Sales Management



Subject code: BUS1116

Course duration: 03 credits

Course prerequisites: Management, Basic marketing

Instructor in charge: MBA. Nguyen Khanh Trung

Supporting lecturer:

Materials for the course:

          Nguyen Khanh Trung & Vo Thi Ngoc Thuy (2015), Sales Management, Vietnam National University Publisher

          In order to be an excellent salesman, besides natural selling skills, you must constantly strive to accumulate the skills that a professional salesperson should have. What is a sales career? How to absorb the essence and inspirational art, prompting customers to buy their goods?

          Over the years of teaching and research in the areas of management, sales, and marketing, the authors understand the difficulties faced by business organizations.The authors by themselves have spent a lot of time to learn about the art of selling to apply to working and teaching in Vietnam. However, during this search process, the authors  have found that the knowledge in this field can be found "scattered" in many books and in many research works but these works have not systematically provided the reader with the knowledge base of the field. Moreover, sales activities in different regions must have a very different construction and implementation method, obviously it is impossible to bring "original" sales knowledge from developed countries (through books on the field of sales) and apply it entirely to teaching and application in developing countries like Vietnam. Therefore, with the desire to systematically bring readers issues in setting sales goals, sales plans, skills and art of selling, as well as recognizing the importance and the relative independence of this field with marketing, with strategy, the authors would like to introduce to readers this trend-setting book, "Sales Management".

          The contents of the textbooks are as follows:

          - The overview introduces the history of sales, the concepts of sales and sales management, the role, position and relationship of sales management with other areas within a business organization. The role of sales, forecasts and inventory in the sales and sales environment of the business.

          - The plan is to give readers an analysis of products, current and future customers, sale teams, distribution channels to establish sales targets and optimise sales strategy for the business.

          - The organization, implementation and evaluation of sales will focus on planning sales, organization and implementation of the plan into practice. In addition, this part also covers methods of checking the effectiveness of sales and the content that needs to be adjusted after evaluation. This part is especially important with motivational strategies, perfecting skills in sales.

References of the course:

1. James M.Comer (2005), Sales Management, HCM General Publisher.

2. David Jobber &Geoffrey Lancaster (2009), Selling and Sales Management, 8th edition, Financial Times Prentice Hall, Pearson Education.

3. Tran Dinh Hai (2005), Sales and Sales Management, Statistics Publisher.

4. Truong Dinh Chien (2008), Distribution Channel Management, National Economics University Publisher.

5. Ngo Binh - Nguyen Khanh Trung (2009), Contemporary Marketing, Vietnam National University Publisher.


          After finishing the course of Sales Management, students are well aware of:

          Sales are critical stage in the performance of a business organization. Therefore, students will understand the role and position of sales and sales management in the overall operation of the organization and their relationship with each other.

          Students master the knowledge and skills of sales management in analyzing the sales environment, products in sales, customers, analysis and development of distribution channels, and the sales force, Developing sales strategies and plans, as well as selling and evaluating sales, aims to achieve two main goals: the organization's business goals and the building of effective sales.

          At the end of this course, students' knowledge is evaluated according to the output standards of sales management which is the standard output of business administration. Response levels are classified on the 6-level scale of Benjamin S. Bloom (1956).

Course description

          Sales are the stage that determines the performance of the business. How to move goods from the place of production or distribution to consumers efficiently and optimally for business? How to provide knowledge, skills and motivate a sales force to complete business goals and maintain the stability of this force more in a competitive business environment like today? The sales management course will help students understand and apply the knowledge and skills in the field of sales after graduation. Course content is summarized in the following sections:

•   History of sales, the concept of sales and sales management as well as the role, position and relationship of sales management with other business activities in organization.

•   Analysis of the sales environment, internal sales analysis, business products, current and future customers, the forces involved in the sales process, distribution channels to establish optimal sales strategies for business.

•   Implement sales plans including sales planning, organizing and implementing this plan into practice now.

•   Motivate the sales force, improve sales skills and set distribution channels for the organization.

