COURSE BASICS

Course Code BAMK4103 (MKTG 3013)

Credit Hours 3
Lectures [No. of Lec(s) Per 3 Duration 80 Minutes Each
Week]
Lab Sessions Duration

[Selling and Sales Management]

COURSE DISTRIBUTION
Program(s) Attached BBA
To
Core / Elective Elective
Course Pre-requisites Fundamentals of Marketing

COURSE DESCRIPTION
Perhaps no other area of business activity gains much attention between those directly involved and those
who are not involved in the activity called ‘SALES’. It is said that nothing happens until a sale takes place.
The course provides detailed information on how to become an ideal sales manager, who is one of the
most important executive in an organization. Students examine effective management of a sales force in
competitive and diverse marketplace and an exposure to many a problems faced by modern day sales
manager. The course also covers planning, implementing, controlling and analyzing sales regions of
Pakistan. Selecting, training, motivating and evaluation of sales force is also discussed in detail.

COURSE OBJECTIVES
The Course aims to:
CO1: Explain the main concepts related to selling & sales management and explore the sales setting
CO2: Extend students’ understanding of the sales setting from a strategic and tactical level
Understand the perspective of sales within marketing mix and promotional mix context for an
CO3:
organization
CO4: Understand the skills and responsibilities required to be an effective sales manager
CO5: Develop the right set of skills required to effectively and efficiently do sales
CO6: Explore the selling and sales management process in detail

COURSE LEARNING OUTCOMES

After completion of the course the students will be able to:
CLO1: Identify the roles and responsibilities of a sales manager and a seller
CLO2: Analyze the planning, organizing, implementation and evaluation process for Sales Management
 CLO3: Differentiate between sales patterns of various kinds of products
CLO4: Comprehend the concepts of key accounts, direct marketing and alternate sales modalities
Learn to develop sales promotions, brand activations and achieve standards set by their respective
CLO5:
companies
Evaluate sales quotas, targets and sales forecasting techniques. Considering the social and ethical
CLO6:
dimensions of sales.
Develop sales teams by hiring, training, compensating and evaluating them for immaculate sales
CLO7:
performance
CLO8: Manage sales territories and develop customer portfolios for sustainable competitive edge
CLO9: Know the skill set required to be an effective sales manager and seller
CLO10: Understand how sales functions require integration with other functional areas of business

BBA PROGRAM EDUCATIONAL OBJECTIVES

Integrate knowledge of the functional areas of business and funnel into a coherent strategic whole
to enable students see management problems in a holistic perspective and to inculcate the spirit of
PEO1:
free inquiry towards social, economic, political and technological realities, which impact the local
and global business environment.
Build managerial cognition of the students with a variety of planning, organizing, controlling, and
PEO2: leading and communication skills necessary to effectively manage businesses and influence
society.
Nurture problem analysis and decision-making skills in students, required for handling challenges
faced by the modern business world and equip them with quantitative and qualitative tools to
PEO3:
evaluate local and global business opportunities to successfully materialize new entrepreneurial
ventures.
Impart and awareness of the ethical considerations and social responsibilities to the students, in the
PEO4:
conduct of business.

BBA PROGRAM LEARNING OUTCOMES

Knowledge Acquisition
Have adequate knowledge of the key areas of business, including management,
PLO-1:
marketing, finance, supply chain, and entrepreneurship.

Skill Development
Have the managerial, leadership, and interpersonal skills needed to effectively and
PLO-2:
efficiently run the business operations.

Communication Skills
PLO-3: Be able to effectively communicate with stakeholders.

Understanding Organizational Ecosystem

Manifest an understanding of the economic, legal, regulatory, technological, and
PLO-4:
social environment of the organizations.

PLO-5: Application
Have the capability to apply the knowledge and skills acquired during their degree
program.
 Ethical Considerations
Behave ethically and be conscientious towards their moral and social
PLO-6:
responsibilities.

Improvisation and Proactiveness

Be able to formulate strategies to achieve the objectives through contingency
PLO-7:
planning, wherever the conventional measures do not work.

Problem Solving
Be able to identify and analyze practical organizational problems to devise
PLO-8:
solutions with sound reasoning.

Team Work
PLO-9:
Be a team player leading to produce the results and achieve the set targets.

Decision Making
PLO-10 Have the capacity and competence to take initiatives and make sustainable
decisions.

Value Addition
PLO-11 Be able to add value to the organizations, self-employed endeavors, and society.

Global and Domestic Awareness

Be able to demonstrate a good understanding of the domestic and global business
PLO-12
environment.

