / the student:
* can use the opportunities and risks of innovations as a basis for new, superior value propositions in the market
* can analyze the ideal purchase process for innovation from the customer's point of view and then derive value propositions

prerequisites and co-requisites

none

course contents

* Analysis of customer behavior in the buying process
* Development of value propositions
* Benefit-oriented selling

recommended or required reading

Gourville J.T.; Eager Sellers and Stony Buyers, Understanding the Psychology of New-Product Adoption; 2006; Harvard Business Review
Meyers-Levy J., Tybout A.M.; Schema Congruity as a Basis for Product Evaluation; Journal of Consumer Research
Cialdini R.B.; Influence: The Psychology of Persuasion; Harlow; 2014

assessment methods and criteria

written exam

language of instruction

German

number of ECTS credits allocated

5

eLearning quota in percent

15

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Lecture, group work, presentation and discussion of tasks

semester/trimester when the course unit is delivered

3

name of lecturer(s)

Prof. (FH) DI Dr. Martin Adam

course unit code

SSK.3

type of course unit

integrated lecture

mode of delivery

Compulsory