Course Objectives

The course will introduce students to key issues and methods in sales management. Students will gain insight into the challenges in leading a sales organization as well as the sales techniques that are most effective for successful selling. The course provides students with theoretical insights and practical skills. The review and use of examples taken from practical situations and business settings will provide students with a solid understanding of sales and the use of sales as a strategic tool for management. Students will actively contribute and attempt to solve simple problems in sales, as well as understand a sales manager’s duties, responsibilities and role as a motivator.

Course Description

• Basic definitions and concepts

1. Introduction to personal selling and sales management
2. Communication and techniques

• Sales management and the role of sales in an organization

1. What is sales management?
2. The strategic importance of sales
3. Planning, monitoring and coaching

• Purchase and sales process

1. Individual and companies’ sales and purchasing processes
2. Sales activities and methods
3. The sales process step by step

• Sales as part of the marketing and competitive strategy

1. Basic strategy
2. ICT and sellers as a company’s market intelligence system
3. Strategies for pricing

• Customer Relationship Management

1. What is CRM?
2. Coordinating personal sales and CRM

• The organization of sales efforts

1. The purpose of a sales organization
2. Structures and key account management

• Sales behavior

1. Cognitive strategies
2. Motivation theories

• Sales models and techniques

1. Situation clarification, problem definition, impact and cost assessments
2. Solutions, benefits and profit

• Sales training and compensation models

1. Goals and purpose
2. Training programs and exercises
3. Different types of compensation plans

• Monitoring sales plans

1. Reviewing allocated costs and revenues
2. Communication, management and monitoring of deviations

Learning Methods

Approximately 3-4 hours of lectures per week during the fall semester, including exercises and practical assignments.
Simple software packages will be used to provide descriptions and examples.
The lectures cover basic topics in scientific theory and methodology. Collective guidance will be integrated into the lectures, especially relating to practical assignments. Attendance at all the lectures is mandatory. The student workbook is used for keeping records, and will be developed to become the student’s own documentation of theoretical knowledge and practical experience in the course.

Assessment Methods

4-hour written examination.

Minor adjustments may occur during the academic year, subject to the decision of the Dean