Fundamental Marketing, Customer Value and Sales Management


Content, progress and pedagogy of the module

The main purpose of firms is to satisfy the customer and create customer value, thus the creation of customer value is a critical task for marketers and central to sales management. After completing this course, we expect the student to have an in-depth understanding of customer value, including how organisations can compete on creating and delivering superior customer value. Sales management is essential to the organization. The course introduces different aspects of sales management such as sales strategy, personal selling and sales measurements.

During this module, students will explore key questions such as: what is customer value and why is it important in achieving competitive advantage? How can firms create superior customer value? Why are some firms better at creating superior customer value than others? How do companies structure manage and measure sales performance and strategy.

Learning objectives


The objective is that the student after the module possesses the necessary knowledge on:

  • theories related to customer value creation and capture and reflect on the role of customer value in marketing strategy and sales management.
  • how companies build superior customer value, including factors that foster or constrain firm’s ability to create customer value creation.
  • methodological approaches to measure customer value.
  • Sales management and sales strategy as elements of the organisation


The objective is that the student after the module possesses the necessary skills in:

  • defining, conceptualizing and explaining how customer value relates to marketing and sales management.
  • identifying central theoretical and practical problems within customer-driven marketing strategy and sales management.
  • selecting and applying relevant methods to measure customer value both quantitatively and subjectively and arguing scientifically, practically and contextually for the potentials and limitations of these methods
  • Making decisions about sales management and how to plan and implement sales and marketing strategy


The objective is that the student after the module possesses the necessary competences in:

  • analysing and evaluating a firm’s value proposition by applying relevant concepts and theories from the course.
  • designing customer value-driven marketing strategies by applying relevant concepts and theories from the course.
  • applying a customer values-based approach to sales management.

Type of instruction

For information see § 17.



Name of examFundamental Marketing, Customer Value and Sales Management
Type of exam
Oral exam based on a project
Group examination with max. 6 students.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleGrundlæggende marketing, kundeværdi og salgsledelse
Module codeKAMAR20222
Module typeProject
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities