vcc.ca
OPTC 2310: Sales & Marketing Skills for the Entrepreneur
Effective date
May 2022
Department
Optician Diploma
School
Continuing Studies
Description
During this course, students focus on sales and marketing concepts including gaining insight into patient behaviour, appealing to a target audience, developing promotional strategies, the art of selling to patient's needs, trust based selling, and building long term relationships to retain a loyal customer base.
Credits
2.5
Year of study
2nd Year Post-secondary
Prerequisites
OPTC 1250.
Corequisites
None
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
- Describe strategies for engaging and involving the patient in the sale of eyewear
- Assess the needs of a target audience to confidently recommend eyewear
- Identify a company’s selling points for promotional strategies
- Explain the importance of strong product knowledge in product promotion
- Develop a social media marketing strategy
- Explain how to create a selling environment, including common sales techniques and principles of personal selling
- Develop strategies for addressing patient concerns
- Discuss strategies for earning a commitment and building long-term patient relationships
Prior Learning Assessment & Recognition (PLAR)
None
Hours
Lecture, Online, Seminar, Tutorial: 40
Total Hours: 40
Total Hours: 40
Instructional Strategies
Classroom based delivery with lecture, small group discussions, readings, case studies, and assignments.
Grading System
Letter Grade (A-F)
Passing grade
B- (68%)
Evaluation Plan
|
Type |
Percentage |
Assessment activity |
|
Assignments |
20 |
Weekly Review Questions |
|
Assignments |
20 |
Targeted Promotion Assignment |
|
Quizzes/Tests |
25 |
Quiz |
|
Assignments |
25 |
Sales Interaction Case Study |
|
Participation |
10 |
Class participation based on rubric |
Course topics
- Marketing and promotional strategies Identifying target audiences Product knowledge and promotion Creating a selling environment Building rapport Building a sale dialogue Information gathering Making recommendations Addressing customer concerns Earning a commitment Building long-term patient relationships Customer retention
Learning resources
Resources are items in addition to tuition that the student is responsible for purchasing. Course resource
information will be supplied by the department/instructor.
information will be supplied by the department/instructor.
Notes:
- Course contents and descriptions, offerings and schedules are subject to change without notice.
- Students are required to follow all College policies including ones that govern their educational experience at VCC. Policies are available on the VCC website at:
https://www.vcc.ca/about/governance--policies/policies/. - To find out if there are existing transfer agreements for this course, visit the BC Transfer Guide at https://www.bctransferguide.ca.