This course will be held in 2022.


Dates: 29th August – 9th September 2022

  • Lecturer: Manuel Hartmann
  • Course responsibility: Armando Schär
  • Course type: Compulsory Optional Subject (Summer School)
  • Related degree levels and programs: BA/MA
    • BA/MA in Information Science
    • BA/MA in Digital Business Management
  • Workload: 120 hours
  • Credits: 4 ECTS
  • Course abbreviation: SSS-DBM

Manuel Hartmann

Manuel founded to help B2B Tech Startups with entrepreneurial sales support. Before, he built the sales organisation for a Swiss B2B Machine Learning startup and co-led projects. In addition, he teaches a Design Thinking and a Sales for Digital business course at FH Graubünden. He holds a M.A. HSG in Business Innovation.


Sales people are some of the most sought after positions by digital businesses. This summer school elective will help you to acquire sound knowledge to start & build your career in sales for digital business models in the areas of market validation, lead generation, customer acquisition and deal closing as well as feedback & education to land a job at the intersection of business, technology and human relationships.

Course goal / Guiding idea

Upon successful completion of the course students will be able to:


Acquiring sound knowledge to manage products for digital business models in the areas of market validation, lead generation, customer acquisition and deal closing.


Analysis of digital sales approaches on how to gain market share, analyze sales models, drive customer acquisition and deliver on sales strategies


Application of knowledge and skills in independently conceived digital business products and concepts, their planning as well as concrete implementation and lessons learnt from the developed materials. Independent further development of the own competence by means of suitable training methods.

Course content

  • Why sales is crucial for any digital business
  • Application of common sales methods & techniques
  • Crafting of a sales playbook
  • Practical development of a sales action plan for real use cases

Learning outcomes

  • Independent development and implementation of digital sales strategies and action plans
  • Reflective handling and use of learned methods & tools
  • Customer-oriented understanding of sales


Contact lessons (60h):

  • Theory teaching (everybody)
  • Development of sales strategy & action plan (groups)
  • Presentation of sales strategy & initiative outcomes (groups)

Accompanied self-study (40h):

  • Development of a sales strategy 20h
  • Development & partial implementation of a sales action plan 20h
  • Total 40h

Free self-study (20h)

Teaching & Learning methods

  • Interactive contact event
  • Literature study and reflection
  • Content research
  • Project work
  • Presentation

Proof of performance

  • 70% Documentation of sales strategy & implementation
    (group work)
  • 30% Presentation (group work)

Course readings

These are recommendations, not mandatory:

Get the right mindset:
Speed of Trust (Stephen M.R. Covey), Ego is the Enemy (Ryan Holiday), Invent and Wander (Jeff Bezos)

Tell a great story:
Tell to Win (Peter Guber), The Brain Audit (Sean D’Souza), Behind The Cloud (Marc Benioff)

Validate new markets:
The Mom Test (Rob Fitzpatrick), Sell Like Crazy (Sabri Suby), Traction (Gabriel Weinberg)

Generate outbound leads:
Hacking Sales (Max Altschuler), Predictable Prospecting (Marylou Tyler), Tech Powered Sales (Justin Michael)

Set up sales process:
The Qualified Sales Leader (John McMahon), Triangle Selling (Cory Bray), Let’s Get Real Or Let’s Not Play (Mahan Khalsa)

Negotiate Better:
Pitch Anything + Flip The Script (Oren Klaff), Never Split The Difference (Chriss Voss), Start With No (Jim Camp)

Hire a great sales team:
Hire Right, Higher Profits (Lee B. Salz), Hiring for Attitude (Mark A. Murphy), Topgrading (Bradford D. Smart)

Course schedule and location

Rectorate building (M. Pavlinovica 1, 23000, Zadar),

Ground floor

Course schedule: from 9:00 to 16:00.

Interested in attending this course?
Make sure to sure to apply on time.