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Introduction to Sales and Marketing Management

The Selling Input

  • • The Concept of Sales
  • • Sales Development and Growth
  • • Emergence of the Profession
  • • Scope and Constraints

 

Researching the Project

  • • Company Policy
  • • Buyer/Buying Centre
  • • Competition
  • • Contractual Arrangements
  • • Core Competencies

 

The Sales Presentation

  • • Opening
  • • Selling Benefits
  • • Handling Skepticism/Objections
  • • Proof Sources
  • • Probing
  • • Trial Close

 

Sales Management

  • • Objectives
  • • Sales Tactics
  • • Territory Selection and Evaluation
  • • Data Mining and Targeting
  • • Prospecting and Information Technology
  • • Sales Input Evaluation (Fieldwork)
  • • Budgeting
  • • Liaising with Mixed Elements/Others
  • • Continuous Training

 

Control Mechanisms

  • • Sales Targets
  • • Market Share
  • • Customer Base
  • • Customer Listing/Grading
  • • Product/Brand Image
  • • Complaints Level
  • • Industry Rating/Norms
  • • Popularity/Awards

 

The Marketing Concept

  • • Definition, Philosophy
  • • Growth and Development of Concept
  • • Emerging Dominance

 

The Marketing Mix

  • • Research and Design
  • • Product Development
  • • The Eight P’s of Marketing
  • • Environmental Scan

 

Marketing Planning and Control

  • • Consumer Behaviour, Customer Satisfaction
  • • STP, PLC, Portfolio Models, Forecasting
  • • Critical Success Factors
  • • Integrated Communication Wheel
  • • Globalization

 

Developing the Marketing Plan

  • • Research-PESTLE, SWOT, S’s, C’s, Critical Success Factors
  • • Objective, Marketing, Strategies, Tactics, Budgets, Control Mechanisms
  • • Continuous Research/Improvement (Virtual Company) Concept

 

Contractual Arrangements

  • • What is a Contract?
  • • Characteristics of a Contract
  • • Termination of a Contract
  • • Warranties & Guarantees
  • • Voluntary & Legal Control

 

Venue:      UWI Open Campus,  Morne Fortune, Saint Lucia