Abstract:

Teaching sales strategies and techniques have two fundamental dimensions, one linked to the theoretical component of negotiation and communication with the client, and another more practical component linked to the training of skills such as resilience, active listening, trust, conflict management, teamwork, cooperation, and creative problem solving, being the latter assessed through the simulation of situations based on real problems to be faced in the labor market. As these competencies are so important in the students' training particularly in the field of sales and marketing, it is essential to develop mechanisms and methodologies that allow students to develop these skills holistically and creatively. The purpose is to create a simulated environment that constitutes a laboratory of emotions and self-discovery, free of judgments, constraints, and market risks.

This article aims to share a pedagogical practice based on theater-based learning implemented in a curricular unit where the theoretical component is minimal, and the previous learnings are combined to develop professional skills in students. The results of a study conducted over the past five years with students of the curricular unit Sales Theater, within a post-secondary program taught at a university, are also presented. This study intends to demonstrate that this innovative methodology significantly increases the students' competencies. Based on the empirical evidence the authors suggest ways of improvement and consolidation that go beyond sales and marketing education.

Keywords:

Sales Education, Marketing Education, Theater-Based Learning, Professional Skills.