A Global Perspective on the Current State of Sales Education in the College Curriculum

TLDR

Twenty‑first‑century businesses in a global market demand more well‑trained, entry‑level sales representatives who also exhibit higher professionalism and skill. The study investigates whether university sales education has evolved to meet these heightened industry demands. By surveying department chairs and sales faculty worldwide, the authors catalog courses, teaching methods, and departmental concerns, compare dedicated sales programs with general business or marketing curricula, and analyze U.S. versus global differences.

Abstract

In developing on-going customer relationships required in a global business world, twenty-first-century businesses are demanding greater numbers of well-trained, entry-level sales representatives while at the same time expecting higher levels of professionalism and skill from these salespeople. With increased focus on professional selling, we address the question: has the delivery of sales education at universities evolved in response to current demands? This research assesses the current state of sales education in domestic and international universities by surveying department chairs and sales faculty to determine what courses are being taught, what pedagogical techniques are being used, and what are the concerns facing departments in the delivery of sales education. In addition, we contrast the curriculum of schools that offer a dedicated sales program with those that have a general business or marketing program. We also focus attention on the differences and similarities of U.S. and global universities' sales offerings. Our findings provide benchmarks for schools that are developing or enhancing their sales courses to meet the demand from businesses.