EHL Course Catalogue 2011-2012 - Ecole Hôtelière de Lausanne

CONCENTRATION: MARKETING
8341AC – Negotiation and sales force management
40 hours of contact – 4 US quarter credits - 6 ECTS credits
� Summary
Students will develop negotiation techniques applied to a Sales and Marketing context. They will build
on key concepts such as individual or customer needs, trends, and value proposition. They will learn
how those concepts can be used to better capture and retain customers. They will be able to apply
these competences in the areas of Sales and Marketing policy, Sales team management, and
collaboration and coordination with the other departments, in the hospitality and services sectors.
Topics addressed encapsulate not only Sales and Marketing but also Consumer Behaviour,
Negotiation, Leadership and Conflict Management.
� Objective
On successful completion of this course, students will be able to manage the sales function
effectively at the unit level. They also will be able to better build up a cohesive team and deal with
conflictive situations.
From a professional perspective students should be able to:
� Identify the challenges in a sales environment and act appropriately, by analyzing the
strengths and weaknesses of a product or service offer, and setting up negotiations.
� Improve existing sales tools and practices, by reviewing sales objectives, and sales force and
process management.
� Take decisions concerning the alignment of sales policies and objectives, with other
departments and actors, by assessing current practices.
� Evaluate how marketing and sales strategy and policy could be improved by benchmarking
innovative practices, trends and new technology.
8342AC – Marketing intelligence
40 hours of contact – 4 US quarter credits - 6 ECTS credits
� Summary
Students will use concepts, tools and methodologies to continuously track customer behavioural
changes in the aim of enhancing value propositions and predicting future trends in the market. While
the post-industrial consumer seeks unique experiences and expresses inner values through the act
of consumption, we live in a constantly changing global environment with intense competition,
shorter product life cycles, fragmented consumer demands and a shift in values. The crystallization
of this reality is the emergence of the economy of information and knowledge which constitute the
last era of differentiation and competition. Therefore, the challenge for marketers is to translate
consumer behaviour, data and information into knowledge and business opportunities.
Ecole Hôtelière de Lausanne – Course Catalogue Page | 38