1.

Course Title: SALES FORCE MANAGEMENT

2. Course Code: COM3004
3. Major: Commerical Business Management
4. Concentration: General Business Administration
5. Credit Number: 3 credits
6. Level: Undergraduate
7. Prerequisite: MKT2001-Principles of Marketing
8. Course Aims:
Sales force management is a specialized management science that studies the skills
and processes of managing an enterprise’s sales force from determining sales force goals
to organizing, leading, and controlling the sales force to achieve the goals set by the
business.
The course includes the following main contents: (1) Overview of sales force
management; (2) Objectives of sales force; (3) The structure and size of sales force; (4)
Identify sales territory; (5) Organize the seller's work on sales territory; (6) Recruiting and
training the sales force, (7) Policies and methods of remuneration for sellers; (8) Sales
force assessment.
9. Course Learning Outcomes (CLO)

CLO Bloom
No Course Learning Outcomes Taxonomy’s
Code
Level

1 CLO1 Interpret the major concepts in sales force management 2

2 CLO2 Divide sales territory for employees 3

Analyze arising issues relevant to each stage of the sales

3 CLO3 3
force management process

4 CLO4 Build a sales force management plan 3 (PI3.2) (F)

Forming skills of teamwork, criticism, presentation,

5 CLO5
communication, and decision making

Matrix showing the alignment of Course Learning Outcomes (CLO) with Program
Learning Outcomes (PLO)

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 Course
Learning

PLO1

PLO2

PLO3

PLO4

PLO5

PLO6

PLO7

PLO8

PLO9
Outcomes/
Program
Learning
Outcomes

CLO1 I

CLO2 M

CLO3 M

CLO4 F

CLO5 M

Overall F M

10. Student Responsibilities:

- Actively involve class, read lecture materials in advance, always be punctual and
follow careful plans confirmed by lecturers, and complete group and individual
assignments or projects as well as presentations in class.

- Participate in The Final Exam organized by Educational Testing and Quality

Assurance Office.

- Volunteer for studying, be faithful to do assignments, respect all individuals, abide

by classroom rules, and keep in touch with classmates and lecturers regularly.

11. Course Materials:

TL1. Sales Force Management, Mark W. Johnston and Greg W. Marshall, 13 th
Edition, Routledge, 2021.
TL2. Selling and Sales Management, Jobber, D. and Lancaster, G, 10 ed. Pearson,
2015.
TL3. Sales Management Building Customer Relationships and Partnerships. Hair, J.
F, Anderson, R. A, Mehta, R, and Babin, B. J., Houghton Mifflin, 2015.

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 TL4. Selling Management, Vu Minh Duc and Vu Huy Thong, National Economic
University Publisher, 2018.
TL5. Powerpoints and other materials by lecturers.
12. Grading Policy: Credit-Based System.
13. Detailed Course Content.

CHAPTER 1
OVERVIEW OF SALES FORCE MANAGEMENT
1.1. Overview of selling
1.1.1 Concepts of selling
1.1.2 The role of selling
1.1.3 The significance of selling
1.1.4 Sales skills
1.1.5 Types of selling
1.1.6 The characteristics of selling
1.2. Overview of sales force
1.2.1 Definition of sales force
1.2.2 Types of sales force
1.3. Sales force management
1.3.1 Concepts of the sales force management
1.3.2 Process of the sales force management
1.3.3 Build targets for the sales force
1.3.4 Organize sales force
1.3.5 Develop sales force
1.3.6 Exam and control sales force
1.4 Effects of external environment on sales force management
1.4.1 Economic environment
1.4.2 Political and legal environment

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 1.4.3 Technological environment
1.4.4 Cultural environment
1.4.5 Natural environment
1.5 Effects of internal environment on sales force management
1.5.1 Sales force management and company strategy
1.5.2 Sales force management and marketing management
1.5.3 Sales force management and distribution management
1.5.4 Sales force management and human resource management
1.5.5 Sales force management and financial management
Learning Materials
TL1. Chapter 1, Sales Force Management, Mark W. Johnston and Greg W.
Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 1, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.
TL3. Other Materials provided by Lecturers.

CHAPTER 2
DETERMINATION OF SALES FORCE TARGETS

2.1. Selling targets

2.1.1 Company objective and selling targets

2.1.2 The nature of selling targets

2.2. Types of selling targets
2.2.1 Target on sales - output
2.2.2 Target on market coverage
2.2.3 New customer development goals
2.2.4 Market share target
2.2.5 Profit target
2.3 Selling quotas

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 2.3.1 Concepts
2.3.2 Classify selling quotas
2.3.3 The purpose of selling quotas
2.3.4 Policies to identify selling quotas
2.3.5. Build selling quotas
2.4 Methods of sales forecasting
2.4.1 Subjective methods of forecasting
2.4.2 Objective methods of forecasting
2.4.3 Moving average
2.4.4 Exponential Smoothing
2.4.5 Decomposition
2.4.6 Choosing a forecasting method
Learning Materials
TL1. Chapter 5, Sales Force Management, Mark W. Johnston and Greg W.
Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 3, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.
TL3. Other Materials provided by Lecturers.