Emotional Intelligence
Be able to rationally analyze, respond sagaciously, and make decisions most
PLO-13
suitable for the organization.

Adaptability
Be resilient in changing business environments, absorb work pressures, and be
PLO-14
flexible in challenging conditions.

Entrepreneurial Orientation
Be able to think critically to develop and implement creative and innovative ideas,
PLO-15
contributing to the economy and society.

Research
PLO-16 Be able to conduct scientific business research.

Continuous Learning
Reflect willingness and eagerness for continuous improvement and lifelong
PLO-17
learning.
Map if course objectives or outcomes specifically relate to any program objectives (along with corresponding assessment item):

PROGRAM EDUCATION COURSE LEARNING COURSE ASSESSMENT

COURSE OBJECTIVE
OBJECTIVES OUTCOMES ITEM
PEO 1 CO -1 & 2 CLO 1, 2 & 3
PEO 2 CO – 2 & 3 CLO 2, 3, 4, 5 & 6
PEO 3 CO – 3 , 4 & 5 CLO 2, 4, 5 7, 9
PEO 4 CO – 4, 5 & 6 CLO 2, 6 7 9 & 10

PRPGRAM DELIVERY METHOD

Method Application
Case Studies Yes
Business games and Role
Yes
Play
Film and Video clips Yes
Journal Article Reviews N/A
Project based learning Yes
Other (Class Activities) N/A

ASSESSMENT STRUCTURE
Assessment Items Percentage
Quiz(s) 5
Assignments(s) 10
Class Participation 5
Midterm Examination 20
Final Examination 40
Project/Presentation 20

Any specific teaching/learning strategies:

Lectures, Reading Material, Guest Speakers, Skills Development Exercises, Project, Report / Term Paper
Recommended Text Supplementary Texts, Case Studies.

COURSE CONTENT AND DELIVERY PLAN

 Application
(Course
S Assessment
Application (Course Learning Outcomes objective
r. Topics Item
achieved through this topic) achieved
No (Used for
through this
this topic)
topic)
Introduction to course CO1, CO6
1 CLO 01
outline and semester plan
Importance of sales and CLO02, CLO09 CO1, CO6
2 dynamics of sales
management
Make the commitment, the CLO02, CLO09 CO1, CO2
3 six stages of selling (Victor
Antonio)
Sales Setting; Development CO1,CO2
4 and the role of selling in CLO01,CLO02
marketing
Characteristics OF Modern CO1, CO2
Selling, Types of Selling,
5 CLO03,CL04
Role of Sales management,
Success Factors
Mphisto, Ass
6 Case Study
1
Relationship Between CO1,CO2
7 CLO03,CL04
selling and marketing
Sales Strategy (sales CL05,CL09 CO1, CO2
management and other
8
functional areas of business,
Sales channels.
Distribution networks, CL05,CL09 CO1,CO2
management of value chain
9 networks and alternate sales
modalities, Territory
Management
Class Activity Role play to Role play
10 understand sale team and Clo02,CLO03,CL04,CL05 CO2, CO3 (marked)
manager roles
Quiz 1
Sales team / types/ skills/
11 CLO02,CLO03,CL04,CL05 CO2, CO3
roles
Sales strategy (Adjustments
in promotional mix with CO2, CO3
12 CLO02,CLO03,CL04,CL05
reference to advertisement
and personal selling)
Analyzing Consumer Class
13 markets CLO02,CLO03,CL04,CL05 CO2, CO3 Activity (CP)

CO2, CO3
14 Buyer Decision grid. CLO02,CLO03,CL04,CL05

15 Nature of Business to CLO01,CLO02,CLO03 CO2 ,CO4,

 Business dealing CO5

Leveraging IT in improving CO2 ,CO4,

16 CL04,CL05,CL06,CL07
sales CO5
CO2,CO4, Field Based
CO5 Sales
SAS, Software based CLO01,CLO02,CLO03,CL04,CL05,CL06,CL0
17 Activity
Management 7
(Assignment
3)
CLO01,CLO02,CLO03,CL04,CL05,CL06,CL0 CO2,CO4,
18 CRM based Applications
7 CO5
CO2,CO4, Assignment 2
19 Quiz 2 CLO01,CLO02,CLO03
CO5
Introduction to personal CO2,CO4,
20 CL04,CL05,CL06,CL07
selling CO5
Cases studies-based
CLO01,CLO02,CLO03,CL04,CL05,CL06,CL0
21 discussion of all previous CO2,CO4,
7
chapters CO5
Cases studies-based
22 discussion of all previous
chapters
Quiz and revision of the
23
previous lectures
24
MIDTERMS
25
26

