DGKA1002 Sales and buyer behavior in retailing (6 cr)

Study level:
Intermediate studies
Grading scale:
English, Finnish
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2021-2022, 2022-2023, 2023-2024


  • Characteristics and types of selling and sales management in retailing
  • Sales in business-to-business and business-to-consumer context
  • Market segmentation and marketing mix
  • Relationship between sales and marketing planning
  • Buyer behavior in business-to-business and business-to-consumer context
  • Sales settings Relationship management
  • Sales in international context

Learning outcomes

Student will be able to:

  • Understand the implications of production, sales and marketing orientation in retailing.
  • Learn the differences between sales and marketing strategies.
  • Differentiate between objectives, strategies and tactics in retail business.
  • Assess and evaluate strategies for approaching consumer and organizational buyers.
  • Identify and compare sales techniques in retailing.
  • Analyze and interpret the different motivations of consumer and organizational buyers.
  • Recognize the importance of environmental and managerial impact on sales in retail business
  • Learn the principles of planning, budgeting and measurement in retailing.

Additional information

Materiaalit englanniksi, opiskelija voi vastata tehtäviin suomeksi. Kurssi on osa Digitaalisen kaupan opintokokonaisuutta (https://kauppa.fi). Opintojakson järjestäjä on UEF. 

Compulsory prerequisites

Study materials

Academic articles and other materials provided by the teacher. Articles and other study material provided by the teacher.


  • Jobber, D. & Lancaster, G. (2015). Selling and Sales Management (10th edition). Prentice Hall, Harlow

Completion methods

Method 1

Evaluation criteria:
Independent online learning, written assignments and exam.
Select all marked parts
Parts of the completion methods

Participation in teaching (6 cr)

Participation in teaching
Grading scale:
English, Finnish