College: Graduate School of Social Sciences

This specialization focuses on sales and marketing principles and practices essential for driving business growth and satisfying customers. Students explore key areas such as market research, consumer behavior, sales strategies, marketing communications, digital marketing, and customer relationship management. The program emphasizes practical skills, strategic thinking, and understanding market dynamics. Graduates are prepared for careers in sales, marketing, advertising, and related business fields.

Learning Objectives:

• Understand the fundamentals of sales and marketing.
• Develop skills in market research and consumer behavior analysis.
• Learn techniques for creating and implementing effective sales strategies.
• Explore marketing communications and digital marketing strategies.
• Understand customer relationship and sales management.
• Analyze challenges and opportunities in sales and marketing.
• Develop teamwork, communication, and problem-solving skills for business projects and initiatives.

Main Curriculum:

1. Introduction to Sales and Marketing
   • Overview of sales and marketing, basic concepts, and historical context.
   • Basics of market dynamics and customer satisfaction.
2. Market Research
   • Principles of market research, including data collection, analysis, and interpretation.
   • Techniques for conducting market research and understanding consumer needs.
3. Consumer Behavior
   • Basics of consumer behavior, including psychological, social, and cultural influences.
   • Techniques for analyzing and predicting consumer behavior.
4. Sales Strategies
   • Principles of sales strategies including sales planning, prospecting, and closing techniques.
   • Techniques for developing and implementing effective sales strategies.
5. Marketing Communications
   • Basics of marketing communications, including advertising, public relations, and promotions.
   • Techniques for creating and implementing marketing communication plans.
6. Digital Marketing
   • Overview of digital marketing, including social media marketing, SEO, content marketing, and e-commerce.
   • Techniques for leveraging digital marketing channels to reach and engage customers.
7. Customer Relationship Management
   • Principles of customer relationship management including customer data management, retention, and loyalty programs.
   • Techniques for implementing customer relationship management strategies to enhance customer relationships.
8. Sales Management
   • Basics of sales management, including team leadership, performance metrics, and sales forecasting.
   • Techniques for managing and motivating sales teams to achieve business objectives.
9. Practical Training in Sales and Marketing
   • Real-world sales and marketing experiences, including observations, internships, and practical projects.
   • Techniques for applying acquired skills in practical sales and marketing environments.
10. Graduation Project in Sales and Marketing
    • A comprehensive project to apply skills acquired in market research, sales strategies, or marketing communications.
    • Techniques to present a polished and strategic sales and marketing project.

Assessment Methods:

Market research reports, consumer behavior analyses, sales strategy plans, marketing communication projects, digital marketing campaigns, CRM implementation plans, sales management analyses, practical training reports, graduation projects, group projects, and internships.

Recommended Textbooks:

• "Marketing Management" by Philip Kotler and Kevin Lane Keller.
• "Sales Management: Analysis and Decision Making" by Thomas Ingram and others.
• "Consumer Behavior" by Leon G. Schiffman and Leslie Lazar Kanuk.
• "Digital Marketing: Strategy, Implementation, and Practice" by Dave Chaffey and Fiona Ellis-Chadwick.
• "Customer Relationship Management" by Francis Buttle and Stan Maklan.

Prerequisites:

Basic knowledge of business, marketing, and sales principles. Suitable for students interested in sales, marketing, advertising, and related business fields.

Duration of Specialization:

Typically 4 years for a bachelor's degree, including coursework, projects, practical training, and internships.

Certification:

Graduates can obtain a degree in sales and marketing and pursue professional certifications in marketing, sales management, or related fields.

Target Audience:

Aspiring marketing professionals, sales managers, advertising specialists, and business professionals seeking to specialize in sales and marketing. This specialization equips students with practical, strategic, and communication skills needed to excel in sales and marketing, supporting careers in various business fields.