HSG Intensive Studies Sales Management (CAS)

Your Program Advisor

Maximilian Blaschke

Phone: +41 71 224 28 58

For more efficiency and effectiveness in sales through CAS Sales Management

Classical distribution is facing a repositioning. It is less about evolution than revolution. Factors such as customer orientation along the customer journey in the digital age, the shift towards customer experience management or the expansion of personal sales through digital approaches such as AI play a central role. We also deal with the digital transformation in sales and delve into the topics of lead generation, CRM, big data or predictive analytics.

We deal with these and other highly relevant sales topics at the Institute of Marketing in research and practice. They lead our continuing education HSG Intensive Studies CAS Sales Management (B2C and B2B Sales) and set the direction. The aim of the CAS Sales Management is, true to the motto of the University of St.Gallen “from insight to impact”, to make a significant contribution to the sales success of the participating managers and specialists and their companies through targeted further training for salespeople.

Certificate CAS Sales Management

As executive education opportunities in the field of sales, the Institute of Marketing offers the latest findings and developments in sales, with a focus on B2C and B2B sales, in 6 modules. After successfully completing the continuing education, you will conclude this 18-day course with a Certificate of Advanced Studies, the HSG Intensive Studies CAS Sales Management.

Upon successful completion of the tailor-made executive education CAS Sales Management, you will receive an officially recognised certificate of completed professional development in sales from the University of St.Gallen. In combination with the HSG Intensive Studies Marketing Management (CAS) and a diploma thesis, you can extend the intensive study programme CAS Sales Management to a executive education diploma Sales Executive HSG (DAS) or Marketing Executive HSG (DAS).

Ihr Nutzen von der Weiterbildung CAS Verkaufsmanagement

In 6 modules of 3 days each, you will receive future-oriented impulses for your sales management, acquire innovative concepts on topics related to sales and receive a digital mindset for your sales management. In addition, you will be encouraged to transfer what you have learned into the sales management of your company during the intensive study programme. After the study you will be able to define priorities in sales management as well as independently remove and implement concepts for your sales management. Furthermore, you will be familiar with innovations and current developments in digital sales and able to ensure the effectiveness and efficiency of professional sales management and the associated tools. 

Further highlights from the CAS Sales Management at the University of St.Gallen (HSG):

  • Practice-oriented executive education in Sales Management at the HSG
  • Advancement in one’s own organisation through professional and personal competence
  • Increased effectiveness and efficiency through the acquisition of practice-proven tools
  • Cross-industry exchange of experience with top-class Sales Managers in the continuing education programme
  • Platform for a personal network of contacts
  • Ensuring future viability and competitiveness through the seamless application of approaches from the University of St.Gallen
  • Long-term Profitability and growth in the company through the teaching of concepts, principles, methods and tools for the development of a long-term and long-term and sustainable marketing strategy
  • Professionalisation of the tasks of a sales manager

Participants of the executive education CAS Sales Management

This executive education in sales is aimed at experienced managers and young high potentials from sales and customer management in industrial, commercial and service companies. It is a further education for salespersons who are passionate about their profession and would like to further expand their knowledge in the field of sales through an additional qualification. A first degree is not required.


Cross-sector network building


Professionalisation of the tasks of a Sales Manager


Ensuring future viability and competitiveness in sales

*Evaluation 2020

Module I:

Strategic Sales Management

14.–16. September 2021

Distracted by the operative day-to-day business, sales people often lose sight of the "big picture". An understanding of the overall context, both in the market and within one's own organisation, is essential for sustainable sales success.

Content: Sales Excellence, Netmapping and Networked thinking, Digital selling

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Module II:

Active Selling

12.–14. October 2021

This module can also be booked individually*. In the end, sales success is always "at the table" with the customer. The goal must be to strive for win-win situations without losing sight of the best possible result for one's own company. Of course, negotiation strategy, tactics and skills play an important role in this. However, it is much more important for a successful negotiation to offer customers real added value instead of products or services and to sell them this added value based on a needs-oriented argumentation.

Content: Value Selling, Direct Sales, Negotiation Strategy and Tactics, Price Management, Improving Sales Performance

The individual booking of the seminar costs CHF 3'900.

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Module III:

Leading Sales

16.–18. November 2021

This module can also be booked individually*. Management in the area of sales takes place at different levels. On the organisational level, it is important to use the available energy to achieve high performance in sales or change. At the team level, it is a matter of leading employees and colleagues with and without authority and motivating them extrinsically but also increasingly intrinsically. Finally, it is important to be aware of the strengths and weaknesses of one's own sales personality at an individual level and to use these in a targeted manner in order to guide customers to the right purchase decision.

Contents: Leadership and organizational energy, sales staff leadership, personality oriented selling

The individual booking of the seminar costs CHF 3'900.

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Module IV:

Optional Compulsory Module: B2B Marketing // Management of Sales Processes

Optional Compulsory Module: In Module IV, you can choose freely between the modules B2B Marketing and Management of Sales Processes. We will be happy to advise you on what is better suited to your situation.

