Sales and buyer behavior in retailing, acad. year 2025 –26, online studies
- Credits:
- 6 ECTS credits
- Location:
- -
- Continuous learning category:
- Business and international collaboration
- Teaching format:
- Online teaching
- Price:
- 120 € (VAT 0%)
Objectives
- understand the sales and marketing strategies, objectives, and tactics in retail business
- understand the principles of planning, budgeting and measurement in retailing
- evaluate strategies for approaching consumer and organizational buyers
- identify and compare sales techniques in international retailing
- analyze different motivations of consumer and organizational buyers
- recognize the importance of environmental and managerial impact on sales in retail business
- This course unit develops the following generic competences: critical thinking, internationality,
and digitalization
Online-course.
Content
Fundamental elements of sales and sales management in international retail, contexts of B2B and B2C, market segmentation, roles of sales and marketing, consumer behavior and customer relationships, planning of sales and marketing
Study Materials
Jobber, D., Lancaster, G., & Le Meunier-FitzHugh, K. (2019). Selling and sales management (Eleventh edition.). Harlow: Pearson. The online version of the course book can be found via UEF-Primo service.
Study Modes:
The studies are independent online studies where you familiarise yourself with the learning material and submit learning assignments and/or participate in course exams.
Studying is completely independent. Academic studies require self-direction, good study skills, and planning. The course has predetermined completion dates, from which you choose the one that suits you. Retaking an exam or increasing your grade also takes place on these course-specific dates during the academic year. Pay attention to the due dates when planning your studies.
The course is conducted as a web-based course, consisting of independent study of the course themes. Course completion consists of an individual essay and an online exam based on the course book.
Alternative exam dates for the academic year 2025-2026: 4.11.2025, 9.12.2025, 12.2.2026, 9.4.2026.
Teacher: Katariina Ylönen
Evaluation: 0-5, individual essay 40 %, final exam 60 %
Teaching Language: English
The course is intermediate level.
The course includes Intermediate Studies in Marketing and Retailing ( Markkinointi ja vähittäiskauppa) and the Studies on Digital Retailing and E-Commerce (Digitaalisen kaupan opintokokonaisuus, https://digitaalinenkauppa.fi/).
You will receive the right of study from the date of registration until the end of the academic year (July 2026). In practice, the completion takes place within the stated due dates of the course.
LOG IN to the Open University Business and Economics study community (elearn/Moodle), as directed by the starting instructions which you receive after your registration has been processed. In the Business and Economics study community, you can find general instructions for studying, links to course environments, and course keys.
Join our English-language info on August 27th at 4 pm about open university studies and learn more!
Register for the information session here.*
*By registering for the info session, you will receive a reminder of the event and can ask questions in advance. Registration is not mandatory and you can also participate without registering in advance via the link above.
The study fee is 20 euros per ECTS credit for individual study unit. The study fee is paid at registration.
By paying the study fee, the student receives a temporary right to study that entitles them to attend a particular course. The right to study is course-specific, and is required to complete the course as specified in the syllabus for the term, covering both teaching and course exams. If the course is continuously open for registration, the maximum time to complete the course is from 1 August to 31 July for that academic year.
Continuous registration 6.8.2025- 9.3.2026.
Share
