MSc in Marketing and International Business

Second Term

MIB604 - Sales and Retail Management

=

Brief Course Description

Organizations get in touch with customers through mainly the direct contacts by salespeople or the indirect contacts by marketing intermediaries such as retailers. This course is to acquaint students with the knowledge of two important managerial areas in order to tackle the challenges of developing sustainable customer relationships: sales management and retail management. Sales management, the first component of this course, is to introduce to the students the principles, concepts and challenges in managing a team of salespeople. Key topics include the role of personal selling in managing buyer-seller relationship, types of sales organization, and issues in recruitment, training, compensation, motivation and evaluation of sales performance. Retail management, the second component of this course, is to explore how retailers respond to the threats and opportunities in the fast changing retail environment. The topics to be examined include the nature and importance of retailing and the various retail institutions emerged today, developing a retail strategy through strategic planning, shopping attitudes and behavior, retail operations management and merchandise management. On completion of the course, students are expected to apply what they have learnt in the class to handle the business situations and problems encountered after graduation.

 

Lecturer

Second Term
Dr LEUNG Lai-Cheung, Leo    

===

Download Areas

 
         - Course description and schedule

===
=

Last Updated: 21 Aug 2019

=

Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk