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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Sales Strategies
Module Code MG339
School DCUBS
Module Co-ordinatorSemester 1: Michele O'Sullivan
Semester 2: Michele O'Sullivan
Autumn: Michele O'Sullivan
Module TeachersYuhui Gao
Joanne Lynch
Michele O'Sullivan
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

This course is designed to give students an introduction to the principles and practices of sales strategy and management, and the role of personal sales within the marketing discipline. Students will gain an insight into the personal selling process and key aspects of sales management, including the selection, motivation and training of sales personnel. Special attention will be paid to key account management and personal selling skills. This course is designed to provide students with a deeper understanding of the principles and skills required to develop and maintain excellent customer relationships and create satisfied customers and staff. The module focuses on managing the customer lifecycle with a particular emphasis on customer acquisition through the sales function. It also aims to allow students to understand role of technology in effective customer relationship management (CRM), and the significance of CRM in strategic, operational and analytical sales contexts. This course will adopt a customer-centric and customer relationship perspective and cover the sales journey from the initial stage of prospecting, to sales acquisition and customer retention and management. How these factors impact on sales strategy and planning to ensure company profitability and long-term success will also be covered in the course.

Learning Outcomes

1. Identify, and reflect on, key concepts in Personal Selling and Sales Strategies
2. Collaborate in a group to design and develop a Sales Strategy Plan for an organisation that focuses on the personal selling process and sales management in the context of an organisation’s marketing and corporate strategies.
3. Evaluate the role of sales management in co-ordinating the interactive, value-generating activities of the organisation
4. Compare and contrast customer behaviour in consumer, services and business-to-business markets and indicate how different types of buyers and situations impact on personal sales tactics and techniques when planning Sales Strategy
5. Discuss sales strategy and management in the context of the customer lifecycle: customer acquisition, customer retention and development of customer relationships and how this impacts on sales planning
6. Demonstrate the importance of Ethics in Professional Selling and Sales Strategies.
7. Evaluate CRM from strategic, operational and analytical perspectives and indicate what aspects should be included in a Sales Strategy Plan.
8. Identify and evaluate key transversal and transferrable skills, of practical relevance to work, management, and market research, that were developed during the conduct of a market research project and through the development of e-portfolio reflections on learning.

Workload Full-time hours per semester
Type Hours Description
Lecture22Lectures on CRM and Sales topics
Directed learning25Course Readings and preparation for e-portfolio of reflections on learning
Fieldwork25Preparation for, and formulation of, sales strategy plan (report)
Portfolio Preparation13Preparation of reflections for professional activities and learning eportfolio
Assignment Completion10Group Project: Sales Strategy Plan
Assignment Completion15Completion of eportfolio of reflections on development of sales related professional skills and learning through class activities and module assignments.
Assignment Completion15Completion of e-portfolio reflections on learning relating to sales theory (course content and independent research).
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to Sales Strategies
Overview of key components and building blocks in Contemporary Sales Model: Sales processes including: creating value and building customer relationships; sales ethics, technology, and understanding buyers and sellers; personal selling processes: self-management, prospecting and sales-call planning, negotiating, closing and follow-up; sales management: recruiting, selecting and training salespeople, managing performance, compensating and evaluating salespeople.

Value creation in buyer-seller relationships; introduction to customer relationship management (CRM)
Customer Value as a core focus in modern selling; Clarifying the concept of value; Using value frameworks; value proposition development and communication

Sales strategy and planning
Components of a sales strategy and what to include in a plan, impact of corporate strategy on sales planning, importance of insight generation in sales planning process, growth strategies, sales targets and tactics

Understanding seller and buyer behaviour
Customer behaviour in consumer, services and business-to-business markets; B2B and B2C. Tools and techniques to aid understanding of key buyer segments and contexts.

Managing the customer lifecycle
Customer acquisition, retention and development strategies; Understanding loyalty and customer loyalty programmes

Customer Relationship Management (CRM)
Customer relationship management philosophy, definitions and concepts; Benefits, costs and implications of long-term customer relationships; developing the CRM strategy; Strategic CRM: customer portfolio management, customer experience management; Salesforce, marketing and service automation; developing and managing customer-related databases; using customer related data; ethical issues in sales and CRM data collection and usage

Sales management
Main sales management tasks of salesperson selection, recruitment, motivation, training and evaluation; pay and remuneration of sales team

The personal selling process
Key stages, tools and techniques in the personal selling process; Utilising social selling; Understanding the ethical issues associated with personal selling

Managing customer relationships
Key account management, understanding decision-making unit (DMU), overview of customer experience management

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentDevelop a Sales Strategy Plan for an organisation, covering the key areas required in a typical strategic sales plan.30%Sem 1 End
Reflective journalE-Portfolio: Showcase of Learning. Students will complete a portfolio reflecting on key aspects of theory related to professional selling and sales management. This assignment will include 6 e-portfolio pages reflecting on each of the weekly topics presented on Loop and in-class during weeks 1-6, augmented with some independent research on areas of interest to students. For submission in Week 8 of the semester.30%Week 8
Professional PracticeE-Portfolio: Showcase of Learning. Identify and evaluate key transversal and transferrable skills, of practical relevance to work, management, Sales and Sales Management & Strategy, that were developed during the group assignment and through the development of e-portfolio reflections on learning. Submission is due at the end of the semester40%Week 12
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

  • Johnston, M.W and G.W. Marshall: 2013, Contemporary Selling Building Relationships, 4th, 14, Routledge, New York,
  • Francis Buttle,Stan Maklan: 2019, Customer Relationship Management, 4th, Routledge, 9781138498259
  • Mark W. Johnston,Greg W. Marshall: 2022, Contemporary Selling: Building relationships, creating value, 6th, 14, Routledge, 9780367435172
Other Resources

Programme or List of Programmes
MINTBSc Marketing, Innovation & Technology

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