Module title: Relationship Selling and Customer Value

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: SAL09403
Module leader: Jaylan Azer
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

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2017/8, Trimester 3, Online,
Occurrence: 001
Primary mode of delivery: Online
Location of delivery: N/A
Partner:
Member of staff responsible for delivering module: Tony Douglas
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general
introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will
also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support
your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each
unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own
experiences and learning. You will be encouraged to form your own independent groups and to interact via the VLE through
discussion forums. By actively engaging in the following activities you will be able to achieve the learning outcomes of this
module.
To support your learning, you will have access to:
• A weekly ‘virtual office hour’ – module leaders will be available for synchronous contact.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key points
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs, covering key learning points for each unit
o Podcasts/vodcasts further explaining key concepts (where appropriate)
o Recorded keynote lectures/guest speakers (as appropriate)
o Case Studies and outline solutions
o Two online discussions instigated and moderated by the module leader
o Self-Assessment Questions
o Reflective Exercises
o End of Unit Progress tests
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Examples of assessments - & outline solutions
o A database of Frequently Asked Questions
You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout
the module.

Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies
- the outline solutions will be developed by the module leader and appropriate online feedback will be available automatically
and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.
Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured
in an online reflective portfolio which you will be able to review and print off.

Summative Assessment:
The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the
key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This
will take the form of one piece of assessment, namely a Report 2,500 words).
Sample assessments may be available together with model answers and marking schemes to facilitate self-assessment of
your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 5
Independent Learning Guided independent study 191
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Digital Examination (not Centrally Timetabled) 1 1-4 2 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 3 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 4 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 5 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 6 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 7 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 8 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 9 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 10 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 11 HOURS= 0.5, WORDS= 0
Report 90 1-6 14 HOURS= 0, WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2018/9, Trimester 1, Online,
Occurrence: 001
Primary mode of delivery: Online
Location of delivery: WORLDWIDE
Partner:
Member of staff responsible for delivering module: Tony Douglas
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
You will be provided with responsive, engaging and interactive online learning materials which will include a general introduction to the topic and how to study the module online, together with core academic theory relating to the topic. You will also be directed to a variety of electronic sources including e-books, e-journals and other web-based resources, to support your learning. A mix of reflective exercises, case studies and self-assessment questions (with diagnostic feedback) for each unit will help to engage you in the learning process, and the online materials will encourage you to reflect on your own experiences and learning. You will be encouraged to form your own independent groups and to interact via the VLE through discussion forums. By actively engaging in the following activities you will be able to achieve the learning outcomes of this module.

To support your learning, you will have access to:
• A weekly ‘virtual office hour’ – module leaders will be available for synchronous contact.
• Module specific materials which will comprise of the undernoted:
o A module introduction/overview, including learning outcomes, and summary of key points
o Eleven units of learning - an introductory unit, followed by ten subject specific units.
o Narrated PPTs, covering key learning points for each unit
o Podcasts/vodcasts further explaining key concepts (where appropriate)
o Recorded keynote lectures/guest speakers (as appropriate)
o Case Studies and outline solutions
o Two online discussions instigated and moderated by the module leader
o Self-Assessment Questions
o Reflective Exercises
o End of Unit Progress tests
o Links to core module academic materials; book chapters / journal articles / case materials etc.
o Examples of assessments - & outline solutions
o A database of Frequently Asked Questions

You are encouraged to identify key skills areas and relate these to your own personal and professional development throughout the module.


Formative Assessment:
Formative feedback will be provided throughout the module via feedback on the self-assessment questions and Case Studies - the outline solutions will be developed by the module leader and appropriate online feedback will be available automatically and as soon as the assessment is completed. This will enable you to self-assess your progress and understanding.

Reflective Exercises within each unit will require you to apply theory to your own experience – your reflections will be captured in an online reflective portfolio which you will be able to review and print off.


