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MGMT9051 - Lead Generation & Sales

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Title:Lead Generation & Sales
Long Title:Lead Generation & Sales
Module Code:MGMT9051
 
Credits: 5
NFQ Level:Expert
Field of Study: Business & Management
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Zahid Aslam
Module Description: How can digital technologies support sales teams through CRM, lead generation and marketing automation? This module centres on the strategic and management aspect of supporting sales activity, and will focus on B2B Digital Marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Evaluate the fundamental principles underpinning digital marketing in a B2B environment.
LO2 Critically evaluate the role of digital marketing as a sales enabler and its ability to support the sales team
LO3 Analyse the inter-dependencies and synergies between different lead acquisition tools and methods using an in-bound marketing framework.
LO4 Explore and evaluate the tools and methods of frequently engaging with potential and existing customers
LO5 Integrate digital sales strategies with the consultative sales process
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
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
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Channel Management
Co-ordination of metrics across different channels. Internal vs external activity. Managing external suppliers including agencies - defining relationships, goal setting, shared monitoring and reporting.
Lead Generation Tools and Techniques
White Papers, Webinars, On-site and off-site blogs, thought leadership.
Lead Generation Management
Development of a marketing machine that scales. Stephen Blank's Customer Development Model
Social Media and Email
Designing an email campaign, prospecting online, listening online, Customer Service and related tools
Personalisation and Automation
Integration between CRM, Personalisation and Marketing Automation tools.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Overview of integration of digital and traditional sales approaches. 1,2,3,5 40.0 Week 8
Practical/Skills Evaluation Proposed Strategy for Digital Sales. An example project might be to research and produce a roadmap on how a business could improve its lead generation and/or sales process. 1,2,3,4 60.0 Week 12
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
Lab Class-based instruction, practical work 2.0 Every Week 2.00
Independent Learning Self learning by student 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lab Class-based instruction, practical work 2.0 Every Week 2.00
Independent Learning Self learning by student 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 

Module Resources

Recommended Book Resources
  • Mark Roberge 2015, The Sales Acceleration Formulae, 1 Ed., Wiley [ISBN: 978-151131820]
Supplementary Book Resources
  • Stephen Blank 2013, The Four Steps to the Epiphany, 2 Ed., K&S Ranch [ISBN: 9780989200509]
  • Brian Halligan, Dharmesh Shah, Inbound Marketing: Attract, Engage, and Delight Customers Online, 2 Ed., Wiley [ISBN: 9781118896653]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMAS_9 Masters of Science in Digital Marketing Strategy 3 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie