Marketing & Sales

Training objectives of the course

In line with the learning outcomes of the degree course and with the specific training objectives of the Business management fundamentals thematic area, the course aims at providing students with:
- Knowledge and understanding of the theme of "modern" sales as a whole: processes, organization, environment and management - "the modern way of selling";
- Knowledge and understanding of the basic tools to manage the relationship as a place for the co-creation of value;
- Ability to analyze the needs of business customers and their purchasing drivers; analysis of the different roles (sales) involved in the sales process as well as the organization of the sales teams;
- Ability to apply the knowledge acquired to write a first contact email, prepare a sales presentation and hold a sales pitch;
- Ability to interact with sales professionals and negotiate in complex contexts;
- Develop proactive listening skills also in asking qualifying questions;
- Ability to use information to create sales strategies through customer relationship-oriented techniques.

Course programme

The course will address the following topics through a practical and operational approach:

Part 1. Know the sales processes
- Analysis of customer needs and purchase drivers;
- Analysis of the various figures involved in the sales process and the organization of the sales teams;
- Build a unique value proposition and communicate it concisely;
- Understand the client's decision-making style.

Part 2. Negotiate
- Generate claims of credibility and identify relevant topics for the client;
- Overcoming the customer's indifference, finding the 'need behind the need';
- Manage customer objections;
- Create a sense of urgency and obtain customer commitment.

Part 3. Manage the sales process
- Develop and manage the sales pipeline: the Sales Funnel;
- Do prospecting and qualify contacts;
- Identify key accounts;
- Identify actions to stay in touch with customers.

Didactic Methods

In line with the training objectives of the course, teaching will be held in English and organized in:
- lessons;
- evidence from people in the sector;
- discussion of practical cases;
- Sales pitch competition.
The course will use an online community to share information and materials.

Learning assessment procedures

In line with the learning outcomes and teaching methods of the course, the learning assessment method will be formed as follows:
- for not attendant students a written test, lasting 60 minutes, with four open questions which will be assigned a mark out of thirty.
During the exam, using aids or paper supports (notes, books, diagrams, etc.) or digital devices is not possible.
The exam results will be published in the community.
The student will have to demonstrate knowledge of the main theoretical notions relating to marketing and sales processes, taking into account the role of digitalization, proving that they are able to apply them to practical and business cases.