•   Inspection activities in sales, the content should be checked and adjustments after operation checks.







Having a scientific methodology for solving economic and business problems.

Having basic knowledge of macroeconomics, microeconomicstheory and management.

Having knowledge of finance and accounting to solve economic and management problems.

Ability to understand and systematize basic knowledge in economics and business.

Having a basic knowledge of the principles of governance, the theory of competition, production, investment, distribution of products and customers.



Ability to manage an activity plan, such as a business plan.

Ability to form ideas, planning business activities.

Ability to think systematically when approaching issues in life and the business environment.

Ability to analyze the matrix and choose the right solution in corporate governance.

Ability to update market information and capture business opportunities.

Be proactive and willing to take risks in business.

Be persistent and flexible in solving business problems.

Having a professional attitude in dealing with problems arising.

Ability to establish an effective communication structure with partners.

Ability to listen and critical thinking.

Ability to form independent team work.



Ability to manage business risks.

Ability to manage change in business.

Ability to self-study and update new knowledge into business.

Ability to build personal goals with career development.











Group assessment and follow up on the process assessment board.


(1)Students who do not miss any time in class or absence for a good reason will not be penalized.



(2a)Students who missed 1 time in class without reason will be deducted 2%.



(2b)Students who are absent twice will be deducted 4%.



(2c)Students who are absent three times will be deducted 8%.



(2d)Students with four or more absences, the attendance score is zero.




Q & A and follow up on the process evaluation board.

Students answering a good question will be given 1% for each question and answer, and the total number of questions and answers will be a maximum of 10%. Good questions and good answers are right for the content of the sessionand contributing creatively to the content of the session.;;;;;;;;;;;;;;;;;;;;




Midterm tests are conducted for 15 minutes and are integrated at the end of each session from week 7 to week 13. The test consists of 5-10 multiple choice questions or one strategic case study and students must apply the knowledge they have learned to solve.;;;;;;;;;;;;;;;;;;;;









ESSAY (20%)


Essay will be prepared throughout the course. Content of the essay associated with the sales management. Student work in groups to select a point of interest to collect theoretical background and information related to the enterprise to analyze and propose solutions to improve the problem for the business.Instructors encourage students to actively engage in practical, use of facilities such as powerpoint, video, ... to complete the essay.


(1)Fully attend meetings.



(2)Contribute effectively to the content of the essay.



(3) Complete the assigned content according to the layout of the essay.

A well-written essay should be relevant to the content of the subject, the problem should be practical.The use of theory to build the situation must be formal and concrete. The problem analysis should be coherent and propose measures that must be specific and highly practical.The activities of the group are clearly divided, with the work assigned by the group members, with very specific evaluation criteria.

Request for field trip:

  • The organization that the student chooses to practice must be approved by the instructor and certified by the business for this field trip.
  • During the field trip, lectuer serves as a facilitator to solve problems from all field teams.;;;;;;;;;;;;;;;;;;;;











(4) Submit the essay on time.



(5) Active support for team members.





The final exam lasts 60 minutes. The test consists of a sentence that uses the theory to explain (3 points) and a sales situation to solve (7 points).


For theoretical questions, students do not need to memorize but need to apply learned theory to solve problems in business practice.Explaining why this or another theory is chosen is important in evaluating the quality of the answer.Explanation must demonstrate a clear understanding of how the theory is applied and for each practical issue how the rationale will be applied.Strategic situations are often an integrated exercise, and students need to apply integrated knowledge to solve this practical situation.;;;;;;;;;;;;;;;;;;;;








(Bloom scale)





Knowledge of the subject


Ability to remember and understand the knowledge.

No need for analysis.

Know how to use knowledge to solve problems.

Be listened and criticized.

Apply knowledge and methods in a reasonable way.

In-depth analysis of the problem.

Extensive knowledge and methods of the subject.

Deep and logical problem analysis.

Style of writing, argument and form of presentation


The writing way is relatively confusing.

The writing way is easy to understand.

The writing way is easy to understand and logical.

The writing way is easy to understand, and reasonable.

Good presentation.


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