Selling in Connected and Digitalized World

This course focuses on the sales process, especially personal selling. Selling concepts, tools, strategies, and tactics will be discussed as they apply to both external and internal customers. Through both didactic and experiential learning, students will learn about some of the problems faced and the rewards earned by those in professional sales. Customer relationship management/partnering with customers and genuinely seeking to meet their requirements/delight them will be discussed as key to successful long-term selling.

Finally, as the role of Artificial Intelligence is gaining its momentum in the areas of sales and marketing this course will tackle the opportunities and issues that face sales functions and salespeople with the introduction of AI in organizations. Students will gain knowledge and understanding of how AI is developed and utilized in sales settings. They will also be able to critically assess under which circumstances an AI solution is a valuable solution to sales organization.

Course leader

Milena Micevski - Department of Marketing

Selma Kadic-Maglajlic - Department of Marketing

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals

Course aim

Evaluate the role of selling within the context of business marketing;

Critically assess and evaluate different stages of sales process;

Apply relationship management and partnering techniques with customers;

Recommend the application of adequate negotiation techniques;

Apply the theoretical knowledge on Artificial Intelligence to better understand and critically assess its impact on sales functions and sales processes;

Credits info

2.5 EC
This is an intensive 2-week course. 2-week courses cannot be combined with any other courses.

Fee info

DKK 5750: Tuition fee - Non European students
DKK 2875: Tuition fee - Open University students