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2023/2024  KAN-CCMVV1457U  Value-Based Selling

English Title
Value-Based Selling

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Selma Kadic-Maglajlic - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 15-02-2023

Relevant links

Learning objectives
On completion of this course students will be able to:
  • Understand and explain the various Value-Based Selling models.
  • Apply Value-Based Selling behaviours on a given case study context
  • Demonstrate ability to assess which organizational processes to recommend based on customer challenges
  • Create a plan for implementing Value-Based Selling in an organization undergoing servitization
  • Evaluate a company's servitization effort and generate improvements
Course prerequisites
None, although an understanding of marketing and strategy is an advantage.
Value-based Selling:
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 Case based assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
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
Re-take exam is to be based on the different case study compared to the ordinary exam.
Description of the exam procedure

Students will have to answer questions, based on a sales challenge in a B2B company. 

Course content, structure and pedagogical approach

This course offers students the closest thing to a professional, Value-Based Sales education as possible in a university context. Being able to excel in this discipline becomes increasingly important as many companies add ancillary services to their products to create value in cooperation with their customers. This process – known as “servitization” – aims to create measurable value for customers through solving business problems rather than simply selling products. To succeed in this process, Value-Based Selling offers a set of principles and capabilities that significantly improves performance in the companies that are able to implement them. 


Students will learn about the organizational requirements as well as the behaviours demanded of the sales force for successful Value-Based Selling implementation. The course will teach concrete sales, communication and leadership tools, and students will learn to pose insightful questions, generate effective Value Propositions, present with confidence, and manage a Value-Based Sales organization.


This course will use a combination of lectures and case sessions. The lectures will introduce the newest theories and models and the cases will give students the opportunity to test their knowledge in practice: working in groups, they will work with professional salespeople and -managers from leading companies to build their sales, communication, and management skills. 


Description of the teaching methods
This course uses blended learning. Lectures are interactive, and case sessions will involve debate, role-plays and discussions with business experts. Preparation includes listening to podcasts and watching videos.
Feedback during the teaching period
Students are repeatedly exposed to the learning objectives through weekly group lectures and exercises. Furthermore, there will be peer reviews of presentations and role-plays as well as online quizzes. Furthermore, the course offers a mock exam to help students prepare for the final exam. The last session is dedicated to exam preparation. The material will be summarized and students can ask questions about the material as well as the exam.
Student workload
Preperation 123 hours
Teaching 33 hours
Exam 50 hours
Expected literature

Indicative list of the literature


Eggert, A. et al: Conceptualizing and communicating value in business markets: From value in exchange to value in use Industrial Marketing Management, 69 (2018) 80–90

Haas, A. et al: Creating value in business relationships: The role of sales Industrial Marketing Management 41 (2012) 94–105

Jaakkola, M. et al: Various forms of value-based selling capability — Commentary on “Value-Based Selling: An Organizational Capability Perspective” Industrial Marketing Management, 45 (2015) 113–114

Kohtamäki, Marko, et al. "Practices in servitization." Practices and tools for servitization. Palgrave Macmillan, Cham, 2018. 1-21.

Koponen, J. et al:  Sales communication competence in international B2B solution selling, Industrial Marketing Management, 82 (2019) 238–252

Sullivan, U. et al: Value creation and firm sales performance: The mediating roles of strategic account management and relationship perception, Industrial Marketing Management, 41 (2012) 166–173

Tehro, H. et al: ‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets Industrial Marketing Management, 41 (2012) 174–185 

Töytäri, P. et al: Value-based selling: An organizational capability perspective Industrial Marketing Management 45, (2015) 101–112 

Wolfgang Ulaga & Werner J. Reinartz: Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully Journal of Marketing Vol. 75 (November 2011), 5–23

Yanzhe, Let al:  Successful implementation of value-based selling: a value co-creation and dynamic capabilities perspective, Journal of Business & Industrial Marketing, 36(3)2021 372–389

Last updated on 15-02-2023