Об этом курсе
4.3
Оценки: 24
Рецензии: 7
Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process. Therefore, the expected outcomes of this course focus on the transition from traditional to strategic sales planning, by discussing and applying the concepts recommended to support the development of the strategic guidelines. The concepts, models, tools, and techniques discussed and practiced during the course focus on the improvement of value creation from the sales function empowered by intelligence analysis, a process which typically applies in the strategy analysis front. The discussions go through how intelligence analysis can support the sales function, by providing methods to connect strategy to marketing and sales planning processes. In this course, the primary learning outcome is the ability to apply intelligence analysis to support sales planning process, and by being able to do this, you’ll improve your competencies and skills to support sales planning with a strategic approach. You’ll develop a final assignment at the end of the course, and it is designed from an adapted real-life business case. The challenges of the case comprise the business context, through which you’ll apply the conceptual framework discussed during Course 2. The outcomes of your analysis on the assignment case will be evaluated through a peer-review process....
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Intermediate Level

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Approx. 14 hours to complete

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Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Intermediate Level

Промежуточный уровень

Clock

Approx. 14 hours to complete

Предполагаемая нагрузка: 4 weeks, 2-4 hours per week. ...
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English

Субтитры: English...

Программа курса: что вы изучите

Week
1
Clock
4 ч. на завершение

Module 1 - Sales intelligence

Welcome to Sales Strategy module. In this module, we discuss the use of intelligence analysis methods to support the sales functions, such as planning and sales operations management. We discuss the benefits of the application of intelligence analysis methods, and how this approach contributes to the sales planning process, by developing this process with a strategic view. The primary learning outcome from this module goes through two essential aspects. The first one is on the awareness front, in the sense that a sales professional would benefit from knowing that intelligence analysis may contribute to the planning process. The second aspect is that the awareness of this benefit leads sales professionals to keep attention to the methods, models, tools, and techniques regarding intelligence analysis. Eventually, they will practice the methods, which will support the development of the sales plan, with an integration of strategy and sales. This course has been developed by prof. Edson Ito with an active participation of Rosangela Ito. Rosangela Ito (MBA) is a specialist in Strategy & Competitive Intelligence, Marketing, and Strategic Partnerships. She has an extensive experience in strategy, international M&A, strategic benchmarking, competitive intelligence, strategic partnerships, brand licensing. She also has an International Certification in Competitive Intelligence at the Fuld Academy of Competitive Intelligence....
Reading
13 видео (всего 54 мин.), 12 материалов для самостоятельного изучения, 5 тестов
Video13 видео
Video 1 - Traditional Sales2мин
Video 2 - Strategic Sales4мин
Video 1 - Importance of informed decision making4мин
Video 1 - The Intelligence Problem Definition in Sales3мин
Video 2 - The Information Gathering Cycle4мин
Video 1 - The Intelligence Cycle3мин
Video 2 - KIT & KIQs4мин
Video 3 - Information Gathering8мин
Video 4 - Analysis5мин
Video 5 - Dissemination4мин
Sales Intelligence Tools and Techniques2мин
Vídeo 2 - Closing Module 1: Sales Intelligence3мин
Reading12 материала для самостоятельного изучения
Competitive Intelligence10мин
Tradicional Sales10мин
Strategic Sales10мин
On the importance of informed decision making10мин
The Intelligence Problem Definition in Sales10мин
The Information Gathering Cycle10мин
The Intelligence Cycle10мин
KIT & KIQs10мин
Information Gathering10мин
Analysis10мин
Dissemination10мин
Sales Intelligence Tools and Techniques10мин
Quiz5 практического упражнения
Practice quiz: From traditional to strategic sales planning6мин
Practice quiz: Sales intelligence6мин
Practice quiz: Problem definition and information gathering6мин
Practice quiz: The intelligence cycle6мин
Graded quiz: Sales Strategy35мин
Week
2
Clock
3 ч. на завершение

Module 2 - Applying intelligence to understand your strategic context

Welcome to the module dedicated to applying intelligence analysis to understand the strategic context. This module is about going through a practical view of how to apply concepts, models, tools, and techniques related to intelligence analysis, with emphasis to support understanding the strategic context, and how it relates to sales. This module is a natural next step from the previous module, which was focused on the awareness of the benefits of intelligence analysis to the sales planning and management functions. In this module, we’ll discuss the application of intelligence analysis on the external environment. From a sales perspective, the discussion will go through the internal environment analysis and the implications of the external environment analysis outcomes on the internal environment. The convergence of the deeper knowledge about the external environment with the internal environment analysis contributes to the improvement of the sales planning process, and this is the primary learning outcome of this module. ...
Reading
10 видео (всего 53 мин.), 9 материалов для самостоятельного изучения, 5 тестов
Video10 видео
Video 2 - The role of sales6мин
Video 1 - How the external environment shape the sales potential5мин
Video 2 - The complexity of the external environment4мин
Video 3 - Monitoring Approaches7мин
Video 1 - Implications of external changes in competitive strategy4мин
Video 2 - On the need to adjust strategy4мин
Video 1- Internal analysis and implications on sales7мин
Video 1 - Bridging the gap between strategy and sales by applying intelligence analysis2мин
Video 2 - Closing module 2: Applying intelligence to understand your strategic context4мин
Reading9 материала для самостоятельного изучения
Relationship between Sales and Strategy10мин
The role of Sales10мин
How the external environment shapes the sales potential10мин
The Complexity of the External Environment10мин
Monitoring Approaches10мин
Implications of external changes in competitive strategy10мин
The need to introduce changes in the strategies10мин
Internal analysis and implications on sales10мин
Bridging the gap between strategy and sales by applying intelligence analysis10мин
Quiz5 практического упражнения
Practice quiz: Strategy to Sales through intelligence analysis6мин
Practice quiz: External environment6мин
Practice quiz: Implications of external environment in competitive analysis6мин
Practice quiz: Internal analysis and implications on sales4мин
Graded quiz: Applying intelligence to understand your strategic context30мин
Week
3
Clock
4 ч. на завершение

