Sales Management

Commerce & Business Administration
Course Code
MARK 4410
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method(s) Of Instruction
Course Designation
Industry Designation
Typically Offered
To be determined


Course Description
This is a comprehensive course in sales management principles and methods featuring allocation of priorities to the company's sales objectives and responsibilities; formulation of sales policy; tasks of planning, organizing, staffing and controlling the work of the field sales force. Understanding the human dynamic in managing salespeople and discussing some of the opportunities and challenges that sales managers face in their day-to-day work. Discussing the role of sales management in the broader corporate environment and the career opportunities that are available working in the sales and sales management functions. The course also reinforces the need for sales managers to display strong ethical behaviour with customers and employees alike.
Course Content
  1. The field of sales management and its role in the corporation.
  2. Functions of sales management.
  3. The skills required to properly select salespeople and to deal with those that are not performing as expected.
  4. Techniques for the proper training and motivation of the sales force.
  5. Understanding the strengths and weaknesses of various types of compensation plans and expense policies for the sales force.
  6. Proper supervision and management of sales force.
  7. Maintaining morale and instilling the right types of motivation for sales force.
  8. The design of sales territories and routings.
  9. Understanding the various techniques for sales forecasting and establishing quotas.
  10. Learning some of the methods of conducting proper sales analysis.
  11. Effective evaluation methods for providing positive feedback to the sales force performance.
  12. Understanding the realities of sales management in terms of managing ambiguity as well as conflicting directions within an organization.
Learning Activities

Instruction will consist of lectures, videos and case studies.  Students are required to present their work using professional presentation techniques, and to develop a comprehensive sales force plan.

Means of Assessment
Quizzes  20%
Cases  20%
Midterm examination       25%
Project  25%
Participation  10%
Total 100%


Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.

Learning Outcomes

At the end of the course, the successful student should be able to:

  1. explain the basic principles of sales management;
  2. demonstrate an understanding of the role of the sales force as a part of the marketing mix;
  3. apply in a competent manner sales management tools such as sales forecasting, sales compensation methods, sales budgeting, sales reports, routings, quotas, sales analysis, and evaluation of performance by means of a team project that creates a sales force plan.
  4. understand the role of the function of sales management in the corporate structure.
Textbook Materials

Textbooks and Materials to be Purchased by Students

Stanton, W. J., Spiro et al.  Management of the Sales Force, Latest Ed.  McGraw Hill or equivalent text.



MARK 1120 and MARK 2150 and (CMNS 1115 or any English UT course)

OR MARK 1120 AND MARK 2150 AND active in one of the following:
PBD Digital Marketing
PDD Marketing
PDD Sales


MARK 1120 AND active in one of the following:
PBD Hospitality Services Management
PDD Hospitality Marketing


No corequisite courses.


No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see

Institution Transfer Details for MARK 4410
Camosun College (CAMO) CAMO MARK 435 (3)
Capilano University (CAPU) CAPU BMKT 366 (3)
Langara College (LANG) LANG MARK 2XXX (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU BBUS 3XXX (3)
University of Northern BC (UNBC) UNBC COMM 2XX (3)
University of the Fraser Valley (UFV) UFV BUS 422 (3)
University of Victoria (UVIC) UVIC COM 2XX (1.5)
Vancouver Island University (VIU) VIU MARK 4th (3)

Course Offerings

Fall 2023