MSc in Economics and Business Administration - Sales Management

SAM offers a blend of digital platform strategies, market analytics, and customer psychology to enhance business performance. You'll develop skills in multi-channel management and learn to integrate sales and marketing strategies for maximum impact. The programme aims to create value for customers by understanding market dynamics and utilising digital tools to integrate sales and marketing effectively

About the programme

The SAM programme, has a strategic focus on the evolving sales function influenced by digitalisation, AI, and analytics. SAM prepares you for commercial leadership in the dynamic business world. This programme is more than traditional sales; it's about crafting value through innovative strategies and understanding the financial impact of your decisions.

Customer Value Analytics and Financial Management 
At SAM, you'll learn vital skills for commercial leadership, including value creation and understanding financial impacts. The programme focuses on customer-related costs, profitability, and effective value creation methods. This knowledge forms a clear, fact-based foundation for making strategic sales decisions, which are crucial for improving business performance in customer equity, profitability, and lifetime value. For sales and marketing managers, developing advanced financial skills is essential to identify and leverage the financial potential of sales strategies.

Entrepreneurial and Innovative Skillset 
Commercial leaders need to identify new business opportunities and act upon them. You will learn how to design your own platform-based company, to solve for instance societal challenges e.g., technological disruptions, inequality, hunger. You will also learn how to pitch your ideas in front of real-life investors. You may even risk starting your own company! You would not be the first to do so. Besides this, you will learn about the latest developments in Generative AI, chatbots, large-language models, digital twins, digital platforms, and how they impact sales and marketing functions.

Digital Commercial Strategies and Platforms
The world is becoming increasingly connected and firms can no longer ignore the impact of data, platforms, and ecosystems when designing their commercial strategies. So, you will learn about the impact of digitalisation and big data on commercial strategies. How managerial mindsets can create and destroy value. And how you can govern customer, employee, and other people’s behaviours to ensure maximal value creation. Additionally, we will provide you with the analytical toolset to collect, clean, analyse, and report about customer and ecosystem data. A key focus is on data storytelling, an essential skill for commercial leaders to effectively communicate their decisions to a broad audience.

Customise your programme

During the programme, you have various opportunities to create your own academic profile.

On the 3rd semester, you can choose to study courses of your specific interest. CBS offers a large number of electives within a wide range of topics. You can also choose to take electives at other Danish universities. The electives you choose have to be relevant for your programme.

See the current selection of CBS electives on Single courses and electives - Master.

On the 3rd semester, you can also choose to study a so-called minor. A minor is a package of electives within a specific academic area. Typically, it consists of 3 courses. By taking a minor, you strengthen your competences within a specific area of interest, and you can use it to qualify for specific jobs or industries. 

See the current selection of CBS minors on Minors

Many students choose to go on exchange on their 3rd semester; usually at one of CBS’ more than 300 partner universities. When you go on exchange through CBS, you do not have to pay for the teaching at the foreign university (with a few exceptions), and you can bring your SU (student grant). 

Find a list of all CBS partner universities here.

Academic internship
You can choose to replace some of your electives with a so-called academic internship. The academic internship consists of an internship period at a company, which is then completed with a project report. You can do the internship at a company in Denmark or abroad.

When doing an internship you get the opportunity to relate theory to practice and reflect on the academic training you receive at CBS in a practical setting. Therefore, the project report and work assignments during your internship have to be relevant to your study programme.

CEMS - Master in International Management programme
On SAM , you can apply for the CEMS - Master in International Management programme. CEMS MIM is a double degree programme, which gives you the opportunity to add a second degree in international management to your CBS degree. This means that you will get both the MSc degree and the CEMS in International Management degree.

CEMS is a 1-year programme, which you study in combination with your CBS degree in your 3rd and 4th semester. Part of it takes place at one of the other CEMS universities abroad.

Learn more about CEMS / Master in International Management.

Master's thesis
Your 2nd year is completed with a master's thesis. You choose the topic you want to write about, which allows you to focus on a specific topic of your interest. Typically, you write your master's thesis with a fellow student.

