MKT30140 Consultative Selling and Negotiations
Academic Year 2023/2024
Delivered primarily on site in the classroom (Covid guidelines permitting). With the possibility of a few online sessions. Regardless of the mode of delivery, attendance and interaction during the live (online or in-class) sessions will be expected and will form part of the continuous assessment. The success of this module and the learning environment depends on a high level of interaction by all.
For any questions please don't hesitate to contact aisling.roche@ucd.ie
This module is designed to provide a knowledge and understanding of the role of negotiations and sales in the marketing environment. It includes the importance of understanding communication styles as well as what influences decision making. This understanding supports the development of a relationship strategy to created customer value in an ethical context. Through interactive, experiential learning in both group and individual situations, the module will also provide the student with the opportunity to analyse their own personal communication style, and equip them with tools to improve their own communication sales and negotiation approaches. The development and role of personal selling in the marketing concept will be developed. Topics covered include The Science Of Selling Communication styles, Selling The Way Buyers Buy, Emotional Intelligence In Sales, Neuromarketing, Buying Motives, Questioning and Virtual Negotiations.
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Curricular information is subject to change
Learning Outcomes:
At the end of this module students should be able to:
Explain the role and importance of the science of selling
Explain the different types of communication styles and why an understanding of these styles is important in a sales context.
Explain the theory of Negotiations and how to apply that theory in a variety of sales contexts
Discuss the importance of understanding buyers motives
Discuss developments in neuromarketing
Explain the challenges and critical success factors in virtual negotiations
Apply these learning’s to their own personal sale styles.
Indicative Module Content:
Introduction to The Science Of Selling
The evolution of selling & the sales and marketing relationship
Selling The Way Buyers Buy
Creating Value Through Relationship Strategies
Communication Styles
Creating Value In Sales & Negotiations
Negations Theory
Negotiations Theory – In Practice
Neuromarketing
The Science of Questioning
Sales Presentation Strategies Both Virtual and In Person
Lectures |
24 |
Specified Learning Activities |
48 |
Autonomous Student Learning |
28 |
Total |
100 |
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Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy
Assignment: End of year individual assignment |
Coursework (End of Trimester) |
n/a |
Graded |
No |
50 |
Continuous Assessment: A combination of individual & group work |
Throughout the Trimester |
n/a |
Graded |
No |
50 |
Carry forward of passed components No
Repeat |
Within Two Trimesters |
Feedback Strategy/Strategies
• Group/class feedback, post-assessment
How will my Feedback be Delivered?
Group written assignment - will receive both group and class feedback.
Individual participation - will receive class feedback
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Lecture |
Offering 1 |
Week(s) - Autumn: All Weeks |
Thurs 14:00 - 15:50 |
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Lecture |
Offering 1 |
Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 |
Thurs 11:00 - 12:50 |
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