2019/2020
KAN-CIBMO1003U Business to Business Sales and Relations
Management
English Title |
Business to Business Sales and
Relations Management |
|
Language |
English |
Course ECTS |
7.5 ECTS |
Type |
Mandatory |
Level |
Full Degree Master |
Duration |
One Semester |
Start time of the course |
Spring |
Timetable |
Course schedule will be posted at
calendar.cbs.dk |
Study board |
Study Board for Master of Arts (MA) in International Business
Communication in English
|
Course
coordinator |
- Christian Schönström-lund - Department of Management, Society
and Communication (MSC)
|
Main academic
disciplines |
- Customer behaviour
- Communication
- Cultural studies
|
Teaching
methods |
|
Last updated on
12-08-2020
|
Learning objectives |
- analyze business markets, customer organizations and decision
making processes in organizations and propose and evaluate sales
strategies
- link the overall strategy of the company to concrete sales
activities
- be able to propose organizational structures, training and HR
development that enable the execution of strategy
- analyze the personal qualities needed in order to perform
efficiently in different kinds of business to business
relations.
- analyze and explain the role of trust and culture in developing
lasting customer relations
- critically evaluate different approaches to business to
business sales and their contribution to overall strategy
- critically asses advantages and disadvantages of different
sales execution strategies and of organizations and training
programs related to business to business sales and
marketing
|
Examination |
Business to
Business Sales and Relations Management:
|
Exam
ECTS |
7,5 |
Examination form |
Home assignment - written product |
Individual or group exam |
Individual exam |
Size of written product |
Max. 10 pages |
Assignment type |
Written assignment |
Duration |
Written product to be submitted on specified date
and time. |
Grading scale |
7-point grading scale |
Examiner(s) |
Internal examiner and external examiner |
Exam period |
Summer |
Make-up exam/re-exam |
Same examination form as the ordinary exam
The re-take will take place as a
hand-in of a given case. The students will have 48 hours to answer
the case.
|
Description of the exam
procedure
|
|
Course content, structure and pedagogical
approach |
The purpose of this course is to train students to analyze the
motives and demand patterns of the organisation’s external
stakeholders and to manage stakeholder relations. The course offers
an overview of the various types of actors and relationships the
organization must relate to and manage, focusing in particular on
industrial customers and professional sale and
cooperation.
Students will gain insight into
-
how to create and maintain customer loyalty through
communication and personal relationship-building. The students will
both develop a theoretical understanding of developing the
appropriate relationships as well as a practical proficiency in
consultative communication.
-
how departments such as HR and marketing which are not directly
involves in sales and cooperation with partner companies may
contribute to the attainment of the organization’s business to
business goals.
-
the various forms ofbusiness to business cooperation, ranging
from short term sales to joint product development and
marketing
-
the factors that determine customer satisfaction and loyalty
through the delivery of superior value to customers in complex
business to business sales, in consulting and cooperation with
other organizations.
-
the buying and decision making behavior of organizations and how
to interact with customer organizations.
Literature:
Cravens, Le Menier-Fitzhugh and Piercy
The Oxford Handbook of Strategic Sales and Sales Management
Byron Matthews and Tamara Schenck
Sales Enablement
Mark Roberge
The Sales Acceleration Formula
|
Description of the teaching methods |
Lectures and case-discussions |
Feedback during the teaching period |
Takes place during lectures. |
Student workload |
Lectures |
49 hours |
preparation and exam |
105 hours |
|
Last updated on
12-08-2020