JOHN MOLSON SCIIOOL OF BUSINESS

Departnrent ol' Marketin g

MARK 45412 Section AA
Personal Selling
Fall2022

I nstructor and Course/ Inlbrrnation:

Instructor: Stephen J. Laing BA., MBA.

Class Day/Tirne Slot and Roonr Location: Tlrursday, 5:45 -8:15;rrn, MB 52-285 SC\\/
Enrail: ste;rlren.i.laing@concordia.ca / steplrerr.ilaing5@gnrail.conr
Tele;rlrone: Cellular: 51 4,941. I 883
Office hours: By appointnrent onty

PLEASE NOTE THAT I DO NOT ANSWER ANY I\,{ESSACES SENT THROUCH

N,IOODLE. YOU MUST SEND ALL MESSAGES TO EITHER OF THE TWO E.
I\,IAtL ADDRESSES.

All docurrrents and nressages conc€rning class activities will be posted on Moodle that
can be accessed througlr tlre Concordia University Website. You are responsible lbr
checking I\'lttodle at least once a rveek prior to class lbr anv important nressages,
changes to assignnrents lbr the rveek, handouts, class schedules, etc.

Please note: In tlte event of extraordinary circunrstattces beyond the University's

controlo the content and/or evaluation sclrenre in this course is subject to change.

Calendar Cou rse Description

PrereciLrisite: COMM 223, COMM 224 or MARK 201. This course lras a dual focus:
the cultivatiorr of personalselling skills, and the theoreticaland applied aspects oi'
nranaging the personal selling llnction. Cases, readings, sinrulatiorrs, and presentations
are deployed to acliieve tlre course goals.

Course Materials

Steplren .1. Laing BA., MBA Class Notes, and or assorted readirrg rnateriaI to be posted
on Moodle.
Dixon and Adamson, Tlre Challenger Sale: Taking Control ol'the Custonrer
Conversation, 201 I
Daniel Fl. Pink, To Sellis Hurrran, Penguin, 2012

Please note that all books are available from tlre Concordia Bookstore or may be ordered
fi'onr amazon.ca, chaptels.ca or other orrline booksellers.
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Learning Outcomes and Teaching Methods

will be exposed
The emphasis in this course is placed on the "hands on" learning of selling skills. Students
readings and class
to sales training techniques used by major corporations in North America through
activities. Specifically, the learning outcomes and their assessment are as follows:

Learning Outcomes Assessment

1) Understanding the selling process One comprehensive examination

Final group project/written and oral

ln-class role-plays & readings workshops

2) Developing selling skills ln-class role-plays & readings workshops

Weekly readings

3) Developing negotiating skills ln-class role-plays & readings workshops

Final group project/written and oral

4) Delivering a complete, well organized

sales presentation from start to finish Weekly readings

ln-class role-plaYs

Final group project/written and oral

A typical class will consist of a brief lecture, role-play exercises, group breakouts for the development of
specific seiling skills and workshops for analysis and presentation of the weekly readings. You may receive
limited time during each class period to consult with the professor and work on your group pro.1ect, as
described below. Please note that active class participation and regular attendance is required in this
course because of the nature of the material covered.

During each class, you will be asked to answer specific questions provided by the professor about the
weekly readings.

Course Assignments

Group Prolect: You will be required to complete a group project, the details of which will be distributed
to you separately; rules for formatting and presentation are included in these materials. For this project,
you will select a product/service to sell and complete the process from cold calling to the final sales
presentation in class. I will assign students to groups randomly this semester and these have been
posted to Moodle.

Peer evaluation component of grade: Each member of a group must submit evaluation

Unless this evaluation is completed, you will receive a failfor the project. Each group member
will receive
an individual grade. ln orderto remain as unbiased as possible, lwill read and grade each paper priorto
reading the peer evaluations. After assigning the project a grade, lwill then consider the group's
evaluation of each group member. The finalgrade you receive will be based on both my evaluation of the
group project as well as the group's evaluation of you. lf your group has not evaluated you consistently,
the individual student will be favored and you will receive the higher grade. All peer evaluations are
confidential. The grading scale is as follows:

Group grade of A = LOO% of paper grade

Group grade of B = 90%o of paper grade

Group grade of C = 80Y" of paper grade

Group grade of D = 70% of paper grade

Group grade of F = FAIL

For example, if the project receives a B, butyourgroup assigned you a C, you wlllreceive 80%of 3.0 (which
would be 2.4 or C+). lf the group assigned you an A, then you would receive a B, the full grade for the
paper.

