Sales and Selling


This module provides a thorough examination of the personal selling process and the nature of, and decisions involved in, sales and selling.


The aim of this Module is to provide the student with : a theoretical knowledge and appreciation of the context, nature, practice and management of the sales force and selling in businesses.

Learning Outcomes

By the end of this module the student should be able to:

1.  Evaluate the nature and role of personal selling and sales management, the interaction between business and customer and the effectiveness of processes, training and techniques to marketing efforts.

2.  Develop creative sales and selling solutions for a specified marketing problem.

Indicative Content

1 TThe Context of Personal Selling and Sales Management

Personal selling and the role of the sales force in a businesses marketing efforts. Discussing the types of selling and the importance of sales tactics.

2 The Personal Selling Process

Nature and importance of understanding buyer behaviour, the stages in the personal selling process and influences on this process. The role of relationship building and the management of questions in personal selling.

3 Sales Management Decisions

Nature and role of sales management, the importance of leadership and an analysis of the major decisions in sales force management, including recruitment and selection, training. Management of major accounts. The influences on sales management decisions and its role in marketing efforts.

4 Controlling the Sales Force

Nature of, and techniques involved in, sales forecasting, budgeting and determinants and methods of evaluating selling and sales force effectiveness.

Statement on Teaching, Learning and Assessment

Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 200
Lecture 14
Tutorial/Seminar 14
Supervised Practical Activity 14
Unsupervised Practical Activity 0
Assessment 60
Independent 98

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/20 , and may be subject to change for future years.