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MRKT8009 - Organisational Sales Strategy

Title:Organisational Sales Strategy
Long Title:Organisational Sales Strategy
Module Code:MRKT8009
Duration:1 Semester
Credits: 10
NFQ Level:Advanced
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2014/15 ( September 2014 )
Module Delivered in 2 programme(s)
Module Coordinator: Pio Fenton
Module Author:  
Module Description: This module aims to impart to the student the importance of understanding how consumers and organisations purchase in order for sales people to successfully develop strategies to positively influence the purchase decision. Leading from this, learners gain an understanding of the wider organisational perspectives on sales strategy and sales management issues.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate individual factors central to the consumer decision making process and analyse how the social context of consumer behaviour is central to this process.
LO2 Develop an effective marketing and sales strategy in the context of a through knowledge of consumer and organisational buying behaviour.
LO3 Examine the role of sales in the context of the wider organisation.
LO4 Develop a strategic and results driven approach to organisational selling and sales channel management.
LO5 Integrate the ethical aspects of sales into organisational policy.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).

Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed

Module Content & Assessment

Indicative Content
Introduction to Consumer and Organisational Buying Behaviour
The importance for the sales person of understanding the consumer decision making process when buying, using and disposing of products and services. Unique characteristics of the organisational buyer and the development of a sales and marketing strategy unique to the B2B industry. Types of organisational customers, the bases for segmenting business customers and the role of organisational demand analysis in choosing a target market.
Individual Consumer Psychological Factors
Exploring how individual factors such as motivation, perception, learning and personality all impact on the decisions consumers make when in a buying situation. Identify the importance of understanding these factors for effective selling.
Social Factors and the Consumer
Exploring how social factors such as attitudes, culture and groups all influence the consumer when in a buying situation. Examine the how understanding of these factors lead to effective selling.
Developing a company wide sales approach
Evolution of the sales department and where it fits into the wider organisation. Developing a high performance sales culture. Sales resources deployment. Effective forecasting, lead generation, back-office technology, support and service. Managing sales strategies in a changing marketplace. Aligning sales training with sales strategy.
Channel Management
Developing an effective Sales Channels mix; Industrial, Commercial or Public Authority Selling. Selling for Resale. Business to Business selling. Selling Services. Sales Promotions. Exhibitions. Public Relations. Online approaches.
Managing the Sales Environment
Environmental and Managerial Forces Impacting Sales. Developing and integrating a legal and ethical approach throughout the sales process; coaching for ethics.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Presentation The student will be required to present an individual report based on their understanding and analysis of buyer behaviour. 1,2,3 40.0 Week 7
Project Group Project focused on client company 3,4,5 40.0 Week 12
Other Peer Assessment based on Rubric 3,4,5 20.0 Sem End
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The institute reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Facilitated discussion and lectures 3.0 Every Week 3.00
Independent Learning self-directed learnnig 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Facilitated discussion and lectures 3.0 Every Week 3.00
Independent Learning Self-directed learning 5.0 Every Week 5.00
Total Hours 8.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 3.00

Module Resources

Recommended Book Resources
  • Cron, W.L 2010, Dalrymple's Sales Management:Concepts and Cases, 10 Ed. [ISBN: 978-0470169650]
  • Miller, R.B. 2005, The New Strategic Selling: The Unique Sales Systems Proven Successful by the World's Best Companies [ISBN: 978-0446695190]
  • Blythe 2013, Consumer Behaviour, Sage [ISBN: 978-1-4462-6644-1]
  • Michael D. Hutt, Thomas W. Speh, 2013, Business Marketing Management: B2B, South Western [ISBN: 978-1-133-18956-5]
Supplementary Book Resources
  • 2005, Consumer behavior and marketing strategy, McGraw-Hill New York [ISBN: 0-07-286487-7]
  • Margaret Linehan, 2008, Consumer Behaviour, Gill and MacMillan [ISBN: 978-07171-44563]
This module does not have any article/paper resources
Other Resources
  • Book: Urbanaiec & David 2014, Grow or Die: Growth Strategies for Management , CreateSpace
  • Journal: Journal of Personal Selling & Sales Management
  • Journal: Journal of Selling
  • Journal: Journal of Consumer Behaviour
  • Journal: Journal of Consumer Psychology
  • Journal: Journal of Business and Industrial Marketing

Module Delivered in

Programme Code Programme Semester Delivery
CR_BSSTE_8 Certificate in Sales Strategy and Techniques 1 Mandatory
CR_BSMGT_8 Higher Diploma in Business in Sales Management 1 Mandatory

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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Email: help@cit.edu.ie