Description

The main goal of studying Persuasion and Salesmanship is to master the art of persuasion and influence the people around. Sales and marketing people face the problem of convincing or persuading the customers to buy their products/services. One can be successful in this art of persuasion by convincing others if they follow the right process. By the end of this course, students will be able to learn about persuasion in advertising and its techniques, an insight into salesmanship, different forms of selling and how different tactics could be used to advertise a product. This course is designed to serve as a stepping stone for students to build a career in Sales, Marketing, and Advertising, one field in which one can explore many opportunities.

Curriculum

Module  1: Principles  and Framework of Persuasion

Persuasion in Advertising, Advertising Strategy, History of Persuasion Theory

Module 2: Persuasion Tactics

Persuasion Techniques in Advertising, Ideas in Selling

Module 3: Introduction to Salesmanship

Ideas as Products, Insights in Products, Six I’s, Me First and Me Too, Evolution of Products: An Example, Four Parameters of Judging a Product Idea, Evaluating a Product, Evolution of New Products Introduction, Does Form Follow Function?, Evaluating New Product Ideas

Module 4: Ideas in Selling

Experiential Marketing, Successful Implementation Critical Considerations of Experiential Marketing, Relationship Marketing, Role of Relationship Marketing in Salesmanship, Strategies to Build a Strong Customer Relationship, Steps in Personal Selling, Prospecting, Approaching, Making the Presentation, Overcoming Objections, Closing the Sale, AIDA Approach, Essential Attributes of Successful Salespersons.

Module 5: Ideas in Advertising

Ideas, Persuasion and Advertising, Integrated Marketing Communications (IMC), Designing an Effective Message, Right Media, Major Selling Idea, Creative Strategy, Ideas in Advertising, The Big Idea in Advertising, Relevance, Originality, and Impact, The AIDA Model, How to generate creative ideas?

Learning Outcomes

• Discuss the uses of Persuasion in Advertisements
  
• Explain the key principles of Persuasion
  
• List the different ways of persuasion with respect to various products
  
• Examine the various techniques of Selling
  
• Describe the relevance of insights in Branding, Elaborate the six I's principle, Outline the ways in evaluating new product ideas
  
• Outline the strategies needed to build a strong customer relationship, List out the essential attributes of a successful salesperson
  
• Determine the major selling idea used by the organisations
  

Who Should Attend?

• Bachelor of Business administration
  
• Bachelor of Commerce
  
• Master of Business Administration
  

Job Prospects

• Manager Marketing
  
• Area Sales Manager
  
• Business Development Manager
  
• Brand Manager
  

Certification

After completing this course and successfully passing the certification examination, the student will be awarded the “Persuasion and Salesmanship” certification.

If a learner chooses not to take up the examination, they will still get a 'Participation Certificate'.