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2022/2023  KAN-CCMVI2124U  Selling in Connected and Digitalized World

English Title
Selling in Connected and Digitalized World

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Milena Micevski - Department of Marketing (Marketing)
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
For academic questions related to the course, please contact course responsibles Milena Micevski (mmic.marktg@cbs.dk) or Selma Kadic-Maglajlic (skm.marktg@cbs.dk).
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 16-11-2022

Relevant links

Learning objectives
After the course, the student should be able to:
  • Evaluate the role of selling within the context of business marketing;
  • Critically assess and evaluate different stages of sales process;
  • Apply relationship management and partnering techniques with customers;
  • Recommend the application of adequate negotiation techniques;
  • Apply the theoretical knowledge on Artificial Intelligence to better understand and critically assess its impact on sales functions and sales processes;
  • Follow academic conventions in their written assignment
Course prerequisites
Completed Bachelor degree or equivalent.
Selling in Connected and Digitalized World:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Written in parallel with the course
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question.
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.

Exam form for 3rd attempt (2nd retake): The second retake is always an online oral exam (20 minutes online oral exam with no preparation time) with one internal examiner and an internal co-examiner.
Course content, structure and pedagogical approach

This course focuses on the sales process, especially personal selling. Selling concepts, tools, strategies, and tactics will be discussed as they apply to both external and internal customers. Through both didactic and experiential learning, students will learn about some of the problems faced and the rewards earned by those in professional sales. Customer relationship management/partnering with customers and genuinely seeking to meet their requirements/delight them will be discussed as key to successful long-term selling.


Finally, as the role of Artificial Intelligence is gaining its momentum in the areas of sales and marketing this course will tackle the opportunities and issues that face sales functions and salespeople with the introduction of AI in organizations. Students will gain knowledge and understanding of how AI is developed and utilized in sales settings. They will also be able to critically assess under which circumstances an AI solution is a valuable solution to sales organization. 

Description of the teaching methods
This course is delivered in a blended learning format that combines online materials (e.g., pre- recorded lectures, small group activities, online quizzes) and lectures with in-class discussions and workshops (e.g. case study analyses, guest lectures, role plays).

At the beginning of the course, students will form their own sales teams. Each team will consist of up to five members. The groups will participate in the sales simulation, including the following activities: information gathering, sales presentation, customer complaint handling, and sales planning. Each phase of the project will be discussed in class, and additional instructions will be uploaded on Canvas. The group project's focus is to create trust and leverage confidence in another party while realizing their inherent needs and selling them an appropriate product, service, experience, or idea.
Feedback during the teaching period
The design of the course follows a proactive feedback philosophy through ex ante mirroring of the exam. Students are repeatedly exposed to the learning objectives through weekly sales project assignments that resemble exam assignments, online quizzes, and role-playing.

In the wrap-up session dedicated to exam preparation, students are debriefed and encouraged to seek detailed feedback on their own performance. This gives them the opportunity to reinforce what they have learned in the course and prepare for the actual exam. In the final debriefing session, the material is recapped, overarching feedback is provided.
Student workload
Teaching 33 hours
Preperation 123 hours
Exam 50 hours
Further Information

3-weeks course cannot be combined with other courses.


Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment&grading.


Course and exam timetable is/will be available on https://www.cbs.dk/en/study/international-summer-university/courses-and-exams


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/en/study/international-summer-university/courses-and-exams in start March.

Expected literature

Indicative literture list include:

  • Ingram, T. N., Avila, R. A., Schwepker, C. H., & Williams, M. R. (2019). SELL, 6th Edition, Cengage Learning (selected chapters).
  • Brynjolfsson, E., & Mcafee, A. N. D. R. E. W. (2017). The business of artificial intelligence. Harvard Business Review.
  • Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research21(2), 155-172.
  • Syam, N., & Sharma, A. (2018). Waiting for a sales renaissance in the fourth industrial revolution: Machine learning and artificial intelligence in sales research and practice. Industrial Marketing Management69, 135-146.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science48(1), 24-42.
  • Singh, J., Flaherty, K., Sohi, R. S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K., ... & Onyemah, V. (2019). Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts, priorities, and questions. Journal of Personal Selling & Sales Management39(1), 2-22.
  • Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. J., & Mavrommatis, A. (2019). From data to action: How marketers can leverage AI. Business Horizons.
  • Hagen, David, and Rick Stefanik. "Artificial intelligence dialogue processor." U.S. Patent Application 10/852,300, filed January 13, 2005.
  • More literature will be announced upon enrollment
Last updated on 16-11-2022