University of Wisconsin-Whitewater
Curriculum Proposal Form #3
New Course
Effective Term:
2127 (Fall 2012)
Subject Area - Course Number: Marktng 450
Cross-listing:
(See Note #1 below)
Course Title: (Limited to 65 characters)
Sales Negotiation and Conflict Resolution
25-Character Abbreviation:
Sales Negotiation/Conflic
Sponsor(s):
Jimmy Peltier
Department(s):
Marketng
College(s):
Business and Economics
Consultation took place:
NA
Programs Affected:
Yes (list departments and attach consultation sheet)
Departments:
Advertising Majors, Advertising Minors, Marketing Minors, Arts
Is paperwork complete for those programs? (Use "Form 2" for Catalog & Academic Report updates)
NA
Yes
Prerequisites:
will be at future meeting
Marketng 311
Grade Basis:
Conventional Letter
S/NC or Pass/Fail
Course will be offered:
Part of Load
On Campus
Above Load
Off Campus - Location
College:
Business and Economics
Instructor:
Varied
Dept/Area(s): Marketng
Note: If the course is dual-listed, instructor must be a member of Grad Faculty.
Check if the Course is to Meet Any of the Following:
Technological Literacy Requirement
Diversity
Writing Requirement
General Education Option: Select one:
Note: For the Gen Ed option, the proposal should address how this course relates to specific core courses, meets the goals of General Education in
providing breadth, and incorporates scholarship in the appropriate field relating to women and gender.
Credit/Contact Hours: (per semester)
Total lab hours:
Number of credits:
03
Total contact hours:
Total lecture hours:
48
Can course be taken more than once for credit? (Repeatability)
No
Yes
If "Yes", answer the following questions:
No of times in major:
No of times in degree:
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No of credits in major:
No of credits in degree:
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48
Proposal Information: (Procedures for form #3)
Course justification:
In the spring of 2008, the Department of Marketing held a retreat to identify its strengths and
weaknesses and to determine future directions. This retreat, which was led by a professional
moderator, highlighted that the majority of the department’s students take sales positions upon
graduation. Despite this trend, the retreat also highlighted the fact that our students are not fully
prepared for a career in sales. The Department’s Advisory Board has also frequently noted (1)
that its students are not sufficiently prepared to work in sales, (2) that coordination with
businesses seeking new sales hires is lacking, (3) that an expanded sales curriculum is needed,
and (4) that UWW COBE and the Department of Marketing need to develop a formal internal
organizational structure for preparing students for a career in sales; one that also provides a
mechanism for linking business with students.
Responding to these calls to action, the Department of Marketing has hired three new faculty
members working in the sales area (one to start fall 2012), and in fall 2010 a Professional Selling
Emphasis within the Marketing Major and a Professional Selling Minor were launched. At the
present time five courses (four required and one recommended) are included on the Emphasis
and Minor:
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Principles of Selling
Sales Management
Business to Business Marketing
Entrepreneurial and Advanced Selling Techniques
Sales Internship
To date the curricular initiatives have been very successful. Although the Professional Selling
Emphasis and Professional Selling Minor were not officially launched until fall 2010, the new
and revised courses became available in fall 2009. As shown in Table 1, enrollment in sales
courses jumped from 181 for 2008/2009 to 304 for 2009/2010 (143 F2009 and 161 S2010). This
trend continued for 2010/2011, and enrollment in sales-related classes is expected to reach record
levels in 2011/2012. Of significance, fall 2011 enrollment for Principles of Selling was 90
students. This enrollment figure is important because Principles of Selling is the entry level
course for the Professional Selling Emphasis and Minor, and the course’s enrollment signals a
high level of demand by students. As a consequence, the total number of students in the
Professional Selling Emphasis, the Professional Selling Minor, and sales-related courses has
reached critical mass.
Table 1: Enrollment in Sales Courses and Professional Selling Emphasis/Minor
Sales Course
Enrollment
Professional
Selling
Emphasis/Minor
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2008/
09
Fall
2009
Spring
2010
Fall
2010
Spring
2011
Fall
2011
181
143
161
151
143
167
14
31
50
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Based on the launch of the Professional Selling Emphasis and Minor and increased student
demand, in January 2012 the University has approved the UWW Institute for Sales excellence.
