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Sales and business marketing management


Aims of the course

- Pass on in-depth knowledge on the specifics of marketing in markets where buyers are companies, government bodies and institutions and to introduce the role of personal selling in e-business.
- Develop an understanding of purchase behaviour of organizations.
- Present importance of relationships for marketing in business-to-business markets.
- Develop ability to plan marketing activities for business-to-business markets.
- To present a set of decisions a company should make when planning the sales function.
- To get students acquainted with methods for recruitment, training, motivation, compensation and evaluation of sales personnel and in this way advance general knowledge gained in Human Resource Management course.
- To make students aware of competencies needed by sales personnel and sales representatives to effectively complete sales calls.
- Develop the ability to integrate individual components of business-to-business marketing and sales management in a harmonious whole.

- ability to analyse and synthesize;
- ability to work in group to conduct problem solving in the area of business-to-business marketing and sales management;
- ability to relate practical experience to topics discussed in class;
- ability to produce written reports;
- ability to present a group written project.

Course syllabus

1. A business marketing perspective and perspectives on the organizational buyer
2. Organizational buying behaviour
3. Segmenting the business market
4. Managing market offerings
5. Managing business marketing channels and supply chain management
6. Sales process
7. Gaining customers and the role of sales force
8. Customer relationship management strategies for business markets
9. Sales management: its nature and responsibilities
10. Sales organizational structure
11. Market and sales forecasting
12. Planning, staffing and training the sales team
13. Motivating salespeople and designing a compensation program
14. Evaluation of marketing and sales performance

Course director(s)

  • Irena Vida, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for International Economics and Business (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Friday at 13:00 in P-319 ZOOM
  • Office Hours
  • Friday at 11:00 in P-329
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