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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/forecasting-budgeting-territories-evaluation
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课程名称：预测、预算、区域管理、评估及法律/伦理问题 课程概述： 在销售运营/管理专业化课程的第四部分，学员将探索在管理角色中进行预测和预算的目的和方法。接下来，我们将学习如何制定销售区域并评估销售绩效。最后，我们将探讨销售经理面临的法律和伦理问题。 课程大纲： 1. **销售预测与预算** - 本周，我们将学习如何定义市场的整体销售潜力，并基于此信息制定市场销售预测。接着，我们将描述三种计算市场潜力的方法。得出销售预测后，我们将讨论一些可能影响销售预测的关键因素，并介绍9种常用的预测方法及其使用的数据，还有各方法的优缺点。 2. **区域管理** - 本模块将讨论销售区域管理，分析销售区域创建的原因以及用于制定销售区域的两种方法。 3. **销售绩效评估** - 在本模块中，我们将探讨销售绩效评估，明确绩效评估的组成部分。同时，我们将介绍“帕累托原理”或俗称的“80/20法则”。我们将展示五种销售量分析选项，并讨论成本分析/评估，其中包括分析市场营销成本时所面临的问题及其在商业决策中的应用。 4. **法律和伦理问题** - 本模块涵盖销售经理必须熟悉的伦理和法律问题。我们将开始区分伦理与法律问题，回顾销售管理中面临的各种问题及其应对方式。同时，我们将讨论伦理准则的概念及其重要性，最后探讨一些销售经理面临的法律问题。 通过这个课程，学员将掌握管理销售运营中关键的预测、预算、区域管理和法律伦理条款，并能够更有效地进行销售管理。
Name:Sales Forecasting and Budgeting
Description:This week we will spend some time learning how to define the overall potential of the market in terms of sales volume. We will then use this information to develop a sales forecast for our market. We will next describe three approaches to calculating market potential. Once we have arrived at our sales forecast, we will discuss some of the key issues that may influence our sales forecast. We will finish up our week with a discussion of the 9 commonly used forecasting methods along, the data used in each and some of the pros and cons of each method.
Name:Territory Management
Description: In this module, we will address sales territory management. We will discuss why sales territories are created and two approaches used to develop a sales territory.
Name:Sales Performance Evaluation
Description:In this module, we will discuss sales performance evaluation. We will identify the components of performance evaluation. As part of that, we will introduce something called the Pareto Principle or as you might know, the “80/20 Rule.” We will show you five options for analyzing sales volume. Finally, we will address cost analysis/evaluation. As part of that, we will discuss some of the problems with analyzing marketing costs and how marketing cost analysis is applied to business decision making.
Name:Legal and Ethical Issues
Description:In this module, we cover ethics and legal issues that a sales manager must be familiar with. We will begin with distinguishing between ethics and legal issues. We will review the kinds of issues and legal issues that confront sales administration and how you should deal with this. We will also discuss what a code of ethics is and why this is important. Finally, we will wrap up with a discussion of some legal issues that face sales managers.
In the fourth part of the Sales Operations/Management Specialization, students will explore the purpose and methods for forecasting and budgeting in a management role. Next, we will learn how to develop territories and evaluate sales performance. Finally, we will explore the legal and ethical issues facing sales managers.
