Info
Logo Bocconi

Course 2017-2018 a.y.

30230 - PERSONAL SELLING


CLEAM - CLEF - CLEACC - CLES-BESS - WBB - BIEF - BIEM - BIG
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEAM (6 credits - II sem. - OP  |  SECS-P/08) - CLEF (6 credits - II sem. - OP  |  SECS-P/08) - CLEACC (6 credits - II sem. - OP  |  SECS-P/08) - CLES-BESS (6 credits - II sem. - OP  |  SECS-P/08) - WBB (6 credits - II sem. - OP  |  SECS-P/08) - BIEF (6 credits - II sem. - OP  |  SECS-P/08) - BIEM (6 credits - II sem. - OP  |  SECS-P/08) - BIG (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
PAOLO GUENZI

Classes: 31 (II sem.)
Instructors:
Class 31: PAOLO GUENZI


Course Objectives
This course deals with personal selling. After reviewing the major trends in the evolution of the role played by salespeople in nurturing relationships with customers, methods and practical tools to manage the different phases of the selling process and build customer relationships are presented.
The goal of this course is twofold
  • Helping students getting a deep and comprehensive understanding of managerial approaches and tools that salespeople can adopt for establishing long­lasting relationships with customers, while maximizing efficiency and effectiveness in selling processes.
  • Fostering analytical, behavioural and decision­making skills of the students, by means of the use of theoretical models, role plays and decision­support tools.


Course Content Summary
The role and contribution of salespeople in the selling firm’s processes are addressed.
The focus is on the following topics:
  • Managing the selling process: from transaction to relationship.
  • The changing role, nature and activities of salespeople.
  • Key competencies, skills and behaviours of salespeople.
  • Managing interpersonal relationships with customers.
  • Listening skills. Negotiation skills.

Detailed Description of Assessment Methods
Written exam: mix of open questions, multiple choice questions and short exercises (it is recommended to bring a calculator).
There is no partial exam.

For attending students
Prepare all materials used in class (e.g. cases and guest speakers sessions, too) and the related book chapters.

For non attending students
Prepare all book chapters.

Textbooks
For attending students
  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 9th Edition (only the chapters discussed in class).
  • Handouts by the Professors
For non attending students
  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 9th Edition.
The distinction between attending and non attending students is valid only for the exam sessions of June and July. Starting from September all students must take the exam as non-attending students.
Last change 11/05/2017 15:29