BUS 238 - Personal Selling

3 Credit(s)

Fundamentals of personal selling from the determination of customer needs to the close of the sale. Treats factors such as customer problems, merchandising knowledge and personality traits of successful salespersons. Covers special selling topics and the role of the sales manager, together with motivation and compensation of the sales staff.

Course Type: Lecture
Tuition Tier: Base
Delivery Method:
In-Person, Online
Course Learning Outcomes:
CLO 1) Students will explain the steps of the personal selling process and describe how selling strategies adapt to dynamic business environments, including global and post-pandemic contexts.
CLO 2) Students will analyze the impact of ethical, cultural, racial, and religious subcultures on the sales and consumer buying process.
CLO 3) Students will apply communication and relationship-building techniques to develop trust, credibility, and customer value in the selling process.
CLO 4) Students will evaluate the integration of personal selling within the broader marketing mix, including pricing, promotion, placement, and product positioning strategies.
CLO 5) Students will demonstrate critical thinking and persuasive communication skills in responding to real-world sales scenarios and objections.
CLO 6) Students will analyze sales opportunities and develop strategic selling approaches that align with marketing and business development goals.