SBUS41950 Creating,Winning&Dev.Customers

Academic Year 2024/2025

MODULE DESCRIPTION
For leaders, executives, entrepreneurs and investors this module is an opportunity to gain an understanding of the unique nature of selling value and to gather leading-edge knowledge that they can immediately apply to their work.

Sales executives are faced with many challenges today as they seek to grow their business profitably, four appear to be most important. First, it is difficult to understand the value that customers wish to buy and then communicate this value to them. Second, it is challenging selling value in the face of ever increasing pressure from buyers to reduce price paid. Third, segmenting markets based on value and extracting that value is a challenge. Finally, many firms are challenged by the need to align resources with marketing efforts to best secure value from existing marketing investments.

This module will address each of these issues and provide practical and actionable solutions drawn from the best thinking of sales research and practice

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Curricular information is subject to change

Learning Outcomes:

Learning Outcomes-
Participants in this course will learn how to improve their ability to manage value in five ways

• Building value models to drive customer demand and beat competitors
• Segmenting markets based on value to accelerate growth
• Selling value to improve profitability
• Aligning organizational resources to maximize value return
• Developing Organization structures to deliver on value

Student Effort Hours: 
Student Effort Type Hours
Specified Learning Activities

40
Autonomous Student Learning

60
Lectures

16
Total

116
Approaches to Teaching and Learning:
The module has a detailed study guide. Students are required to complete the module pre-reading or pre-work prior to attending the seminar sessions. The sessions themselves will be a combination of lectures, group discussion, in-class presentations, case study discussions and classroom exercises. A heavy emphasis in the seminars is on teasing out the implications of theory for practical application in a workplace context.

 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade

Not yet recorded.

Carry forward of passed components
Yes
 
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Written feedback to be provided within 20 days of assignment deadline.

Name Role
Dr Andrew Keating Lecturer / Co-Lecturer
Ms Maria Keany Tutor