The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
Course Name: Advertising & Sales Promotion
Course Code: ELCV 402
I. Basic Course Information
Program(s) on which the course is given: Business Administration
Core or elective element of program: ELECTIVE
Department offering the course: Business
Academic level: All levels
Semester in which course is offered: Fall
Course pre-requisite(s): BADM 106
Credit Hours: 3
Contact Hours Through:
Lecture
Tutorial*
3.0
0.0
Practical*
Total
0.0
5.0
Approval date of course specification: September 2013
II. Overall Aims of Course
This Course provides an experiential study of the entire relationship selling process
in consumer and business-to-business selling environments. The course provides
insight of prospecting to follow-up, using problem-solving selling strategies, practices
and techniques. (Junior standing required).
III. Program ILOs covered by course
Program Intended Learning Outcomes (By Code)
Knowledge &
Intellectual Skills
Professional Skills
Understanding
K8,K15
I1
P16
General
Skills
G2
1
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
IV. Intended Learning Outcomes of Course (ILOs)
a. Knowledge and Understanding
On completing the course, students should be able to:
K1 To recognize a broad understanding of the fundamentals of professional selling,
including prospecting, sales knowledge, planning, developing customer profiles,
communications, sales presentations, handling objections and closing.
K2 Define personal selling
K3 Recognize customer orientation evolution
K4 Describe relationship marketing
K5 Describe influences on ethical behavior
K6 State why people buy (The Black Box Approach)
K7 Describe non verbal communication
K8 State sources of sales knowledge
b. Intellectual/Cognitive Skills
On completing the course, students should be able to:
I1. Plan selling process
c. Practical/Professional Skills
On completing the course, students should be able to:
P1 Use non verbal communication
P2 Apply professional selling concepts
d. General and Transferable Skills
On completing the course, students should be able to:
G1 Gain communication skills through knowing how to do personal selling
V. Course Matrix Contents
Main Topics / Chapters
The Life, Times, and Career
of the Professional
1Salesperson
Duration
(Weeks)
Course ILOs Covered by Topic
(By ILO Code)
K&U
I.S.
P.S.
G.S.
2
K1,K2
Relationship Marketing:
2- Where Personal Selling Fits
3
K4
Ethics First…Then Customer
3- Relationships
1
K5
The Psychology of Selling.
4- Why People Buy
2
K6
2
K7
2
K8
Communication for
Relationship Building: It’s
5Not All Talk
6- Sales Knowledge: Customers,
I1
P2
P1
G1
2
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
Products, Technologies
Sales Knowledge: Customers,
7- Products, Technologies
Net Teaching Weeks
1
K8
13
VI. Course Weekly Detailed Topics / hours / ILOs
Week
No.
1
2
3
4
Sub-Topics
 Personal Selling Today
 A New Definition of Personal Selling
 The Golden Rule of Personal Selling











5
6







7
8




9


Total
Hours
3
Everybody Sells!
What Salespeople Are Paid to Do
3
Why Choose a Sales Career?
Is a Sales Career Right for You?
What Is the Purpose of Business?
What Is Marketing?
3
Customer Orientation’s Evolution
Marketing’s Importance in the Firm
Essentials of a Firm’s Marketing Effort
3
Relationship Marketing
Relationship Marketing and the Sales
Force
3
Levels of Relationship Marketing
Social, Ethical, Legal Influences
Management’s Social Responsibilities
What Influences Ethical Behavior?
3
Are There any Ethical Guidelines?
Management’s Ethical Responsibilities
Ethics in Dealing with Salespeople
Midterm Exam
The Tree of Business Life: Benefits
Why People Buy–The Black Box
3
Approach
Psychological Influences on Buying
A Fabulous Approach to Buyer Need
Satisfaction
How to Determine Important Buying
3
Needs–a Key to Success
The Trial Close–a Great Way to Uncover
Needs and SELL
Contact Hours
Theoretical
Practical
Hours
Hours*
3
3
3
3
3
3
3
3
3
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
10
11
12
13
14
15
 SELL Sequence
 Your Buyer’s Perception
 The Tree of Business Life:
Communication
 Communication: It Takes Two
 Nonverbal Communication: Watch for It
 Communication through Appearance and
the Handshake
 Body Language Give You Clues
 Barriers to Communication
 Master Persuasive Communication to
Maintain Control




The Tree of Business Life: Knowledge
Sources of Sales Knowledge
Knowledge Builds Relationships
Know Your Customers
 Know Your Company
 Know Your Product
 Know Your Resellers
 Advertising Aids Salespeople
 Sales Promotion Generates Sales
 What’s It Worth? Pricing Your Product
Final Exam
Total Teaching Hours
3
3
3
3
3
3
3
3
3
3
VII. Teaching and Learning Methods
Teaching/Learnin
g Method
Lectures &
Seminars
Tutorials
Computer lab
Sessions
Practical lab Work
Reading Materials
Web-site Searches
Research &
Reporting
Problem Solving /
Problem-based
Learning
Projects
Independent Work
Course ILOs Covered by Method (By ILO Code)
K&U
Intellectual
Skills
Professiona
l Skills
General
Skills
K1,K2,K3,K4,K5,K6,K7,K
8
I1
P1,P2
G1
4
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
Group Work
Case Studies
Presentations
Simulation
Analysis
Others (Specify):
VIII. Assessment Methods, Schedule and Grade Distribution
Course ILOs Covered by Method
(By ILO Code)
Assessment
Method
K&U
I.S.
P.S.
G.S.
Midterm
Exam
Final Exam
Quizzes
Course Work
K1,K2,K3,K4
P1
K5,K6,K7,K8
P1, P2
K1,K2,K3,K4,
K5,K6,K7,K8
P1, P2
G1
Assessment
Weight /
Percentage
Week
No.
25%
50%
G1
25%
Report
Writing
Case Study
Analysis
Oral
Presentations
Practical
Group Project
Individual
Project
Others
(Specify):
IX. List of References
Essential Text Books
Course notes
Recommended books
Periodicals, Web sites,
etc …




Fundamentals of Selling, Charles M. Futrel 10th ediotion
X. Facilities required for teaching and learning
List the facilities required
 Data show
 White Board
5
The Higher Canadian Institute for Engineering
Technology and Business
Quality Assurance Unit
Course Specification
Course coordinator: Dr Mohamed El Kaliouby
Head of Department: Dr Dina Krema
Date: September 2013
6