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

GESTÃO COMERCIAL E DAS VENDAS - 2018/2019

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

Teachers

Leading Teacher: Prof. Doutor Pedro Rodrigues
Assistant Professor: Prof. Doutor Pedro Rodrigues

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.Distinguish the various phases of the selling process
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-pratical 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. Introduction to Sales Management
1.1. Function of Sales management
1.2. Levels of management and skills
1.3. The management process: Planning, Organizing, Leading, and Controlling
1.4. Commercial and sales management in the organizational structure
2. Development and Role of Selling in Marketing
2.1. The nature and role of selling
2.2. Characteristics of modern selling
2.3. Success factors for sales people
2.4. Types of selling
2.5. Business to business (B2B) and business to consumer (B2C) marketing
2.6. The nature and role of sales management
2.7. The marketing concept
2.8. Implementing the marketing concept
2.8.1. Market segmentation and targeting
2.8.2. Positioning
2.8.3. The marketing mix in B2C versus B2B markets
2.9. The relationship between sales and marketing
3. Sales Strategies
3.1. Sales and marketing planning
3.2. The marketing planning process
3.3. Preparing the marketing programme
3.4. The place of selling in the marketing plan
3.5. The relationship between objectives, strategies and tactics
4. Sales Environment
4.1. Differences between consumer and organizational buying
4.2. Consumer buyer behaviour
4.3. The consumer decision-making process
4.4. Factors affecting the consumer decision-making process
4.5. The organizational decision-making process
4.6. Factors affecting organizational buyer behavior
4.7. Developments in purchasing practice
4.8. Relationship marketing
5. Sales Settings
5.1. Environmental and managerial forces that impact on sales
5.2. Sales channels
5.3. Selling services
5.4. Sales promotions
5.5. Public relations
5.6. Internet and e-commerce
6. International Selling
6.1. Economic factors in international selling
6.2. Cultural factors in international selling
6.3. The decision of the internacionalization
6.4. Identification of opportunities of globalization
6.5. Organization for international selling
6.5.1. Types of intermediary and their selection
6.5.2. Direct methods of overseas selling
6.6. Pricing
7. Sales Techniques
7.1. Personal selling skills
7.2. Sales responsabilities and preparation
7.3. Sales goals
7.4. The sales process
7.5. Direct marketing
7.6. Internet and IT applications in selling and sales management
7.7. Customer relationship management (CRM)
8. Personal Sales Skills
8.1. Introduction
8.2. The opening
8.3. The presentation and demonstration
8.4. Dealing with objections
8.5. Negotiation
8.6. Closing the sale
8.7. Follow-up
9. Sales Management
9.1. The sale concept in the marketing strategy
9.2. Objectives of sales management
9.3. The sales management process
9.4. Recruitment and selection
9.5. Motivation and leadership
9.6. Training
9.7. Organizational structure
9.8. Determining the number of salespeople
9.9. Compensation
10. Sales Control
10.1. Sales forecasting and budgeting
10.2. Levels of forecasting
10.3. Qualitative and quantitative forecasting techniques
10.4. The sales budget
10.5. Budget alocation
10.6. Sales force evaluation
10.7. Quantitative and qualitative measures of performance

Evaluation Type

Students will be subject to evaluation by two writen tests, written work and participation in the class and extracurricular activities.
The final assessment will be weighted as follow:
. Continous assessment - 60%
. Frequency exame - 40%

Teaching Resources

Teaching manual
Slides
Papers
Case studies

Sustainability Objectives

Keywords

Sales
Sales management
Sales technique
Salesforce
Sales control
Sales evaluation

Main Bibliography

Complementary Bibliography