Demand for existing courses in the selling curriculum is expected to continuing growing. This
growth will come from marketing majors and minors, COBE students, and UWW students at
large.
When developing the Professional Selling Emphasis and Minor it was made clear by the
Advisory Committee that a dedicated course in Sales Negotiation was needed. Negotiation is a
key art of business and sales, and students are inadequately prepared to meet the challenge of
establishing and nurturing negotiated relationships. Although the negotiation course has varied
titles (i.e., Negotiating and Conflict Resolution, Advanced Personal Selling & Negotiation,
Advanced Professional Selling) in prominent sales curricula and sales institutes/centers, there
was insufficient faculty representation to include this course in the initial launch of the
Professional Selling Emphasis and Minor. However, starting in fall 2012 the department will
have five faculty teaching in the sales area (Cummins, Kopf, Boostrom, Roy, and Peltier).
Going forward, this six course Emphasis and Minor will be one of the most developed in the
nation, and a key component of our mission to enhance sales education at UWW.
Relationship to program assessment objectives:
The creation of the course is in response to a departmental objective to expand the Professional
Selling Emphasis and Minor, and to meet the growing needs of the UWW Institute for Sales
Excellence. It is in response to a combination of employer feedback, a review of best practices in
sales curricula, and a desire within the department of marketing to reach out and develop
relationships with key businesses around Whitewater and beyond. This course is expected to be
a linchpin in the sales curricula, and a magnet for attracting high quality students and employers.
Budgetary impact:
The course will be offered as part of the normal rotation of classes. Because the Department of
Marketing was allocated a new 2012-2013 line (Cummins) for the Professional Selling Emphasis
and Minor, and the approval of UWW Institute for Sales Excellence, the department is fully
staffed with five teaching faculty covering sales courses. As such, no new faculty are required.
Course description: (50 word limit)
A combination of art and science, negotiation involves securing agreement between
interdependent parties. Topics include analyzing and assessing negotiation scenarios, preparing
for a negotiation, power and influence strategies, coalitions, and managing conflict. Role-playing,
as a key component of the class, offers students the opportunity to develop their negotiating
skills.
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Course objectives and tentative course syllabus:
Course Objectives
One of the biggest challenges to growing a successful business venture is negotiating mutuallybeneficial contracts. Adaptive institutions must build a strong sales pipeline to ensure profitable
growth, and only through the proper preparation, implementation, and follow-through of
negotiated agreements will these institutions establish and nurture strong buyer-seller
relationships. Students will be exposed to wide-ranging topics and the responsibilities that sales
organization have with regard to the proper training of its sales staff in the art and science of
negotiation. Negotiation is not a win-lose argument, and must instead focus on reaching an
acceptable compromise, one that has profit potential for both parties. Students will come to
understand the elements of an effective sales negotiation strategy as a key component of an
organization’s overall marketing effort and its long-term customer relationship strategy. The
course is designed to teach students how to prepare, formulate, implement, and evaluate a sales
program from the perspective of both sides of the negotiation equation - - buyers and sellers.
A sales person must not only understand the negotiation sales process but also embrace the fact
that the ability to negotiate is one of the single most critical success factors of any enterprise,
whether new or ongoing. The course covers such complex areas as analyzing and assessing
negotiation scenarios, preparing for a negotiation, power and influence strategies, coalitions, and
resolving buyer-seller disputes/conflicts.
The course will extend the student’s understanding of the impact of negotiations in achieving an
organization’s goals. Course objectives include understanding the negotiation process, the
relationship between sales and marketing, customer relationship management (CRM), selling
scenarios, and issues in recruiting, training, motivating, compensating and retaining salespeople
with high-level negotiation skills.
The course provides an experiential platform for exposing students to effective scenario-based
approaches to facilitate interactive discussion including debates and multiple opportunities to
apply the theories that are discussed. The class includes significant roleplaying activities for
preparing students to negotiate in multiple settings, including those related to new customers, lost
customers, loyal and less loyal customers, and along the relationship timeline. In addition,
emphasis will be placed on understanding and developing emotional intelligence and its
importance in negotiation and persuasion.