27 International Selling CLO01,CL06,CL07

CO4, CO5
Cultural differences and CLO01,CLO02,CLO03,CL04,CL05,CL06,CL0 CO2,CO4,
28
adaptations 7 CO5
Policies/ process of
29 CLO02,CLO03,CL04,CL05,CL06,CL07
international selling CO2, CO5
Class
presentations
4 case studies shared to
CO2, CO5 covering all
30 different students CLO02,CLO03,CL04,CL05,CL06,CL07
aspects of
international
selling. (CP)
31 Personal selling techniques CLO02,CLO03,CL04,CL05,CL06,CL07
CO2, CO5
Personal selling process / Rocket singh
31 Required skill set of CLO02,CLO03,CL04,CL05,CL06,CL07 CO2, CO5 recommende
personals d
Guest lecture for final
32 CLO02,CLO03,CL04,CL05,CL06,CL07
project CO2, CO5
Quiz 3
33 Quiz 3. CLO02,CLO03,CL04,CL05,CL06,CL07
CO2, CO5
Key account management
(Advantages and dangers, CO2, CO5
34 CLO02,CLO03,CL04,CL05,CL06,CL07
criteria for selecting key
account)
 Key account management
(task and skills, modern CO2,CO4
35 CLO01,CLO02,CLO03,CL04,CL05
trade and general trade
retailers and merchandising)
36 Case to exercise. CLO01,CLO02,CLO03,CL04,CL05
CO2,CO4
Relationship selling
37 CLO01,CLO02,CLO03,CL04,CL05
process, plan CO2,CO4
Advantages and skills
38 required for Relationship CLO01,CLO02,CLO09 CO1
selling
Direct Marketing,
39 CLO01,CLO02,CLO09
objectives and plans CO1
Sales forecasting (Planning
40 and methods for sales CLO01,CLO02,CLO03,CL04,CL05,CL09 CO1,CO2
forecasting and budgeting)
Sales Territory, CO1,CO2
41 segmentation, targeting and CLO01,CLO02,CLO03,CL04,CL05,CL09
positioning
Sales forecasting (setting Quiz 4
standards for performance,
42 measures of performance, CLO01,CLO02,CLO03,CL04,CL05,CL09 CO1,CO2
achievement of sales quotas
and targets)
Assignment 4
Recruitment / hiring and
43 motivation of sales force CLO01, CLO02, CLO03, CL04, CL05, CL09
CO1,CO2
management
Nirala Case
Recruitment / hiring and Discussion
44 motivation of sales force CLO01, CLO02, CLO03, CL04, CL05, CL09 CO1,CO2,
management CO6

45 Project Presentations Project

46 Project Presentations Project
47 Project Presentations Project
48 Final Term Exam Final

LEARNING RESOURCES
Books:
[Text] - Jobber, D. (2013), Selling and Sales Management, 7th Ed, Pearson.
[Ref] One Minute Sales Manager.
 Response block selling by Victor Antonio, 1st Edition
 Cold calling success by Victor Antonio, 1st Edition
 START selling by Victor Antonio, 1st Edition
Web Resources:

1. https://www.businessinsider.com/why-sales-experience-so-valuable-any-job-across-all-industries-2020-6
2. https://www.saleshacker.com/
3. https://www.forbes.com/sites/forbesbusinesscouncil/2022/03/07/13-simple-but-effective-ways-to-increase-sales/
4. https://www.salesgravy.com/sales-articles/
5. https://salesfolk.com/blog
6. https://hbr.org/2022/06/building-a-more-adaptable-sales-force
7. https://hbr.org/2022/06/building-a-more-adaptable-sales-force
8. https://www.youtube.com/watch?v=FnebH6e3dNI

Study Material (Case Study, Article, Journal etc)

The Following zip folder contains case studies from the Pakistani business landscape with particular focus on
enhancing selling skills and sales management:

Training on EXCEL for forecasting analysis

LOCAL CASES
 Sales force Incentives at Sales Corporations (AJMC)
 DRIVING MOBILE SALES: Strategic Imperative for Telenor Pakistan (AJMC)

AN OVERVIEW RELATED To SALES FORCASTING SOFTWARES

https://fitsmallbusiness.com/sales-forecasting-software/

A guest Lecture on Challenges of sales and sales force by a corporate guest is also recommended (Momentum Logistics).
A guest Lecture on growing digital sales force is also recommended. (Expected from Ndure / Rose petal)