Sales Management is a discipline developed in the Anglo-Saxon countries that first identified the need to change the approach to this function due to the profound changes in the market context, changes that were accelerated by the pandemic, but which had already been underway for years.
B2B customers today are often modernly organised, managerial structures which require professional and consultative figures on the other side. Products and services have become commodities in almost all markets; what makes the difference today is customer service, expertise, the ability to identify their needs and propose solutions to their problems.
Understanding the current dynamics of the sales function, the possible forms of organisation, the most effective ways of team management, and the logic of key-customer management have become key points in contemporary companies that wish to remain in the market in an ever-changing environment.
The Open Program in Sales Management is developed on these pillars: how the sales function is framed in the current scenario and in modern organisations; what are the main organisational structures and levers for sales force management; the fundamentals of key-customer management; Customer Relationship Management as a strategic tool for creating lasting and profitable relationships.
The course is structured in 6 teaching sessions in a hybrid mode, concentrated over the weekend. Each session combines didactics, case discussions and dialogues with leaders in sales management.
The programme is aimed at professionals and middle managers who want to develop and complete their skills in the Sales Management area, Sales Accounts who want to grow in the role, and Managers and Entrepreneurs who want to understand the basics of the sales function.
ACCREDITATIONS AND RANKINGS
Bologna Business School is EQUIS – EFMD Quality Improvement System accredited, one of the most important international quality assessment and continuous improvement systems for Schools of Management and Business Administration.
Bologna Business School’s Open Programs are included in the Financial Times Ranking in the Executive Education 2026 category.
Annamaria Cofano
Executive Director
annamaria.cofano@bbs.unibo.it
"Never has the market shown such strong evolutionary dynamics as in recent years. A targeted and efficient sales organisation, together with the selection and management of customers with whom to build the future of your company, are the foundations for competing effectively."
Structure
The program consists of eight on-campus sessions, held on Fridays and Saturdays from 9:15 a.m. to 5:45 p.m., making it easier for working professionals to attend.
The program provides participants with an understanding of the role of the sales function within an organization and its interactions with other business areas. It also enables them to acquire the foundations of effective sales planning, analyze sales force organizational models, and develop leadership and key account management skills.
SCHEDULE:
- January 29–30, 2027 – The Sales Function and Sales Planning
- February 19–20, 2027 – Sales Force Organization and Management
- March 12–13, 2027 – Key Account Management
- April 9–10, 2027 – Negotiation
COURSES
- L’evoluzione della funzione vendite e il ruolo nell’organizzazione aziendale
- L’integrazione con il Marketing
- Internazionalizzazione commerciale: la selezione dei paesi e le principali strategie di sviluppo dei mercati
- I canali e le organizzazioni di vendita: ruoli e intermediari commerciali
- Sales Budget e Forecast
- Organizzazione e dimensionamento della forza vendite
- Leadership e gestione del team di vendita
- SMarketing, l’utilizzo di strumenti di marketing nel sales
- La pianificazione commerciale e i KPI delle vendite
- La creazione del valore per il cliente B2B
- Ruolo e caratteristiche del Key Account Manager
- La selezione e gestione dei clienti-chiave dell’azienda
- Il Key Account Planning
- Conoscere il cliente per poterlo gestire
- Usare i dati dei clienti per supportarli
- Le metriche del CRM: customer satisfaction, loyalty e retention
Faculty
Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.
-
Annamaria Cofano
Managing Partner
WeDoLab
-
Alessio Arcando
Board of Directors
Fondazione 3M
-
Aurelio Gisco
Professor of Business Administration
Università Vita-Salute San Raffaele
-
Francesco De Rose
Management Consultant.
Networking
The open program is an experience built around people and relationships, fostering valuable connections through continuous interaction among participants, faculty members, and managers. During the classroom sessions, a dynamic network develops, enriched by the diversity of experiences, roles, and industries. A vibrant ecosystem that enhances learning and continues to generate value over time.
COMPANIES
Companies within the Bologna Business School network actively contribute to the development of the Open Programs by helping shape the content and bringing real-world experience into the classroom. Managers and professionals take part through testimonials, real business cases, and direct contributions, enriching the learning journey with a practical perspective. Interaction with companies from different industries encourages a continuous exchange of experiences and best practices. This ongoing dialogue between the classroom and the business world creates a dynamic ecosystem where skills, perspectives, and approaches come together, generating value for all participants.
FEES
The enrollment fee for the program is:
- €4,000 (+ VAT) for registrations from companies and institutions
- €3,200 (+ VAT) for individual registrations
The fee includes attendance of the program, all study materials available through the online platform, and access to Bologna Business School services, including: personal Wi-Fi account and use of the study areas.
Discounts are available for:
- early registrations;
- companies belonging to the Business Network;
- Alma/BBS and Profingest Alumni;
- groups of at least 3 people.
INTERPROFESSIONAL FUNDS
Alumni and Companies can check the availability of vouchers at the relevant Interprofessional Fund:
Fondimpresa – per quadri / middle management
Fondo Dirigenti PMI – per dirigenti di PMI industriali
Fonditalia
Fondirigenti – per dirigenti
Fon.Coop – per aziende cooperative
REQUIREMENTS
The program is limited to a maximum of 25 participants in order to ensure an effective and interactive learning experience, and is open to professionals with diverse backgrounds and levels of experience.
APPLICATION PROCESS
To participate, it is necessary to request the application form by emailing openprograms@bbs.unibo.it. The team is available to provide all relevant information and support candidates throughout the process.