CHAPTER 3
STRUCTURE AND SIZE OF SALES FORCE

3.1 Salesforce types

3.1.1 Based on ownership characteristics

3.1.2 Based on flexibility

3.1.3 Based on the seller's legal status

3.1.4 Criteria for selecting the type of selling force

3.2 Own sales force structure

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 3.2.1 Analysis of applicable conditions

3.2.2 Structure selection

3.2.3 Standardization of job titles

3.3. Determine the size of the sales force

3.3.1 Principles of determining the number of sellers
3.3.2 Determine the number of sellers
Learning Materials
TL1. Chapter 4, 5, Sales Force Management, Mark W. Johnston and Greg
W. Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 4, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.
TL3. Other Materials provided by Lecturers.

CHAPTER 4
DIVIDE SALES TERRITORY

4.1. Sales Territory

4.1.1 Concepts of sales area
4.1.3 Divide sales territory
4.1.4 The goal of dividing sales territory
4.1.5 The criterion of dividing sales territory
4.2 Determine the sales territory
4.2.1 Base unit selection
4.2.2 Find information about customers in the base unit
4.2.3 Define basic territories
4.2.4 Align salespeople into the right territory
4.3 Frequency of meeting with customers
4.3.1 The basis for determining the frequency of meeting with customers

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 4.3.2 Determine the frequency of meeting with customers
Learning Materials
TL1. Chapter 6, Sales Force Management, Mark W. Johnston and Greg W.
Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 5, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.
TL3. Other Materials provided by Lecturers.

CHAPTER 5.
ORGANIZATION OF SALES FORCE
5.1 Organize itineraries
5.1.1 The Journey of apricot blossom
5.1.2 Chrysanthemum journey route
5.1.3 Straight route
5.1.4 Spiral route route
5.1.5 Line itinerary zig-zag
5.1.6 Detour route
5.2 Organization of physical means
5.2.1 Visualize customer location
5.2.2 Building a route summary table
5.2.3 Organize customer meetings
5.2.4 Prepare a list of documents
5.3. Organize your sales schedule
5.3.1 Allocate working time
5.3.2 Analysis of the sales schedule plan
5.3.3 Principles of optimal time management
5.3.4 Time management skills
Learning Materials

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 TL1. Chapter 6, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.
TL1. Other Materials provided by Lecturers.

CHAPTER 6
RECRUITMENT AND TRAINING SALES FORCE

6.1. Sales force recruitment

6.1.1 Sales force recruitment concept
6.1.2 Recruitment process
6.1.3 Need assessment
6.1.4 Recruitment preparation
6.1.5 Recruitment organization
6.1.6 Select candidates
6.1.7 Integrate new sellers
6.2. Seller training
6.2.1 Salesforce training and coaching concept
6.2.2 Training classification and sales force training
6.2.3 Training progress
6.2.4 Assessment of training needs
6.2.5 Define training goals
6.2.6 Designing training programs
6.2.7 Implement training program
6.2.8 Evaluation of the training program
Learning Materials
TL1. Chapters 7,9,10, Sales Force Management, Mark W. Johnston and
Greg W. Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 7, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.

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 TL3. Other Materials provided by Lecturers.

CHAPTER 7
INCOME AND MOTIVATION FOR THE SALES FORCE

7.1 The concept of motivation and sales force driving

7.1.1 Work motivation concept

7.1.2 The concept of incentives

7.1.3 Salesforce demand

7.1.4 Principles of building promotion policies

7.2 Financial policies boost the sales force

7.2.1 The importance of remuneration

7.2.2 Hard salary policy

7.2.3 Commission policy

7.2.4 Bonus

7.2.5 Combination policy

7.2.6 Other financial compensation policies

7.3. Non-financial policies boost the sales force

7.3.1 Work environment

7.3.2 Leadership activities

7.3.3 Evaluation activities

7.3.4 Spiritual encouragement

7.4. Assignment

Learning Materials
TL1. Chapter 11, Sales Force Management, Mark W. Johnston and Greg W.
Marshall, McGraw-Hill Higher Education, 2016
TL2. Chapter 8, Selling Management, Vu Minh Duc and Vu Huy Thong,
National Economic University Publisher, 2018.

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 TL3. Other Materials provided by Lecturers.

