The course introduces students to the smarketing concept, which stands for the integration of sales and marketing. The aim of the course is to familiarize the students with knowledge, tools and techniques needed to integrate sales and marketing through activities, systems and processes, organisational structure as well as (re)building the culture.
Basic topics and segments of smarketing that students will address in this course are: sales vs. marketing approach, types of sales and marketing relationship, 5 keys of sales and marketing integration, revenue office, B2B smarketing, how to use technology in integration, 4E as a new marketing mix, economy of experience, and more.
SSBM is a research-based business and management school with faculty from top universities around the world. At SSBM we believe that the quality of an educational program is driven by the lecturer’s knowledge and experience.