| Title: | Organisational Sales Strategy |
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| Long Title: | Organisational Sales Strategy |
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| Field of Study: |
Marketing & Advertising
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| Valid From: |
Semester 1 - 2014/15 ( September 2014 ) |
| Module Coordinator: |
Pio Fenton |
| 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 CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s). |
| No recommendations listed |
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
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| No Co-requisite modules listed |
Requirements
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 |
Co-requisites
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| No Co Requisites listed |
Module Content & Assessment
| Indicative Content |
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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.
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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.
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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.
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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.
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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.
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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.
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| Assessment Breakdown | % |
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| Course Work | 100.00% |
| Course Work |
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| 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.
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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 |
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- 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 |
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- 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 |
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| Other Resources |
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- 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
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Module Delivered in
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