CHAPTER 8

SUPERVISE AND EVALUATE THE SALES FORCE

8.1 Supervise the sales force

8.1.1 The importance of supervising the sales force

8.1.2 Relevant factors

8.1.3 Forms of supervising the sales force

8.2 Evaluate the company's sales performance

8.2.1 Overview of evaluating the company's sales performance

8.2.2 Audit of sales activities

8.2.3 Sales Analysis

8.2.4 Analysis of cost of sales

8.2.5 Profit analysis

8.2.6 Productivity Analysis

8.3 Sales force assessment

8.3.1 Purpose of sales force assessment

8.3.2 Sales force assessment approach

8.3.3 Evaluation criteria

8.3.4 Sales performance evaluation requirements

8.3.5 Evaluation methods

Learning Materials

TL1. Chapter 12,13, Sales Force Management, Mark W. Johnston and Greg
W. Marshall, McGraw-Hill Higher Education, 2016

TL2. Chapter 9, Selling Management, Vu Minh Duc and Vu Huy Thong,

National Economic University Publisher, 2018.

TL3. Other Materials provided by Lecturers.

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 14. Matrix showing the alignment of Course Learning Outcomes (CLO) with Course
Content

CLO1

CLO2

CLO3

CLO4

CLO5
CHAPTER

Chapter 1. Overview of the sales force management X X

Chapter 2. Determination of the sales force targets X X X
Chapter 3. Structure and size of the sales force X X X X X
Chapter 4. Divide sales territory X X X X X
Chapter 5. Organization of the sales force X X X X X
Chapter 6. Recruitment and training of the sales force X X X
Chapter 7. Income and motivation for the sales force X X X
Chapter 8. Supervise and evaluate the sales force X X X

15. Matrix showing the alignment of Course Learning Outcomes (CLO) with
Teaching Learning Methods (TLM)
N TLM Teaching Learning TLM CL CL CL CL CL
o Code Method Group O1 O2 O3 O4 O5
1 TLM1 Explicit Teaching 1 X X X X
2 TLM2 Lecture 1 X X X X
3 TLM3 Guest lecture 1
4 TLM4 Problem-Solving 2
5 TLM5 Brainstorming 2
6 TLM6 Case Study 2
7 TLM7 Roleplay 2
8 TLM8 Game 2
9 TLM9 Field Trip 2 X
10 TLM10 Debates 3
11 TLM11 Discussion 3 X
12 TLM12 Teamwork Learning 3
13 TLM13 Inquiry 4
14 TLM14 Research Project 4 X X X X
15 TLM15 TBA (Online learning) 5

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16 TLM16 Work Assignment 6 X X
17 TLM17 Others 7

16. Time Allocation for 3 Credits (1 credit = 15 periods)

Credits
Chapter Practice/ Chapter
Lecture Total
Discussion (*)
Chapter 1 3 2 5 - TLM1, 2, 11
Chapter 2 3 3 6 - TLM1, 2, 11, 14
Chapter 3 3 2 5 - TLM1, 2, 14
Chapter 4 4 2 6 - TLM1, 2, 9, 14
Chapter 5 4 3 7 - TLM1, 2, 14
Chapter 6 4 3 7 - TLM1, 2, 14
Chapter 7 4 1 5 - TLM1, 2, 14, 16
Chapter 8 3 1 4 - TLM1, 2, 14
TOTAL 28 17 45

Note: The number of practice/ discussion periods, in reality, is twice the designed period
number of practical work/discussion.

17.
Matrix showing the alignment of Course Learning Outcomes (CLO) with assessment Metho

C C C C C
AM L L L L L
No Code Assessment Methods
Group O O O O O
1 2 3 4 5
1 AM1 Attendance Check 1
2 AM2 Work Assignment 1 X X
3 AM3 Oral Presentation 1
4 AM4 Performance test 2
5 AM5 Journal and blogs 2
6 AM6 Essay 2 X X X X
7 AM7 Multiple choice exam 2 X
8 AM8 Oral Exam 2
9 AM9 Written Report 2 X X

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 10 AM10 Oral Presentation 3 X
11 AM11 Teamwork Assessment 3 X
12 AM12 Graduation Thesis/ Report 3
13 AM13 Others 4
18. Assessment timelines
C C C C C

Component
Assessment
P

method

Weight
L L L L L
No Week Content L
O O O O O
0
1 2 3 4 5
Work
assignment:
Week
1 Divide sales AM2 10 X
10
territory
(Chapter 4)
Multiple
Week choice exam 1(20%)
2 AM7 5 X
12 (Chapters 1 -
4)
Individual
Week work
3 AM2 5 X
19 assignment
(Chapter 7)
Written
Report:
AM9
Week Research
4 AM10 2(20%) 20 X X X
15 project
AM11
(Chapters 2-
8)
Final exam:
School Essay
5 AM6 3(60%) 60 X X X X
schedule (Chapters 1-
8)
TOTAL 100% 100% X X X X X

Approval of Department/ Academic Division

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