Sales Forces Management & Retailing
Code
2355
Academic unit
null
Department
null
Credits
3,5
Teacher in charge
Jorge Velosa
Teaching language
English
Objectives
This course assumes the perspective of the player who decided to go to the market using its own sales force, and discuss the strategic and tactical management of the sales force. In the second part of the course we look at retailers and we will discuss the main aspects of your business.
The course will be based on many examples and field experiences of several markets in Europe and other regions of the world, along with an updated theoretical basis. We will also use extensively, cases and class discussions.
Teaching Methods:
The course will be a mix of theory, case studies and discussions. A practical approach will be used for a subject with many examples and field materials. The participation of the student is taken into account, in class discussions and in the case of recommendations, and should be accompanied by careful preparation of cases and readings that are available via the plans of study that can be accessed online. For cases, debate´s questions are also available. The material in the line include the presentation to the class together with the recommended and further reading: the course allows those who wish to further explore the topic to make it through the material and extra boards are encouraged to do so when necessary.
There will be several individual work during the period to be referenced in the detailed program. There will also be a working group for the term.
Prerequisites
N/A
Subject matter
-We introduce you to the key Sales management and Retailing topics, ideas and practices with the core theme of delivering benefits to customers.
-Build your skills on analyzing and understanding, based on customer orientation, sales techniques and Key account management plans, addressing the importance of CRM.
-Introduce you to up-to-date topics on Retailing including marketing mix, private labels and shopper marketing.
This course takes the perspective of the player who has decided to go to market using its own sales force, and discuss the strategic and tactical aspects of sales force management. In the second part of the course we look at Retailers and discuss the key aspects of their business.
The course will be based on many field examples and experiences from several markets in Europe and other areas of the world together with an up to date theoretical background. We will extensively use cases and class discussion.
Bibliography
The material for the course is available in the detailed syllabus in two levels: Recommended readings and additional readings (for those students who would like extra input). Most used textbooks include:
- Andris A. Zoltners,Prabhakant Sinha,Sally E. Lorimer (2009),Building a winning sales force Amacom
- Andris Zoltners , Prabhakant Sinha and Sally Lorimer (2004) Sales Force Design for strategic advantage , Palgrave MacMillan
- Frank Cespedes (2014), Aligning Strategy and Sales: the choices, systems, and behaviors that drive effective selling, Harvard Business School Publishing
- Michael Levy and Barton Weitz (2014), Retailing Management 9th ed. McGraw Hill/Irwin
Teaching method
The course will be a mix of theory, case studies and discussions. A practical approach will be used for a subject with many examples and field materials.
The participation of the student is taken into account, in class discussions and in the case of recommendations, and should be accompanied by careful preparation of cases and readings that are available via the plans of study that can be accessed online. For cases, debate´s questions are also available.
The material in the line include the presentation to the class together with the recommended and further reading: the course allows those who wish to further explore the topic to make it through the material and extra boards are encouraged to do so when necessary.
There will be several individual work during the period to be referenced in the detailed program. There will also be a working group for the term.