Kurssin kuvaus

Sales and buyer behavior in retailing 6 ECTS

Learning outcomes

Knowledge related:

• Understand the implications of production, sales and marketing orientation in retailing.
• Learn the differences between sales and marketing strategies.
• Differentiate between objectives, strategies and tactics in retail business.
• Assess and evaluate strategies for approaching consumer and organizational buyers.

Skills related:

• Identify and compare sales techniques in retailing.
• Analyze and interpret the different motivations of consumer and organizational buyers.
• Recognize the importance of relationship management in retail business.
• Learn the principles of planning, budgeting and measurement in retailing.

Content

The main theoretical concepts and theories of selling and sales management relating to the marketing concept (e.g.  characteristics and types of selling and sales management, sales in business-to-business and business-to-consumer context, sales management in retailing, market segmentation and marketing mix, pricing, relationship between sales and marketing planning, buyer behavior in B2B and B2C, relationship management).

Modes of study

Independent study, online exam and individual essay (162 hours in total).

6 ECTS

Study materials

Jobber, D. & Lancaster, G. (2019). Selling and Sales Management (11^th edition). Prentice Hall, Harlow.

Academic articles and other materials provided by the teacher.

Evaluation criteria

Assessment: 0-5

Instructor

Katariina Ylönen

Further information

Course materials are in English but you may write your exam and the assignments either in English or in Finnish.