The goal of this course is to examine the elements of an effective sales force as a key component of the organization’s total marketing effort. The course extends student understanding of marketing’s reach and the potential impact in achieving organizational goals. Course objectives include understanding the sales process, the relationship between sales and marketing, sales force structure, customer relationship management (CRM), use of technology to improve sales force effectiveness, and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. Students learn to apply the discussion topics through a series of interactive projects throughout the course. The course is especially relevant for students interested in careers in product, service and brand management and in high-tech industries as well as for entrepreneurs. This is a half-term, 1.5 credit course that is offered in the first half of the term.
Jeff Krawitz was a Columbia Business School faculty member from 2002 to 2017.