5131: Sales Management

Assignment Brief 1

Student Name/ID
Number

Unit Number and Title 5131: Sales Management

Academic Year 2022 - 2023

Unit Tutor TRAN Xuan Linh

Assignment Title Sales management and structure

Issue Date August 2022

Submission Date

Submission Format
Format:

This assignment is an individual assignment after you finish a group activity

simulation. The word limit is 2.500 words +/ 10%, excluding the tables, graphs,
diagrams, appendixes, and references. You must use font Times New Roman size 12,
set number of the pages and use 1.5 spacing. Margins must be left: 2 cm; right: 2 cm;
top: 2 cm and bottom: 2 cm. The reference follows Harvard referencing system. The
recommended word limit is 2.000 - 2.500 words. The cover page of the report has to
be the Assignment front sheet 1.

Submission:

Students are compulsory to submit the assignment (including the report and group

presentation deck) in due date and in a way requested by the tutors. The form of

submission will be a soft copy posted on http://cms.greenwich.edu.vn/

Note:

The individual assignment must be your own work, and not copied by or from another

student(s) or book(s), etc. If you use ideas, quotes, or data (such as diagrams) from

books, journals, or other sources, you must reference your sources, using the Harvard

style. Make sure that you understand and follow the guidelines to avoid plagiarism.
Failure to comply this requirement will result in a failed assignment.

Unit Learning Outcomes

This assignment satisfies the following learning outcomes:

LO1 Demonstrate the key principles of sales management for both public and private

organisations

LO2 Evaluate the relative merits of how sales structures are organised and recognise

the importance of ’selling through others’

LO3 Apply successful selling techniques for building and managing effective customer

relationships

Transferable skills and competencies developed

 Conceptual and critical thinking, analysis, synthesis and evaluation.

 Understanding of different modes of selling (B2B and B2C) and their impact on

buyer and seller roles and dynamics.

 Knowledge to design and organise the sales force and choosing the right

structure.

 Curiosity about digital skills for gathering market intelligence and delivering

sales presentation.

 Awareness about the impact of new technology on the sales management

environment.

Vocational scenario
Organization:

You’re working in the Sales department of a global company operating in Vietnam

(you could choose the Company in your interest; however, the selected Company
must have both B2B and B2C selling modes). According to the Company management
policy, the Sales department must organize an Annual Sales Meeting every year, with
the presence of the BOD and all members from Sales department and Marketing
department.

The main aim of this meeting is to update key stakeholders on the sales performance
of last year as well as to present consumer/customer development plan for the
upcoming periods.
Role:

Your group (4 – 5 people) is members of the Sales department from your selected
Company. You are required to give a presentation that deeps dive into the Company’s
sales performance and present a holistic sales strategy for a new product of your
choice. This will take the form of a 25 - 30 minutes presentation in the meeting.

Assignment activity and guidance

After the activity, you will individually reflect on the various concepts and theories in a
personal report, analysing the sales performance of the Company. The report should
cover the following areas:
1. An introduction to the organisation, including current sales performance of
the Company. For example, you can mention the sales figures contributed by
products categories, brands, regions or methods of selling.
2. Discussion and critical evaluation of the key aspects of sales management
(including planning, selling, and reporting).
3. Discussion on different modes of selling in sales management (B2B and B2C)
and evaluation of how principles of sales management will be different in response to
consumer and business buying behaviour.
4. Analysis and critical evaluation of the Company’s choice of sales structure
(e.g., geography, product, or customer-based design) and their usage of different
sales channels.
5. A sales proposal for a new product, demonstrating the required skills and
attributes of successful selling techniques to building and managing
consumer/customer relationships.

Recommended Resources
(1) Weblinks

PricewaterhouseCoopers. The new B2B value chain: Competing on experience, cost

and responsiveness. Available at: https://www.pwc.com/gx/en/industrial-

manufacturing/assets/b2b-value-chain.pdf

PricewaterhouseCoopers. The Good, the Bad and the Ugly: How a large

communications company unlocked value through sales and marketing excellence.

