Sales education beyond the classroom: building participative learning experiences in Sales Management through the CMGS (Case Method with Guest Speakers)

摘要

The overarching goal of working through the CMGS Method (Case Method with Guest Speakers) in Sales Management courses is to provide Business and marketing learners with practical knowledge about how a sales manager can deal with a wide variety of possible professional scenarios. Even when the case method itself is an excellent way to equip students for their prospective employment, the potential of this method can be enhanced with innovative pedagogical tools such as information and communication technologies. Firstly, eight sales managers were invited to the Sales Management Course as guest speakers. Students were required to prepare for these sessions using information and communication technologies, gathering information about the speaker’s sector and identifying areas of special interest. Each speaker shared their hands-on experience and offered an overview of their field in a workshop, while answering the students’ questions. These sessions increased the interaction of students with sales professionals, who presented their insights into a career in sales management. The learning experiences built through these workshops were narrated by the students in the course blog. Secondly, students were asked to present a scientific paper with the aim of bridging the gap between higher education and cutting-edge research. This article portrays the reasoning behind the course as well as the different steps followed during the process. The course finished with encouraging results, suggesting the desirability of incorporating PL (participative learning) experiences into any marketing course.