DGKA1002 Sales and buyer behavior in retailing (6 cr)

• 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

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.

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