06260294 - Business unit management

In a context of globalized markets, sales directors and managers are required to lead teams, clients, and partners across national borders. Sales management involves not only strategic and managerial skills, but also the ability to operate in multicultural environments and to communicate effectively in English.

The course is designed for participants who aim to strengthen their leadership in:
• International companies
• Organizations expanding into export markets
• Commercial roles requiring advanced managerial and professional English skills

Estimation of private study (outside of contact hours): 3 hours

DIMENSION OF SOCIAL RESPONSIBILITY

The course incorporates key principles of Corporate Social Responsibility (CSR), emphasizing ethical sales practices, responsible management of multicultural teams, and the integration of social and environmental considerations into international commercial strategy. Students learn to align commercial performance with integrity and sustainable business conduct.

TARGETED KNOWLEDGE AND SKILLS 

This course enables students to develop the following skills:
• Understand the specific challenges of international sales management
• Adapt leadership and management styles to diverse cultural contexts
• Align commercial strategy with global business objectives
• Communicate, negotiate, and manage effectively in professional English
• Integrate ethical, responsible, and sustainable practices into commercial decision‑making

The course strengthens the following executive‑level competencies by communicating in English:

Professional Communication
• Managerial and commercial 
• Negotiation in multicultural contexts
• Clear, structured, and persuasive communication

International Sales Leadership
• Leading multicultural sales teams
• Motivating and developing commercial talent
• Managing performance across international markets

Business Management Perspective
• Core roles of an effective Sales manager (captain, coach and pilot)
• Explore the International sales contracts (e.g., CISG, FIDIC…) and Advisory Duty

COURSE OUTLINE

Session 1 - International Commercial Environment & Global Sales Leadership
• Introduction to professional English for managerial communication
• Understanding the impact of globalization on commercial strategy
• Roles and responsibilities of international sales managers
• Managing teams, clients, and partners across borders
• Group exercises (role-play): Management of Cadence-call, DOA request…
• Case study: Leading a multicultural sales team

Session 2 - Professional English for Sales, Negotiation & Executive Communication
• Communicating effectively in English in managerial and commercial settings
• Leading meetings, presentations, and negotiations in English
• Writing clear, structured, and persuasive professional messages
• Handling objections and conflict in multicultural environments
• Group exercises (role-play): Client presentation, negotiation, objection handling…
• Case study: Designing and presenting an international sales action plan

Session 3 - Sales Management & Business Unit Steering
• The captain–Coach–pilot model of Business Unit Management
• KPI dashboards, performance monitoring, and decision making
• Managing international clients and key accounts
• Group exercises (role-play): Kick-off meeting within an engineering project
• Simulation: Steering a Business Unit in an international context

PRESCRIBED TEXTS AND PUBLICATIONS

• Kotler, P., Keller, K., & Manceau, D. Marketing Management - Pearson
• Kim, W. C., & Mauborgne, R. Blue Ocean Strategy - Pearson
• Hofstede, G. Cultures and Organizations
• Trompenaars, F. Riding the Waves of Culture

RECOMMENDED TEXTS AND PUBLICATIONS

1. Business Communication for Managers - OpenStax
2. English for Business Communication - Cambridge University Press

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

1. Business English for Sales and Marketing - Pearson
2. English for Sales & Purchasing - Oxford University Press
3. Business English Handbook - Macmillan

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

Selected publications from the iaelyon research units:
1. Management International & Interculturel 
2. Pilotage de la performance & Business Analytics
3. Communication & Management

Individual grade
Active participation and oral contribution in English throughout sessions (80%)

Other grade(s)
Grading during class
Presentation with a precise and professional written output throughout sessions and homework (20%)

TEACHING METHODS

The course relies on a highly interactive and practice oriented approach:

• Targeted theoretical inputs
• Real world international case studies
• Role playing and managerial simulations
• Group work and peer learning
• Systematic use of professional English

NATURE OF MATERIALS

International case studies, managerial simulations, professional business documents, ethical scenarios, executive readings, practical tools, and peer‑learning activities to create a realistic and leadership‑driven learning experience.

TEACHING INNOVATIONS AND USE OF TECHNOLOGY

The course leverages digital collaboration tools (Sales analytics tools), Virtual simulations (video conferencing tool), multimedia case materials (Business videos…) and AI assisted communication resources (AI transcript) to create an interactive experience.

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS

Participants are expected to have business knowledge, prior professional experience, main communication skills in English and are encouraged to review foundational materials.

ADVISED PRIOR READING

Recommended prior readings include selected Harvard Business Review articles on leadership communication and global trust‑building (e.g., Essential Leadership Communication Skills, Leadership and Communication…)

RESOURCES AVAILABLE

Online Courses Professional English, MOOC and assess of professional English through international tests (TOEIC, TOEFL, or Cambridge certifications).