English   Danish

2025/2026  DIP-DHDVA8001U  Advanced Sales & Customer Retention

English Title
Advanced Sales & Customer Retention

Course information
Language English
Course ECTS 5 ECTS
Type Elective
Level Graduate Diploma
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 12
Max. participants 30
Study board
Study Board for Graduate Diploma in Business Administration (part 2)
Programme Graduate Diploma in Business Administration (Part 2)
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
Main academic disciplines
  • Managerial economics
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 11-09-2025

Relevant links
Learning objectives
  • Full Portfolio Selling: • Være i stand til selvsikkert at præsentere en "elevator tale" for hver forretningsområde for at beskrive virksomhedens produkt portefølje. • Være i stand til at identificere kunde- / partnerbehov relateret til hele virksomhedens portefølje og identificere relevante interessenter at engagere sig med.
  • Account Management: • Være i stand til professionelt at gennemføre strategiske planlægningssessioner med kunder / partnere for at fastsætte fælles mål og afstemme forventninger.
  • Delivering Value Propositions: • Være i stand til at levere differentierede value propositions, der er tilpasset individuelle interessenter (ef-ter segment, købsrolle, udfordringer osv.).
  • Presentations design and delivery: • Være i stand til effektivt at tilpasse indholdet i dine præsentationer til opnå ønsket effekt og reaktion.
  • Negotiation: •Være i stand til at fastlægge forhandlingspunkter og udvikle en strategi, herunder bedste tilbud og grænser for afbrydelse, for at opnå win-win-aftaler. •Være i stand til at analysere og forudse kunders / partnernes taktiske tilgang til forhandling og deres interessentfokus. •Være i stand til at reducere fokus på pris og bruge relevante værdifremmere til at maksimere lønsomheden.
Course prerequisites
Modulet henvender sig til meget erfarne sælgere/Key Account Managere.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved (see section 13 of the Programme Regulations): 1
Compulsory home assignments
Alle opgaver samles i det sidste og endelig modul i København. Der vil være flere typer opgaver, herunder den afgørende mundtlige eksamen baseret på et skriftligt produkt.

Oral presentations etc.
Deltagelse i samtlige moduler, både on-line og fysiske.
Examination
Advanced Sales & Customer Retention:
Exam ECTS 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. 10 pages
Assignment type Case based assignment
Release of assignment An assigned subject is released in class
Duration
Written product to be submitted on specified date and time.
30 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale Pass / Fail
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam Home assignment - written product
Size of written product: Max. 10 pages
Assignment type: Case based assignment
Release of assignment: An assigned subject is released in class
Duration: Written product to be submitted on specified date and time.
Course content, structure and pedagogical approach
  • Forløbet er et 2 årigt forløb bestående 4 moduler. Det vil bestå af formel læring, læring fra ”on the job”, og endeligt læring fra kollegaer og ledere fra den studerendes arbejdsplads.
  • Den formelle læring vil bestå af både virtuelle sessioner samt face to face workshops (1 workshop per modul af 2 til 3 dages varighed).
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
Research-like activities
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
Description of the teaching methods
Kurset afvikles som en kombination af forelæsninger, gæste indlæg, cases og diskussioner.
Feedback during the teaching period
Der vil løbende i kurset blive stillet både individuelle og gruppeopgaver, ligesom der vil være case diskussioner, samt dialog med gæster.

Student workload
Deltagelse i undervisning 27 hours
Forberedelse til undervisning 109 hours
Eksamen 2 hours
Forberedelse til eksamen 15 hours
Further Information

Modulet er udviklet i samarbejde med Commerzial (dansk sales excellence advisors) og VERTIV (global virksomhed indenfor digital connectivity).
Last updated on 11-09-2025