What to consider

A multidisciplinary field
Sales management integrates business acumen, psychology, and strategic analysis. Unlike many other areas in business and social sciences, sales management is not just about understanding strategies or financial details, but also about applying quantitative and qualitative techniques to drive sales performance. 

This necessity arises from the dynamic nature of sales, where success is often measured by tangible results like revenue growth and market share expansion. To excel in this field, professionals must be adept at analysing sales data, understanding customer demographics, and predicting market trends.
To strategically manage sales, one must consider various uncertain and sometimes conflicting factors such as customer needs, competitive landscape, and the effectiveness of different sales channels. 
Skills, tools and strategies

Sales management requires a mix of analytical skills to interpret market data, and creative skills to design compelling sales strategies. We use statistical methods to analyse sales trends and customer feedback, and IT tools, like analytical and CRM software, to manage customer relationships and sales processes efficiently.

Companies and sales teams need to develop and implement sales strategies that maximize revenue and customer satisfaction, even under very uncertain conditions. Sales managers must understand and leverage complex sales models and assess their effectiveness. These key tasks necessitate the use of sophisticated analytical methods and the ability to handle various sales management tools, including advanced software like Salesforce.

A strong interest in analytics and people
To thrive in this programme, you should have a strong interest in sales and customer development, and be prepared to use both quantitative and qualitative methods extensively. Your background should ideally be equivalent to a BSc. degree in business administration, with a willingness to enhance your analytical and strategic sales skills. We focus on applying these skills to real-world sales challenges, developing strategies that work in practical scenarios rather than just in theory.

Throughout the programme, we emphasise the development of strategic thinking and practical skills necessary for sales leadership. Real-life case studies and interactive discussions are integral to our approach. Furthermore, the programme provides a comprehensive understanding of market dynamics, customer behaviour, sales team management, and the ethical aspects of sales. 

Studying in English
If you do not have a bachelor’s degree taught in English, we recommend that you read more about what to consider before applying for an English taught programme. 

Read more about Teaching and litterature in English on Teaching and working methods.

Study environment


SAM offers students a study environment that is designed to propel their careers. We not only do this by providing relevant sales management knowledge, theories, and tools, but also by establishing a lasting social network. SAM alumni play an important role in the content of the programme, for instance by providing guest lectures, student jobs, or master thesis assignments.

SAM students are very engaged and we welcome everyone’s input. When you become member of our SAM Quality Board you can actively influence that programme content and development. Members of our Social Committee organize all kinds of extracurricular activities that help students know each other, connect to companies, and provide a joyful learning experience. Examples of such activities are the SAM Sales Competition, the SAM Symposium, and meet-and-greet diners.

Because of the programme’s close connection with business, many SAM students work during their studies. This creates a vibrant environment where many opportunities emerge.

Student life at CBS
Studying at CBS is much more than just preparing for and going to classes.

At CBS, there are more than 20,000 students with different backgrounds and nationalities. Teamwork is an essential part of studying at CBS both in classes and in extracurricular activities. 

With more than 100 student organisations, you also have plenty of opportunities to engage and connect with students across programmes and classes. 

Learn more about the vibrant student life at CBS, the student organisations, and the international environment on Student life.

For internationals
If you are an international student, we have gathered a lot of information about what it is like to be an international student at CBS and how you can prepare for life in Denmark.

Read more on For internationals

Teaching and exams


Pedagogical approach
At SAM we believe that theories are important tools to understand decision-making. But what is even more important is to put these theories into practice. By providing project-based teaching, you’ll learn how to use theoretical concepts, frameworks, and tools in simulated and real-life situations. You will work in small groups on assignments throughout the program. Next to that about half of the work is done individually to allow for more flexibility in executing the study activities.

We work closely with consultancies and companies to link theory and practice. Companies are involved in several ways, for instance by providing guest lectures, case assignments, or coordinating extra-curricular activities (e.g., sales competition). The programme includes a good mix of individual and group-based assignments to hone time-management and collaborative skills. You will experience what it feels like to be a commercial leader of the future and make tough decisions. Many students directly apply the theories and skills in their study-related student jobs, making the learning experience even stronger. 

