SALES MANAGEMENT, DIRECT MARKETING AND USE OF SOCIAL MEDIA IN SALES MANAGEMENT (COMT040PO)

Apply direct and digital marketing techniques to sales and customer relationship management.

1. MANAGING SALES AND COLLECTIONS. HANDLING COMPLAINTS AND CLAIMS
1.1. Sales management.
1.1.1. "Commercial awareness": what does it mean to approach customer relationships from a commercial perspective?
1.1.2. What selling is. New forms of commerce. The buying and selling process.
1.1.3. Types of sales. Personal selling.
1.1.4. The point of sale and merchandising.
1.1.5. Organising work: managing the customer portfolio.
1.2. The customer relationship.
1.2.1. Customer service quality.
1.2.2. Profile of today's customer.
1.2.3. Customer rights and obligations.
1.2.4. Types of customer behaviour and management strategies.
1.2.5. Consumer protection institutions and services.
1.3. Customer service. Complaints and claims.
1.3.1. Procedure and regulations for claims processes. Required documents.
1.3.2. Communication skills in customer service.
1.3.2.1. Communication: a tool for customer relations and service.
1.3.2.2. Positive language.
1.3.2.3. Different communication styles.
1.3.2.4. Negotiation techniques.
1.3.3. Managing and resolving conflicts.
1.3.3.1. Customer behaviour in difficult situations.
1.3.3.2. Tools for dealing with difficult situations.
1.3.4. The process of handling complaints and claims.
2. SALES MANAGEMENT TOOLS. FOLLOW-UP AFTER EVENTS OR SALES ACTIVITIES.
2.1. The marketing plan as a management tool.
2.1.1. Introduction to marketing.
2.1.2. The company's strategic marketing plan: objectives, stages, implementation.
2.1.3. Monitoring and controlling the marketing plan.
2.1.4. Marketing policies.
2.1.5. Marketing strategies.
2.2. Sales management.
2.2.1. Market research and segmentation.
2.2.2. Commercial logistics.
2.2.3. Budget control and management.
2.2.4. The commercial offer.
2.2.5. Product policy.
2.2.6. The sales department.
2.3. Planning and running events and commercial functions.
2.3.1. Event organisation and planning.
2.3.2. Defining, promoting and running an organisation's events.
2.3.3. Graphic identity of events.
2.3.4. Corporate protocol.
2.3.5. Taking part in foreign and international events.
2.3.6. Event evaluation.
2.4. Marketing communication.
2.4.1. Strategies and tools.
2.4.2. Public speaking.
3. DIRECT MARKETING.
3.1. Direct marketing as part of the marketing plan.
3.1.1. Introduction to direct marketing.
3.1.2. Micromarketing and its strategic application.
3.1.3. Relationship marketing.
3.2. The direct marketing plan.
3.2.1. Defining, structuring and implementing the direct marketing plan.
3.2.2. Advantages of direct marketing over mass media.
3.2.3. Campaign planning.
3.2.4. Direct marketing media (press, emailing, leafleting, mobile marketing, etc.).
3.2.5. Online marketing.
3.2.6. Analysing results.
3.2.7. Creativity in direct marketing: creative campaigns.
3.3. Customer interaction strategies.
3.3.1. Generating, managing and communicating with contacts.
3.3.2. Lists and databases.
3.3.3. Customer loyalty.
3.3.4. Implementing a CRM.
3.3.5. Data Protection Act.
4. DIGITAL MARKETING. USING SOCIAL MEDIA AND OTHER WEB TOOLS IN SALES AND MARKETING MANAGEMENT.
4.1. Web 2.0 in the company.
4.1.1. The technical evolution of the web.
4.1.2. Areas of company activity on Web 2.0.
4.1.3. Extending our company's work.
4.2. Social media marketing: creating content and holding conversations.
4.2.1. Social media.
4.2.2. Social networks.
4.2.3. Social media management.
4.2.4. Marketing 2.0: online marketing.
4.3. Social media marketing: listening and measuring.
4.3.1. How to evaluate our social media work.
4.3.2. Limitations, successes and failures of social media.
4.3.3. Crisis management.
4.3.4. Legal notes on social media.