Study Guide

Objectives (course unit)

In this course, the students will learn how to develop, implement and monitor effective sales and marketing strategies that are an essential part of building a growing business. Students are able to navigate and activate the relationship and interaction between sales and marketing. Students will learn how to understand the ideal customer’s values, how to create marketing and sales strategies that connect with these values. The students manage to capture the importance, value and content of sales management for growing a business. He/she is able to realize significant competitive gains from data-driven marketing, personalization, and overall improved customer experience.

Content (course unit)

The course will cover the following subjects
- Marketing and sales strategies
- Segmentation, targeting and positioning
- Integrated marketing communications
- Value-based selling
- Contemporary sales approaches
- Personal selling skills.
- Customer profiling
- Domestic and global market research and competitive analysis

Assessment criteria, satisfactory (1-2) (course unit)

The student is able to identify phases of the traditional marketing planning process and recognize the impact of sales and marketing for growing a business. The student is able to describe the concept of sales and marketing and is able to participate in sales and marketing activities in a growing business organization

Assessment criteria, good (3-4) (course unit)

The student is able to compare traditional marketing planning processes to modern value-based strategic marketing planning concepts and understand the importance of sales and marketing for growing a business. The student is able to apply modern development tools like design thinking to a strategic level for the benefit of growing a business. The student takes responsibility in the group activity developing sales and marketing solutions for growing a business.

Assessment criteria, excellent (5) (course unit)

The student is able to analyze the impacts of the use of traditional marketing planning processes compared to modern value-based strategic marketing planning and understand the importance of sales and marketing for growing a business. The student is able to apply strategic planning tools such as design thinking, and find creative solutions to strategic-level problems. The student takes a leading role in the group activity showing understanding of the features and needs of a growing business. The student is actively developing and implementing a successful sales strategy to meet the needs of fast-growing businesses.

Assessment scale

0-5