Updated A.Y. 2019-2020
Prof. Simonetta Pattuglia
Office Hours: Wednesday – 5:00-6:00 pm.to be weekly checked on the Faculty’s website Office: Tor Vergata University – Research Building – Room No.52 (First floor) – Via Columbia 2 – 00133 Rome, Italy
Other members contributing to the Course:
The Course will host 3 Managers’ Lectures
NOV. 25TH 11-13am – GUEST LECTURE FERRAGAMO. RETAIL EVENTS, POP-UP STORE, TAKE-OVER EVENTS - LAURA BUONOCORE Corporate Events Manager
Dates to be defined – GUEST LECTURE PROCTER & GAMBLE CRM and GUEST LECTURE DUCATI. DIGITAL MARKETING & SALES
COURSE DESCRIPTION: LEARNING OBJECTIVES AND MAIN TOPICS This Course aims to outline the importance of selling and sales management, a vital aspect of marketing that in the past few years have been somewhat neglected. The disruptive use of new media, internet – mobile platform – social media – e-commerce channels, has put sales and selling again in a focal stage. This management process will be explained and documented from the theoretical and practical viewpoints. The Course covers five main aspects: Sales Perspectives, Sales Environment, Sales Technique, Sales Management and Sales Control. 1. Sales Perspective: The historical role of sales and selling management – its place in the marketing and in a marketing organization – types and image of selling – the buyers: their thinking and their organization of selling – sales strategies 2. Sales Environment: The institutions that make sales: channels, industrial & commercial ones, public authority, selling for resale – sales settings 3. Sales Technique: The practical and covers preparation for selling – personal selling skills and process – Key account management – relationship selling – direct marketing – internet and IT applications in selling and sales management 4. Sales Management: recruitment – selection – motivation – training – organization & compensation of salespeople. 5. Sales Control: budgets & business planning – sales forecasting – saleforces evaluation. Other important issues include: • coverage of strategic selling and partnering • discussion on ethical issues in selling • coverage of the management of sales channels, multichannel and digital organization • the role of social media in selling • lead generation.
TEACHING METHODS The class will be taught using a general session, combination of case studies, discussions and guest speakers’ lectures. The Course will include a group work (max 3 participants each).
FINAL PROJECT WORK (Dec. 10th and 11th 11-13am) Groups of attending students (3 participants) will be formed at the beginning of the Course. Each group will work on a project to be presented (public presentation) at the end of the Course. The Presentation of the project work will be held on Nov. 12th 11-13 am.
REFERENCE TEXTBOOK Selling and Sales Management by David Jobber & Geoff Lancaster, 10th Edition, Pearson, 2015. No chapters: 5, 6; 12(only slides).
OTHER LEARNING SOURCES Slides, cases and other materials will be provided and uploaded (teacher’s website) during the Course.
OTHER INITIATIVES The Course Students (both BA and Erasmus) are invited to the Seminar Food Wine & Co. How Food becomes a brand (6 masterclasses + one international round table) to be held on Nov. 9th 10th 11th (hrs 10am-17pm, 3 cfu under request). Info and Registration: email@example.com See program published in the Course website or at https://economia.uniroma2.it/commedia/home/102-2561/save-the-date-food-wine-co-food-brand-quando-il-cibo-diventa-marca-viii-edizione. Anyway, the Nov. 11th Special lecture (Sales Course, 10am-17pm) will be held during the Food Seminar at Fiera di Roma, Via Portuense, 1645/647 - How to arrive there: https://www.fieraroma.it/arrivare-roma-fiera/
ATTENDANCE Class participation and attendance are very important and highly recommended.
EXAM (EXAM Dec. 18th at 3pm) Project work & written exam (5 open ended questions, 1 question per module). The exam (pw+we) is evaluated X out of 30 (25% project work, 75% written exam). No oral exam is scheduled. Project work: The 2019-2020 project work will be based on the “Società Italiana Marketing Award” on Pasta De Martino-Antonio Amato case www.premiomarketing.com and will be discussed on Dec. 10th and 11th 11-13am.
Attention! It is mandatory to register the final mark only in the official exam dates for all kinds of students (MSc students and Erasmus students).