Yearbook MF11 by stefan adler

YEAR BOOK 2 0 1 3

2012 CONTENT

LETTER FROM THE PRINCIPAL

YEAR BOOK 4

YHiM/FÖRSÄLJNINGSAKADEMIEN 6

SCHOOLS 8

LEARNING IN ACTION 9

MANAGEMENT 10

Y R K E S H Ö SALES G S K O L&A MARKETING N I MÖLNLYCKE 22

SUCCESS STORIES 24

TECHNICAL SALES 26

THE TEACHERS

LETTER FROM THE PRINCIPAL The original concept for Försäljningsakademien was developed in the mid-1990s in response to the clearly articulated, rapid increasing demand for skilled personnel within the fields of sales and marketing. Jan is the principal of Yrkeshögskolan in Mölnlycke and has been that since 1998. He has a Bachelor of Science in business Economics, but he has also worked at a bank, been part owner in an IT-company and managed to get a teachers´ education in economy. His work includes a lot of administration. Jan loves challenges and so is the case with his spare time. He is competing every year in the major bicycle-competition called “Vätternrundan”. The major reason for students to choose the educations at Försäljningsakademien is the fact that it leads to work. Despite the fact that it is a relatively short period of education, it is very effective and that is what makes it so attractive. A big part of the education is the trainee periods that are integrated in the curriculum. This is where you can use what you have learned in real life and it is also a perfect time to make new connections. After your education you will have a wider net of contacts and a good education as a platform to stand on. In many cases, these trainee periods have led directly to employment after graduation. Jan says: “We want hungry students at our school who are active during the lessons. This is because we want everybody to share their experiences with each other and contribute to interesting discussions. At school we have an exciting mix of hungry students and experienced teachers. We have companies that contact us and ask for students to come to their company and work with them. That is a clear sign that we are running some good educations!” Jan Hallén, Principal

YHiM/FÖRSÄLJNINGSAKADEMIEN In close collaboration with trade and industry in western Sweden, Försäljningsakademien educates carefully selected, highly motivated students in the sciences of sales and marketing, students who come from different kinds of cities all over Sweden. Part of the education is run at university; this includes the courses which are organized by the School of Economics and Commercial Law at Gothenburg University. In order to obtain the most useful know-how in these areas, theoretical knowledge must be supplemented with practical insight, based on self-acquired experience. For this reason, several trainee periods are integrated in the curriculum. In all, approximately one third of the education takes place at various workplaces. In many cases, these trainee periods have led directly to employment after graduation. Försäljningsakademien is a non-profit organization headed by the Municipality of Härryda, located in the Gothenburg area. We co-operate with regional trade and industry, the School of Economics and Commercial Law at Gothenburg University. The original concept for Försäljningsakademien was developed in the mid-1990s in response to the clearly articulated, rapidly increasing demand for skilled personnel within the fields of sales and marketing. In September 1998, the first batch of students began the Sales and Marketing Programme in Mölnlycke, the regional centre of the Municipality of Härryda on the outskirts of Gothenburg. The students were full of expectations and – as their successful studies progressed – there was no cause for disappointment. Soon after graduating in June 2000, every one of them had obtained the job they wanted or had started their own company.

WHAT IS YH? Yh, a Higher Vocational Education, is a form of education based on the labour market’s need of post-secondary school vocational skills. These educations are designed in many different areas, for example, IT, finance, healthcare, marketing and technology. These educations are approved by the Higher Vocational Education authorities and are regularly reviewed. To ensure that the educations correspond to the requirements which are in demand in working life, all educations run in a close cooperation with companies and the business world. For more information about Yh please visit www.yhmyndigheten.se.

EDUCATIONS At present, Försäljningsakademien offers two educations: Sales and Marketing (2 years; 400 Yh points) and Technical Sales and Marketing (2 years; 400 Yh points), which started in 2001, in its first version. SALES AND MARKETING Over a period of four terms, the students take courses including Effective Sales Management, Business Economics, Project Management, Business Law, Oral and Written Communication (both Swedish and English), Marketing, Social Science and Organizational Development, Web Design, Desktop Publishing and thesis. Of the total of 400 Yh p, 100 relate to university studies at the School of Business, Economics and Law at the University of Gothenburg. Approximately one third of the whole education is within the practical part, LIA, Learning in Action, and is for both educations divided into three different occasions. TECHNICAL SALES This programme focuses on the marketing and sale of products, services and systems based on a high degree of technology. As a result, the studies of business and communication sciences are supplemented by several courses within the fields of natural sciences and technology. After four terms (2 years), the students have obtained 400 Yh p, 25 of which relate to university studies at the School of Business, Economics and Law at the University of Gothenburg.

