MRK648 - Integrated Professional Selling

Outline info
Last revision date 2018-07-20 13:51:05.359
Last review date 2018-07-20 13:51:13.737

Subject Title
Integrated Professional Selling

Subject Description
This subject looks at advanced sales strategies based on selling "value" (from the client's perspective) instead of "focusing on price". The goal is to aid the salesperson at integrating their unique value proposition into the customer-buying cycle in a manner that considers the financial metrics that key decision makers would use in the decision-making process. This subject is ideally suited for students who are currently in sales roles (or who have a strong desire to work in a professional sales capacity) and who have the need to go beyond the basics of selling. Competency at a minimum of grade 12 English is required to be successful.

Credit Status
One full credit.

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

Upon successful completion of this subject the student will be able to:
1. Demonstrate awareness of the client-buying cycle and its influence on the selling cycle.
2. Identify and apply selling strategies that can assess, evaluate and deal with complex situations.
3. Apply the appropriate financial metrics when presenting proposals or delivering presentations to key decision makers.
4. Create well-structured business proposals.
5. Engage with the decision maker to define the situation, the challenge and the ideal solution.
6. Define a strong business or personal value proposition and be able to manage the internal and external influences that can affect it.
7. Demonstrate ethical, legal, and socially acceptable behavior in professional selling situations.

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.

Either MRK319 or MRK320

Topic Outline

  • Understanding the face of client pain
  • The organizational buying cycle
  • Recognizing and defining buyer need
  • The buyer's decision-making process and criteria
  • Buying influences
  • Engaging the buyer's vision
  • Advancing the buyer's vision
  • Financial for non-financial sales
  • The mind of the executive
  • Making the executive call
  • The executive proposal
  • The executive presentation

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

Prescribed Texts
Title:             Solution Selling,  Creating Buyers in Difficult Selling Markets
Edition:       1st
Author:          Michael T. Bosworth
Publisher:     McGraw-Hill Ryerson
ISBN(13):     9780786303151

Reference Material
Title:             Finance for Non-Financial Managers
Edition:        7th
Author:         Pierre G. Bergeron
Publisher:     Nelson Canada
ISBN #:        9780176530839

Additional reading material will be assigned.

Required Supplies

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:

Mid-term test 20%
Case studies, group activities, assignments and reports 30%
Discussion paper and presentation 30%
Final Examination 20%


Program Manager:
Danielle Mercier

Approved by: Jeff McCarthy