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Customer Service and Personal Selling

Customer Service and Personal Selling

Code: MAR1RZ001
Extent: 5 ECTS (125 h)
Timing: Semester 2
Language: English
Level: Professional studies
Type: Compulsory

No prerequisites

Learning outcomes
On successful completion of this module, the student:

  • Understands the role of customer service and personal selling in hospitality/tourism organisation
  • Understands what are the personal skills a successful sales person possesses and knows how to develop those skills
  • Has a basic understanding of how culture affects communication in a sales situation
  • Knows how to create and give an effective sales presentation
  • Is able to handle personal selling situations which are typical in the hospitality/tourism industry

Course contents
The module addresses the following topics:

  1. Customer service experience
  2. Consumer and organisational buying
  3. Buyer personality types
  4. Sales process
  5. Sales presentation and negotiation
  6. Cultural factors in international selling
  7. Sales support tools

Cooperation with the business community and other organisations
Cases and visiting lecturers. Student teams work on sales related assignments presented by local and/or global companies.

International student body, cases. Learning activities include a global/international perspective.

Teaching and learning methods
Lectures, practical exercises, group work, independent studying

The number of learning hours is divided as follows:

  • 40-hours of contact teaching and directed learning
  • 84-hours of self-directed learning
  • The own learning assessment 1-hours

Recognition of Prior Learning (in Finnish AHOT)
Transfer of credit is possible when the student has completed studies generating similar competencies at some other institute of higher education. In other cases, students must otherwise demonstrate the acquired competencies. A student can participate in a demonstration exam for the module once and this demonstration is graded using the same criteria as for the module (on the scale 1 - 5, or fail). The student is expected to demonstrate that s/he has a command of the competencies described in the module handbook. If a student is successful in the demonstration, the grade received for the demonstration is recorded in Winha.

Teacher with main responsibility for the course
Timo Moilanen

Course materials

  • Abbey, James R. Hospitality Sales and Marketing, 5th edition. AH&LEI, Lansing 2008
  • Jobber, D. and Lancaster, G. Selling and Sales Management, 8th ed. Prentice Hall. Harlow 2009
  • Weitz, Barton A, Stephen B. Castleberry, John F. Tanner, Jr. Selling: building partnerships, 7th ed. McGraw-Hill, New York 2009
  • Selected articles and other material provided by the lecturer.


  • Team assignments (20%)
  • Personal sales assignment (40%)
  • Personal essay (40%)

The own learning assessment assignment does not impact your grade. The assignment is the same for all courses/modules and your answers will be used also for course/module development. The assignment is completed online in WinhaOpaali.

The module is evaluated on a scale excellent (5), very good (4), good (3), satisfactory (2), fair (1), fail (0). The assessment criteria is presented on a scale 1 - 3 - 5.

Grade 1

  • Student understands how customer service affects customer satisfaction
  • Student knows the components of good customer service
  • Student is able to define a good sales person
  • Student is able to name the elements of a typical sales process
  • Student has some knowledge on the different buyer personality types (can list them)
  • Student understands that cultural factors have influence on how individuals behave in interpersonal communication situations

Grade 3

  • Student is able to critically evaluate customer service situations
  • Student is able to deliver good customer service
  • The student is able to plan personal sales activities using the sales process model
  • The student is able to prepare and give a sales presentation
  • The student is able to perform in a typical sales negotiation situation in the field of hospitality/tourism

Grade 5

  • Student masters the sales process fully and is able to influence buyer´s decision in a sales negotiation situation. He/she is able to identify the buyer personality types and cultural factors influencing the buyer´s behaviour
  • Student is able to evaluate his/hers own skills and characteristics as a sales person and is able to develop them