English   Danish

2018/2019  KAN-CCUSO1004U  Sales Implementation

English Title
Sales Implementation

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Karina Burgdorff Jensen - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 20-11-2018

Relevant links

Learning objectives
  • Identify and discuss practical implications, limitations and possibilities of various sales approaches and sales channels
  • Analyze, select and apply different sales methodologies in accordance with theories and models in regards to specific cases
  • Present a clear and coherent argument for your selection of key theories and models and follow academic conventions in your written presentation.
  • Identify and explain differences in sales methodologies within the transactional, relational and service-logic paradigms in analysis of personal selling and digital online sales
Sales Implementation:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual oral exam based on written group product
Number of people in the group 2
Size of written product Max. 15 pages
Assignment type Case based assignment
Written product to be submitted on specified date and time.
15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

By combining the strategic understanding of sales roles and its organization with knowledge of how to lead and manage dynamic sales forces to become more productive in an increasingly more complex, uncertain, volatile and diverse environment, you will learn how to choose the optimal selling behavior that effectively transforms and enhances sales negotiations (including persuasion skills) into actual sales. The course will address both personal selling and selling through online channels, and will introduce elements of new technological advances in sales like VR and AI.Through hands-on experiences with real sales cases you will learn how sales roles often differ by customer segments, selling processes and purchase motives. This knowledge will allow you to transform sales strategies into implementation plans that contribute to business performance.


The course will enable you to understand the relationship between business strategy and sales, and how to convert strategic plans for sales into actual selling behavior on different levels of an organization. The focus of the course will be implementation of strategic sales throughout an organization. You will get an understanding of sales methods and selling behavior in relation to specific markets and strategies. The course will focus on both theoretical and analytical abilities as well as practical skills in sales.

Course progression
Sales Implementation is a foundation course in the study program.

Description of the teaching methods
Students will be working with a case company throughout the course. Before each offline session, students are asked to read the theory, to prepare key ideas about how to apply the theories of that session to their case as well as questions they want to discuss in class. The offline class session consists of a theoretical plenum discussion (students receive general feedback on theoretical questions in the plenum) and group work sessions (the teacher walks from group to group and provides feedback on the group's intended application of theories to their case company).
Feedback during the teaching period
Students will be quizzed online and feedback will be an integral part of the classroom teachings.
Student workload
Teaching 33 hours
Preparation 123 hours
Exam 50 hours
Last updated on 20-11-2018