This course teaches you how companies actually win in the marketplace — and how Sales is at the heart of it.
You will develop the tools, mindset, and real-world skills to succeed in what is arguably the most mission-critical function of any organization: driving growth through customers.
You will explore how leading companies are transforming Sales into a strategic function, blending people skills with data-driven planning and cutting-edge methodologies. You will learn how sales professionals act not just as sellers, but as leaders and trusted advisors to clients.
Throughout the course, you will build expertise in three key areas.
First, in Strategic Sales Management, you will understand how the role of Sales is evolving into a value-creating function at the very core of business success. You will learn how to design and manage customer-centric commercial organizations, and how to build compensation systems, performance plans, and sales forecasts that align incentives with organizational goals.
Second, in Consultative Selling and Key Account Management, you will master the modern skill set of high-performing salespeople, acting as collaborators, advisors, and problem-solvers rather than traditional closers. You will develop the ability to plan, manage, and optimize the sales pipeline to consistently exceed targets, manage high-priority customers through effective Key Account Management strategies, and apply negotiation principles to win deals while preserving value.
Third, in Practical Application and Real-World Insights, you will engage directly in the practice of selling through simulations of real sales conversations, taking both the seller and buyer perspectives. You will also interact with guest speakers and real-world cases, gaining firsthand insights that bridge theory and practice.
The course will include fact-based decision making, which is no longer optional, especially in Sales.

By the end of the course, students will develop a comprehensive understanding of the evolving role of Sales as a strategic and professional function within modern organizations. They will achieve specific learning outcomes across five core areas:

1. Sales strategy and market dynamics
Students will analyze how changing market conditions are reshaping the role of sales as a critical business function and professional career path, and explain how sales activities contribute to achieving business and marketing objectives in complex and competitive environments.
2. Sales organization design, management, and incentives
They will understand and apply the key components of a modern sales management system, from organizational structure to operational execution. They will learn how to design, specialize, and size a sales force aligned with organizational goals, customer potential, and market characteristics, and will develop effective sales performance incentive systems to foster motivation, alignment, and sustainable results.
3. Pipeline optimization and customer management
Students will learn how to plan, monitor, and optimize a sales pipeline to support consistent revenue generation and reliable performance forecasting. They will also develop the ability to identify and manage high-priority customers through effective Key Account Management strategies.
4. Sales skills and consultative approach
They will define the roles, skills, and success factors that drive high-performing sales teams, and demonstrate mastery of the consultative selling approach, focusing on building long-term customer value through trust-based relationships.
5.  Industry insights and practical application
Students will engage with guest speakers and real-world cases, gaining direct exposure to industry practices and bridging theoretical learning with practical realities. Toward the end of the course, they will apply their knowledge in simulated sales conversations, putting into practice the skills and concepts developed throughout the program.

Class attendance is highly recommended as most of the topics are covered in-class with instructor's slides, discussions, exercises.
An 80% participation rate is mandatory.
After 6 unexcused absences, the student will be unable to participate in the final project, losing all the points assigned to the final project.
Responsible and active contribution to group projects is mandatory. A student peer-review, to measure contribution of each team member to group projects, will be included in the final exam.
In case of an unexcused absence on the day of a graded assignment, the student will lose all the points of the graded assignment, unless absence is excused through a petition to the Dean's Office prior to the assessment day.

The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.