Module details for 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.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

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 2021/22 , and may be subject to change for future years.