MM294-Understanding Sales

Module Provider: Leadership, Organisations and Behaviour
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Mr Jurek Sikorski


Type of module:

Summary module description:

This module introduces students to sales and in particular the sales process and selling. It adopts a highly practitioner-oriented view of sales. It explains to students, different approaches and models to selling, with a specific focus on direct and online sales.


Selling is central to any career in business. This module aims to introduce students into an understanding of sales including the sales process. It will explain the role of selling and describe the five basic principles of selling.

Assessable learning outcomes:

Students should be able to 

• Demonstrate a good knowledge of sales and how selling fits into the business organisation and the awareness of a practitioner informed approach to selling.

• Understand the psychology of persuasion and the principles of selling. 

• demonstrate the difference between selling, marketing and business development. 

• Identify the customer acquisition channels that maximise sales

• Create a winning ‘Sales Value Proposition’

• Recognise ‘Moments of Truth’ and develop action ready strategies to manage these

• Create a winning sales strategy

• Understand the ‘Critical Hour’ in direct selling

Additional outcomes:

Students will learn to work independently under pressure of time, and to organise diverse empirical material.

Outline content:

1) The importance of delivering ‘excellent customer service’ for building loyalty and long-term success. 

2) Customer orientation.

3) The needs-benefit selling concept.

4) Creating a Strong Sales Value Proposition.  

5) Understanding key selling skills. 

6) The Sales Process. 

7) Understanding selling online

8) Developing a Sales Strategy. 

Brief description of teaching and learning methods:

Detailed guidance on the main topics of the syllabus and key references are provided in 10 x 2-hour sessions of lectures, seminar questions and discussions. Students are required to do a significant amount of reading of journal articles and chapters of books.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 5
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 30
    Advance preparation for classes 25
    Preparation for presentations 20
    Preparation of practical report 30
    Completion of formative assessment tasks 30
    Group study tasks 10
Total hours by term 0 200 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 40
Oral assessment and presentation 40
Practical skills assessment 20

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

One 2,000-word individual report submitted by a specified date during the last week of the Easter vacation (or Timetable week 33 of term) (40%). One group presentation at the end of Spring term week 11 (40%). In-class assessment of two short role-play exercises in Spring Term week 6 to demonstrate practical skills in seminars on a topic related to one or more lectures (20%). 


Relative percentage of coursework: 100% weight.

Upper limit of word count: A word count of 10% excess is allowed for the written assignment essay. Exceeding the word count will attract a penalty whereby written work beyond the 10% excess is discounted in the grading of the assignment.

Formative assessment methods:

Case studies and exercises on sales principles in the seminars.

Penalties for late submission:
The Module Convener will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at:
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Assessment requirements for a pass:

    A weighted average mark of coursework and examination of 40%.

    Reassessment arrangements:

    Reassessment by submission of coursework. 

    Additional Costs (specified where applicable):

    Last updated: 8 April 2019


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