Extension studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

10 cr

Competency aims

In this study unit the focus lies on the following

Competence to perform the various tasks within
personal selling both in an analogue and in a
digital market environment.

Competence to independently improve knowledge and
skills in personal selling.

SDG's in focus: 3

Learning outcomes

Upon completion of this study unit:

You can explain what personal selling is and its
role in a
business and describe what tasks belong to
personal selling. (Knowledge)

You define your strategic position with a customer
and based on this be able to
choose a suitable approach towards each customer.

You search for new potential customers and develop
relationships with the current
customers. (Skills)

You prepare meetings with both new and current
customers and carry out the sales
process in an analog and in a digital market
environment. (Skills)

You can always meet the customer in a pleasant way
and interpret the customer's
speech and body language and be able to give an
appropriate speech and body language.

You are able to choose a suitable outfit for
different situations. (Skills)

You have acquired the art of listening to the
customer, asking relevant questions and
applying appropriate questioning techniques to
clarify the customer's situation and
needs as well as what things affect the customer's
decision. (Skills)

You create customer-oriented sales arguments, be
able to present the arguments at the
right time and in the right way as well as handle
objections from the customer and
tactical approaches that a customer can apply.
(Knowledge, Skills)

You negotiate and connect the customer to a
collaboration. (Skills)

You are able to end a sales process, manage and
follow up on a purchase but also
manage a situation with an opposite outcome.

You can handle complaints. (Skills)

You can independently develop your knowledge and
skills in personal sales. (Approach)

Prerequisites and co-requisites

All the courses from the first year must be

Previous course names


Additional information

Attendance at the introduction lecture is mandatory.
Students who are not present will be rejected from
the study unit. Attendance at guest lectures is

Recommended or required reading

Contemporary Selling ? Building Relationships,
Creating Value
Mark W. Johnston, Greg W. Marschall, 2013, 4th
Edition, Routledge

Inbound Selling: How to Change the Way You Sell to
Match How People Buy
Brian Signorelli, 2018, John Wiley & Sons,

Other material that will be handed during the

Study activities

  • Lectures - 32 hours
  • Practical exercises - 15 hours
  • Individual studies - 223 hours


  • Total workload of the course: 270 hours
  • Of which autonomous studies: 270 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Multiform education

Assessment methods

  • Exams (written-, oral-, home-)
  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

For a passing grade, the student must complete at
least 100 credits of the course's maximum 200
credits and perform all homework, exercises,
presentations and exams with credits that correspond
to a pass.


  • Henriksson Robert
  • Kietz Tove


Henriksson Robert

Group size

No limit

Assignments valid until

12 months after course has ended

Assessment methods

  • Date of examination will be announced later - Exams
  • Date will be announced later - Demonstrations and presentations
  • Date will be announced later - Reports and productions

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