At SAM we assess students’ in several ways. So, you can expect to do group-based written assignments, individual written assignments, and oral exams. Every course has one exam. All courses are designed in such a way that you will be well prepared for the final exam (for instance, via assignments, mock-exams, and quizzes). Exam formats are aligned with the course’s learning objectives. By having a variety of assessment approaches we also train students to communicate their knowledge and capabilities in different ways. Experience tells us that SAM students appreciate the different exam formats.

Read more on Teaching and working methods.

Read more on Exams at CBS.

Time consumption
You should know that it is demanding to study in a graduate programme, and both the curriculum and workload is  significantly higher than at bachelor level. 

If you are studying on a full-time graduate programme, you should expect spending approximately 37 hours on average on your studies each week. The workload will vary during the year.

The time leading up to assignment submissions and exams can be hectic, and you can easily work more than 40 hours a week in this period. Preparing for oral exams can be especially time consuming, because you have to be able to explain and discuss the covered concepts and theories and learn things by heart.

Read more on Teaching and working methods.

Student job
Most programmes are quite flexible in terms of combining studies with a student job. Most students work a maximum of 15 hours a week in order to have sufficient time for their studies.

Studying in Denmark - for internationals
If this is your first time studying in Denmark, you may find teaching and exam formats, the grading scale and the academic calendar very different from what you are used to.

Read about everything you need to know as an international student studying at CBS on For internationals > Academic information


What gets you the job?

Salespeople often are called mini-CEO’s as they rely on the same competencies. These competencies can be used in any job, but are especially valued in consultancy, entrepreneurship, and commercial positions e.g., at multinationals. The advantage of starting out in a sales function is that you already train very important leadership skills from the first minute that you land your job. So, if you are interested in leadership positions sales is a great place to start. 

Among others, SAM prepares you for the following tasks:
•    Analysis of complex relationships such as business models in a digitalised context.
•    Develop solution-oriented strategies.
•    Knowledge brokering skills between customer, engineers, data scientists, production, and other disciplines.
•    Leading large sales teams and customers.
•    Negotiating six- and multi-digit deals.

SAM graduates are expected to enter a wide range of careers in both the private and the public sectors in Denmark and internationally, including:
•    consulting,
•    founder/ entrepreneur e.g.we collaborate with Copenhagen School of Entrepreneurship,
•    sales executive - nationally and internationally,
•    management and leadership positions in other business areas,
•    key account management,
•    industries in the shared economy,
•    in scientific sales research.

Career opportunities
The career opportunities for well-trained sales management graduates are excellent. Sales is a very large field of employment, both within Denmark and across the globe. Moreover, with rapid developments in digitalisation, big data analytics, and Artificial Intelligence (AI), the future of sales is also exciting. Although AI affects multiple business areas e.g., finance, operations, its biggest impact pertains to marketing and sales e.g., customer data.

Good sales managers are highly valued in strategic management.They can utilise in-depth knowledge e.g. about sales management, digitalisation, and analytics, and advanced capabilities e.g. problem-solving, design thinking, change management, and knowledge brokering to address the challenging trends in today’s business environment This is where SAM comes in with its strategic focus and excellent access to the latest international top research.

Competence profile
In the competence profile you can find more information about the various competences you achieve on the programme:

Competence profile for SAM



1. semester 2. semester 3. semester 4. semester
Creating Innovation and Customer Value (7,5 ECTS) PDF icon Sales and Marketing Analytics (7,5 ECTS)

Electives / Exchange / CEMS (30 ECTS)





Master's thesis (30 ECTS)






Big Data Commercial Strategies (7,5 ECTS) Performance Management (7,5 ECTS)
PDF icon Designing Market-Based Digital Platforms (7,5 ECTS) Customer and Firm Profitability (7,5 ECTS)
Professional Selling (7,5 ECTS) Commercial Business Project (7,5 ECTS)

You can read more about the programme, academic content and exams in the programme regulations for Sales Management.

The page was last edited by: Web editor - Student Communications // 06/06/2024