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Course Description

Today’s customers are sophisticated buyers with access to plenty of information to make an informed buying decision, which can pose challenges to new or small business owners. This course is designed for individuals interested in running their own business who wish to attract leads and convert them into customers. Students will examine the elements of the marketing mix and how they apply to traditional and digital spaces, lead acquisition tactics and how to use personal selling and communications to create trust, overcome buying objections and create loyal customers.

Course Details

By completion of this course, successful students will be able to:

  • Describe how to collect competitive intelligence to assist with marketing and sales functions
  • Identify how to market and promote the small business to create new leads
  • Recognize the difference between marketing and selling, and how to integrate both disciplines to generate revenues
  • Evaluate the sales process, alternative approaches to personal selling and how personal selling is a marketing tool
  • Create a strategic plan that addresses buyer behaviour, communication planning, and strategic prospecting
  • Plan sales scripts and presentations which establish trust, overcome objections and earn commitment
  • Expand customer relationships and assess customer satisfaction
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Type
Online Synchronous
Days
Sa
Time
9:00AM to 12:00PM
Dates
Sep 14, 2024 to Dec 07, 2024
Schedule and Location
View Details
Hours
30.0
Delivery Options
Online Synchronous  
Course Fees
Flat Fee non-credit $979.00
Reading List / Textbook
No Textbook Required. 
Recommended Texts
Title: Essentials of Business Analytics Edition: 2017 Authors: Jeffrey D. Camm; James J. Cochran; Michael J. Fry Publisher: Cengage Learnin Print ISBN: 9781337015622, 1337015628 eText ISBN: 9781337015622, 1337015628 Title: Getting Started with Business Analytics: Insightful Decision-Making Edition: 2013 Authors: David Roi Hardoon, Galit Shmueli Publisher: Chapman and Hall/CRC ISBN: 978-1439896532 Please note: ICT textbooks are not available through the University of Calgary bookstore.
Section Notes

Classes are held online in real time (Mountain Time) at the specified time and dates.

You will require access to a computer with an Internet connection, a headset with speakers and microphone, webcam, and a monitor large enough to display multiple applications (or the use of two monitors).

This course uses:

  • Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L.
  • Zoom web conferencing software.
  • A virtual lab with VMware Horizon, a platform that provides access to virtual applications including the latest software for the course. You will be provided with a VMware account and login information once the course starts.

For the best experience, your computer and internet connection should meet certain requirements. See the recommended requirements...

For more information, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students registered on (or after) the start date will receive access within one day of registration.

Students unfamiliar with online learning are encouraged to take our free Digital Skills for Learning Online course.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.

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