Sales Management

Code:

2GE02

Acronym:

GC

Keywords
Classification	Keyword
OFICIAL	Management Studies

Instance: 2020/2021 - 1S

Active?	Yes
Responsible unit:	Management
Course/CS Responsible:	Master in Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MIM	45	Bologna Official Syllabus	1	-	7,5	56	202,5

Teaching language

English

Objectives

The course is designed to provide participants with an understanding of the fundamental principles of marketing, marketing strategy and sales strategy making, and the role of marketing in the modern corporation.

The focus will be on getting to know the basic techniques for defining and segmenting a market for goods and services, choosing a segment as target and then integrating product, price, promotion and distribution to offer a superior marketing mix leading to long term competitive advantage.

Learning outcomes and competences

The objective of the course is to provide students with an introduction to the different fundamentals of marketing such as:

• The marketing concept
• Marketing Planning and Strategy
• Market segmentation, targeting and positioning
• Marketing analysis, including research and customer buyer behavior
• Product planning, new product development and product life cycles
• Pricing strategies
• Distribution Channels strategies
• Communication and Sales promotion to support brands.
• Ethical issues and corporate social responsibilities.

Working method

Presencial

Program

PART I: DEFINING MARKETING AND THE MARKETING PROCESS

Marketing Fundamentals and Marketing Strategy

PART II: UNDERSTANDING THE MARKETPLACE AND CONSUMERS

Market Research/ Segmentation-Targetting-Positioning

PART III: STRATEGIC MARKETING AND OPERATIONAL MARKETING

Product Policy / Brand and Branding

Marketing Strategy

Pricing Policy

Distribution Policy

Communications Policy

PART IV: SALES MANAGEMENT

PART V – MARKETING STRATEGY IMPLEMENTATION

Mandatory literature

Kotler Philip; Marketing management. ISBN: 978-0-273-75536-0
Ries Al; Marketing warfare. ISBN: 978-0-07-146082-8

Teaching methods and learning activities

This course will utilize different methods to enhance your learning of basic marketing and sales skills. The course consists of:

1. Lectures and discussion sessions that stress fundamental international marketing concepts and structure operational approaches for decision making and problem solving.

1. Unstructured problem solving sessions using cases where students integrate these concepts and methods to frame, analyze, and resolve representative problems in the international arena. Cases will be provided at the beginning of the course.

The instructor will provide “preparation questions” at the beginning of the course.

 

Students will have to read the case, analyze it using the “preparation questions” previously handed, and prepare it for discussion in class.

 

The textbook readings provide you with a detailed understanding of the nature of marketing practices. During the lectures / discussions we will stress the fundamental marketing concepts and structure operational approaches for marketing decision making and problem solving. In your preparation of cases you will research real brand situations and recommend strategies for companies operating in the real world.

 

Our emphasis in this course will be your development of “how to do it” skills and the confidence to apply those skills. Therefore, the main technique we will use for learning marketing is the case method. You will be provided with a detailed description of a marketing situation faced by a real marketing/sales manager in a real company. You will prepare each case with an action orientation: what would you do if you were the manager facing this situation? Why would you do it?

 

For some sessions, additional reading materials will help you to prepare the cases.

 

 

Teaching Methodology	Weighting	Time Dedication
Lectures (14 sessions)	(50)%	21 hours
Case Discussions (14 sessions, including two of final work in class)	(50)%	21 hours
TOTAL	100%	42    hours (28 sessions)

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Participação presencial	35,00
Trabalho escrito	25,00
Trabalho prático ou de projeto	40,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Elaboração de projeto	80,00
Estudo autónomo	80,50
Frequência das aulas	42,00
Total:	202,50

Eligibility for exams

All students can attend the exam.

Calculation formula of final grade

Your final grade in the course will be determined by the following evaluation criteria, based on both individual and group work: 

• A. Class participation, considered on individual basis: 35%
• B. Individual Quizz (over the course) : 25%
• C. Group assignment: 40%.

Classification improvement

It's not available the possibility to improve the course grade in a final exam.

Observations

There is no resit exam.