Insegnamento a.a. 2011-2012

30230 - PERSONAL SELLING


CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF

Department of Marketing

Course taught in English

Go to class group/s: 31
CLEAM (6 credits - I sem. - OP  |  SECS-P/08) - CLEF (6 credits - I sem. - OP  |  SECS-P/08) - CLEACC (6 credits - I sem. - OP  |  SECS-P/08) - BESS-CLES (6 credits - I sem. - OP  |  SECS-P/08) - BIEMF (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
PAOLO GUENZI

Classes: 31 (I 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 make sales-related decisions and manage 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 long-lasting relationships with customers, while maximizing efficiency in selling processes;
  • fostering analytical, behavioural and decision-making skills of the students, by means of the use of theoretical models, role plays and decision-support 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 and sales managers
  • Key competencies, skills and behaviours of salespeople
  • Managing interpersonal relationships with customers
  • Listening skills
  • Negotiation skills

Detailed Description of Assessment Methods

Different exams for Attending and Non-attending students.
Written exam with open questions, multiple choice questions, short exercises.

Textbooks

Attending students
  • B. A. Weitz, S. Castleberry, J. Tanner, Selling: Building Partnerships, McGraw-Hill Irwin, 7th Edition
  • Slides by the Professors

Non - attending students

  • B. A. Weitz, S. Castleberry, J. Tanner, Selling: Building Partnerships, McGraw-Hill Irwin, 7th Edition
Exam textbooks & Online Articles (check availability at the Library)
Last change 17/06/2011 10:39