Non-Degree Course Outline

Faculty:

Program Coordinator: Brad Herd

Course Outline
Associate Dean: Peter Madott
Academic Year: 2020/2021

Course Name: Professional Selling

Land Acknowledgement
Humber College is located in Adobigok, known as “Place of the Black Alders” in the Ojibwe
Anishinaabe language. It is uniquely situated along GabeKanang Ziibi, the Humber River providing an
integral connection for Indigenous peoples between the northern shore of Lake Ontario and the Lake
Simcoe Georgian Bay region. In Honouring the Land, we are walking in the moccasin tracks of our
ancestors and leaving our footprints for the future generations to come.

Faculty Faculty of Business

Program Marketing Management Postgraduate Certificate

Course Name: Professional Selling (MKTG 5009)

Pre-Requisite(s) None

Co-Requisite(s) None

Pre-Requisite(s) for None

Equates None

Restrictions Semester 1 MKPD Students or Semester 3 GBM MKT3 Students Only

Credit Value 3

Total Course Hours 42

Developed By: Approved by:

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Non-Degree Course Outline

Course Description
This course is designed for the individual who is planning a sales career and will work within a
marketing/advertising environment. In both cases the person will be selling something; a product, a
service, an idea, himself or herself, and the same consultative selling techniques are needed.

The typical professional salesperson today acts as a field marketing manager who sells and markets the
company’s product in the field while managing a vital segment of the company’s business. The
professional salesperson uses the latest communications and computer technology simultaneously to
coordinate and integrate field selling activities with headquarter marketing efforts and to improve
effectiveness and efficiency in serving customers in long-term buyer-seller partnerships.

Emphasis will be on developing confidence and professionalism in the selling interaction.

Course Rationale
Sales and negations are an integral part of any business. Understanding the fundamentals of these
concepts allow students to work in a variety of roles in any sized organization, or even start their own
business.

Program Learning Outcomes Emphasized in this Course:

Upon successful completion of this program, graduates will be able to:

• Develop a promotion mix for marketing a product or service based on an identified target market.
• Develop pricing strategies which take into account perceived value, competitive pressures, and
corporate objectives.
• Determine strategies for developing new products and services that are consistent with evolving
market needs.
• Communicate marketing information persuasively and accurately in oral, written and graphic
formats.
• Prepare and deliver a sales presentation.
• Conduct primary research on market conditions in order to determine existing and potential
levels of activity for particular products and services
• Develop strategies to establish working relationships with clients, customers, and consumers*
which maintain and strengthen their loyalty to his/her organization.
• Apply the principles of business ethics and corporate social responsibility.

Essential Employability Skills Emphasized in this Course:

Communication Skills Y
Critical Thinking and Problem Solving Y
Interpersonal Y
Numeracy
Information Management Y
Personal Y

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Non-Degree Course Outline

Course Format(s)
Classes will take the form of lectures, discussions, assignments and learning exercises held within a
classroom 100% of the time.

Course Learning Outcomes

Upon successful completion of this course, students will be able to:

1. Describe the role played by salespeople in our society and the qualities necessary for success and
the relationship between marketing and sales.
2. Explain the nature of communication and how its characteristics and components affect the
relationship with customers.
3. Describe Product Knowledge, the consumer, the product, the company, the competition, and the
market place.
4. Explain how to create new business and sales which are necessary for personal and business
growth through cold calls and prospecting.
5. Demonstrate strategic selling principles which include the consultative, teamwork/partnership
roles that are essential between customer and supplier. This will include the initial approach and
opening interview.
6. Set and meet targets by delivering a comprehensive sales presentation and to negotiate and use
trial close and closing techniques.
7. Create, communicate and deliver an effective, professional individual and group presentation to
peers and superiors in a boardroom/classroom environment.
8. Demonstrate effective time management skills by ensuring all individual and group assignments
are submitted on time, and in a professional manner.
9. Demonstrate effective teamwork skills by contributing equally and professionally to all group
work assignments.

Students must achieve a minimum 50% on the Final exam to pass this course.

Students are responsible for checking course content (Blackboard exc.) regularly and reading/viewing the
relevant assigned material before class.

Students who miss an exam will not have an opportunity to complete it at a later date unless they can
provide substantive proof of illness or other serious circumstances and only on the approval by the
instructor.

Homework assignments and in-class exercises will not be accepted late, nor will a make-up assessment be
permitted without prior notification of, and valid proof of, absence and only on approval by the instructor.
Student may be required to submit assignments through Safe Assign.

In-class assignments and workshops require attendance and participation in order to benefit from the
learning and to earn marks. Students must attend the entire class to receive full marks.

