Insegnamento a.a. 2023-2024

30230 - PERSONAL SELLING

Department of Marketing

Course taught in English
Go to class group/s: 31
BEMACS (6 credits - II sem. - OP  |  SECS-P/08)
Course Director:
PAOLO GUENZI

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


Suggested background knowledge

Knowledge about fundamentals of marketing is recommended.

Mission & Content Summary

MISSION

The field of selling is characterized by extremely attractive job opportunities, especially because of the increasing complexity and professionalism of these profiles, as well as the lack of applicants and talents with a specific academic background on these topics.

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.
  • Analyzing and managing a portfolio of relationships with customers.
  • The impact of technology on the sales job.
  • From selling products to selling solutions and value.
  • Managing the different phases of the selling process: from prospecting to follow-ups
  • Managing interpersonal relationships with customers.
  • Understanding and practicing adaptive selling
  • Listening skills.
  • Communication skills.
  • Negotiation skills.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Explain the typical talents possessed by successful salespeople.
  • Illustrate and understand the typical activities performed by salespeople.
  • Describe analytical tools and decision-making methods to practical choices.
  • Recognize own behaviours and counterparts' behaviours in interpersonal interactions.
  • Explain how listening, communication and negotiation skills in interpersonal interactions work.
  • Learn how to best manage each phase of the typical selling process.
  • Reflect on the impact of digital technologies on a salesperson's job.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...
  • Apply in practice the key concepts and principles learnt.
  • Apply analytical tools and decision-making methods to practical choices.
  • Analyze own behaviours and counterparts' behaviours in interpersonal interactions.
  • Develop listening, communication and negotiation skills in interpersonal interactions.
  • Design a sales pitch for a prospect and an engaging communication with him/her.

Teaching methods

  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Exercises (exercises, database, software etc.)
  • Case studies /Incidents (traditional, online)
  • Group assignments
  • Interactive class activities on campus/online (role playing, business game, simulation, online forum, instant polls)

DETAILS

  • Guest speakers present real world cases about how they manage personal selling processes.
  • Case studies focus on customer portfolio analysis.
  • Exercises focus on recognizing objections types and managing them.
  • Role plays are specifically developed to foster listening, communication and negotiation skills in interpersonal selling processes.
  • Group projects: prospecting, planning, preparing and managing a presentation to a prospect.

Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
    x
  • Group assignment (report, exercise, presentation, project work etc.)
    x
  • Peer evaluation
    x

ATTENDING STUDENTS

  • Written exam, mix of open and multiple choice questions.
  • Up to 3 extra points based on group projects, evaluated by professors and peers

 

Attendance will be registered at the beginning of all the sessions. To get the attending student status, students should be present in at least 75% of the lessons.


NOT ATTENDING STUDENTS

Written exam, mix of open and multiple choice questions.


Teaching materials


ATTENDING STUDENTS

  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 11th Edition (only the chapters discussed in class).
  • Slides by the Professors, including Guest Speakers' presentations

NOT ATTENDING STUDENTS

  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 11th Edition (all chapters).
     
Last change 22/12/2023 15:47