YRKESHÖGSKOLAN IN MÖLNLYCKE

SCHOOL OF BUSINESS, ECONOMICS AND LAW A PART OF THE UNIVERSITY OF GOTHENBURG Handelshögskolan opens up opportunities for increased knowledge of particularly marketing and economics. It is a classical school with an extremely good reputation and experienced teachers. Here, students have the opportunity to expand their network and build new relationships. The knowledge the students receive at the School of Business is a corner stone in their new, competitive education. Both programmes study Marketing at Handelshögskolan. Sales and Marketing also studies Business Economy at this prestigious school.

COLLEGE OF EDUCATION

HIGHER

VOCATIONAL

Our courses at Försäljningsakademien: Marketing and sales, 400 Yh-points Technical sales and marketing, 400 Yh-points The courses will provide a practical education of high quality which leads to work. Försäljningsakademien offers specially oriented courses that make you wellequipped for a career in a profession with a great future potential. Sales and marketing (MF) started in autumn 1998, to meet the pronounced demand for well-trained sales and marketing people. This education was an immediate success, and has been ever since. Technical sales and marketing (TF) began in autumn 2001, because many Swedish companies sell products and systems that are based on a high technology level. These companies are seeking well-educated marketers and sales people who have a basic understanding of the importance of technology in different contexts.

2Entertain │ ABB

LEARNING IN ACTION

Adecco Sweden Apoteket │ Assa Abloy │ At-

After two years of academic studies, the students have acquired a great deal of theoretical knowledge. There is, however, another type of knowledge that is equally, or even more valuable. A “know-how” that manifests itself in reality, in everyday situations. This is the practical knowledge, the key to understanding the business world. A sales economist from Försäljningsakademien has learned to transform theoretical knowledge into practical skills. In modern sales and marketing management, this is one of the most important components. Trainee periods of mutual benefit In order to obtain valuable, practical “know-how”, the students at Försäljningsakademien spend approximately one third of the total programme time, corresponding to 27 weeks respectively for the 2-year programmes, as trainees at one or more companies of their own choice. We call these periods of practical education Learning in Action (LIA). These Learning In Action periods often turn out to be very valuable for the host companies as well. Not only because of the work the trainees do, but also because the trainee periods offer excellent opportunities for both parties – the company and the trainee – to get to know each other well. This is something that could provide an extremely valuable foundation for future employment.

let │ Bilia Group Göteborg │ Christan Berner │ Dragster kommunikation │ Drivhuset, Effort Consulting group │ Ekman & Co │ Elanders │ Elof Hansson │ Got Event│ Göteborg & Co │ Göteborgs Hamn │ Göteborgs Posten │ Härryda Kommun │ IKEA Bäckebol │ Input Interiör │ JC Jeans & Clothes │ Kahls Kaffe │ KF │ Krall │ Kriminalvården │ LFV │ MiG │ Nelly.com │ New Wave │ Novotel │ Qlogic │ Papyrus │ Poolia │ Proffice │ Ridderheims & Falbygdens │ Scandic Hotels │ Sandryds │ Schenker │ Securitas │ SKF │ Solar │ Svenska Mässan

│ Teamwork Beman-

MANAGEMENT Jan Norén, Chairman - Business Developer, KonsultPoolen AB/Chairman MiG Partner. Per-Axel Andrén - Lawyer, Chairman of Högsbo-Sisjö Företagarförening. Britt Carling - CEO LifeMill AB, Member of the Board of Säljarnas Riksförbund. Eva Ossiansson - PhD Economics and Researcher, SBEL of School of Economics and Commercial Law, Göteborg University Sara Claesson - Marketer, Brands 4 Success AB Anders Nilsson - Programme Management of EncInnovation & Entrepreneurship, School of Economics and Commercial Law, Göteborg University Marie Fall - Project Manager, Jeppesen Erika Olsson - District Director Sales, Scandic Hotels Mats Lomander - Client Sales, CGI Arto Pitkäniemi - Adviser, Region West, Teknikföretagen Martin Andersson - Key Account Manager, Arkitektkopia Patrik Fredriksson - Commercial Manager, Got Event AB Tony Johansson - Business Area Manager, Christian Berner AB Johan Rönnblad - Business Development Manager, Siemens Jan Hallén - Headmaster, YHiM Ulrika Sundell - Educational Manager, YHiM Student representatives Martina Adamsson-Jensen, MF11 Josef Pettersson, TF12 Raman Kaur, MF11, Substitute Axel Lundqvist, TF12, Substitute

