課程信息
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第 4 門課程(共 5 門)

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中級

完成時間大約為17 小時

建議:4 weeks, 3 to 5 hours per week...

英語(English)

字幕:英語(English)

第 4 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

中級

完成時間大約為17 小時

建議:4 weeks, 3 to 5 hours per week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 4 小時

MODULE 1 - Marketing Principles for Strategic Planning

This module is aimed to deepen the discussion regarding marketing and strategy concepts. And these concepts play a critical role in the sales planning and management functions. A company's managers can perform this role smoothly; another company's managers may have limitations in this process. In the latter case, marketing and sales functions will be misaligned, which reduces the company's value creation potential through the sales. Therefore, this module initiates Course 4 with focus on the marketing foundations that relate to sales. The module's primary learning outcomes are - Improved understanding of the foundations of marketing and how they interact with sales; identify the interactions between marketing related variables and the sales functions; and improved knowledge and skills to support marketing planning through the sales team contributions in product development, pricing, place, and promotions. ...
11 個視頻 (總計 63 分鐘), 12 個閱讀材料, 6 個測驗
11 個視頻
Video 1 - How to Market a Mousetrap7分鐘
Video 2 - Marketing Overview - A Brief History of Marketing6分鐘
Video 1 - Pricing Impact on Sales - Pt 14分鐘
Video 2 - Pricing Impact on Sales - Pt 2 (Pricing Generic Strategies)5分鐘
Video 3 - Pricing Impact on Sales - Pt 3 (Revenue Management)7分鐘
Video 4 - Pricing Impact on Sales - Pt 4 (Improving the Pocket Price)5分鐘
Video 1 - Place & Point of Sales5分鐘
Video 1 - Promotion & Advertising Allowances to Sales Force7分鐘
Video 1 - The Missing "P": The Role of Sales in Product Development7分鐘
Video 1 - Module 1 Wrap-up session2分鐘
12 個閱讀材料
Introducing the History of Marketing Theory and Practice10分鐘
Should Salespeople be given pricing authority?10分鐘
How to effectively avoid and handle objections based on value?10分鐘
Price Elasticity 101: The Necessities and Your Pricing Strategy10分鐘
The power of pricing10分鐘
The Profit Leakage: The Price Waterfall10分鐘
Book: Principles of Marketing10分鐘
Book: Principles of Marketing. Chapter 13.110分鐘
Whitepaper "Friction Between Sales & Marketing in Channel Decisions" - C.Rodrigues10分鐘
The Costly Bargain of Trade Promotion10分鐘
What strategic role does sales play in product design and development - StartUp Sales. Quora, 2011.10分鐘
Involve sales in product development - Jeff Lash. How To Be a Good Product Manager, 2007.10分鐘
6 個練習
Test your learning by doing this quiz12分鐘
Test your learning by doing this quiz16分鐘
Test your learning by doing this quiz8分鐘
Test your learning by doing this quiz8分鐘
Test your learning by doing this quiz10分鐘
Test your learning on this module topics, by doing this graded quiz30分鐘
2
完成時間為 2 小時

Module 2 - Sales & Marketing Harmonization

Welcome to Sales & Marketing Harmonization module. The learning outcomes of this module are - Deeper awareness and understanding of the typical conflicts between marketing and sales; depicting the roots of the conflicts to support more accurate analyses to address them, and integrating the recommendations and prescriptions applicable to mitigate the conflicts' effects or to prevent them from occurring. In this module, you'll go further on the conceptual basis to improve the potential of value creation through the sales functions, by strengthening the cohesion of marketing and sales functions....
5 個視頻 (總計 36 分鐘), 4 個閱讀材料, 3 個測驗
5 個視頻
Video 2 - What Sales thinks about marketers4分鐘
Video 1 - The Typical Conflicts - Harmonizing Sales & Marketing9分鐘
Video 2 - The Typical Conflicts - Harmonizing Sales & Marketing - Interview13分鐘
Video 1 - Sales & Marketing Harmonization Wrap-Up2分鐘
4 個閱讀材料
Sales and Marketing Integration: A Proposed Framework10分鐘
New Commercial Models: What's Working and what's not.10分鐘
Sales and Marketing Integration: A Proposed Framework10分鐘
Sales and Marketing Integration: A Proposed Framework10分鐘
3 個練習
Test your learning through this quiz12分鐘
Test your learning by doing this quiz16分鐘
Test your learning on this module topics, by doing this graded quiz30分鐘
3
完成時間為 4 小時