Available at: https://www.pwc.com/us/en/library/case-studies/unlocking-value-

through-sales-and-marketing-excellence.html

Smart Insights. Ecommerce Funnel conversion rates. Available at:

https://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-
funnel-conversion-rates/

HubSpot. Key Account Management: The Ultimate Guide. Available at:

https://blog.hubspot.com/sales/key-account-management

HubSpot. How to Create a Sales Plan: Template + Examples. Available at:

https://blog.hubspot.com/sales/ultimate-guide-creating-sales-plan?hubs_post-

cta=blognavcard-sales

HubSpot. The Proven Process for Developing a Go-to-Market Strategy [+Templates].

Available at: https://blog.hubspot.com/sales/gtm-strategy

MindTools. 4 Steps to Find Your Unique Selling Proposition. Available at:

https://www.mindtools.com/pages/article/newTMC_11.htm

(2) HN Global

HN Global (2021). Reading Lists. Available at:

https://hnglobal.highernationals.com/learningzone/reading-lists

HN Global (2021) Student Resource Library. Available at:

https://hnglobal.highernationals. com/subjects/resource-libraries

HN Global (2021) Textbooks. Available at:

https://hnglobal.highernationals.com/textbooks

(3) Textbooks

Jobber, D. & Lancaster, G. (2015). Selling & Sales Management (10th edition). Pearson.

(4) Journal articles

Leigh, T.H. and Marshall, G.W. (2001) Research priorities in sales strategy and
performance, Journal of Personal Selling and Sales Management, 21:83–93.

Storbacka, K., Polsa, P. and Sääksjarvi, M. (2011) Management practices in solution

sales – a multilevel and cross-functional framework, Journal of Personal Selling and
Sales Management, 31(1):35–54.

Walter, A., Ritter, T. and Gemünden, H.G. (2001) Value creation in buyer–seller
relationships, Industrial Marketing Management, 30:365–77.

Piercy, N.F. and Lane, N. (2003) Transformation of the traditional salesforce:

imperatives for intelligence, interface and integration, Journal of Marketing
Management, 19:563–82.

Santosh, K.D., Abhishek, K., Bappaditya, D. and Burnwal, A.P. (2013) Ethics of e-
commerce, information and communications technologies, International Journal of
Advanced Computer Research, 3(1).

Marshall, G.W., Moncrief, W.C., Rudd, J.M. and Lee, N. (2012) Revolution in sales: the
impact of social media and related technology on the selling environment, Journal of
Personal Selling & Sales Management, 32(3):349–63.

Hunt, S.D. and Vasquez-Parraga, A.Z. (1993) Organizational consequences, marketing

ethics, and salesforce supervision, Journal of Marketing Research, 30(February):78–90.

Ferrell, O.C., Johnston, M.W. and Ferrell, L. (2007) A framework for personal selling
and sales management ethical decision-making, Journal of Personal Selling and Sales
Management, 27(4):291–9.

Terho, H.M., Haas, A., Eggert, A. and Ulaga, W. (2012) It’s almost like taking the sales
out of selling – towards a conceptualization of value-based selling in business
markets, Industrial Marketing Management, 41:174–85.

Please note that the resources listed are examples for you to use as a starting point in
your research – the list is not definitive.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Demonstrate the key principles of sales
management for both public and private
organisations

P1 Apply key principles M1 Evaluate how LO1, LO2 and LO3

of sales management in principles of sales D1 Produce a coherent, fully
relation to the justified critical evaluation
management will be
importance of sales based on a comprehensive
different in response to
planning, methods of understanding of sales
consumer and business
selling and sale management, structure and
buying behaviour.
reporting. selling techniques in an
organisational context.
LO2 Evaluate the relative merits of how sales
structures are organised and recognise the
importance of ’selling through others’

P2 Evaluate the benefits M2 Critically evaluate the

of sales structures and implementation of
how they are organised, different types of sales
using specific structures, using specific
organisational examples. organisational examples.
P3 Explain the
importance and the
advantages of the
concept of ‘selling
through’ others.

LO3 Apply successful selling techniques for

building and managing effective customer
relationships

P4 Demonstrate the M3 Evaluate the

required skills and application of successful
attributes of successful selling techniques for
selling techniques in a effectively building and
sales proposal. managing customer
P5 Reflect on how skills relationships.
and attributes contribute
to building and
managing customer
relationships.