Cursos / 1º Ciclo / Faculty of Economy and Business Management :: Business Management

GESTÃO COMERCIAL E DAS VENDAS - 2016/2017

3º curricular year
Semestralidade: 2nd semester
ECTS: 6

Teachers

Leading Teacher: Prof. Doutor Manuel Maçães
Assistant Professor: Prof. Doutor Manuel Maçães

Class type and School hours

Orientação Tutorial : 1 Horas
Teórico-prática : 2 Horas

Teaching Language

Portuguese

Main Aims/Objectives

1.Understanding selling process within an organization
2.Know how sales fit marketing-mix
3.Identify responsabilities of sales management
4.Understand the differences between sales, and marketing strategies
5.To gain a solid understanding of B2B sales, including planning, struture and evaluation
6.Understand the meaning of direct marketing
7.Understand motivation theories in the context of sellling

Specific Aims/Objectives

1.Understand the different motivations of consumer and organizational buyers
2.Understand the forces that impact on selling and sales management
3.Apreciate why channels are structured in different ways
4.Assess what preparation is needed prior to selling
5.Understand the art of negociation
6.Distingish the various phases of the selling proces
7.Recognise the position of sales forecasting in the marketing planning system

Skills to be acquired

1.Knowledge and understanding of sales management issues and theory
2.Skills in applying procedures such as forecasting and budgeting
3.Skills associated with personal selling process

Teaching Procedures

In theoretical-praticel classes will be used the exhibition method with presentation of theoretical models, discussion of cases and presentation of papers related to the various themes of the course.
In the tutorial classes will be presented and discussed case studies.
During the semester will be developed extracurricular activities like talks.

Programme

1.Sales Perspective
1.1.Introduction
1.2.The nature and role of selling
1.3.Characteristics of modern selling
1.4.Success factors for professional salespeople
1.5.Types of marketing and selling
1.5.1.Business marketing to consumers (B2C)
1.5.2.Business marketing to business (B2B)
1.6.The nature and role of sales management
1.7.The marketing concept
1.7.1.Production orientation
1.7.2.Sales orientation
1.7.3.Marketing orientation
1.8.The relationship between sales and marketing
1.9.Implementation of the marketing concept
1.9.1.Market segmentation and targeting
1.9.2.The marketing mix
2.Sales Strategies
2.1.Sales and marketing planning
2.2.The planning process
2.3.Establishing marketing plans
2.4.The place of selling in the marketing plan
3.Consumer and Organizational Buyer Behavior
3.1.Differences between consumer and organizational buying
3.2.Consumer buyer behavior
3.3.Factors affecting the consumer decision making process
3.4.Organizational buyer behavior
3.5.Factors affecting organizational buyer behavior
4.Sales Settings
4.1.Environmental and managerial forces that impact on sales
4.2.Sales channels
4.3.Selling services
4.4.Selling promotions
4.4.1.Consumer promotions
4.4.2.Trade promotions
4.5.Public relations
5.International Selling
5.1.Cultural factors in international selling
5.2.Organization for international selling
5.3.Types of organization for international selling
6.Sales Technique
6.1.Sales responsibilities and preparation
6.2.Personal selling skills
6.3.Relationship selling
6.4.Direct marketing
6.5.Internet and IT applications in selling and sales management
6.5.1.The changing of the salesforce
6.5.2.E-commerce
6.5.3.Customer relationship management (CRM)
7.Sales Management
7.1.Recruitment and selection
7.2.Motivation and reward system management
7.3.Sales leadership
7.4.Sales training
7.5.Sales organization structures
8.Sales Control
8.1.Sales forecasting and budgeting
8.2.The sales budget
8.3.Salesforce evaluation
8.4.Measures of salesforce performance

Evaluation Type

Students will be subject to evaluation by two writen tests (weighted 3), work group (3/4 students)(weighted 2,5), and participation in the class and extracurricular activities (weighted 1).
The final assessment will be weighted as follow:
. Continous assessment - 60%
. Frequency exame - 40%

Teaching Resources

Teaching manual
Datashow
Slides
Papers
Case studies

Sustainability Objectives

Keywords

Sales
Sales management
Sales technique
Salesforce
Sales control
Sales evaluation

Main Bibliography

Complementary Bibliography