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2021/2022  KAN-CCMVV2418U  Winning deals is winning business – the bid management machine room

English Title
Winning deals is winning business – the bid management machine room

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Michel Van der Borgh - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 15-02-2021

Relevant links

Learning objectives
At the end of the course the student should be able to:
  • Define and reflect upon a bid/no-bid decision process based on practical business cases and the value for the business
  • Describe a best practice tender process and reflect on role definitions
  • Reflect upon and create a tailored value proposition based on client needs
  • Understand and reflect upon value-based selling and how to use knowledge and skills in tender situations
  • Discuss the impact of bid management in B2B settings
  • Discuss and describe a written proposal based on practical business cases
Winning deals is winning business - the bid management machine room:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Written assignment
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

As compagnies grow so does the scope of clients and proposals. As they reach a certain size they will be invited to respond to Requests for Proposals (RFP’s), and they need to decide when to bid and when not to bid.


The bid management function leads the proposal process, sets the team, defines the value proposition and secures the quality of the response compared to the client needs. It’s a highly competitive environment and a bid manager is directly linked to a continuous business flow and growth.

The goal of this course is to equip students — who want to work with sales in B2B organizations whether they are large or medium sized — with relevant knowledge and understanding of how a bid process is defined, a value proposition created, and a winning proposal is written. As central underlying theoretical framework we rely on the value-based selling approach.


The course will prepare students who want to engage in sales in a specific unavoidable situation which most sales representants are unequipped to handle today.


Description of the teaching methods
The course uses blended learning: that is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful leaning environment for students, which we intend to use to its fullest potential.
The course consists of online lectures and materials, and online/offline case-based and general discussions. The class is highly interactive both with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Quizzes are used to give students a better overview of whether they are following the expected learning curve. During tutorial sessions students will get feedback from peers and the teachers. In an extended classroom- teaching situation groups can voluntarily present their projects. At the end of the course a Q&A session is planned.
Student workload
Preparation 123 hours
Teaching 33 hours
Exam 50 hours
Expected literature

de Jong, A., Zacharias, N. A., & Nijssen, E. J. (2020). How young companies can effectively manage their slack resources over time to ensure sales growth: the contingent role of value-based selling. Journal of the Academy of Marketing Science, 1-23.


Terho, H., Haas, A., Eggert, A., & Ulaga, W. (2012). ‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets. Industrial Marketing Management41(1), 174-185.


Rangarajan, D., Dugan, R., Rouziou, M., & Kunkle, M. (2020). People, Process, and Performance: Setting an agenda for sales enablement research. Journal of Personal Selling & Sales Management, 1-8.


Keränen, J., Salonen, A., & Terho, H. (2020). Opportunities for value-based selling in an economic crisis: Managerial insights from a firm boundary theory. Industrial Marketing Management88, 389-395.


Mullins, R., Menguc, B., & Panagopoulos, N. G. (2019). Antecedents and performance outcomes of value-based selling in sales teams: a multilevel, systems theory of motivation perspective. Journal of the Academy of Marketing Science, 1-22.


Last updated on 15-02-2021