Internet Explorer 7, 8, and 9 are no longer supported. Please use a newer browser.
Concourse works best with JavaScript enabled.
UCLA logo

392409: Sales Management Strategies and Techniques
MGMT-X 460.45

  • Summer 2023
  • Section 1
  • 4 Credits
  • 06/26/2023 to 09/10/2023
  • Modified 05/15/2023

Meeting Times




This course provides participants with an understanding of the key functions of the sales manager and explores the details for developing, motivating, and managing a successful sales team. Instruction focuses on leadership, motivation, prioritizing customers, managing team performance, developing business and sales plans, external and internal partnerships, and sales management processes designed to decrease sales expenses and increase sales revenues. Topics include recruiting, interviewing, and selecting sales representatives; coaching/mentoring and team development; ethics, integrity, and accountability; measuring/evaluating a salesperson's performance; compensation, sales recognition, and incentive programs; and advertising/public relations, telemarketing, and other relevant areas of sales management.


The overarching goal is to examine the elements of an effective sales force as a key component of the organization's total customer development and retention effort. The course will extend student understanding of linkages among an organization’s business plan, marketing plan, marketplace reach, and overarching organizational goals.


By the end of this Course, successful participants will be able to:

  1. Effectively plan, implement and manage the selling function.
  2. Build a working bridge between sales and marketing.
  3. Plan a selling structure that fits overall company strategic plan.
  4. Recognize the value of a customer relationship management (CRM) system and apply its benefits to the overall sales function.
  5. Integrate technology to enhance the sales operations.
  6. Build, manage, evaluate and motivate a sales force to meet company objectives.


Building a Winning Sales Force: Powerful Strategies for Driving High Performance

  • Author: Andris Zoltners, Prabhakant Sinha, Sally Lorimer
  • Publisher: AMACOM
  • ISBN: 978-0-8144-3735-3


The course includes a series of writing assignments that are based on "real-world" scenarios. Class members will assume a sales manager's role in one of three scenarios and prepare necessary plans and objectives.

Students are expected to have read all material, finish homework assignments prior to each class, participate actively in the class discussions, and complete the course evaluation. Attendance is required.

Written Reports

A total of three sales management situations are to be completed throughout the semester. Refer to the course module in Canvas for specific topics and due dates.

This is your opportunity to “customize” the class by presenting real-life examples of given topics. You’ll explore and describe actual situations, as defined by your own experiences, and then offer your solution that you either implemented or plan to implement.

Each written report is has a value of 100 points. Submission of the report is through Canvas, and it must be in Word format. Each report or assignment will have specific deliverable elements based on current topics and course flow.

Written Report Grading Rubric
Poor Good Excellent
25 – 49 Points 50 – 74 Points 75 – 100 Points
Report is not written well, contains grammatical and spelling errors (more than two each). Does not provide sufficient information and conclusions are not clear or supported by evidence. Report provides the basics for writing. Some grammatical and spelling errors. Covers only the basics of the topic and the analysis is adequate. Report shows a sound grasp of the sales management topic. Contains no grammatical or spelling errors. The analysis and findings are well written and clear. Shows creativity in applying the principles of sales management.


No tests will be given for this course. However, the instructor reserves the right to conduct quizzes on a random basis.



Name Range
to 97%
< 97%
to 93%
< 93%
to 90%
< 90%
to 87%
< 87%
to 83%
< 83%
to 80%
< 80%
to 77%
< 77%
to 73%
< 73%
to 0%


Written Assignments 300 points
Class Participation (10 Discussions x 10 points each) 100 points
Total 400 points

Course Policies

Students are expected to have read all material, finish homework assignments prior to each class, participate actively in the class discussions, and complete the course evaluation. Attendance is required.

Institutional Policies

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.


The interim grade Incomplete (I) may be approved for a student who has completed the majority of the course requirements, with passing quality (grade C or higher), but is unable to complete a small portion of the coursework by the course end date for good cause. For courses in which an Incomplete may be allowed, approval by the instructor of record and the academic program director is required. The Incomplete grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses.

