This program aims at providing an in depth knowledge and understanding of the ‘Sales & Marketing’ Function’ with a focus on the service industry. The modules are designed to equip students with a thorough insight of all the related elements which essentially enable them to discharge the role of a sales executive and eventually as a sales and marketing manager. The program will focus on the operational, as well as the non-operational facets. Aspects like buyer behaviour, market research; sales promotion techniques, financial analysis, fundamentals of personal selling, understanding of revenue management and online marketing will be embedded in the curriculum. The program is targeted towards students with a Bachelor degree in any field with an aspiration to become a ‘sales & marketing manager’.
The program is spread over three semesters and will cover the following subjects.
A brief snapshot of the modules of the program is given below –
Fundamentals of selling (basic skills)
This core module aims to build an understanding of the selling process and the skills that any sales person must have to perform in the field. The module continues into the second semester (advance skills) to build on the foundations laid in the first semester. From prospecting to qualifying to handling objections, the module delves on the core components of a typical sales cycle. The importance of planning as a tool that helps in setting challenging yet realistic goals and then working to achieve them through an understanding of territory management is a part of the desired learning outcomes of this module. Communication and listening skills are interlinked with the role of a sales person as a core competency for successful selling.
Fundamentals of selling (advanced skills)
This advance module aims to build upon the basic module to build competencies that would enable a sales executive work towards a larger role as a future sales manager, expected to lead a team of sales executives. In a dynamic marketplace, the strength of the selling arm of a business is a critical success factor. Skills like delegation, time management and teamwork are critical attributes required in any sales person. Being able to motivate peers and subordinates to achieve goals, assessing performance in a structured manner and making appropriate decisions based on the same are also skills that are discussed in this module. The module offers a macro perspective on the function that should allow a sales person to view a sales manager’s role with certain clarity.
Financial Skills for Profitable Selling
Financial analysis and evaluation is an essential skill for sales managers in the hospitality industry. This module provides students with an introduction to various aspects of finance. By the end of the module, students will understand the key features of management accounts, be able to perform basic analysis enabling them to interpret operational performance. Through the use of relevant business scenarios they will explore the sales manager’s role in the realms of the key areas of revenue, expenditure and asset utilization. They will also acquire the excel skills to support financial business decision making.
Revenue Management Basics
Revenue management is an essential holistic operations management approach that encompasses the management of distribution, customer relationships, inventory and price control to ultimately enhance a firm’s long term profit. Almost all hotel, travel and tourism operations share most of the following characteristics – relatively fixed capacity, perishable inventory, services that are sold in advance, fluctuating demand from a variety of markets, relatively low marginal sales costs and high fixed costs. In these circumstances similar methods for optimizing revenue (sales) and profits have been developed. This module introduces these methods and develops students’ ability to apply them.
Understanding E-Selling and Distribution
The role of electronic media has become very crucial today as a selling tool as well as a well entrenched platform for distribution. Identifying and optimizing different E-selling tools is fast emerging as a differentiator of the selling strength of a hospitality business. In this module, students will develop understanding of different electronic channels, their internal operations, e-vendor identification etc. It will also include work on some successful cases of E-hospitality Business. It will enable them to survive in a dynamic market saturated with competitors and substitutes.
Understanding of the human psychology and its expression in the buying behaviour that is seen in individual consumers as well as institution or business based buying is the focus of this module. With the socio-cultural context changing rapidly, responding to changes in gender equity, purchasing power shifts and demographic changes becomes important for a hospitality business. Also, enablement and impact of the internet for buying decisions is a critical area for research in buying behaviour. This module will enable students to deploy this knowledge to strengthen selling and marketing skills for self and team.
Research & Market Intelligence
Not a taught module. Students will be assigned a research topic in semester 1. Based on secondary research, students will submit a research paper/ project at the end of the second semester. They will have a Mentor to guide them on this component.
Domain Related Published Research at Vedatya
- Rishi, Meghna and Singh, Anjana (2011)“Innovations in Mobile Application: Emerging Trends” proceedings of the first International Conference on Computing Business Applications and Legal issues organised by IMT Ghaziabad and Winona State University, USA on March 3-4, 2011 in New Delhi.
- Singh, Anjana and Munjal, Sandeep (2013) “Emerging revenue management practices and its challenges: Indian luxury hotelier’s perspective proceedings of the International conference on Global Competitiveness and Corporate Governance Imperatives in Emerging Economies which is being organized by Ansal University (School of Management studies) on February 15-16, 2013
- Anjana Singh and Bandana Rai (2014), “Conception of Sustainable Accommodation Practices in Hotel For Tomorrow: in Jauahari, V. (2014) for the book, “Managing Sustainability in the Hospitality and Tourism Industry: Paradigms and Directions for the Future”, Apple Academic Press, Inc., USA.
- Anjana Singh and Kamal Manaktola (2015), “Driving value through pricing: Strategies adopted by managers in price sensitive and fierce competitive markets: in Jauhari, V. (2015) for the book, “Creating Memorable Customer Experiences-Insights from Hospitality Sector”, Apple Academic Press, Inc., USA.
- Birdie,A.K (2015) “Impact of using E services on customer’s Satisfaction and subjective Well being of tourist and Hospitality customers in India” accepted in 8th International conference of Services Management, Nov28-30,DC Washington.
Know more about the course here