TTA-15077 Managing Operative Sales, 5 cr

Person responsible

Jouni Lyly-Yrjänäinen


Implementation Period Person responsible Requirements
TTA-15077 2018-01 2 Jouni Lyly-Yrjänäinen
Week exams 5/7, learning diaries 3/5 and active participation in the sales negotiation exercise.

Learning Outcomes

The objective of the course is to understand the nature of operative sales in B2B markets and the key concepts in business development in global B2B networks. After the course students (1) understand the key characteristics of B2B markets and operative sales processes. In addition, students are familiar with the basic concepts and tools used in the planning, management and improvement of the operative sales processes in B2B context. Guest lecturers will be used to illustrate what development of sales practices and processes mean in practice. To support business development in business networks, the course also includes elements of financial and management accounting, focusing on concepts relevant to sales professionals with the special emphasis on value creation and value capture. Thus, after the course students (2) are able to apply contribution and full costing in simple pricing situations. The students also understand basic principles how business potential of a new offering or a new market can be quantified and are able to use that knowledge in budgeting process. Finally, the students are able to apply financial key ratios to analyse income statement and balance sheet in order to evaluate and prioritize existing and potential customers. Selling technology-intensive products and services requires close collaboration with customers in order to help customers solve complex problems, making sales professionals almost consultants. To support that, the course also contains exercise on face-to-face sales negotiation to enable students to evaluate their current communication skills and potential areas of improvement. Thus, after the course students (3) understand principles of good business interaction, are able to prepare and give a short 'pitch' focusing on essential elements from the customer's point of view and are aware of areas in business communication that still need improvement.


Content Core content Complementary knowledge Specialist knowledge
1. UNDERSTANDING B2B ENVIRONMENT Characteristics of B2B Markets -customer value emphasised -market structure -product characteristics -purchasing behaviour -sales and distribut Analysing Business Potential -business networks and clusters -quantifying business opportunities -competition and market share -potential into demand forecast   -derived demand as a tool to estimate business impact of technology discontinuity -derived demand as a tool to estimate business potential of a new geographical market   
2. SALES AND SALES MANAGEMENT Sales - Solving Problems for Customers -finding and evaluating leads -getting to know potential customers -cold calls -communicating customer benefits -closing Understanding Pricing -pricing and profitability management -pricing process in B2B context -contribution and full costing -payment terms and cash discounts Sales Management -variations in the sales processes -managing the sales force -sales budgets and sales reports -sales planning cycle Selling through Distributors -different types of distributors -pricing when using distributors -working with distributors -impact on working capital and risk  -building sales material for effective communication in practice -changing revenue models for value capture -animation as a tool to demonstrate value potential -leads as a tool to measure dealer activity in the market   
3. SALES IN GLOBAL B2B ENVIRONMENT Becoming International -different ways of exporting -internationalisation process -Global key account management -incoterms  -need to adapt market offering and communication when entering a new geographical market   

Instructions for students on how to achieve the learning outcomes

Active participation and preparation for the week exams.

Assessment scale:

Numerical evaluation scale (0-5)

Partial passing:

Completion parts must belong to the same implementation


Course Mandatory/Advisable Description
TTA-11017 Basics of Industrial Management Mandatory    

Correspondence of content

Course Corresponds course  Description 
TTA-15077 Managing Operative Sales, 5 cr TTA-15076 Managing Operative Sales and Sourcing in Global B2B Markets , 4 cr  

Updated by: Baggström Minna, 12.11.2018