Intensive Seminar B2B Marketing
28. – 30. September 2021

This module can also be booked individually*. The specifics of business-to-business (B2B) place high demands on marketing and sales. Today, successful providers differentiate themselves through customer-related services that offer real added value in cooperation with the various contacts on the customer side. The marketing of technically high-quality and complex products and services requires systematic analysis and implementation, which requires in-depth technical and methodological expertise.

Contents: Strategic B2B and industrial goods marketing, sales and customer management, specifics of B2B business, buying center marketing, B2B communication (value selling), trade fair, event and digital content marketing, lead management, account-based marketing, CRM, predictive analytics, service dominant logic.

*Individual booking of the seminar costs CHF 3'900.

Intensive Seminar Management of Sales Processes
07. – 09. December 2021

This module can also be booked individually*. Customer processes become longer, more staggered, shift or are terminated. In order to lead the customer to make a purchase, these customer processes must be accompanied effectively and the business processes in sales must be aligned accordingly.

Contents: Organizational complexity in sales, sales of digital products, collaboration between marketing and sales, management and coordination challenges in international sales

*Individual booking of the seminar costs CHF 3'900.

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Module V:

Customer Types and Customer Segmentation

11.–13. January 2022

This module can also be booked individually*. Customers decide how well the company is doing. In this context, it is important to select, segment and differentiate attractive buyer personas. Companies need professional solutions for small, medium and large customers. One-sided approaches do not work sufficiently.

Content: Value-oriented control and customer prioritization in sales, growth through channels, key account management, tendering, incentive systems in sales

The individual booking of the seminar costs CHF 3'900.

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Module VI:

Sales 4.0

15.–17. February 2022

The megatrend digitalization not only changes production. Digital and analogue aspects must also be skilfully combined in sales. Customers simply have different requirements. Today's and tomorrow's customers no longer need information from the salesperson, they need a fast and competent salesperson - at eye level.

Content: First-Line Sales Manager, Sales Control, Sales Automation, Agile Customer Insights

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Zulassungsbedingungen für die Weiterbildung CAS Verkaufsmanagement

Die Zulassung zum CAS Verkaufsmanagement erfolgt im Ermessen des Studienleiters. Es wird sowohl auf den beruflichen Werdegang als auch auf die absolvierten Aus- und Weiterbildungen geachtet. Ein akademischer Universitäts- oder Fachhochschulabschluss wird nicht vorausgesetzt.

Your Investment

Participation in the CAS Sales Management costs a total of CHF 18,750 for 18 study days (6 modules of 3 days each). This includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and joint evening events.

Your Program Advisor

Maximilian Blaschke

Phone: +41 71 224 28 58

With your application you will be involved in the planning phase at an early stage. The binding force only begins 6 weeks before the seminar starts.

With the non-binding reservation you secure one of the coveted places and will be informed shortly before overbooking.


Degree: Certificate of Advanced Studies (CAS-HSG)
ECTS Credits: 12
Start: 14 September 2021
Duration: 6 modules each 3 days
Location: St.Gallen
Target group: Managers and high potentials from sales and customer management in industrial, commercial and service companies
Investment: CHF 18'750.–

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Since our intensive seminar is always fully booked, we recommend that you contact the seminar leader immediately. A reservation is an ideal way to secure a place without obligation, and in the meantime to make internal, organizational arrangements.

In the registration you will be asked about your desired billing address. The invoice can be sent to your home address or to the company. If you register a DAS, it is possible to stagger the total amount up to three installments.

The intensive seminar is divided into six modules, each with a particular focus. Each module takes place from Tuesday to Thursday, with an evening program on Wednesday evening. On request, the seminar leader can send you a module plan of the current implementation.

The exams consist of three areas. On the one hand, a personal presence in the modules (attendance rate of 90%) must be guaranteed. In addition, an individual learning transfer must be submitted in writing to the seminar leader at the end of each module (handling of approx. 10 pages, grading takes place). Furthermore, group work takes place across the modules. The goal is to work out a topic in writing and give a final presentation (both contents are graded).

Simply put, the relationship can be expressed in a small mathematical formula. CAS + CAS = DAS. This means that you will receive a Diploma of Advanced Studies from the University of St. Gallen after you have completed the exams in the respective CAS and submitted your diploma thesis. As soon as you complete CAS Sales Management, the addition “Sales Executive” is added to the title of the diploma.

In managerial training, we understand that you as a manager in your company appreciate a high degree of flexibility. We would like to offer this to you by giving you the opportunity to design your own path at the HSG. Basically, the CAS sales management takes place in the second half of the year, the CAS marketing management in the first half of the year. The intensive seminars in B2B take place twice a year, in spring and autumn. You can visit both CAS in one year, or split your stay over several years. In the meantime, you can e.g. Take time for your thesis.