Module 3 - Intelligence analysis for sales: Analytical tools and techniques

Welcome to module 3 – Intelligence analytical tools and techniques to support the sales strategy. At this point of the course, we already have an awareness of the effectiveness of intelligence analysis to improve sales planning process. Also, we have a conceptual understanding of how intelligence analysis can support the external environment assessment and the connection between the external and internal environment. Now it’s time to dedicate some efforts in the analytical tools and techniques, with the recommendations on how to apply them, and the use of their outcomes in the sales planning and management processes. This module primary learning outcome is the knowledge of the different analytical tools and techniques, and how they can contribute to the sales planning and management processes. We’ll discuss the tools and techniques, the recommendations of how to apply them, and the applicability of the tools and techniques analyses outcomes in the sales planning process. ...
Reading
13 видео (всего 61 мин.), 12 материалов для самостоятельного изучения, 3 тестов
Video13 видео
Video 2 - 5 Forces Analysis4мин
Video 3 - STEEP Analysis3мин
Video 4 - 4 Corners Analysis - Oriented to Competitors5мин
Video 5 - 4 Corners Analysis – Oriented to Clients4мин
Video 6 - Value Chain Analysis6мин
Video 7 - VRIO Analysis5мин
Video 8 - Demand estimation5мин
Video 9 - Probability of Victory Analysis3мин
Video 10 - Win Loss Analysis4мин
Video 1 - Integrating outcomes: Synthetize intelligence analysis into sales planning3мин
Video 1 - War Game3мин
Video 2 - Closing Module 3: Applying intelligence to understand your strategic context3мин
Reading12 материала для самостоятельного изучения
Importance of analytical tools10мин
5 Forces analysis10мин
Steep Analysis10мин
Corners Analysis - Oriented to competitors10мин
4 Corners Analysis – Oriented to Clients10мин
Value Chain Analysis10мин
VRIO Analysis10мин
Demand estimation10мин
Probability of Victory Analysis10мин
Win-Loss Analysis10мин
Integrating intelligence analysis outcomes to sales planning10мин
War Game10мин
Quiz3 практического упражнения
Practice quiz: Analytical Techniques6мин
Practice quiz: Integrating outcomes: Synthetize intelligence analysis into sales planning.6мин
Practice quiz: Intelligence analysis for sales: Analytical tools and techniques30мин
Week
4
Clock
2 ч. на завершение

Module 4 - Strategic sales Management in action – joining intelligence in your journey

Welcome to module 4 – Intelligence analytical tools and techniques in practice. This module guides you to develop the final assignment of Course 2: Sales Strategy. The challenge of the assignment is to develop analyses regarding sales functions, by applying intelligence analytical tools and techniques. We use a case to bring business context that describes a real-life experience, and the case presents challenging issues that involve strategic and sales scopes. You’ll be required to apply the concepts discussed in the modules of the course 2, and come out with propositions of approaches. The proposition has to be supported by your reasoning, which should be the consequence of the analyses you develop applying the tools and techniques discussed in Course 2. ...
Reading
2 видео (всего 13 мин.), 1 материал для самостоятельного изучения, 1 тест
Video2 видео
Video 2 - Assingment developing process7мин
Reading1 материал для самостоятельного изучения
CASE HELVETIA BRAZIL - SALES DECISIONS10мин
4.3

Лучшие рецензии

автор: GMMay 15th 2018

It is fantastic how FIA courses match theorical knowledge and practical business cases. One of the best specializations I took at Coursera for sure.

автор: ASOct 9th 2018

great contents and excellent presenter. He is clearly providing the information in a easy way

Преподавателя

Nelson Yoshida

Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program

Samantha Mazzero

MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program

Edson Ito

Specialist Professor

О Fundação Instituto de Administração

A FIA está entre as 3 melhores escolas de negócios do país e no grupo das 55 melhores do mundo, no ranking do Financial Times. Trabalhamos ininterruptamente na geração de conhecimento aplicado e de novas práticas de excelência na Administração. Atuando nas áreas da Consultoria, Educação Executiva e Pesquisa, em 2016, a FIA foi reconhecida/premiada como a melhor instituição com soluções voltadas a Educação Executiva, pela conceituada revista The New Economy....

О специализации ''Strategic Sales Management'

This Specialization is intended for sales professionals who seek to improve their sales planning and management competencies and skills. Through five courses, you will cover Effective Sales overview, Sales Strategy, Models and Frameworks to Support Sales Planning, Sales & Marketing Alignment, and you will develop a Final Project. By the end of this specialization, you'll have improved your knowledge, competencies, and skills regarding the sales planning process. And you will be able to apply the concepts integrating the sales planning process to the strategy of the company, by bridging the gap between strategy and sales. The potential for value creation through the sales functions will be increased at the end of the Specialization....
Strategic Sales Management

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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