VHL 3682 Value-creating sales

VHL 3682 Value-creating sales

Course code: 
VHL 3682
Program of study: 
Bachelor of Retail Management
Course coordinator: 
Roy Willy Elvegård
Product category: 
Bachelor of Retail Management - Programme Courses
2020 Autumn
Active status: 
Teaching language: 
Course type: 
One semester

The goal with this course is to give the students competence in "how to optimize different sales processes in physical and digital stores. The learning process, emphasis will be placed on what winning value propositions mean for the result. And how to adapt to a constantly changing market to develop a sustainable business.

Learning outcomes - Knowledge

After the course, students should have acquired competence to recognize:

  • What is value-adding sales

  • How to uncover customer needs in the digital and physical store

  • What is the customer's motive when choosing a digital or physical store

  • What factors optimize the digital salesperson

  • What is a custom business conversation

  • What role and competence does tomorrow's sales manager have

  • How winning value proposition can be the key to good results

Learning outcomes - Skills

The students should be able to:

  • Conduct customer conversations that lead to satisfied customers
  • Implement strategic changes tailored to the sales objective
  • Implement a process to develop winning value propositions
  • Develop a sales plan and sales process, which is adapted to the buying process.
General Competence
  • A retailer is essential for business, as a member of a team and at the same time an active builder of corporate reputation among existing and new customers.
  • The personal appearance - regardless of channel - is important for the result and the next sale.
  • The importance of a critical and constructive attitude towards the concept of personal sales and service.
  • Recognize opportunities and constraints within the digital channels.
  • Solid insight to ethical aspects of retail sales and from websites.
Course content
  • Value creation through winning value propositions

  • Sales and earnings are a consequence of various business processes

  • Which business processes are critical to sales

  • The verbal and digital business language

  • Digital business understanding and use of digital tools

  • Relational skills

  • Service as a strategic tool

  • Ethics function

  • Planning and follow-up

  • Presentation

  • Personal development and training

Teaching and learning activities

The course consists of 30 hours of classroom teaching and group work during the semester.

In addition to ordinary lectures, there will be webinar, podcast, video and other suitable lectures.   

Students will be given tasks to uncover challenges and best practices in sales in the retail sector. The emphasis is on practical approach and the use of methods and skills.

Software tools
No specified computer-based tools are required.
Additional information

Re-sit examination
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.

Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.


Higher Education Entrance Qualification.

Required prerequisite knowledge

Students are expected to have knowledge of Marketing Management, Consumer Behavior and Retail Management or equivalent.

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory11 The student is going to conduct a survey called "Mystery Shopping" - in a chosen store where they will assess a seller's expertise and sales effectiveness, and shall be delivered in report form.
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:1
Courseworks required:1
Comment coursework: The student is going to conduct a survey called "Mystery Shopping" - in a chosen store where they will assess a seller's expertise and sales effectiveness, and shall be delivered in report form.
Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
VHL 36821
Grading scale:
Grading rules:
Internal and external examiner
Examination every semester
100Yes3 Hour(s)
  • No support materials
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 Hour(s)
Exam code: VHL 36821
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
Teaching on Campus
30 Hour(s)
6 Hour(s)
Prepare for teaching
70 Hour(s)
Group work / Assignments
39 Hour(s)
55 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.