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THE AMERICAN BUSINESS SCHOOL PARIS COURSE TITLE _ PERSONAL SELLING

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					                                     THE AMERICAN
                                    BUSINESS SCHOOL
                                         PARIS



COURSE TITLE : PERSONAL SELLING

COURSE NUMBER : MKT 380                                              CREDITS : 3

PREREQUISITE : MKT 210                                               ECTS CREDITS : 6

OFFERED : SPRING                                                     SEMESTER HOURS : 45


COURSE DESCRIPTION & OBJECTIVES :

This course tries to furnish the student with an understanding of all aspects of the selling
process from the sales management to the sales force point of view. It summarizes the effect
of selling in a market economy and applies theories of buyer motivation. To examine
effective selling techniques, you have to understand the company, its products and the selling
environment. Students learn to demonstrate a product and/or service.

Students learn to develop applications of advertsing and effective sales presentations in the
preparation of a complete sales presentation step by step.

INSTRUCTIONAL METHODOLOGY :

The course is developed through lectures, discussion and group/individual presentations of
case studies and role plays. Students are expected to thoroughly read text materials and
participate in class discussion. Will be covered in class :
        - Personal selling & the Marketing Concept ; Factors influencing the relationship
        - Communication styles ; Acquiring Product Information ; Choosing a product &
        service
        - Developing Product-Selling strategies ; Prospecting & opening presentations
        - Understanding Buyer Behavior ; Developing a Prospect Base
        - Approaching the Customer ; Securing Desire
        - Conducting the Sales Demonstration; Negotiating Buyer Resistance
        - Handling Objections ; Closing & Confirming the Sale
        - Servicing the Sale; Closing the Sale & Building Customer Relations
        - Management of the Sales Force ; Management of the Self
        - Telephone prospecting
        - Ethical Problems ; Career Opportunities

TEXTS : Personal Selling, Anderson, 2nd Edition, Houghton-Mifflin, 2007

EVALUATION :
The final grade will be made up of a class participation, articles and case studies handed in,
role plays a mid-term test and the final examination.

				
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Description: Mainly rely on personal selling salesman subjective dynamic role to play, using various techniques to convince the purpose of sale. Personal selling with marketing than the other more significant because the effect of personal selling is often higher than other forms of marketing. The personal selling in the early development of small and medium enterprises utmost particularly important.