Business Development and Sales

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Courses - September 2025

Level 1

Course details

Principles of Business-to-Business Sales
BUSS8000

Description: This course will introduce the selling process and its application to the sale of products in a Business-to-Business environment. Students will develop professional selling skills using practical techniques including live role plays and scenarios.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Introduction to Business Development
BUSS8010

Description: In simplest terms, business development can be summarized as the ideas, initiatives and activities aimed towards making a business better and increasing its value. This could include increasing revenues, achieving growth through business expansion, increasing profitability by building strategic partnerships, and making strategic business decisions. This course will help students develop skills to determine how much business could grow, recognize where that growth would come from, and define the approach to capturing that growth.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Conestoga 101
CON0101

Description: This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.
  • Hours: 1
  • Credits: 0
  • Pre-Requisites:
  • CoRequisites:

Finance for Sales
FIN8240

Description: Sales requires a healthy respect and understanding of the numbers. In this course, students will focus on how to prepare and work with budgets and forecasts. Students will also learn how to conduct relevant financial analysis such as breakeven levels and margins
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Business-to-Business Marketing
MKT8160

Description: In this course, students will focus on applying the core principles of marketing to the business-to-business environment. This includes the marketing of products to companies for use in the production of other goods, for use in general business operations or for resale to other consumers. Students will learn how B2B differs from B2C and how to successfully market to this demanding audience.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Customer Relationship Management
MKT8170

Description: In this course, students will examine the practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle. Students will learn to use these tools to improve business relationships with customers, assist in customer retention and drive sales growth.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Sales Technology
TECH8000

Description: This hands-on course will introduce students to the latest technology used by sales professionals today to both enhance and improve the sales process. Students will learn to use these new tools to obtain detailed customer intelligence and manage customer data in a way that supports successful relationships.
  • Hours: 56
  • Credits: 4
  • Pre-Requisites:
  • CoRequisites:

Level 2

Course details

Social Selling
BUSS8030

Description: Sales professionals who have incorporated social selling into their sales process consistently outperform those stuck in the pre-social sales funnel. In this course, students will focus on this important approach to selling that allows salespeople to laser-target their prospecting, establish rapport and trust through existing connections and networks, and possibly even ditch the dreaded practice of making cold calls.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Strategic Account Management
BUSS8040

Description: The job of maintaining a company’s existing customer relationships is an important one. In this course, students will learn all aspects of successfully managing an account in order to sustain and nurture a lasting business relationship. Students will also study the specifics of key account management, territory management and category management.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites:
  • CoRequisites:

Integrated Business Development and Sales
BUSS8050

Description: This capstone course is designed to give students an opportunity to apply all of the knowledge and skills they've learned in the program. Students will have an intensive business case in the final weeks of the semester that will challenge them to problem solve on a real-world sales scenario.
  • Hours: 98
  • Credits: 4
  • Pre-Requisites:
  • CoRequisites:

Negotiations
MKT8180

Description: Negotiating effectively helps professionals reach agreements, achieve objectives, strengthen their relationships, and ultimately be more productive. This course will develop students’ skills at successfully navigating dynamic negotiation situations. Students will demonstrate their mastery by executing multiple negotiations.
  • Hours: 56
  • Credits: 4
  • Pre-Requisites:
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Sales Trends and Analytics
MKT8190

Description: Predictive analytics have enabled businesses to use data to analyze trends and forecast sales, and ultimately, business growth. In this course, students will learn to collect and analyze data to predict short- and long-term sales performance. Students will apply quantitative methods and analytic technologies to generate dependable forecasts for use in business development.
  • Hours: 42
  • Credits: 3
  • Pre-Requisites: TECH8000
  • CoRequisites:
Electives: Program Option
Student must pass 1 Course(s), selected in the Student Portal from available course options

View Program Option Electives

Please note that all courses may not be offered in all semesters. Go to your student portal for full timetabling details under "My Courses".

Professional Selling
BUSS8020

Description: Building on ‘Principles of B2B Sales’, this highly interactive and hands-on course will hone the students’ professional selling abilities with a focus on selling intangibles and services. Students will construct an end-to-end sales presentation that will be pitched in multiple role-plays with peers and the instructor, culminating in closing the deal.
  • Hours: 56
  • Credits: 4
  • Pre-Requisites:
  • CoRequisites:

Sales Lab for Business Development Sales
BUSS8150

Description:

Sales Lab is the only incubator in Canada for launching sales careers and it's located right here at Conestoga College. This application-based course is open exclusively to students in the Business Development & Sales program who have a keen desire to start a career in high-tech, B2B sales. Students will work 1:1 with a Sales Coach and in group sessions to develop the skills that industry is looking for right now. Intensive interview and resume bootcamps help students to develop a strong professional brand. The second half of the course is dedicated to networking and job search activities including mentorship sessions with seasoned sales executives and hiring managers.

  • Hours: 56
  • Credits: 4
  • Pre-Requisites:
  • CoRequisites:

Program outcomes

  1. Conduct research required for prospecting, needs analysis, and development of Features Advantages and Benefits (FABs) for optimal value creation in order to overcome objections and handle negotiations for closing the sale.
  2. Communicate effectively, orally and in writing, as required in a business and technical environment
  3. Prepare and deliver a sales presentation based on an analysis of customer strengths and needs
  4. Develop strategies to create, assess, and execute business development opportunities.
  5. Develop strategies to establish and maintain working relationships with clients, which strengthen their loyalty to his/her organization
  6. Evaluate results of business-to-business marketing activities using criteria related to forecast sales, costs, profits and other identified objectives.
  7. Conceptualize, develop and implement a sales plan to support business-to-business marketing activity.
  8. Use technology relevant to the sales function to manage accounts and customer relationships.
  9. Construct plans for strategic account management including how to approach key accounts, territory management and category management.
  10. Complete business sales projects in alignment with business ethics, corporate social responsibility and industry standards in order to develop professional attitudes and behaviours
  11. Contribute to the development and support of a business-to-business marketing plan to support sales activity.