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None tangible business result is achieved until a sale is made. This simple point underlines the critical importance of sales to the business. Almost every business “assumes” a certain amount of sales, but that assumption is just a tipping point. Without sales, the entire business model is an exercise in frustration and futility. The purpose of this course is to demystify sales process and help students to understand how to make the sale and how to manage sales force. The course presents techniques for identifying, recruiting and training sales people, managing sales effort; forecasting and evaluating sales results. Special attention is being paid to the seller’s interaction with a buyer (negotiations) and the selling process in general. At the end of this course students will be able to clearly understand the role of sales function in a company.
Course Aims and Objectives
This course aims to provide students with a systematic knowledge and understanding of the core concepts of sales management and negotiation between sellers and buyers in the context of the modern challenges of international marketing and management.
Communication is a fundamental part of most marketplace transactions. In its purest form, price communicates the information necessary for a transaction. In most cases, however, marketers have to communicate more than just price in order to establish, sustain, and grow their business. So how does communication in the marketplace work? How can marketers succeed in nowaday’s increasingly digital and international communication environment? In order to address these important questions, this course aims to provide a deep understanding of marketing communication, both in terms of real-life application and as a field of scientific research.
Over the duration of the course, students will work in groups to develop a communication strategy for a real industry client. The lectures will provide inspiration for the group projects in two ways:
1) It discusses key theories and findings in communication planning and consumer psychology. These insights are applied in the communication strategy, but we will also pay close attention to theoretical and methodological challenges in these research areas.
2) We will meet guest speakers holding various key functions in marketing communication (e.g., on the agency side, the client side, the media side). These practitioners will provide insights into the daily business and the current challenges of marketing communication.
This course aims to provide students with a systematic knowledge and understanding of the core concepts of integrated marketing communications.