Examinations: One cornprehensive examination will be administered during the semester and will consist
of essay questions. The exam content will be based on in-class lectures, discussions and assigned readings.
The purpose of these exams is to ensure that you have mastered the key concepts in the course.
Assignments: Various assignments and role plays will be given durlng the semester. You will be notified
in advance if they are to be done individually or in groups.

Course Evaluation

Comprehensive Exam: 35%

Project Paper 30%

Project Presentation 15%

Class Assignments 20%

TOTAL 1OO%

Letter and Number Grades:

The following list provides the equivalent letter and number grades for assignments in this course

A+90 - 100 c+67 -69

A85-89 C53-66

A-80-84 C-60-52

B+77 -79 D+ 57 - 59

873 -76 D 53 - s6

B-70 -72 D- 50-52

F<50
* D- is the minimum requirement to pass the course.

Standard of Conduct in this Course

Every effort is made by the professor to provide a stimulating class experience, quality materials and an
obligation to maintain the high academic standards of Concordia University. ln return, it is expected
that you will conduct yourself in a way that respects both your classmates and the professor, and also
contributes to the overall learning experience in the classroom. This means you will behave in a way
which is professional and constructive throughout the course, and this includes all your communications
(written and oral)with others.
1,. Regular attendance and promptness. Since concepts covered in class discussion are an integral part
of this course, attendance is essential.
2. Students who miss in-class assignments or other activities linked to class participation, due to
absence for any reason will not be able to make these up.
3. The instructor reserves the right to modify guidelines, topic coverage and the tentative course
schedule throughout the semester. Any changes to the schedule will be announced in class or on
lVIoodle. lt is the responsibility of the student to obtain this information if they miss a class.
4. E-mails are answered once a day, tVlonday through Friday and e-mails are not answered on
weekends. The purpose of e-mails is to book appointments, inform the professor about absences
prior to exams, or to request a meeting. Anything that does not fall into the above categories must
be handled personally during Zoom office hours or by appointment via Zoom or telephone.

Academic Code of Conduct

Students are expected to be aware of Regulations regarding Cheating and Academic Misconduct. The
most common offense under the Academic Code of Conduct is plagiarism that the Code defines as "the
presentation of the work of another person as oners own or without proper acknowledgement."

This could be material copied word for word from books, journals, internet sites, professor's course notes,
etc. lt could be materialthat is paraphrased but closely resembles the original source. lt could be the work
of a fellow student, for example, an answer on a quiz, data for a lab report, a paper or assignment
completed by another student. lt might be a paper purchased through one of the many available sources.

Plagiarism does not refer to words alone - it can also refer to copying images, graphs, tables, and ideas.
"Presentation" is not limited to written work. lt also includes oral presentations, computer assignments
and artistic works. Finally, if you translate the work of another person into French or English and do not
cite the source, this is also

plagiarisr-n. In sirnple words: DO NOT COPY, PARAPHRASE OR TRANSLATE

ANYTHING FROM ANYWHERE WITHOUT SAYING FROM WHERE YOU
OBTAINED lT! (Source: The Academic Integrity Website:

\ilp ; ii.'qg t.) tu:el.i.a-,en/--s:usl e$$/.e snd e ix.r-q- i rrle e r Lly )

You should also be familiar with the Code of Rights and Responsibilities. The website is
co nco rd ia.ca/stu de nts/rights.

