BUSINESS PROCESS MANAGEMENT AND SALES NETWORKS

To develop knowledge about managing customer relationships in BtoB and in B2C To develop knowledge on sales towards channels (trade) To develop knowledge on sales management in retail networks To develop analytical and managerial skills regarding commercial processes To develop knowledge on direct sales To develop analytical and managerial skills regarding Lead Generation and CRM processes

Knowledge of Business Economics and Management and Basic Marketing

Knowledge and understanding: the student will acquire basic knowledge regarding the Sales Management in a Company of any size both in an off line and in an on line environment; will know which are the basic rules for a correct sizing of a Sales Force; he will also have acquired knowledge of the most common techniques, including psychological one-to-one interaction and sales techniques. In itinere, this knowledge will be assessed through classroom and home exercises. Applying knowledge and understanding: the student will be able to set up the correct management of a Sales Force or an e-commerce project; the student will also be able to sell a product or service improving his presentation skills. The evaluation of the achievement of these objectives will take place through the evaluation of classroom and home exercises and through the evaluation of the activities carried out by the student in the other hours foreseen by the course. Making judgements: the student will have developed a critical awareness such as to allow the formulation of independent judgments on the effectiveness of commercial processes and on the possibility of producing profits; it will also have developed a critical awareness such as to highlight the difference between the various possible distribution channels by evaluating pros and cons, managing test markets and correctly assessing business risk. Communications Skills: the student will have gained the ability to communicate by adopting a good interaction technique with colleagues, employees and customers. This is to keep the listener's interest in their proposals high and ensure the success and effectiveness of their message. Learning skills: the student will be able to conduct his own sales activity (both directly and through collaborators) putting into practice the techniques developed during the lessons and during the exercises carried out individually in the classroom and at home.

The course covers the management of sales activities in different context, in BtoB, trade and BtoC retail. The following topics will be addressed: The strategic role of the sales force in modern organizations and the transformation of sales force The types of BtoB customers and purchase processes Key Account Management and the development of a partnership orientation with the client Management aspects of the BtoB sales force: specialization, sizing and KPI Sales to the trades and trade marketing Sales in retail (critical points in the management of store chains) Lead Generation Teleselling and CRM Selling soft managerial skills Leadership applied to Sales Compensation systems and incentives of the Sales Force

Sisti, M. A., Guenzi, P., & Caiozzo, P. (2015). Gestire le vendite: l'eccellenza nel sales management. EGEA. Fornari, D. (2009). Trade Marketing (Relazioni di filiera e strategie commerciali). Egea. Antonacci, F (2020) – ECommerce marketing & vendite. Hoepli Buttle, F. Customer relationship management. Tecniche e tecnologie. F. Angeli Nico, P. Convincimi! Pratiche di leadership per il miglioramento delle relazioni interpersonali. F. Angeli 

Frontal lessons Corporate testimonials Project work

For attending students, i.e. with >75% attendance to all lessons, the final score will be composed by the weighted average of the following four components: - Active participation to all lessons 20% (that is obtained by asking questions or responding to stimuli posed by the teacher); - Exercise to be done during the course 15%; - Project work 35% (5% participation to the work; 10% teamwork; 10% oral presentation; 10% powerpoint presentation); - Final written exam 30% (multiple answer questions). For non-attending students the exam will consist in a written test with 32 multiple answer questions each valid 1 point (without negative points in case of wrong response) that will be worth 100% of the score.

A selection will be made based on the commitment shown during the course and the exam grade.