Sales Negotiation Skills will help you to…
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Learn how to control the negotiating arena so that you maximize the likelihood of a
positive outcome
Create win-win scenarios that have your customers coming back for more
Have a plan to ensure you are set-up for success
Increase your personal influence, persuasive power and charisma
Defeat core buyer strategies and have robust strategies in place to deal with them
Reduce buyers monetary obsession and replace it with interest and desire
Learn how to effectively use questioning techniques
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Understand how to present your product for maximum impact
Build longer lasting and more profitable client relationships
Know how to loosen customers that are ‘locked’ into preferred suppliers
Be able to convince hesitant customers to buy
Know how to uncover real objections and work with your customer to find your solution
Discover powerful price negotiating skills
Find the subtle techniques that convince customers to buy
Understand and leverage opening stances, bargaining areas and walk-aways
Know how to trade concessions and maximize variables effectively1
Class Evaluation
Although the grading components may vary by instructor, below is one representation of how the
course will be conducted.
Class Participation (20%): As an interactive course, students are expected to participate in class
discussion.
Homework or Individual Paper Assignment (20%): Instructor may assign short written
assignments throughout the semester or a larger written assignment to be turned in about three
weeks before the end of the semester.
Tests/Exam (30%): 2 or more tests assigned to evaluate student’s understanding of the required
reading material.
Role-Playing Assignments (30%): Students will complete 4-5, taped, scenario-based
roleplaying assignments.
Example of Topics
Essentials of Negotiation
The Language of Negotiation
Distributive Strategy/Tactics
Integrative Strategy/Tactics
Creating Value
Conflict and Dispute Resolution
Developing a Negotiation Style
Power-Rights-Interests
Establishing Trust-Building Relationships
The Role and Importance of Persuasion in Negotiation
Ethics
Creativity, Problem solving, Decision Traps
Team and Multi-Party Negotiations
Cross cultural Negotiations
1 See No Fear Sales Negotiation Skills. http://www.gaviningham.com/sales-training/no-fear-sales-negotiation-skills/
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Tacit Negotiations and Social Dilemmas
Distant Negotiations
Negotiating and Information Technology
Bibliography: Journals
Journal of Personal Selling and Sales Management
Journal of Selling and Major Account Management
The Negotiation Journal
Negotiation
Group Decision and Negotiation
Bibliography: Textbooks
Negotiation and Dispute Resolution, Beverly DeMarr and Suzanne De Janasz. Prentice Hall,
2013.
Essentials of Negotiation, 5th Edition, Roy J Lewicki, Bruce Barry, and David M Saunders,
McGraw Hill, 2011
Mastering the ISDA Master Agreements: A Practical Guide for Negotiation, 3/e
Paul Harding, Pearson/FT Press, 2010.
A Woman's Guide to Successful Negotiating, Second Edition, 2nd Edition. Lee E. Miller and
Jessica Miller, McGraw Hill, 2011.
Selling: Building Partnerships, 7th Edition. Barton A Weitz, Stephen B Castleberry, and
John F Tanner. McGraw Hill, 2009.
Value-Based Pricing: Drive Sales and Boost Your Bottom Line by Creating, Communicating and
Capturing Customer Value, 1st Edition. Harry Macdivitt and Mike Wilkinson McGraw Hill,
2012.
Negotiation Closing Deals, Settling Disputes, and Making Team Decisions. David S. Hames.
Sage Publications Inc, 2012.
SELL, 3rd Edition. Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H.
Schwepker, and Michael R. Williams. Houghton Mifflin/Cengage Learning, 2013.
Professional Selling: A Trust-Based Approach, 4th Edition. Thomas N. Ingram, Raymond W.
LaForge, Ramon A. Avila, Charles H. Schwepker , and Michael R. Williams. 2008
FT Guide to Business Networking: How to use the power of online and offline networking for
business success, Heather Townsend. Pearson/FT Press, 2011.
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Smarter Selling: How to grow sales by building trusted relationships, 2/E. Lambert & Dugdale,
Pearson/FT Press, 2011.
The Secrets of Selling: How to Win In Any Sales Situation, 2/E, King, Pearson/FT Press, 2010.
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