Insegnamento a.a. 2015-2016



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:

Classes: 31 (I sem.)

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 long-lasting relationships with customers, while maximizing efficiency and effectiveness 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.
  • Key competencies, skills and behaviours of salespeople.
  • Managing interpersonal relationships with customers.
  • Listening skills.
  • Negotiation skills.

Detailed Description of Assessment Methods

For Attending  and  Non - Attending students:
Written exam.

There is no midterm exam. Mix of open questions, multiple choice questions and short exercises (it is recommended to bring a calculator).
Attending students must prepare all materials used in class (e.g. cases and guest speakers sessions, too) and the related book chapters.
Non attending students must prepare all book chapters.


For attending students:

  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw-Hill Irwin, 9th Edition (only the chapters discussed in class).
  • Slides by the Professors. 

For non attending students:

  • S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw-Hill Irwin, 9th Edition. 

The distinction between attending and non attending students is valid only for the exam sessions in December (exchange students only), January and February.

Exam textbooks & Online Articles (check availability at the Library)
Last change 25/06/2015 11:42