One Semester or Term

36 Hours

Hawthorn, Sarawak

HBM110N Fundamentals of Marketing

Nil

Credit Points: 12.5 Credit Points

Aims & Objectives:

• Describe and contrast sales and marketing in enterprises and the need for cross functional communication
• Evaluate a customer-sales person interaction and recommend improvement
• Articulate at least four different approaches to selling and make recommendations as to their appropriateness in different contexts
• Make a sales presentation
• Analyse the sales context of an enterprise
• Synthesise knowledge to determine a sales strategy and to write a sales management plan for an organisation
  

Teaching Methods:

Lecture (1 hour), Tutorials (2 hours)

Assessment:

Individual experiential project 30%, Group Project 20%, Examination 50%

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

• The position of Sales & Marketing Management in the Marketing Planning process
• The role of sales in the Integrated Marketing Communications process
• The roles of customer service, account management and business development (farmers & hunters) in the selling process •
• The sales and customer management process (including the role of the Buying Centre in B2B selling, and the management of consumers in the B2C process)
• Sales Force management (recruiting, managing, compensating)
• Selling skills: customer service, negotiation, closing the sale
• Sales specialities: the sales call, cold calling, the call centre, outbound telemarketing, direct mail with follow-up sales call •
• Budgets and Forecasting

• Review and analysis of the Marketing Plan and identification of the key product, brand and sales objectives for the forthcoming implementation period (12 – 24 months from commencement of the next sales year)
• Synthesis of a detailed Action Plan for Sales & Marketing Management intended to effectively implement the Marketing Plan
• The Sales & Operating Plan and integration thereof with the sales management plan
• Development of details plans, reporting and control mechanisms to ensure effective monitoring and evaluation of implementation performance
• Early identification of problems and issues, diagnosis of causes. Development and implementation of corrective actions to ensure that the product, brand and sales objectives are achieved

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.