This course aims to address students' knowledge gaps in personal selling and sales force management while providing them with up-to-date, practice-oriented knowledge in this field. The course aims to enable students to understand the role of the salesperson within the organisation, develop effective communication and customer relationship skills, and professionally manage all stages of the sales process—including planning, presenting, handling objections, and after-sales services.

The course covers the definition, philosophy, and fundamental characteristics of personal selling, along with the essential knowledge and qualifications required of a salesperson, as well as salesperson-customer relationships. It examines the importance of communication in personal selling, the barriers to effective communication, and how to understand customer needs and approach customers. In addition, the sales presentation mix and strategies, types of customer objections and appropriate responses, closing techniques, and after-sales customer services are addressed. Within this framework, the course also covers the planning, coordination, and supervision of sales activities, the organisation of the sales force, and the selection, training, monitoring, and control of sales representatives.