Portsmouth Business School
Marketing and Sales
The Marketing and Sales Subject Group advance knowledge in a variety of fields, including international market entry, digital marketing, sales management, advertising, corporate branding and consumer behaviour. There are a number of active researchers in the subject group who specialise in research into sales management, digital marketing, advertising and corporate branding. Research in the subject group benefits from close links with organisations and firms such as the Capgemini, AshfieldIn2Focus and the Chartered Institute of Marketing. With our focus on up-to date teaching and on applied research that addresses real business needs we link business research with research informed teaching so that we are able to bridge the gap between “theory and practice”.
In addition our programmes are dedicated to producing successful professionals in the fields of marketing, hospitality and sales. Through strong links with industry and professional bodies such as the Chartered Institute of Marketing and Sales Leadership Alliance, we ensure that our courses are relevant and innovative. We are committed to supporting and engaging in excellent research which can generate real benefits for business, the education and learning experiences of our students and society more broadly. Our courses are integrally linked to marketing practice, and you will find yourself working on innovative projects, real problems brought into the classroom by practitioners, business simulations and cases from recent business news. We also encourage students to take part in national and international competitions, organise field trips, invite a variety of guest speakers from industry and offer support for achieving concurrent professional qualifications from the Chartered Institute of Marketing, as an accredited study centre and MAP award provider.
Example 1: Research informed teaching arising from research in sales management
In the field of sales, Portsmouth Business School has pioneered sales education. The content and delivery of courses draws from many disciplines, but importantly it also draws from our own research and work with companies. Some of the research is very original, such as the examination of sales outsourcing which is relevant to discussions about resourcing in the sales function and channel management, and some forms part of a larger body of work, such as key account management.
Our publications engage us with theory development with sales managers as the research group, and our knowledge services work can encompass applied research within an organisation and aspects of implementation such as benchmarking, consultancy and executive education. This enables us to introduce new topics and new examples into the curriculum and to challenge the “received wisdom” of a profession that in practice is sometimes shrouded in myths. For example in the paper ‘Integrating the value of salespeople and systems: Adapting the benefits dependency network’ published in the Journal of Database Marketing & Customer Strategy Management, (2009), the authors form the subject group, propose an adaptation of the ‘benefits dependency network’ and suggest a generic map for the implementation of Customer Relationship Management in business to business markets. This paper is based on the authors’ secondary research for two commercial sponsors in the utilities sector, supplemented by the authors’ extensive experience of working in this area.
Example 2: Research informed teaching arising from research in digital marketing
Research into the role of culture in web design and digital marketing has been used on an ongoing basis in both undergraduate and postgraduate teaching of Marketing and Digital Marketing Students. In a recent conference paper presented at the 2011 Networking and Electronic Commerce Research Conference (NAEC2011), Riva del Garda, Italy by staff in the subject group, the authors proposed a cultural adaption framework as a structure for adapting local Web e-commerce interfaces. The cultural adaption framework offers six cultural dimensions derived from the observation of behaviour, identifies unique cultural variables that affect online consumer behaviour, and provides international marketers with a checklist for Web cultural adaption. In the paper cultural adaptation checklist is used to examine three different local travel pages for Egyptian consumers. These include an international travel agent interface (Thomas Cook), an airline interface (British Airways) and a local travel agent (Alforsan Tours). The study provides insights into the adaptation of web sites, makes recommendations for adapting local travel interfaces and demonstrates that an effective web interface can be developed by considering the culture of the targeted users’.
Building on this research students are invited to critique existing cultural frameworks and apply the framework derived from this research in assessing how important cultural awareness is in Digital Marketing and how web designs should be made culturally relevant. In addition this research was used as the basis for invited lectures to Universities in Turkey.
Rethinking Sales Management
Title: Rethinking Sales Management
Discipline: Sales Management
Publisher: John Wiley & Sons
Author: Beth Rogers
Publication date: 2007
This book explores the essentials of resource prioritisation in the sales function, and discusses the approaches to maximising productivity from different customer types. The book begins by positioning sales strategy within business strategy frameworks and types. There is a discussion of the dynamics between suppliers’ sales strategy and customers’ purchasing strategy, and how this should inform and refine sales strategy. Using customer portfolio management as a core analytical tool, the book moves on to detailed reviews of research and best practice in key account management, customer acquisition and new business development, and the management of tactical sales, adversarial relationships and failing relationships. In addition, the book explores the means of optimising the working relationship between sales and marketing, the relevance of leadership to sales management, and the importance of robust sales processes.