Developing a postgraduate programme for a company′s sales management workforce

Very few of the business and management programmes within UK universities focus on sales and sales management or were designed specifically to meet the needs of those wishing to make, or further,their careers in sales. Describes a postgraduate programme developed at the Manchester Metropolitan University for the Carlsberg Tetley company. Outlines the design and development of the programme, examines its structure, content and teaching and assessment strategies, and discusses the challenges and benefits associated with this commercial‐educational venture.