General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Carlos Ordax Alonso

Teaching languages

  • Catalan
  • Spanish


Basic skills
  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.

  • CE6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • CE14. Apply the knowledge acquired to the management of digital communities.

  • CE3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences
  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


Know the sales models, strategies and operations. Be able to develop an operational sales plan aimed at a specific goal and target.

Demonstrate strategic skills with the ability to see the operating environment as a project, establish and achieve long-term, large-scale guidelines in a global and international dimension of uncertainty, incorporating innovation and seeking contact networks to do business effectively .


Topic 1: Irrationality (Emotionality) in decision making

  • Aristotle and the rules of persuasion Ethos-Pathos-Logos;
  • Decisions and What's In It For Me (WII-FM);
  • Mental processes to sell:
    • The sales funnel
    • Phases of any sale: Attention, Interest, Desire, Action (AIDA),
    • The key success factor of a sale: Always Be Closing (ABC)
    • Listen to understand or listen to respond? To praise,
    • Ask Listen (LPE)).
    • The anthropological models of the Sale

Topic 2: Sales Strategies

  • Transactional sale,
  • Relational sales,
  • Complex sale 
  • Other models for sale

Topic 3: The Sales Model within a business plan

  • What is the Sustainable Competitive Advantage of my business? Why me and not another and how will we keep it?
  • How to get, retain and grow the number of customers?
  • Through which channels should it be done ?: The cost of customer acquisition and customer value
  • What is the revenue model that gives us money, on a recurring and sustainable basis?

Item 4: Sales Operations

  • Sell
    • Preparation,
    • Approach
    • Pitch for Sale
    • Approach questions
    • Refute objections
    • Preu
    • Closing
  • Post Sale and Satisfaction
  • Loyalty

Evaluation system

The sum of:

  • SE4: 3 partial exams (3 x 20% = 60%)
  • SE1: participation (10%)
  • SE2: group work (15%) and group presentation (15%).

Recovery: If this grade is <50% a final recovery exam will be done. In this case, the marks of participation, group work and presentation that have been obtained will be maintained, and the final grade will be calculated by adding to these three the value resulting from the following calculation (60% x grade of the resit exam x 75%).



Ariely, Dan (2009): Predictably Irrational. Harper Collins (New York)

Auer, Jean T. (1990): The pleasure of selling. Ed. Hispano-European (Barcelona)

Blanchard, K., Meyer, P., Ruhe, D. (2007): Know, Can, Do! Berret-Koehler Publishers, Inc. (San Francisco)


Blank, S., Dorf, B. (2012): The Startup Owner's Manual. K&S Ranch Publishers (Pescadero)

Buzan, T (2010): Mind Maps For Business. BBC Active (London)

Chan Kim, W., Mauborgne, R. (2005): Blue Ocean Strategy. Harvard Business Review (Boston)

Chiesa, C. (2008): Leading salespeople is much more. Ed. Uranus (Barcelona)

Chiesa, C., Chiesa, L. (2007): Selling is much more