Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2020-2021 (archived)

Module BUSI43S15: Sales Management (ONLINE)

Department: Management and Marketing

BUSI43S15: Sales Management (ONLINE)

Type Tied Level 4 Credits 15 Availability Available in 2020/21 Module Cap
Tied to N2K307
Tied to N1KY07
Tied to N6K107
Tied to N5K107
Tied to N2K507
Tied to N5K407
Tied to N1N107
Tied to N6K207


  • None.


  • None.

Excluded Combination of Modules

  • Sales Management (Taught)


  • To enable students to develop a comprehensive understanding of professional sales management, including its planning, structure, resources and performance evaluation
  • To engage students with interdisciplinary perspectives on the nature of sales as an activity and a behaviour, together with the competences, skills and attributes of the sales manager role
  • To equip students with the management skills needed to design and implement a strategic sales management plan


  • Perspectives on sales and the sales management profession
  • Buying and selling processes
  • Strategic sales organisations
  • Client and key account management
  • Organising the sales function
  • Motivating and evaluating the sales function
  • Sales force behaviour, codes of conduct and marketing ethics
  • Sales force leadership – individual and organisational perspectives
  • The strategic sales plan – development, implementation, evaluation

Learning Outcomes

Subject-specific Knowledge:
  • On completion of the module students should have an advanced knowledge and critical understanding of:
  • The nature and scope of sales as a profession;
  • Key theories of sales, selling and sales force optimisation;
  • Key models of client and account management;
  • Current strategic issues, challenges and debates in sales management.
Subject-specific Skills:
  • On completion of the module students should:
  • Have acquired skills in the mapping and analysis of sales;
  • Be able to apply a range of sales quality evaluation models/tools;
  • Be able to apply a range of forecasting models and techniques in a sales context;
  • Be able to apply selected performance measurement tools in a sales context.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module is delivered via online learning across a six month period, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email).
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, directed reading, self-assessed assignments and guidance for further reading 150
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written report, based on the development of a strategic sales plan 3,000 words maximum 100% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University