COVENANT UNIVERSITY
COURSE COMPACT
2014/2015 Academic Session
College: College of Business and Social Sciences
Department: Business Management
Programme: Marketing
Course Code: MKT414
Course Title: Sales Management
Units: 3 units
Course Lecturers: Dr. Kehinde, O. J, Dr. Akinyele, S.T. & Dr. Ogunnaike, O.O.
Semester: Alpha
Time: 1-3p.m (Wednesdays) & 10-11 (Fridays)
Location: G401 & E301.
a. Brief overview of Course:
Meaning of Sales Management; The differences between marketing and selling; Sales management functions; Introduction to
personal selling techniques and management of sales force. Sales force performance evaluation and sales analysis. Controlling
the sales operations. Sales staffing, compensation and motivation, contemporary issues in sales management.
b. Course Objectives/Goals:
At the end of this course, the students are expected to:
 Know the rudiments of what sales force management is all about.
 Understanding the importance of the Selling Environment and the ever dynamic environmental variables and their impact on
the sales manager’s efforts.
 The students should know what are involved in recruiting, motivation and compensating sale personnel as well as the different
compensation plans.
 Be able to know the essence of customer relationship management and as it affect the salesman’s efforts.
 Be able to know reason for evaluation and the requirements for good sales evaluation programme etc.
c. Methods of Lecture delivery/Teaching Aids
- Lecture delivery methods: Classroom and Tutorials
- Teaching Aids: White Board, Public Address System (PAS), Overhead Projector and Multimedia Projector
d. Course Outline:
- Modules & Details of Topics
Module 1:
Week 1:- Introduction: Meaning of Sales Management.
- The differences between Selling and Marketing.
The differences between Sales and Other Jobs. (Cases, and Problem Solving Techniques.)
Week 2: The Selling Environment;
- Scanning the Marketing Environment and the Selling Environment Variables.
- Activities Involved in Implementing a Sales Programme.
(Cases, and Problem Solving Techniques.)
Week 3:- Sales force Objectives and Strategy.
- Attributes of a Good Salesman.
- The Selling Tools.
Steps in the Selling Process. (Cases, and Problem Solving Techniques.)
Module 2:
Week 4:- Responsibility of a Company Sales Staff.
- Functions of the Salesperson.
- Responsibility of a Sales Manager and that of Sales Office Administration.
Week 5 : Managing the Salesforce and Sales Territory.
- Recruitment and Selecting Sales Representatives.
- Training Sales Representatives.
- Supervising Sales Representatives.
- Motivating Sales Representatives.
Issues involved in sales-force motivation. (Cases, and Problem Solving Techniques.)
Week 6: Sales-force and Compensation.
- Issues involved in Sales-force Compensation.
Module 3:
Week 7:- Personal Selling Process.
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- Types of sales objections
- Overcoming Salesforce Resistance.
- Role of Objections in Selling.
- Dealing with Sales Objections.
(Cases, and Problem Solving Techniques.)
Week 8: Cost Consciousness in Selling.
- The Role of Sales Personnel in Curbing Rising Cost.
- Accounting Responsibility of Sales Managers.
Week 9: Sales Estimates.
- Understanding Marketing Potentials.
- The Forecasting Horizon and Techniques of Estimation.
(Cases, and Problem Solving Techniques.)
Module 4:
Week 10: Market Audit.
- Meaning, Market Assets etc.
- Sales Analysis and Performance Analysis.
Week 11: Customer Relationship Management. (Cases, and
- Customer Orientation.
- Relationship Marketing and the 4Ps.
- A Review of Database Marketing and Telemarketing.
Week 12: Evaluation of Salesforce Performance.
- Reasons for Evaluating Salesforce Performance.
- Requirements for Good Evaluation Programme.
- Characteristics of Good Salesman Evaluation.
- Obstacles to Sales Evaluation.
Problem Solving Techniques.)
(Cases, and Problem Solving Techniques.)
Week 13: Revision
e. Tutorials:
One hour each week shall be devoted for tutorial where students can ask question regarding a course. The tutorial
class shall be made highly interactive.
f. Structure of the Programme/Method of Grading
- Continuous Assessment
 Class Tests / Assignments
= 15 marks
30%
 Mid – Semester Test
= 15 marks
- Examination
 End of Semester Examination= 70 marks 70%
100%
g. Ground rules & regulations
 Receptive to Education
 Ready to Learn.
 Always prepared to ask questions.
 Encouraging students to contribute
h. Topics for term papers/Assignments/Students activities
Account for the various motivational mix elements available to a sales manger in motivating his salesforce, stressing how
you will use the motivational mix elements to achieve the set company’s sales objectives.
i. Alignment with Covenant University Vision/Goals
The course content is in alignment with the vision/goals of Covenant University.
Students would be taught how they can be expert thinkers thus using such skills to achieve the set company’s sales
objectives.
j. Contemporary issues/Industry relevance
 The use of Internet marketing for business transaction.
 Mega marketing
 Hospitality marketing
 Tele-marketing
 Students are to be introduced to current selling consumer products that have national outlook and how they can use the
knowledge of sales management to make good sales.
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k. Recommended Reading/Text
1. Charles M. F. (2004) Fundamentals of Selling.
2. Churchill G. A.; Ford N.N.; Walker O. C. Sales force Management.
3. Kotler Philip (2001) Marketing Management.
4. Ibidunni, O. S (2004) Marketing Management: Practical Perspective.
5. Achumba, I. C. (2004) Sales Management: Conceptual Strategies and Cases. Al-marks Educational Research Incorporated,
New Edition.
6. Relevant Articles in local and international Journals.
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