Bocconi University
Sales Management Program
Take charge of your sales team and drive business development for your organization.
Start date
26 March 2025
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Program overview
The proportion of sales leaders who believe that their team’s skill set will need to change.
Salesforce (Mar, 2021).
The percentage of professionals who believe that sales operations are increasingly more strategic.
Salesforce (Nov, 2020).
Duration: 6 weeks (excluding orientation)The role of sales within an
Organizations have been undergoing a major shift in their approach to sales, becoming more customer-centric and strategic. As customers increasingly rely on online research and social media to make purchasing decisions, sales professionals must adapt their engagement strategies. Sales teams require updated skills and tools to effectively guide customers from initial interest to the post-purchase experience. Analytical and strategy-focused leaders are needed to drive performance and operations.
SDA Bocconi School of Management's Sales Management Program is designed to equip you with the knowledge and skills to navigate this changing landscape. Over six weeks, you will benefit from live sessions with faculty and instructors, and gain expertise in change management, digital transformation, and performance management. You will learn how to conduct a customer portfolio analysis and evaluate various strategies for building strong customer relationships. Additionally, you will learn how to assess team performance, provide feedback, and design compensation plans. Throughout the sales management online course, you will explore conceptual models, real-world examples, and decision-support tools, and reflect on your progress through journaling and online forums, boosting your confidence and knowledge. You’ll also have the chance to network with peers and faculty during optional live sessions.
Participants who successfully earn a digital certificate of completion for the SDA Bocconi Sales Management Program may apply to enroll for the Executive Master in Marketing and Sales. The Sales Management Program certificate will count toward a segment of the Executive Master. Upon successful admission to the Executive Master, participants will be entitled to receive a discount of €3,000.
Note: Application to the Executive Master in Marketing and Sales is required and the Executive Master assessments remain mandatory.
Is this program for you?
This program is designed for individuals seeking to strategically manage sales to outperform competitors, maintain or expand market share, and achieve ambitious targets. The program suits sales managers who are accustomed to working independently but are interested in developing the skills to lead a team, and technical professionals who have transitioned to sales but need more managerial experience. It would be particularly advantageous for sales managers overseeing a large team, as they will learn how to enhance their performance by adopting a more strategic approach to their function and role within the wider business. The program is also valuable for newly promoted sales managers, aspiring sales professionals, and individuals seeking to advance to the next stage of their careers.
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SDA Bocconi is one of the few elite business schools to have garnered the ‘triple crown’ of the world’s most prestigious international accreditations (AMBA, AACSB, and EQUIS). It is also the only Italian institution to feature in all the major global business school rankings, including those of the Financial Times, Forbes, Bloomberg Businessweek and The Economist.*
Program overview
Program overview
Duration: 6 weeks (excluding orientation)The role of sales within an
Organizations have been undergoing a major shift in their approach to sales, becoming more customer-centric and strategic. As customers increasingly rely on online research and social media to make purchasing decisions, sales professionals must adapt their engagement strategies. Sales teams require updated skills and tools to effectively guide customers from initial interest to the post-purchase experience. Analytical and strategy-focused leaders are needed to drive performance and operations.
SDA Bocconi School of Management's Sales Management Program is designed to equip you with the knowledge and skills to navigate this changing landscape. Over six weeks, you will benefit from live sessions with faculty and instructors, and gain expertise in change management, digital transformation, and performance management. You will learn how to conduct a customer portfolio analysis and evaluate various strategies for building strong customer relationships. Additionally, you will learn how to assess team performance, provide feedback, and design compensation plans. Throughout the sales management online course, you will explore conceptual models, real-world examples, and decision-support tools, and reflect on your progress through journaling and online forums, boosting your confidence and knowledge. You’ll also have the chance to network with peers and faculty during optional live sessions.
Participants who successfully earn a digital certificate of completion for the SDA Bocconi Sales Management Program may apply to enroll for the Executive Master in Marketing and Sales. The Sales Management Program certificate will count toward a segment of the Executive Master. Upon successful admission to the Executive Master, participants will be entitled to receive a discount of €3,000.
Note: Application to the Executive Master in Marketing and Sales is required and the Executive Master assessments remain mandatory.
Is this program for you?
This program is designed for individuals seeking to strategically manage sales to outperform competitors, maintain or expand market share, and achieve ambitious targets. The program suits sales managers who are accustomed to working independently but are interested in developing the skills to lead a team, and technical professionals who have transitioned to sales but need more managerial experience. It would be particularly advantageous for sales managers overseeing a large team, as they will learn how to enhance their performance by adopting a more strategic approach to their function and role within the wider business. The program is also valuable for newly promoted sales managers, aspiring sales professionals, and individuals seeking to advance to the next stage of their careers.
SDA Bocconi is one of the few elite business schools to have garnered the ‘triple crown’ of the world’s most prestigious international accreditations (AMBA, AACSB, and EQUIS). It is also the only Italian institution to feature in all the major global business school rankings, including those of the Financial Times, Forbes, Bloomberg Businessweek and The Economist.*
What will set you apart
The ability to reach your organization’s targets while leading a team through market fluctuations and a complex business environment.
The confidence to identify and solve complex issues within your organization’s sales function and team. 
The expertise to set targets, evaluate performance, provide impactful feedback, as well as a tool kit for managing rewards and compensation more transparently and efficiently. 
The skills to lead the digital transformation of sales organizations. 
The experience and insights from networking with like-minded international professionals from a wide range of industries, and unlimited access to edX’s Career Engagement Network, offering you exclusive resources and events to support your professional journey and drive your career forward.Program curriculum
Orientation module
Welcome to your Online Campus
Module 1
Introduction to sales force management
Module 2
Customer portfolio analysis and management
Module 3
Setting targets, evaluating performance and providing feedback
Module 4
Managing the digital transformation of sales organizations
Module 5
Managing rewards and compensation for a sales force
Module 6
Leading effective sales teams
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What past students
think
Aldo Strappazzon
Sales Manager, Furntech Agencies
I'm very happy with the program. The content was relevant and useful. The online learning experience was brilliant! I'm looking forward to an updated program or extension on some of the modules. New information and methodologies were presented that helped me improve on many levels. I found it very interesting to learn from others in the same field.
Program Director
Paolo Guenzi
Associate Professor, Department of Marketing, Università Bocconi and SDA Bocconi
About the certificate
Cultivate a strategic and analytical approach for effectively overseeing the sales function within your organization and earn an official certificate of completion from SDA Bocconi School of Management.
Assessment is continuous and based on a series of practical assignments completed online. In order to be issued with a digital certificate, you’ll need to meet the requirements outlined in the program handbook. The handbook will be made available to you as soon as you begin the program.
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We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
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Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.
At the beginning of each module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats including: interactive videos, module notes, practice quizzes, presentations, assignment briefs, and additional web resources.
On the Online Campus, you'll also be able to ask questions and interact with your fellow students and teaching team through the discussion forums. If you are looking for your Online Campus login, please visit your Account page here.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
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