European Sales Education: a Study on Course Offerings and Teaching Practices

Professional sales is a common path for graduates entering the workforce. This is why many educational institutions have integrated sales education into their curricula. Such education is essential for equipping students with the skills and knowledge required to succeed in today's sales landscape. Further research in the field of sales education is required, particularly with focus on course offerings and teaching practices across European educational institutions. Therefore, the aim of this study was to determine the current state of sales education by identifying sales courses offered at leading European universities and business schools, followed by an analysis of the course descriptions. As a result, this paper outlines the topics covered in the identified sales courses. Additionally, an overview of the skills developed in the offered courses as well as the teaching methods and materials used to foster these skills is provided. The findings of this study are valuable for educational institutions planning the development and launch of a sales program or course. Moreover, the findings of this study are useful for the identification of the potential gaps between sales skills developed at educational institutions and industry requirements.