The planning and execution of various forms of sales activities is important for companies in the retail and service sector. They create conditions for long-term profitability and competitiveness by influencing the customer's decision-making process, contributing to the company's value proposition. The sales-supporting processes, activities, and techniques which the company uses are about creating attention and interest among current and potential customers as well as making the product/service visible and supporting the direct sales work. This requires that the sales activities are in line with the company's strategy, goals, and brand.
The link between activities and strategy is important, not least because the pressure for change in the retail and service sector is very high and there is strong competition between companies. The development in e-commerce have also led to the fact that sales, marketing communication and sales activities no longer need to be linked to a physical location. Many sales promotion activities take place via omnichannel marketing. This means that sales activities must be studied in a wider context where e-commerce and logistics solutions become important components.
The course also emphasizes the connection between the company's goals and budget, the special characteristics of the different target groups and the choice of sales activities and marketing communication. During the course, theories from previous marketing- and sales-related courses will also be integrated.
