MRK320 - Marketing: Effective Selling

Outline info
Last revision date 2018-07-20 13:51:01.194
Last review date 2018-07-20 13:51:10.642

Subject Title
Marketing: Effective Selling

Subject Description
A career in selling can focus on either industrial or retail sales. This subject deals primarily with industrial selling using ethical and logical techniques that many successful salespeople use in their careers.

Credit Status
One full credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Explain the role of a salesperson, potential career paths and the role of selling activities in an organization and the economy as a whole.

2. Distinguish between different business customers in the following area: consumer, industrial and service industries.

3. Distinguish between features and benefits of their chosen products/service.

4. Describe their customer, their company, and their competition.

5. Describe the process of the strategic selling methods including the consultative, teamwork/partnership roles in a B2B situation.

6. Demonstrate the ability to identify and assess communication styles and how to "flex" their style to build rapport to develop the relationship.

7. Develop, organize and deliver an effective sales presentation.

8. Explain the steps of the selling process.

9. Demonstrate the ability to problem solve in a diverse group situation and to co-operate in group activities as an effective team player.

10. Recognize and apply "needs discovery" skills through appropriate questioning techniques.

11. Set and meet goals by preparing and delivering a sales presentation and be able to negotiate and use various trial closes and different closing techniques.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Recommended knowledge/experience in the marketing field.

Topic Outline
This collection of learning processes will be woven throughout the following Topics: 

  • What is Marketing/Marketing review 
    • The 4'P's, the Theory of Alternatives, the role of personal selling in the Marketing Mix 
  • Introduction to "Disciplined Selling" 
    • The concept of needs satisfaction 
    • Why people and corporations buy 
  • Pre-call Planning and Preparation 
  • The Recognition Process 
    • Identifying the Needs/Needs Finding/Listening
  • The Presentation 
    • Types And Styles
        • Different sales "roles"/knowledge and skill requirements 
        • Determinants of buyer behaviour 
        • Different types of buyers and personalities
        • Features, benefits and proofs 
  • Prospecting Methods
    • Making the approach 
    • Written and verbal forms of prospecting 
    • Post analysis 
  • Handling Customer Objections
  • Closing the Sale

Mode of Instruction
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Blended / Hybrid
Delivery is mixed, blending face-to-face instructions and facilitating out of classroom experiences, group and/or online instructions

This subject is delivered online. This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts

Title:            Selling Today - Creating Customer Value
Edition:        7th CDN Edition
Authors:      Gerald Manning, Barry Reece,  Michael Ahearne, Herb MacKenzie
Publisher:     Pearson
ISBN-(13):    9780133156850
(updated to 7 edition for Summer 2015)       
Title:             ABC's of Relationship Selling
Edition:        6th Edition,
Author:       Mark Valvasori
Publisher:    McGraw Hill
ISBN:        9781259030789

(updated edition winter 2016)

Reference Material

Required Supplies
Students must also have access to video-taping equipment or web-cam..
Video Camera Bookings at Newnham A.V. Services

Types of video cameras

  • Full size VHS video cameras are no longer being manufactured, although we still have a few left in stock.  These cameras use a regular size 1/2" VHS videotape.
  • VHS-C (compact) cameras require a VHS-C videotape (maximum length is 1/2 hour)
  • An adapter is supplied with the VHS-C cameras which will allow the smaller tapes to be played back in any VCR.Your teacher may sign out an adapter from A.V. Services to review your tape at a later date.

Loan periods

  • 2 hours during the day
  • overnight loans may be picked up at 5 p.m. and are due back at 9 a.m. next morning
  • weekend loans may be picked up at 3:00 p.m. on Saturday and are due back at 9 a.m. Monday morning
  • if equipment is not picked up within 1/2 hour of your booking period, the booking will be canceled
  • it is extremely important to return video equipment promptly as many students are using the same equipment.

Important to note
  • students must supply their own blank videotapes (these are available for sale in the Seneca Bookstore)
  • tripods are usually signed out with the video cameras
  • users are encouraged to plug in the video cameras using the AC adapters rather than relying on the camera batteries
  • A.V. staff is pleased to provide instruction in the use of all equipment
  • editing facilities are not available.
  • A.V Services does not have rooms to book for videotaping purposes
  • Students may reserve one of the study rooms in the Library and Learning Commons.  Study rooms are booked in a binder kept at the Circulation Desk.  Sign-up sheets for the following week are placed in the binder at 8:00 a.m. each Thursday morning.  Come early as rooms are booked up very quickly.

How to book equipment
  • in person at the Audio-Visual Service desk
  • via telephone (416) 491-5050 ext 2598 or ext 2065
  • via e-mail to (please include your name, student number, teacher's name and date and time required)


Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:   http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

and Blended (Hybrid) Delivery:

2 Assignments   50%
  20% Assignment #1 Case Study  
  30% Assignment #2 (15% written report, 15% presentation)  
Midterm Test   20%
Final Exam   30%

Online through Centre for Flexible Learning (cFlex)
Case Analysis (3) 15%
Group discussions (4) 16%
Tests (2) 20%
Participation 05%
Presentation (2) 40%
Assignment 04%

For Online Delivery: All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations.

Please retain this course outline document for future educational and/or employment use.

Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso