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Commercial Management 2017/2018

  • 5 ECTS
  • Taught in Portuguese
  • Continuous Assessment

Objectives

At the end of the course the student should be able to:
a)Explain the essential concepts and tools relating to Commercial Management.
b)Apply the concepts to practical cases and discussed tools.
c)Demonstrate mastery over the principles governing the commercial management process, including the construction, structuring and managing a sales force.
d)Use tools to increase operational efficiency of sales.
e)Explain the need and applicability of training, motivation and overall management of sales force
f)Solving the problems of business management.

Recommended Prerequisites

Marketing

Teaching Metodology

Exposure of concepts of Commercial Management and Sales based on the literature of the course.
Application of contents taught by performing exercises and resolution of practical cases, through discussion and debate.
Students should also do a group work applied to a real company.

Body of Work

1The commercial management in the marketing context
1.1 Concept of sale and its importance for the business: definition of sale, different contexts of the commercial function;
1.2 Commercial and Sales Management in the marketing context: product, price and distribution and its relationship with commercial activity;
1.3 The sales force in the context of marketing communications: Sales vs other communication techniques, support of marketing communication techniques in commercial activity.
2. Planning and management of the sales force
2.1 Sales Force Planning: definition of objectives, size and structure of the sales force;
2.2 Recruitment and selection of sales force;
2.3 Sales force management: training, supervision, compensation and motivation;
2.4 Evaluation of the performance of the sales force.
3. Management of customer relationship

Recommended Bibliography

Johnston, Mark W. and Marshall, Greg W. (2009)
Sales Force Management
Boston: Mcgraw-Hill

STANTON, Spiro ( 2007)
Administração de Vendas
editora Atlas, SA.

Complementary Bibliography

JUSTINO, Luís (2007), Direção Comercial; 2ª edição; Lidel – Edições Técnicas Lda.

COBRA, Marcos (2007) Administração de Vendas – Editora Atlas, SA.

Weekly Planning

Presentation of the course; Objectives; Syllabus; Methodology;
Evaluation criteria; Recommended reading.
1. The commercial management in the marketing context
1.1 Concept of sale and its importance for the business: definition of sale, different contexts of the commercial function.
1.2 Commercial and Sales Management in the marketing context: product, price and distribution and its relation to commercial activity.
Case studies.
1.3 The sales force in the context of marketing communications: Sales vs other communication techniques, support of marketing communication techniques in business activity. Case studies and examples
1st test
2 Planning and management of the sales force
2.1 Planning the sales force: definition of objectives, size and structure of the sales force
2.2 Recruitment and selection of sales force;
2.3 sales force management: training, supervision, compensation and motivation;
2.4 Evaluation of the performance of the sales force.
Analysis of case studies and examples.
3. Management of customer relationship
2nd test
Analysis of case studies
Presentations and discussion of the practical work done by students.

Demonstration of the syllabus coherence with the curricular unit's objectives

The syllabus begin with a framework of the course in the marketing function, as well as some concepts and definitions as a basis for discussion of the following topics. The program presents a sequence in such a way that facilitates the apprehension of concepts so that after students can reach the mastery of analysis and structuring tools. In this sense, the point 1 of the program (1.1 to 1.3) allows to achieve the objectives a) and b). Point 2 (2.1 to 2.4) of the program allows to achieve the objectives c), d) and e). Finally, topic 3 of the program allows to achieve the goal f).

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The teaching methods include not only expository methods, but also rely much on case studies and real examples, so that students can integrate their knowledge with reality. Thus, the exposure of concepts allows to meet the objectives a), c) and e), while exercises, case studies and group work help to achieve the goals b), d) and f).

relevant generic skillimproved?assessed?
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