Carson Course Prepares Students for Global Sales

By Scott Jackson

As businesses expand their reach across borders, sales professionals must adapt to a global landscape where cultural awareness is just as vital as negotiation skills. To meet this need, the Carson College introduced a new course focused on international sales in spring 2025, designed to equip students with the knowledge and skills necessary to navigate international markets.

Developed by Assistant Professor Pavan Munaganti in the Department of Marketing and International Business, the course builds on core sales principles while incorporating the complexities of cross-cultural business interactions.

Preparing students for global markets

The International Sales course provides students with practical, real-world applications of global sales strategies, teaching them to navigate market-specific challenges.

“This course allows me to draw from my own industry experience and share relevant examples with my students when explaining key concepts,” Munaganti says. “The focus of the International Sales course is to prepare students to hit the ground running in a global sales role.”

A central component of the class is case study discussions, where students analyze sales challenges unique to different countries. One such exercise required students to step into the role of a sales manager for an Australian beverage company expanding into Fiji, considering cultural similarities, differences, and market-specific strategies.

Students say these exercises have been particularly impactful in deepening their understanding of international business.

“One of the most valuable lessons I have learned so far is the importance of cultural awareness in sales negotiations,” says Tyler Nordberg (’25 Mktg.). “Understanding how different cultures approach business relationships, decision-making, and communication has helped me see how tailored sales strategies can lead to stronger partnerships and better outcomes.”

The value of cross-cultural sales expertise

For modern sales professionals, Munaganti says understanding cultural nuance is essential. Even those working within the US are likely to engage with global clients or colleagues. Munaganti stresses that international sales strategies are not one-size-fits-all—what works in one country may fail in another due to differences in consumer preferences, pricing sensitivities, or cultural expectations.

“Students in the International Sales course are trained on the importance of acknowledging, studying, and incorporating cross-cultural differences into global sales strategies,” Munaganti says. “Graduates of the course will demonstrate cultural awareness and be equipped to identify and evaluate the global implications of key sales decisions.”

The course also highlights how globalization continues to shape modern sales environments. Students analyze trends such as the reduction of trade barriers, advancements in automation, and the rise of digital sales platforms, reinforcing the value of adaptability on the international business stage.

“Cultural literacy helps students understand their own culture, other cultures, and how to bridge the gap between the two,” says Noah Ebeling (’25 Mktg.).

Looking ahead, Munaganti hopes to expand the course’s offerings to include more guest speakers with international sales expertise. He also plans to incorporate new case studies addressing emerging challenges, such as the role of AI in global sales. By continually evolving the curriculum, he aims to ensure students graduate with the skills and knowledge necessary to thrive in an increasingly interconnected business world.