Teaching Sales Course in a Higher Learning Institution: Learning by Doing
DOI:
https://doi.org/10.37134/ibej.vol14.1.8.2021Keywords:
experiential learning, financial product, insurance, sales course, teachingAbstract
It is an ultimate learning experience to be able to bridge theory and real-world practice in sales class. Nonetheless, it is a challenge for educators in higher learning institutions to incorporate practical aspects into teaching. In response, this study was conducted to expose students to perform selling in a real-life situation. 42 students enrolled in a professional selling course in a higher learning institution in Malaysia were given a selling task. The students were asked to promote a financial product (i.e., insurance) to a potential client under the supervision of an insurance agent. The task given to the students was part of the course assessment and carried out throughout a semester. Students’ perceptions of the benefit gained from performing selling in the real sales environment were obtained through student evaluations at the end of the course. This study indicated that the students had a positive selling experience, and the selling activities aided students’ understanding and interest in the course.
Downloads
References
Abdullah, Z. (2018). Exploring university branding: employers’ expectation on university graduates on competency. Jurnal Personalia Pelajar, 21 (1), 95-104. http://www.ukm.my/personalia/wp-content/uploads/2018/12/Artikel-11_Zulhamri_UPM_Final.pdf
Baruch, Y. (2006). Role-play teaching. Management Learning, 37(1), 43-61.
Cook, R. (2004). The pedagogy and efficacy of using a sales management simulation: The MARS sales management simulation experience. In The National Conference in Sales Management.
Cook, R.W. & Swift, C.O. (2006). The pedagogical efficacy of a sales management simulation. Marketing Education Review, 16 (3), 37-46. https://doi.org/10.1080/10528008.2006.11488971
Corbett, J. J., Kezim, B., & Stewart, J. (2010). Student perceptions of value-added in an active learning experience: producing, reviewing and evaluating a sales team video Presentation. American Journal of Business Education, 3(4), 11-18. https://files.eric.ed.gov/fulltext/EJ1058572.pdf
Dewey, J. (1915). The school and society. Chicago: University of Chicago Press.
Dewey, J. (1938). Experience and education. New York: Macmillan.
Docherty, D. (2014). Universities must produce graduates who are ready for any workplace. The Guardian. Retrieved from https://www.theguardian.com/higher-education-network/2014/may/22/universities-must-produce-graduates-who-are-ready-for-workplace.
Drea, J.T., Singh, M., & Engelland, B.T. (1997). Using experiential learning in a principles of marketing course: an empirical analysis of student marketing audits. Marketing Education Review, 7 (2), 53-59. https://doi.org/10.1080/10528008.1997.11488591
Faria, A. J. (1998). Business simulation games: Current usage levels—an update. Simulation & Gaming, 29(3), 295-308. https://doi.org/10.1177%2F1046878198293002
Fogel, S., Hoffmesiter, D., Rocco, R., & Strunk, D. Teaching sales. (2012). Harvard Business Review, 90 (7/8), 94-99.
Futrell, C. M. (2013). Fundamentals of Selling.13th Edition. McGraw-Hill.
Hays. (2015). Malaysia’s tight talent market: The skills shortage may hinder growth, warns Hays. Retrieved from https://www.hays.com.my/press-releases/HAYS_249861.
Hudin, N.S., Osman, J., Shokory, S.M., & Wahid, H.A. (2018). Service-learning in higher education: Evidence from Malaysia. International Journal of Engineering & Technology, 7 (3), 474-479.
Johnson, A., Billups, M.J., & Poddar, A. (2021). The mandatory internal role-play sales competition: effects on classroom efficiency and sales career intent. Marketing Education Review. https://doi.org/10.1080/10528008.2021.1910522
Kolb, A., & Kolb, D. (2018). Eight important things to know about the experiential learning cycle. Australian educational leader, 40(3), 8-14.
Lee, S.A. (2008). Increasing student learning: a comparison of students’ perceptions of learning in the classroom environment and their industry-based experiential learning assignments. Journal of Teaching in Travel & Tourism, 7(4), 37-54. https://doi.org/10.1080/15313220802033310
Leisen, B., Tippins, M. J., & Lilly, B. (2004). A broadened sales curriculum: Exploratory evidence. Journal of Marketing Education, 26(3), 197-207. https://doi.org/10.1177%2F0273475304265545
Lewis, L.H. & Williams, C.J. (1994). Experiential learning: past and present. New directions for adult and continuing education, 62 (Summer), 5-16.
McBane, D.A. & Knowles, P.A. (1994). Teaching communication skills in the personal selling class. Marketing Education Review, 4(3), 41-48. https://doi.org/10.1080/10528008.1994.11488469
Moncrief, W.C. & Shipp, S. (1994). Making personal selling role plays more realistic. Marketing Education Review, 4 (Spring), 45-49. https://doi.org/10.1080/10528008.1994.11488440
Nasr, K. J. (2004). A study of students’ assessment of cooperative education outcomes. Journal of Cooperative Education and Internships, 38(1), 13–21.
Rippé, C.B. (2015). Show and sell: teaching sales through hands-on selling. Journal of Marketing Education, 25(1), 15-19. https://doi.org/10.1080/10528008.2015.999595
Schlee, R.P., & Harich, K. R. (2010). Knowledge and skill requirements for marketing jobs in the 21st century. Journal of Marketing Education, 32(3), 341-352. https://doi.org/10.1177%2F0273475310380881
Seetha, N. (2014). Are soft skills Important in the workplace?: A preliminary investigation in Malaysia. International Journal of Academic Research in Business and Social Sciences 4(4), 44-56.
Shaari, A.S., Yusoff, N.M., Ghazali, I.M., Osman R., & Dzahir N.F.M. (2014). The relationship between lecturers’ teaching style and students’ academic engagement. Procedia-Social and Behavioral Sciences 118, 10-20.
Spiller, L.D., Kim, D.H., & Aitken, T. (2019). Sales education in the United States: perspectives on curriculum and teaching practices. Journal of Marketing Education, 1-16. https://doi.org/10.1177%2F0273475319852756
The Star Online. (2017). Employers face skill and talent shortage challenge. Retrieved from https://www.thestar.com.my/business/business-news/2017/03/11/employers-face-skill-and-talent-shortage-challenge/.
Torres, J. S. & Rawal, M. (2021). Surreal play experience for teaching sales: Learning how to ask the right questions, Marketing Education Review, DOI: 10.1080/10528008.2021.1871848
Widmier, S.M., Loe, T., & Selden, G. (2007). Using role-play competition to teach selling skills and teamwork. Marketing Education Review, 17(1), 69-78. https://doi.org/10.1080/10528008.2007.11488990
Yusof, H., Vyapuri, L., Jalil, N.A., Mansor, M., & Noor, M.A.M. (2017). The factors affecting teacher leadership in Malaysian primary schools. International Journal of Academic Research in Business and Social Sciences, 7(6), 620-631.