Summative Assessment:
The End of Unit progress test - (normally 10 questions at the end of each unit, testing your knowledge and understanding of the key concepts within each unit x 10) – 10% of final module mark. End of Module Assessment – 90% of final module mark. This will take the form of one piece of assessment, namely a Report 2,500 words).

Sample assessments may be available together with model answers and marking schemes to facilitate self-assessment of your knowledge and understanding, and identification of areas of weakness to aid your preparation for assessment.



Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Online Groupwork (Scheduled) 4
Online Guided independent study 5
Independent Learning Guided independent study 191
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Digital Examination (not Centrally Timetabled) 1 1-4 2 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 3 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 4 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 5 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 6 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 7 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 8 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 9 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 10 HOURS= 0.5, WORDS= 0
Digital Examination (not Centrally Timetabled) 1 1-4 11 HOURS= 0.5, WORDS= 0
Report 90 1-6 14 HOURS= 0, WORDS= 2500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Description of module content:

This module introduces the key models and concepts of relationship selling. It evaluates and appraises what professional selling is and means and the importance of the relationship between the buyer and the seller. It evaluates and appraises how value is both created and mobilised within the organisation, between both buyer and seller. In addition the importance of CRM technology in sales and the emergence of digital marketing and social selling are explored. Finally trust in ethical selling is evaluates and appraises together with important cultural challenges.

In this module you will have the opportunity of undertaking a mini case study and undertake a piece of reflective work pertinent to your current or previous sales/ selling role and company and industry sector and/ or to the company/ industry sector to which you belong/ belonged. You will be assessed via two elements that make up one component: MCQs and a piece of written work, a Report.
UNIT 1 – Professional selling
This unit provides a brief introduction to what professional selling is, and means to both seller and buyer, and why it is still of considerable relevance today despite the introduction of technology
UNIT 2 – Buyer and seller relationships
This unit introduces buyer and seller relationships from both perspectives, looking at the importance of maintaining good working relationships and reflecting on what happens when there is a breakdown of trust
UNIT 3 – Creating Value
This unit captures an understanding of the oft over used expression of ‘value’. It explains what this means or should mean to both seller and buyer
UNIT 4 – Mobilising Value
This unit discusses how sellers can mobilise / leverage value in the buyer-seller relationship to both secure and maintain business that is optimal for both parties
UNIT 5 – CRM technology in sales
This unit introduces the considerable advances in technology available to sales/ selling teams, how this is harnessed and used to help ensure efficiency and effectiveness in the seller-buyer relationship
UNIT 6 – Sales skills activity
This unit will provide you with an opportunity to undertake a short sales skills activity on the topic of the relationship selling and customer value
UNIT 7 – Digital marketing and social selling
This unit discusses use and value of digital selling and social selling which in recent years has become the norm and is changing at a fast rate
UNIT 8 – Ethical issues in relationship selling
This unit focuses upon the importance that ethical behaviour plays in particular between seller and buyer and selling organisation and the buying organisation, and how this affects the relationships between the parties
UNIT 9 – Cultural challenges in relationship selling
This unit discusses the importance that culture plays in relationships especially in relation to international selling scenarios, and how to engage in seller-buyer meetings respectfully
UNIT 10 – Reflective exercise

Learning Outcomes for module:

Upon completion of this module you will be able to
LO1: Evaluate and appraise models and concepts of the relationship selling and customer value within the context of ethical selling and cultural differences
LO2: Evaluate and appraise the role of a professional sales person and the buyer and seller relationship dynamic
LO3: Evaluate and appraise how to both create value and mobilise value in the relationship between buyer and seller
LO4: Evaluate and appraise CRM technology’s role in selling and the emergent digital marketing/ social selling proposition
LO5: Reflect on your own or your company’s practice
LO6: Apply some sales theory to practice by demonstrating you have sourced and evaluated business collateral and some academic literature into relationship selling and customer value

Indicative References and Reading List - URL:

Please contact your Module Leader for details
Click here to view the LibrarySearch.