COMM07027 2017 Negotiation Principles & Practice

General Details

Full Title
Negotiation Principles & Practice
Transcript Title
75 %
Subject Area
COMM - Communication
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2017 - Full Academic Year 2017-18
End Term
9999 - The End of Time
Mairead McCann
Programme Membership
SG_BINTR_J07 201900 Bachelor of Business in Business in International Marketing Erasmus SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On) SG_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This module aims to facilitate the development of effective negotiation strategies in the context of competitive business environments. Students will cultivate persuasive communication techniques through a case-study approach to learning. 

Learning Outcomes

On completion of this module the learner will/should be able to;


Develop effective negotiation strategies.


Appreciate the concepts of Influence and Persuasion in effective negottiation.


Demonstrate active listening and active speaking techniques.


Evaluate the barriers to negotaition in the context of selling.

Teaching and Learning Strategies

This module will be delivered through a case-study approach.

Module Assessment Strategies

This module will take an approach of continuous assessment combining role plays and case studies.

Repeat Assessments

Students will complete a project or repeat attend as appropriate.

Indicative Syllabus

Negotiation Skills:

Interpersonal Communication skills

Non-verbal Communication

Active Listening



Influence & Persuasion:

Impression Management

Ingratiation, Intimidation & Self-Handicapping Approaches

Power & Power Bases


Negotiation Strategies:

Distributive versus Integrative Negotiation Processes

Creating a Value Approach

Building Alliances

Managing negotiations in multilevel, multilateral & multicultural contexts

Barriers to effective negotiation


Negotiation case studies:

Examining a variety of sales scenarios including; 

Developing win-win positions

Appreciating the instrumental use of language



Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Role Play Continuous Assessment Performance Evaluation 50 % Week 8 1,2,4
2 Case Study Continuous Assessment Closed Book Exam 50 % OnGoing 1,2,3

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Theory 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 2 Weekly 2.00
Independent Learning Not Specified Student Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 3.00 Hours

Required & Recommended Book List

Recommended Reading
2011-01-25 The Negotiation Book: Your Definitive Guide To Successful Negotiating Wiley
ISBN 0470664916 ISBN-13 9780470664919

Negotiation is one of the most important skills in business. Fact.

No other skill will give you a better chance of optimising your success and your organisations success.

Every time you negotiate, you are looking for an increased advantage. This book delivers it. From planning, dynamics and strategies, to psychology, tactics and behaviours, nothing will put you in a stronger position to build capability, build negotiation strategies and facilitate negotiations through to successful conclusions. Chapters include:

  • The Clock Face of Negotiation
  • Can You Really Negotiate?
  • Limitations
  • The Architect
  • The e Factor
  • Empowerment
  • Creativity
  • Partnerships

The Negotiation Book is your competitive advantage. Thats something everyone can agree on.

Recommended Reading
2013-12-10 Be Bold and Win the Sale: Get Out of Your Comfort Zone and Boost Your Performance, with a foreword by Mark Sanborn, New York Times bestselling author of The Fred Factor McGraw-Hill
ISBN 0071829229 ISBN-13 9780071829229


"Jeff Shore shows how to gain the essential confidence that is the first step to a great sales career." -- Neil Rackham, bestselling author of SPIN Selling

"This book is loaded with great ideas to educate, inspire, and make you unstoppable in sales." -- Brian Tracy, bestselling author of Unlimited Sales Success

Includes interviews with Daniel Pink, Larry Winget, Linda Richardson, and many others

The most common challenge every sales professional must overcome is not indecisive customers, inferior products, or innovative competitors. It's the discomfort you feel when initiating calls, dealing with difficult customers, and asking for the sale. Sales expert Jeff Shore argues that boldness is required to embrace this discomfort and leverage it to land the sale. And it is a skill that can be learned. In this inspiring, humor-filled guide, he teaches you:

  • How to figure out exactly what inhibits you
  • Why you make certain decisions in moments of discomfort
  • How to train your brain to prepare for uncomfortable moments
  • How your customer's own discomforts affect his or her purchase decisions

Featuring self-assessment tools, hands-on exercises, and case studies showing Shore's methods in action, Be Bold and Win the Sale is an indispensable resource for any sales professional.

Recommended Reading
2010-03-29 The First Move: A Negotiator's Companion Wiley
ISBN 0470750081 ISBN-13 9780470750087

"Time management is essential for successful negotiations. This book helps you do first things first."
Jeanne Brett, DeWitt W. Buchanan,Jr. Professor of Dispute Resolution and Organizations, Kellogg School of Management, and Director of the Dispute Resolution Research Center

"This book brings a breakthrough method to lead efficient negotiations."
Yann Duzert, Professor, Foundation Getulio Vargas, Brazil

"Even if you only implement 5% of this method, your clients will find you more attentive to their needs."
John Wong, Senior Partner, The Boston Consulting Group, Hong Kong Office

"A one-of-a-kind and most welcome companion for negotiators. It offers a learner-friendly distillation of tested ideas and good practices."
Pierre Debaty, Head of the Brussels Training Office, European Parliament

"Drawing on their extensive experience in over 50 countries, the authors provide the best of Anglo-Saxon and continental Europe negotiation approaches."
AJR Groom, University of Kent at Canterbury

"Whether you negotiate abroad or in your home country, this book is a must."
Tetsushi Okumura, Professor, Nagoya City University, Graduate School of Economics

"Many former enemies started thinking and acting differently after having integrated the principles of this book."
Howard Wolpe, Special Advisor to the Africa Great Lakes region, former Member of US Congress

"This negotiation method makes a difference for business and government leaders, who want to act more responsibly."
Theo Panayotou, Professor, Cyprus International Institute for Management & Harvard Kennedy School of Government

Recommended Reading
2016-02-16 The Storytelling Book: Finding the Golden Thread in Your Communications (Concise Advice Lab) Lid Publishing
ISBN 1910649082 ISBN-13 9781910649084

Business presentations could be simpler, more engaging and so much more effective, and our business lives so much more rewarding if we remember to restore the emotional power of storytelling. In an age that is Data Rich but Insight-Poor and when most people in the world of business find themselves caught up in a system of numbers and spread sheets, this book shows that the time has come to restore the lost art of storytelling; to put the "author" back in "authority"; to write less and think more. Through a simple step-by step approach, the author shows that we need to change how we communicate in our day-to-day lives, and that if we revert to our inherent role as storytellers we are more likely to be both more effective and productive, and a lot less frustrated into the bargain.

LID Publishing's popular Concise Advice Lab notebooks are designed to be quick and comprehensive brainstorming tools for busy professionals. The small trim size makes it easy to take along in a briefcase or purse. Interior pages are matte finish, so ink won't smear, and there's plenty of space to jot notes. A ribbon makes it easy to mark your place, and the elastic outer band keeps the notebook closed.

Recommended Reading
2015 Interpersonal Skills in Organisations McGraw Hill

ISBN 978-1-259-25529-8

Recommended Reading
2014-05-16 Interpersonal Skills in Organizations (Int'l Ed) McGraw-Hill Education
ISBN 1259255298 ISBN-13 9781259255298
Recommended Reading
2016-09-29 Skilled Interpersonal Communication Routledge
ISBN 1138823775 ISBN-13 9781138823778
Recommended Reading
2014-05-16 Interpersonal Skills in Organizations (Int'l Ed) McGraw-Hill Education
ISBN 1259255298 ISBN-13 9781259255298

Module Resources

URL Resources

The Marketing Institute of Ireland

The Sales Institute

Moodle website

Other Resources

Other resources will be provided on the Moodle page.