Business Students working together

Marketing


Effective Sales Strategies

Participants will gain an appreciation for the essential role of personal selling in most business-to-business transactions that occur throughout the world and will develop their selling skills through both listening and communicating with customers.

Instructor: Dr. Brian Tietje

Brian Tietje is Vice Provost of International, Graduate and Extended Education at Cal Poly. He leads Cal Poly's institutional strategies for internationalization and graduate education, as well as Cal Poly's student success initiatives. Dr. Tietje received his undergraduate degree in business at Bowling Green State University, his MBA from the University of Hawaii, and a Ph.D. in Marketing at the University of Washington. He has corporate sales experience with Johnson & Johnson, Northwestern Mutual, and Culligan.

Business-to-business transactions across the globe rely on salespeople who can uncover customer needs and develop solutions that can meet those needs effectively. Effective salespeople are good listeners, problem solvers, and articulate communicators. This workshop will help participants gain an appreciation for the essential role of personal selling in most business-to-business transactions that occur throughout the world and will develop their selling skills through both listening and communicating with customers.

Course Outline

Topic Description
Business-to-business marketing An overview of the types of companies, industries, and transactions that comprise business-to-business marketing.
The critical role of salespeople in business-to-business marketing An explanation of the critical role that salespeople perform in business-to-business marketing.
Qualities and habits of effective salespeople Identification of what makes an effective salesperson.
Hands-on experience Participants will practice developing sales proposals and delivering sales presentations to gain experience in the art of selling.
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Marketing Insights

Instructor: Mahsa Kassai

Marketing as a field is in a transformative period with rapidly changing customer data environment. The main goal of this class is leading participants to learn about key current ideas in marketing and marketing analytics. The first part of the class will review key marketing concepts via class lectures, cases, and exercises. The second part of the class, participants will learn how to analyze and interpret marketing data. Participants will learn the analysis of customer information, using a range of tools and techniques. They will develop skills to relate findings to marketing decision-making. Participants will be expected to cover few materials on their own before each session in order to dedicate the course time to more experiential content.

Lecture Descriptions

  1. Introduction to key marketing concepts
  2. Introduction to marketing tools
  3. Apply marketing concepts in Case Study 1
  4. An Overview of Marketing Analytics
  5. Analytics of Segmentation, Targeting and Positioning
  6. AB Testing, Experimental Design in the Digital Age and Statistical Analyses
  7. Marketing Mix Models
  8. Management of Marketing analytics

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Enrollment Info

Dates Program Fee Apply Online
July 1 - 31 $1,550* Enroll Now
*Transportation, housing and meals not included
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