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2022/2023  KAN-CICOO1010U  Business to Business Sales and Relations Management

English Title
Business to Business Sales and Relations Management

Course information

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
  • Alex Klinge - Department of Management, Society and Communication (MSC)
  • Christian Schönström-lund - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Communication
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 23-06-2022

Relevant links

Learning objectives
  • Describe how the alignment of overall company strategy to concrete sales activities improves company performance
  • Analyze and describe the dynamics between sales and marketing and discuss possible methods to improve the cooperation
  • Explain the relationship between the buying and the sales process and describe possible steps to align these two
  • Analyze the personal qualities and types of sales methods needed in order to perform successfully in different kinds of business-to-business sales situations
  • Propose organizational sales structures, training and development that enable the execution of strategy
  • Apply theories and models to business cases and discuss advantages and disadvantages of different, possible solutions
Business to Business Sales and Relations Management:
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, see also the rules about examination forms in the programme regulations.
Individual or group exam Individual exam
Size of written product Max. 3 pages
Assignment type Synopsis
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
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
Description of the exam procedure

The exam takes it point of departure in a 3 page synopsis. During the exam any subject from the course literature may be discussed. The student is entitled to 30 minutes of supervision for the synopsis.




Course content, structure and pedagogical approach

The purpose of this course is to provide an understanding of the professional business-to-businness sales organization; from the individual, consultative sales person to aligning strategy and sales at the C-level. 



Students will gain insight into


  • the cooperation between sales and marketing, the different goals of the departments and the related conflicts and possible solutions. 


  • how the individual salesperson succeeds in a complex environment by using different sales methodologies, communication skills, business acumen and structured sales processes. The students will develop a theoretical understanding of the required communication skills as well as a practical proficiency in consultative selling and presentation techniques. 


  • the strategic evolution of the salesforce. How sales is transforming from a product-focus to a customer-centric approach and how deeper customer relationships are driving strategy 


  • the buying and decision making behavior of organizations and how to adapt sales processes to the customers' buying processes.


  • the strategic importance of close customer relations as a means to achieve the organization’s overall strategic goals 


  • how departments such as HR and marketing which are not directly involved in sales and cooperation with partner companies may enable sales


  • business models that enable analysis of the market, the required capabilities to succeed and the performance management needed to measure results


  • how sales managers and other customer facing personnel implement and transform strategic goals into concrete sales strategies.


Description of the teaching methods
Lectures and case-discussions
Feedback during the teaching period
Takes place during lectures, case sessions and student upload of various, voluntary projects.
Student workload
Lectures and cases 54 hours
preparation and exam 100 hours
Teaching preparation 52 hours
Expected literature

Cravens, Le Menier-Fitzhugh and Piercy: The Oxford Handbook of Strategic Sales and Sales Management


Roberge, Mark: The Sales Acceleration Formula


Neil Rackham: SPIN Selling


Matthews, Byron and Schenk, Tamara: Sales Enablement


Frank Cespedes: Aligning Strategy and Sales



Last updated on 23-06-2022