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Non-Degree Course Outline

Assessment Weighting

Assessment Weight
Buying Event Debriefing 5%
Sales Assignment 15%
Comprehensive Exam 25%
In Class Exercise 30%
Group Presentation 15%
In Class Activities 10%
Total 100%

Modules of Study

Module and topic Course Resources Assessments

Learning
Outcomes
Relationship Selling 1 Chapters
• Opportunities in the Information Economy 1&2
• Evolution of Selling Models That Complement Introduction
the Marketing Concept
Creating Value with a Relationship Strategy 1 Chapter 3
• Developing Long Term Customer
Relationships
Ethics: The Foundation for Relationships in 1, 2 Chapter 4 Buying Event
Selling Debriefing Due 5%
• Ethical Boundaries in the Sales Culture
Communication Styles: A Key to Adaptive Selling 1 Chapter 5
Today
• Flexing your Style for the Customer
Creating Product Solutions 1, 3 Chapters 6
• Matching Features/ Benefits to Customer
Needs
Product-Selling Strategies That Add Value 1, 3 Chapters
• The Buying Process and Buyer Behaviour 7&8
Developing and Qualifying a Prospect Base 4, 5 Chapters
• Approaching the Customer with Adaptive 9 & 10
Selling
Determining Customer Needs with a 5 Chapters
Consultative Questioning Strategy 11 & 12
• Creating Value with the Consultative
Presentation

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Non-Degree Course Outline

Module and topic Course Resources Assessments

Learning
Outcomes
Negotiating Buyer Concerns 6 Chapter 13
• Win-win Strategies
Adapting the Close and Confirming the Chapter 14
Partnership And Review
• Closing Clues
• Closing Techniques
Final Exam 1- 9 Final Exam Final Exam 25%
Simulation 5, 6, 7, 8 Individual in- Sales Assignment
In Class Exercise(s) class Exercise 15%
Simulation 5, 6, 7, 8 Individual in- Simulation #1
In Class Exercise class Reflection Report
1st Simulation 10%
Exercise Due
Simulation 5, 6, 7, 8 Individual in-
In Class Exercise class
2nd
Simulation
Exercise Due
Group Presentations 7, 8, 9 Group in-class Simulation Final
2nd Reflection report
Simulation 20%
Exercise Due Group
Presentation 15%

Required Resources, Tools and/or Equipment:

Manning, G.L., Ahearne, M.L., Reece, B.L. & MacKenzie, H.F. (2016). Selling Today: Creating Customer Value
(7th Edition). Toronto: Pearson Education.

Supplemental Resources:
Additional resources may be introduced when useful to the course content or student experience.

Prior Learning Assessment and Recognition (PLAR)

Students who have prior learning in the material of this course may be eligible for a course credit in
recognition of their prior learning. The following table indicates the method that is used to assess
prior learning for this course, or it indicates that such an assessment is not available. Students must
apply for consideration for a prior learning assessment through the Office of the Registrar, and there
is usually a fee associated with the application.

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Non-Degree Course Outline

Challenge Other Not Available

Portfolio Skills Test Interview
Exam (Specify) For PLAR

X X ☐ X ☐ ☐

Policies and Procedures

It is the student’s responsibility to be aware of their obligations under Humber Policies and
Procedures.

Academic Regulations
It is the student’s responsibility to be aware of the College Academic Regulations. The Academic
Regulations apply to all applicants to Humber and all current students enrolled in any program or
course offered by Humber, in any location. Information about academic appeals is found in the
Academic Regulations.

Accessible Learning Services

Humber strives to create a welcoming environment for all students where equity, diversity and
inclusion are paramount. Accessible Learning Services facilitates equal access for students with
disabilities by coordinating academic accommodations and services. Staff in Accessible Learning
Services are available by appointment to assess specific needs, provide referrals and arrange
appropriate accommodations. If you require academic accommodations, contact:
Accessible Learning Services: http://www.humber.ca/student-life/swac/accessible-learning
North Campus: (416) 675-6622 X5090
Lakeshore Campus: (416) 675-6622 X3331

Academic Integrity
Academic integrity is essentially honesty in all academic endeavours. Academic integrity requires that
students avoid all forms of academic misconduct or dishonesty, including plagiarism, cheating on
tests or exams or any misrepresentation of academic accomplishment.

Disclaimer
While every effort is made by the professor/faculty to cover all material listed in the outline, the
order, content, and/or evaluation may change in the event of special circumstances (e.g. time
constraints due to inclement weather, sickness, college closure, technology/equipment problems or
changes, etc.). In any such case, students will be given appropriate notification.

Copyright
Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute
his/her work. All members of the Humber community are required to comply with Canadian
copyright law which governs the reproduction, use and distribution of copyrighted materials. This
means that the copying, use and distribution of copyright- protected materials, regardless of format,

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Non-Degree Course Outline

is subject to certain limits and restrictions. For example, photocopying or scanning an entire textbook
is not allowed, nor is distributing a scanned book.

See the Humber Libraries website (http://library.humber.ca) for additional information regarding
copyright and for details on allowable limits.

Humber College Institute of Technology and Advanced Learning • This document is available in alternate format upon request.