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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)F.BADDAR

Pré requis


Objectifs du cours

At the end of the course, the student should be able to :

Apply a consultative, relationship selling sales model to their intraorganizational role acting as the customer advocate.
• Use appropriate problem solving skills to leverage their capabilities highlighting the capabilities of the organization.
• Use questioning and listening skills to fully understand the needs and perspectives of their internal colleagues.
• Make more effective internal presentations and persuasively get across their message and sell them.
• Apply an effective approach for resolving internal issues and dealing the many conflicts which may be encountered.
• To understand internal marketing, customer and sales orientation and the effect this can have on customer relationships.
• Gain commitment from their internal colleagues in order to meet the organizations objectives.

Contenu du cours

The purpose of the elective is to introduce the students to the intraorganizational dimension of the selling and demonstrate how all roles within the organization are linked; accepting the fact that you need to sell internally and that it is your job to do it; no one else will do it for you. The emphasis will be on how internal relationship are managed in order to effectively meet the customers needs both from a sales perspective and the perspective of other organizational departments. However, internal selling is not a unidirectional activity. It is a two-way street. The other direction occurs when the staff in other departments want to sell their ideas, attitudes, and competencies to, their management and supervisors and then to their assistants and other stakeholders. Ultimately to the sales force who have to present these goals and ideas to the customer. The course will therefore examine the internal selling role from both perspectives covering sales person navigation, market orientation, conflict management theory and personal selling skills.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings9,00  
Independent study
Group Project16,00  
Charge de travail globale de l'étudiant41,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Interactive class
  • Case study


Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation16,00140,00
Individual Project0,00160,00
TOTAL     100,00


  • Piercy, N. & Lane, N. (2009). Strategic Customer Management: Strategizing the Sales Organization. Oxford: OUP Oxford. -

  • Dunmore, M. (2002). Inside-Out Marketing: How to Create an Internal Marketing Strategy. London: Kogan Page -

  • Winston, W. (2016). Internal Marketing: Your Company's Next Stage of Growth. London:Routledge -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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