Course 2026-2027 a.y.

20429 - SALES MANAGEMENT

Department of Marketing


Student consultation hours

Course taught in English
Go to class group/s: 31
ACME (6 credits - I sem. - OP  |  SECS-P/08) - AFM (6 credits - I sem. - OP  |  SECS-P/08) - AI (6 credits - I sem. - OP  |  SECS-P/08) - CLMG (6 credits - I sem. - OP  |  SECS-P/08) - DSBA (6 credits - I sem. - OP  |  SECS-P/08) - EMIT (6 credits - I sem. - OP  |  SECS-P/08) - ESS (6 credits - I sem. - OP  |  ECON-07/A  |  SECS-P/08) - FIN (6 credits - I sem. - OP  |  SECS-P/08) - GIO (6 credits - I sem. - OP  |  SECS-P/08) - IM (6 credits - I sem. - OP  |  SECS-P/08) - MM (6 credits - I sem. - OP  |  SECS-P/08) - PPA (6 credits - I sem. - OP  |  SECS-P/08)
Course Director:
PAOLO GUENZI

Classes: 31 (I sem.)
Instructors:
Class 31: PAOLO GUENZI


Suggested background knowledge

Knowledge about fundamentals of marketing and go-to-market/channel design is recommended.

Mission & Content Summary

MISSION

Sales careers are more and more attractive, because of the strategic evolution of sales departments in most organizations. As such, companies increasingly need qualified talent in Sales positions. Unfortunately, there is scarcity of academic background on sales topics. Therefore, companies appreciate talented students with some knowledge about sales force management.

CONTENT SUMMARY

  • Sales Management: a framework.
  • The evolution of the personal selling process: digital transformation in sales and the role of technology.
  • Managing the digital transformation of sales organizations
  • Organizing the sales force and planning selling efforts.
  • Sales force organization and Territory design.
  • Recruiting and selecting sales personnel.
  • Sales force training and development.
  • Sales force control systems.
  • Rewarding and compensating the sales force.
  • Sales force motivation.
  • Leading and coaching sales teams.
  • Target setting for the sales force
  • Sales force performance evaluation.

Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

Know methods and practical tools for human resource management in sales processes: how to define talent in salespeople, and then recruit, train and develop, promote, retain, motivate and incentivize salespeople. Recognize the pros and cons of different approaches to sales force management decisions. Identify the key decision-making areas in sales force management. Describe the most relevant success factors for sales management jobs and positions. Reflect on the impact of digital technologies on sales force management decisions and actions. Understand and explain theoretical models and decision-support tools, as applied in lectures and case studies. Apply concepts and methods to real world examples.

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

Apply analytical and decision-making skills to typical sales force management problems, both in discussion in the lectures, in guest speakers presentations and through case studies. Apply the concepts and models presented in the course. Work in teams for making complex decisions under time pressure in uncertain environments.


Teaching methods

  • Lectures
  • Guest speaker's talks (in class or in distance)
  • Practical Exercises
  • Collaborative Works / Assignments

DETAILS

Regular sessions are based on presentation and discussion of the topics covered in the textbook. Sessions can partially be used to provide a forum for groups for presenting and discussing conceptual tools and practical applications of such topics. Special learning events: company presentations, real-world case studies. Articles from leading international journals can be used as suggested readings. 


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Individual Works/ Assignment (report, exercise, presentation, project work etc.)
 x    
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 x    
  • Active class participation (virtual, attendance)
 x    
  • Peer evaluation
 x    

ATTENDING STUDENTS

Written exam: the exam format is a mix of open questions, multiple choice questions and short exercises (it is recommended to bring a calculator). Multiple choice questions typically evaluate the ability to understand key conceptual models and theories. Open questions aim at assessing the ability to reflect on concepts, examples and practical issues. Short exercises test the ability to apply concepts, tools and decision making methods to practical problems.

The written exam includes questions referring to lectures, cases, guest speakers' talks and all related concepts, models and tools presented and discussed in class.

 

75% attendance is needed to be attending student


NOT ATTENDING STUDENTS

Written exam: the exam format is a mix of open questions, multiple choice questions and short exercises (it is recommended to bring a calculator) based on the textbook.
The questions are based on the textbook and are aimed at verifying the ability to apply the knowledge students learned when studying the teaching material.


Teaching materials


ATTENDING STUDENTS

  • G. GUENZI, Sales Management,  Palgrave, 2011 (only chapters discussed in class).
  • Professor's Handouts, Guest speakers' presentations
  • Cases discussed in class

NOT ATTENDING STUDENTS

G. GUENZI, Sales Management, Palgrave, 2011.

Last change 26/05/2026 16:41