  • It is the student’s responsibility to petition for an Incomplete by emailing the appropriate academic program department at least one week before the end of the course. The Program Department will initiate the petition process once the email is received.
  • The student, the instructor, the CE/Program Director, and the program staff must complete the petition prior to the final course meeting or before the quarter end date. This process can take up to one week to complete. 
  • The instructor will approve or deny the request. The instructor will provide details on what the student needs to accomplish in order to complete the course, as well as a due date for submitting completed work. The due date cannot exceed the end of the ensuing quarter when a final grade must be reported or the Incomplete lapses to the grade “F,” “NP,” or “U.” Visit UCLA Extension Grading Scale for more information.  

An Incomplete allows the student to complete only work that is outstanding and does not allow prior completed work to be retaken or resubmitted.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, 1145 Gayley Ave., Los Angeles, CA 90024; Voice/TTY: (310) 825-7031. For more information, please view the University’s full Policy on Sexual Harassment and Sexual Violence.

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information, please visit Accessibility and Disability Services.

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to academic dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or behavioral misconduct, such as theft or misuse of the intellectual property of others, harassment, or disruption of the learning environment. Students are encouraged to familiarize themselves with the Student Rights & Responsibilities Policy and to report concerns.

Additional Items

Protecting Privacy and Data During Live Instruction

Live meeting sessions for this class, when applicable, are being conducted over Zoom. As the host, the instructor may be recording live sessions. Only the host has the ability to record meetings, no recording by other means is permitted. Recorded sessions will be posted in the Videos area of this class unless otherwise notified. Due to privacy, recordings are not available for download and are only accessible via Canvas for the duration of the class. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video and/or audio. If you also prefer to use a pseudonym instead of your name, please let the instructor know what name you will be using so that the instructor knows who you are during the session. To rename yourself during a Zoom meeting, click on Participants, click on your name, click on More, click on Rename. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to the instructor only (and not to ""everyone""). Additionally, chat may be used and moderated for live questions, and saving of chats is enabled. If you have questions or concerns about this, please contact the instructor via Canvas Inbox.

Pursuant to the terms of the agreement between Zoom and UCLA Extension, the data is used solely for this purpose and Zoom is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, recordings may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students have access to courses via Canvas for an additional 30 calendar days after the course end date listed in the syllabus (the first 14 days are full access; the rest are read-only).
  • Students are encouraged to download/print content throughout the duration of the course and before the additional 30-day access ends. No further access is possible after the course becomes unavailable.

    To download all your assignment submissions in Canvas, please refer to the online support guide. for more information or contact Canvas Support via the help menu within Canvas.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Academic Technology and Learning Innovation
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 9 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see UCLA Evening Escorts.


Below is the suggested schedule for completion of training to keep you on pace. This schedule is subject to change if necessary, those changes will be posted in the Announcements section and updated here.

Topic Week #1

Role of a Sales Manager

  • Role of a sales manager
  • Characteristics of a good salesperson
  • Characteristics of a good sales manager
  • Sales management tools
  • Sales interaction

Topic Week #2

Sales Culture

  • Sales culture vs company culture
  • Pygmalion effect
  • Futuristic thinking
  • Implementing the sales culture

Topic Week #3

Managing for Success

  • Managing time
  • Managing people
  • Planning for the future
  • Setting measureable objectives
  • Subjective vs objective

Topic Week #4

Finding and Recruiting the Best Sales Team

  • How to recruit
  • Interviewing techniques
  • Legal issues
  • Hiring process
  • Tools for a sales interview

Topic Week #5

Sales Management Skills

  • Coaching and counseling
  • Motivation techniques
  • “Ride-along” sales calls

Topic Week #6

Sales Force Performance

  • Sales effectiveness drivers
  • Improving sales strategy
  • Individual salesperson evaluations

Topic Week #7

Sales Force Compensation

  • Different types of compensation plans
  • Non-financial rewards
  • Sales contests and other short-term incentives

Topic Week #8

Territory Planning and Sales Meetings

  • Designing sales territories
  • When to have a sales meeting
  • Types of sales meetings
  • Setting the agenda

Topic Week #9

“Strategery” of Technology

  • Customer Relationship Manager (CRM)
  • Increasing the salesperson’s ability to sell
  • Improving the sales forces’ efficiency and effectiveness

Topic Week #10


  • Preparation for negotiation
  • Improving negotiation skills
  • Developing a personal negotiation style

Topic Week # 11

Wrap up and tie it all together

  • What we’ve learned
  • How do we apply all this?
  • Where do we go from here?
  • Future sales trends