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ERIC Number: EJ1178191
Record Type: Journal
Publication Date: 2018
Pages: 9
Abstractor: As Provided
ISSN: ISSN-1052-8008
Integrating SFA Technology into the Sales Curriculum: Helping Students Understand What, Why, and When
Jelinek, Ronald
Marketing Education Review, v28 n2 p80-88 2018
While sales force automation (SFA) and customer relationship management are important concepts in business-to-business selling, many instructors struggle to effectively integrate these topics into their curriculum. The research described in this article offers a role play and two coordinating sets of slides that aim to help students better understand what SFA is, why it is important, and when it should be used. A comparison of responses to pre- and post-test measures provides some support for improvement in students' perceived knowledge. In addition, student performance on a separate panel of multiple-choice and short-answer questions begins to show promise regarding actual student learning.
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Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A