Module 3 - A Checklist On Sales & Marketing Integration

Welcome to A Checklist on Sales & Marketing Alignment Module. This module's learning outcomes are - Deepen the knowledge of sales & marketing alignment and business success, identifying the level of alignment and what are the gaps to be filled, and analyzing what to do to and implementing the actions to align sales and marketing. By the end of the module, you'll be able to do a critical analysis of the major issues between sales and marketing, identify the roots of the problems, and design alternative approaches to implement to mitigate the consequences and strengthen sales and marketing alignment....
9 個視頻 (總計 58 分鐘), 7 個閱讀材料, 4 個測驗
9 個視頻
Video 1 - Types of Misalignment4分鐘
Video 2 - Strategic Misalignment: Portfolio & Positioning7分鐘
Video 3 - Misalignment: Value & S&T6分鐘
Video 1 - Where does the misalignment reside?7分鐘
Video 1 - Filling The Gaps in The Sales & Marketing Connection: Taking the Alignment to the Next Level5分鐘
Video 2 - Filling The Gaps in The Sales & Marketing Connection: Communication7分鐘
Video 3 - Filling The Gaps in The Sales & Marketing Connection: Structure & Processes8分鐘
Video 1- A Checklist on Sales & Marketing Alignment - Module Wrap-Up session3分鐘
7 個閱讀材料
A Simple Way to Test Your Company’s Strategic Alignment10分鐘
The Ultimate Marketing Machine10分鐘
Ending the war between sales and marketing10分鐘
A Few Words About Jack Trout & Positioning8分鐘
Ending the war between sales and marketing10分鐘
Ending the war between sales and marketing10分鐘
Sales and Marketing Integration10分鐘
4 個練習
Test your learning through this practice quiz18分鐘
Practice quiz to test your learning26分鐘
Practice quiz - Lesson 312分鐘
Test your learning on this module topics, by doing this graded quiz30分鐘
4
完成時間為 4 小時

Module 4 - Strategic Sales Management In Action – the journey goes on

Welcome to Applying Sales & Marketing Alignment Module. In this module, you'll develop a final assignment on the topics regarding sales & marketing alignment. And you'll do it on a real-life business case. The instructions for the final assignment bring the business case; the questions prompts to develop the analyses and the peer-review rubrics that you'll apply to evaluate another Learner's assignment. The primary learning outcome of this module is the design of actions and recommendations that support the alignment of sales & marketing....
4 個視頻 (總計 21 分鐘), 4 個閱讀材料, 1 個測驗
4 個視頻
Rodrigo Antunes, Chief Marketing Officer speaks6分鐘
Case: The Sales Point of View: Walter Miron5分鐘
Instructions for the assignment and peer-review3分鐘
4 個閱讀材料
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel45分鐘
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10分鐘
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10分鐘
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10分鐘
4.5
2 個審閱Chevron Right

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創建者 EHJul 31st 2018

Excellent material. Well presented. Comprehensive.

講師

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Samantha Mazzero

MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
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Nelson Yoshida

Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
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Cesar Rodrigues

Specialist Professor

關於 Fundação Instituto de Administração

A FIA está entre as 3 melhores escolas de negócios do país e no grupo das 55 melhores do mundo, no ranking do Financial Times. Trabalhamos ininterruptamente na geração de conhecimento aplicado e de novas práticas de excelência na Administração. Atuando nas áreas da Consultoria, Educação Executiva e Pesquisa, em 2016, a FIA foi reconhecida/premiada como a melhor instituição com soluções voltadas a Educação Executiva, pela conceituada revista The New Economy....

關於 Strategic Sales Management 專項課程

This Specialization is intended for sales professionals who seek to improve their sales planning and management competencies and skills. Through five courses, you will cover Effective Sales overview, Sales Strategy, Models and Frameworks to Support Sales Planning, Sales & Marketing Alignment, and you will develop a Final Project. By the end of this specialization, you'll have improved your knowledge, competencies, and skills regarding the sales planning process. And you will be able to apply the concepts integrating the sales planning process to the strategy of the company, by bridging the gap between strategy and sales. The potential for value creation through the sales functions will be increased at the end of the Specialization....
Strategic Sales Management

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