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2023/2024  KAN-CCMVA2404U  Selling in Connected and Digitalized World

English Title
Selling in Connected and Digitalized World

Course information

Language English
Course ECTS 2.5 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
Min. participants 30
Max. participants 60
Study board
Study Board for cand.merc. and GMA (CM)
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
  • Face-to-face teaching
Last updated on 13-12-2023

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;
Course prerequisites
Completed Bachelor degree or equivalent.
Selling in Connected and Digitalized World:
Exam ECTS 2,5
Examination form Active participation

The completion of this course is based on active student participation in class. The course will be considered as passed if the students participation - based on an overall assessment - in the class activities fulfill the learning objectives of the course. The individual student’s participation is assessed by the teacher.
The student must participate in A combination of assignment and presentation
Individual or group exam Individual exam
Grading scale Pass / Fail
Examiner(s) Assessed solely by the teacher
Exam period Summer
Make-up exam/re-exam Oral exam based on written product
The oral part of the re-take is online.
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.
Size of written product: Max. 5 pages
Assignment type: Essay
Duration: 20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Examiner(s): If it is an internal examination, there will be a second internal examiner at the re-exam. If it is an external examination, there will be an external examiner.
Description of activities
A combination of assignment and presentation: The student must participate in minimum 80 % of the scheduled teaching.

In addition, the student must attend the following: 

The student will receive a case study and will be tasked with developing a sales lead generation and opportunity management strategies based on that case. Finally, they have to present their strategies.
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
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 18 hours
Preperation 20 hours
Exam 32 hours
Further Information

2-week course that cannot be combined with other courses.


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 13-12-2023