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)
Dipl.-Ing. (FH) Axel Schmidt Stefan Aigner, BSc, MBA, MSc
course unit code
SSK.3
type of course unit
integrated lecture
mode of delivery
Compulsory