TRADE AND SALES MANAGEMENT

1. knowledge and understanding:

The student will acquire both theoretical and operational specific skills on the strategic planning and management of business relations; specific topics will be discussed in relation to the management of trade relations, the formulation and implementation of sales management programs, training activities, motivation and incentives for sales personnel, the management of sales activities in retail firms and the relationship with customers.

2. Applying knowledge and understanding:

The trade and sales management teaching aims to develop the students’ ability to critically evaluate issues related to sales planning and management of commercial networks, and to master and properly utilize concepts, tools and methodology learned in classroom to identify winning strategic choices for the design and management of the sales network and for the development of commercial relations at various levels and with reference to various economic sectors.

Specifically, the teaching intends to develop application knowledge regarding the value system and the distribution channel relationships, trade marketing issues, competitive strategies and marketing of commercial businesses, and particularly retail, the formulation of sales management programs, sales force management and dimensioning on the territory, sales skills, training and incentives of the sales force, and evaluation of sales performances.

The learning process in the classroom will be enriched by testimonies of local experts and entrepreneurs, and case study analysis that will enable a more effective understanding of the issues addressed by a feedback related to field experience.

3. Making judgements:

The student will be able to critically evaluate and address the issues and implications related to both sales programs’ definition and implementation, and sales networks management.

4. Communication skills:

The student will be able to master strictly a technical language and transfer information and evaluations related to the topics of trade and sales management. This ability is also stimulated by the interaction that takes place in the classroom through the critical debate on the issues dealt with, the production and presentation of written reports, individual and group presentations, and the use of multimedia tools

5. Learning skills:

At the end of the lesson cycle students will have gained knowledge and critical evaluation skills that will enable them to upgrade and increase independently the skills of trade and sales management. they will also have the ability to critically address the reading and understanding of both scientific articles and strategic business choices related to the planning of sales activities and the management of networks and trade relations. This learning ability will be stimulated during the lessons through the active and participatory involvement of the students who will present and discuss case studies and project work realized in small working groups, as well as interaction and comparison with the local operators who will be involved in the classroom

The Trade and Sales Management course deals with the main conceptual categories related to sales, exploring, on the one hand, the management of sales in retail companies and the choices to develop customer relationship and fidelization; on the other hand, the relationships between industrial firms and trade, the definition of marketing programs and the management of sales programs and sales networks

The teaching is divided into three modules (3 CFUs each) and aims to develop the knowledge needed to address the issues discussed at the strategic and operational level.

The first module examines the evolution of the retail sector, the main distribution formats and the competitive strategies and marketing of firms, emphasizing the centrality of the relationship with the customer.

The second module examines trade relationships and specifically focuses on designing commercial action on the territory, building and managing sales networks, roles, and key competencies to capture market value.

The third module addresses the issue of human resource management and specifically examines the selection, training and incentive processes of sales people. In addition, through the use of interactive methodologies, the importance of leadership is highlighted in leading teams to success, the centrality of human relationships in the sales network and the in the customer relation management to achieve satisfactory sales performance. Finally, the issue of controlling and evaluating sales performance is addressed.

1. Sisti A., Guenzi P., Caiozzo P. (2015), Gestire le vendite, Egea, Milano

2. Castaldo S. (a cura di) (2008), Retail & Channel management, Egea, Milano, capp.2, 3, 4, 7.

3. Lectures and didactic materials used during the course (slides, case studies and other readings). The lectures and the teaching material used during the lessons are to be considered an integral part of the program for all students (attending or not) and can be found at the Department of Economics and Business Library; the slides will be made available to students also on Studium.