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2025/2026  KAN-CGMAA5003U  Mastering Sales in a Digital and AI-Driven World

English Title
Mastering Sales in a Digital and AI-Driven World

Course information
Language English
Course ECTS 3 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 Governance, Law, Accounting & Management Analytics
Programme Master of Science (MSc) in Economics and Business Administration - General Management and Analytics (GMA)
Course coordinator
  • Milena Micevski - Department of Marketing (Marketing)
For academic questions related to the course, please contact course responsible Milena Micevski (mmic.marktg@cbs.dk)
Main academic disciplines
  • Marketing
  • Service management
Teaching methods
  • Face-to-face teaching
Last updated on 03/11/2025

Relevant links
Learning objectives
After the course, the student should be able to:
  • Acquire a thorough understanding of AI and its transformative impact on sales and service management.
  • Gain insights into how AI generates growth and value for organizations, enhances the customer experiences and relationships with customers.
  • Understand, reflect upon, and contrast different forms of AI that can be used in the B2B and frontline setting.
  • Discuss the impact of AI on privacy, ethics, and biases.
Course prerequisites
Completed Bachelor degree or equivalent.
Examination
Mastering Sales in a Digital and AI-Driven World:
Exam ECTS 3
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
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: A combination of in class assignments and presentation: The student must participate in minimum 80 % of the scheduled teaching.

Students will complete three in-class assignments designed to analyze cutting-edge developments and real-world applications of AI in sales. These tasks will require participants to critically evaluate the impact of AI tools and strategies on various aspects of the sales process. The course will conclude with students presenting tailored strategic recommendations, demonstrating how AI can be leveraged to address specific sales challenges and drive organizational success.
Course content, structure and pedagogical approach

In the context of today’s swiftly evolving digital landscape, the ability to effectively harness artificial intelligence (AI) is essential for organizations seeking to maintain a competitive edge in sales and services. This course aims to equip participants with an in-depth understanding of how AI can act as a transformative agent in enhancing sales processes and driving substantial revenue growth in a B2B and frontline management context.

 

In this course, students will gain a comprehensive understanding of how AI serves as a strategic enabler within modern sales organizations. The course explores the diverse landscape of AI technologies, including natural language processing and predictive analytics, while emphasizing how these tools support and enhance core components of the sales strategy. Attendees will gain essential insights into the various applications of AI within the sales and service sector. Whether it involves improving frontline selling, sales prospecting methods, enhancing lead generation tactics, fostering customer engagement, or refining sales forecasting approaches, students will develop a sophisticated understanding of how AI can be leveraged to achieve measurable outcomes and promote business success. They will also be able to critically assess under which circumstances an AI solution is a valuable solution to sales organization.

 

The main topics that will be discussed in the course;

 

  • Understanding the fundamentals of AI and its strategic role in sales

  • Overview of AI applications in sales and services
  • Application of AI in the contexts of frontline selling, prospecting, lead generation, building customer relationships, fostering customer engagement, sales forecasting etc.

  • Assessing the value and fit of AI solutions in sales strategy

  • Ethical considerations of AI-driven selling

 

This course DOES NOT focus on programming AI tools or the statistical concepts underlying AI. Instead, it adopts a practical approach, exploring how and where AI can be effectively applied in contemporary marketing.
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
  • New theory
  • Teacher’s own research
Research-like activities
  • Analysis
  • Discussion, critical reflection, modelling
Description of the teaching methods
The teaching approach for this course is grounded in hands-on, interactive, and active learning principles to foster practical skills and meaningful engagement. Students will participate in guided class discussions that encourage critical reflection on contemporary applications of AI in sales, as well as group projects where teams collaboratively analyze real-world cases and propose AI-integrated sales strategies. Activities include the critical examination of current AI tools, evaluation of industry case studies, and structured debates on AI ethics in sales. Assignments are designed to prompt independent research, peer-to-peer feedback, and iterative problem-solving, enabling students to apply theoretical knowledge in realistic business contexts. Throughout the course, formative feedback will be provided by the instructor and fellow students to support continuous learning and development of both technical and strategic sales competencies.
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.




Student workload
Teaching 18 hours
Preperation 66 hours
Further Information

This is an intensive 2-week course that cannot be combined with any other courses.

 

 
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 Research, 21(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 Management, 69, 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 Science, 48(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 Management, 39(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 03/11/2025