The Art of Sales, Negotiation and Dialogue

7.5 Credits
First Cycle Level 1
School of Information and Engineering
Subject field
Entrepreneurship and Innovation (EUN)
Group of Subjects
Business Administration
Disciplinary Domain
Technology, 100%
Approved, 11 June 2015.
This syllabus is valid from 25 August 2015.

Learning Outcomes

After completing the course the student shall be able to:

  • describe the basic steps in negotiation processes (1)
  • describe the basic steps of a selling technique (2)
  • describe the basic conditions for creating dialogue (3)
  • analyze and select appropriate strategies in business negotiation (4)
  • discuss how different choices of sales strategy may influence corporate operations and profitability (5)
  • systematically reflect on the difference between dialogue and debate (6)
  • systematically reflect on how dialogue can build consensus in a groups with conflicting interests (7)

Course Content

The course focuses on three parts: negotiation technique, sales technique and the art of dialogue, and also addresses how these communication situations are similar and shows how certain basic conditions affect all three.
The focus of each part is:
Negotiation Technique   preparation and planning ahead of the negotiation process and the analysis of our position and that of our counterpart. This part also includes negotiation tactics, conflicts and disputes, and the advantage of creating two satisfied parties. Selling Technique   this part of the course deals with a number of factors affecting a sales process, such as personal sales style, sales strategy, the customer’s buying motives, the five phases of the sales process, termination technology, prediction and treatment of objections. In addition we address how satisfied customers and efficient sales can contribute to
corporate profitability and success. The Art of Dialogue   the art of utilizing the energy of disagreement and enhancing creativity in social situations.


Assignment 1 (examines outcomes 1, 2, 3): Individual written test, 3 credits
Assignment 2 (examines outcome 4): Active participation in negotiation game / simulation for seminar, 1.5 credits
Assignment 3 (examines outcome 5): Individual written assignment and active participation in the seminar, 1.5 credits
Assignment 4 (examines outcomes 6, 7): Individual written assignment and active participation in the seminar, 1.5 credits

Forms of Study

Lectures, seminars and sales/negotiation simulations


The Swedish grades U–VG.

The following ratings can be obtained:

Assignment 1, 3: U, G, VG
Assignment 2, 4: U, G

To pass the course, students must obtain grade G in all assignments. To pass the course with distinction (VG), VG is, in addition, required on assignment 1 and 3.


  • General entry requirements

Other Information

The number of examination opportunities is limited to five.

Students who have been admitted to and who are registered in the course are entitled to receive tuition and/or supervision only during the course to which they were accepted.

Make-up assignments and reworked seminar assignments must be submitted no later than the dates specified in the study guide.
The course replaces courses EU1007 and EU1020.