Statement Regarding Intellectual Property

Content belonging to instructors shared in online courses, including, but not limited to, online lectures,
course notes, and video recordings of classes remain the intellectual property of the faculty member. lt
may not be distributed, published or broadcast, in whole or in part, without the express permlssion of the
faculty member. Students are also forbidden to use their own means of recording any elements of an
online class or lecture without express permission of the instructor. Any unauthorized sharing of course
content may constitute a breach of the Acaclemic Code *f Concluct and/or the Code *f Righls anri
Respr:nsibiiit"ies. As specified in the Palicy on intellectual Property, the University does not claim any
ownership of or interest in any student lP. All university members retain copyright overtheirwork.

lf you are using third-party software and/or web site, see the guidelines and include a statement.
lnformation and standard wording found at: www.concordia.calnfficesfctl,ic*ncordia-u*iversity-
ed urationa l- technology-gu ide I i rresfo r-facu lty-a nd-students. htn I

List of Student Services

Should you experience problems at any point in your academic career, the resources below may be of
help to you.

i. Access Centre for Students with Disabilities: rr:ncor'dia.cay'stud*nts/accessibility

2. Student Success Centre: concordia.ca/stuclents/success
3. Department's Academic Advisor: Professor Harold Simpkins
4. Counselling and Psychological Services: concordia.ca/students/counselling-life sl<ills
5. Concordia Library Citation and Style Guides: https://library.concordia.ca/help/citing
6. Health Services: concordia.ca/stuclents/health
7. Financial Aid and Awards: concordia.ca/offices/faao
8. Acade m ic ntegrity: concsrd ia ^calstudents/academic-integrity
I

9. Dean of Students Office: concordia.caloffices/dean-students

I 0. I nte rnatio na I students office : concord ia.ca/students/i nternaticna I

I I . Student Hub: c*ncordia.ce/students

12. Aboriginal student Resource Centre: ccircorcJ!a.ca/stuclenrslahrorigirral
I3. sexual Assault Resource centre: concorciia,calstucle nts/sexual-assault

As a Concordia student, you are a member of the Concordia Student Union and have many resources
available to you including:

1. HOJO (Off Campus Housing and Job Bank): csu.qc.ca/services/housing-and-jo|:bank-hojo/

2. CSU Advocacy Centre: csu.qc.cafservicesy'advocacy-eentre/
 Course Schedule Mark 454/2 Section AA

SESSION TOPICS AND READINGS

Week 1 09/08 Introduction to Course

Dixon and Adamson, Chapter 1; pp 1-13
Pink, pp. 1-24

Week 2 09/15 Building Relationships

Discussion of Project & Group Formation
Dixon and Adamson, Chapter 2, pp. 14-29
Pink, Chapter 2, pp. 25-42
DYNAMIX PROFILE MUST BE COMPLETED

Week 3 09/22 Adaptive Selling

Dixon and Adamson, Chapter 3. Pp. 30-43,
Chapter 3, Pink, pp. 43-64
Guest Speaker: Peak Performance and
Dynamix Results

Week 4 09/29 Prospecting

Dixon and Adamson, Chapter 4, pp. 44-64,
Pink, Chapter 4, pp. 63-93
GROUP PROPOSAL DUE

Week 5 10/06 Planning the Sales Call

Dixon and Adamson, Chapter 5, pp. 65-100
Pink, Chapter 5, pp. 94-121
Week 6 10/13 Making the Sales Call
Dixon and Adamson, Chapter 6, pp. 101-118
Pink, Chapter 6, pp. 122-152

Week 7 10/20 Presentation Skills

Dixon and Adamson, Chapter 7, pp. 119-139
Pink, Chapter 7, pp. 153-181

Week 8 10/27 Handling Objections (Concerns)

Dixon and Adamson, Chapter 8, pp. 140-169
Pink, Chapter 8, 182-203

Week 9 11/03 Comprehensive Essay Exam

Week 10 11/10 Earning Commitment

Dixon and Adamson, Chapter 9, pp. 170-186
Pink, Chapter 9, pp. 201-228

Week 11 11/17 After the Sale service

Hand in Profile Shhet of your chosen
prospect

Week 12 11/24 Group Sales Presentations

Week 13 12/01 Group Presentations. Group paper

Submissions, Peer Evaluation submissions
(NO LATE SUBMISSION WILL BE ACCEPTED)