Course 2009-2010 a.y.

Go to class group/s: 31

CLEAM (6 credits - I sem. - AI) - CLES (6 credits - I sem. - AI) - CLEF (6 credits - I sem. - AI) - BIEM (6 credits - I sem. - AI) - CLEACC (6 credits - I sem. - AI)

Course Director:
PAOLO GUENZI

Course Objectives

This course deals with personal selling. After reviewing the major trends in the evolution of the role played by salespeople in nurturing relationships with customers, methods and practical tools to make sales-related decisions and manage customer relationships are presented.

The goal of this course is twofold:

• helping students getting a deep and comprehensive understanding of managerial approaches and tools that salespeople can adopt for establishing long-lasting relationships with customers, while maximizing efficiency in selling processes;
• fostering analytical, behavioral and decision-making skills of the students, by means of the use of theoretical models, role plays and decision-support tools.

Course Content Summary

In the first part of the course the role and contribution of salespeople in the selling firm’s processes are addressed.
The focus is on the following topics:

• The selling process: from transaction to relationship
• The changing role, nature and activities of salespeople and sales managers
• Key competencies, skills and behaviors of salespeople
• Managing interpersonal relationships with customers
• Listening skills
• Negotiation skills

Detailed Description of Assessment Methods

Attending and Non-attending students
Written exam

Textbooks

• B. A. Weitz, S. Castleberry, J. Tanner, Selling: Building Partnerships, McGraw-Hill Irwin, 2007
• Collection of readings, EGEA

Exam textbooks & Online Articles (check availability at the Library)

Last change 16/06/2009 11:30