SALES & MARKETING Försäljningsakademien started because of the great demand for welleducated salespeople. After graduation there are many possibilities for the students. After two years in an academic education, the student has developed a lot of theoretical skills. Though, there is knowledge that is more valuable. A knowledge, that manifests itself in reality, in situations where you really need it. What a Sales and Marketing Economist can do is to transform theoretical skills into practical skills. The students at Försäljningsakademien have experience from both theory and practical work. They have not just learned basic theoretical skills; they also have practical experience from the business world. The students are problem solvers and besides sales and marketing, they can appear in and manage different business organisations. They can handle activities in sales management, for example planning, communication, psychology and other occurring sales elements. From their trainee companies the students obtain the experience of business selling and behaviour that they need to work practically with sales and marketing. They have a healthy attitude to morals and ethics in the business world. The students have also seen the practical consequences of laws and stipulations that regulate the economical environment. They can take care of the design, planning and strategies of a business marketing process. This includes for example analyses, prognoses, marketing investigations and working out a marketing plan for a company. After graduation the students can work with for example: • Business to business selling • Communication • Marketing • Sales • Project leadership As described before, there are many possibilities for the students after graduation. This is an education of 400 Yh p.

COURSES Practical Sales - 20 Yh p This course provides basic skills in practical sales work in business to business. It also provides an insight into the sale process and how the increasing competition demands change when making a sale. Business Economics, basic - 10 Yh p This is an overview of business administations and aims at preparing the students for the core course at the University of Gothenburg.

Business Law - 15 Yh p The students learn about the laws of business. The course teatches the students how to solve legal problems and how to understand legal documents within the line of business. Efficient Sales Management - 20 Yh p The essential goal of this course is to teach the students methods in planning, managing and following up the sales efforts. The course provides knowledge of how tools for marketing segmentation and customer positioning should be used. The students also learn about negotiation and business ethics.

Marketing in Practice - 15 Yh p The students learn how the companies and organizations can communicate with their parties on the market and with a range of practical marketing techniques. It is all about how to succeed in strengthening a trade and long term customer relations. Project Leadership - 10 Yh p This course aims at presenting a method in how to structure and manage a project. It also enhances the ability to lead project members towards a goal. Oral and written communication, Swedish - 15 Yh p The course aims at communicating in various situations and making presentations for large groups. Skills in how to use Swedish in speech and writing in business and everyday life are practised in the course. A special course in copy-writing is included. Oral and written communication, English -15 Yh p The students learn the ability to use English in international contacts. The course includes how to communicate in everyday situations and make presentations for groups of various sizes. Skills in how to us English in speech and writing are practised. The students are expected to use English fluently as a corporate language. Administrative IT knowledge - 10 Yh p The content of this cours aims at developing skills in advanced applications and the knowledge of optimal integration between the Office package and how different techniques can be timesaving in daily work. Communication and Media Design - 25 Yh p The course aims at giving good knowledge and practising skills in how to manage the internet and basic skills in how to build web sites. The student’s own web site is later published on the World Wide Web. The programs InDesign and Photoshop are used in this course. The students learn how to create and design applications. An assignment is to make your own brochure.

Learning in Action, LIA - 135 Yh p Each student performs 27 weeks as a trainee at one or more companies. The school has established excellent relations with many of the leading companies in Gothenburg and Mölnlycke. The aim of these trainee periods is to let the student practise what they have learnt in school. Hopefully, the students also get to know a lot of people and make valuable connections. The students are very appreciated by the companies. Thesis, 10 Yh p Thesis is a method course and is usually performed on behalf of a client and the survey can then be linked to a Learning In Action period. The work is usually performed for a client and will be an application of the theoretical studies to practice, that is a way to use and test the skills training given in practice. The thesis includes an examination report and practical accounting, and sets high standards for the students´ own work and independence in the performance. COURSES AT THE UNIVERSITY OF GOTHENBURG Business Economics - 50 Yh p, 15 p * The purpose of the course is to give the students a good knowledge of economic theories and models. It leads to the understanding of different companies and organisations in the economic society and the relations between the actors on the market. The students learn e.g. how to calculate an investment and cost analysis and how to value it. Marketing - 50 Yh p, 15 p * The students will learn about the factors affecting the market, for example “the four P’s”. The students will examine a company and create an annual plan. The course also teaches how to analyse marketing situations and create strategic competitive plans, among many other things.

*The course is offered by the University of Gothenburg and therefore provides 7,5 university points by the Bologna system.

◄ ANDREAS LARSSON apj.larsson@gmail.com Andreas had been working at a sales department for two years when he felt that he wanted to get new knowledge of sales and marketing. He believes that the combination of studying and Learning In Action suits him well. Therefore he thought that Försäljningsakademien, YHiM was a very good choice of education. Andreas has always had a dream of being his own boss, to take more responsibility. In the future he would like to work as a B2B salesman in a multinational company.

AXEL WIBRÅN ► axelwibran@hotmail.com Axel is a perfectionist who has always loved the charm of business acumen. He has still got a lot to learn but hopes that some day he will be blackbelted in both sales and marketing. He thinks that the combination of theoretical and practical knowledge gives him the tools to be able to meet the market of tomorrow. The ability of communication, both in an economic and social perspective is something he values highly. Axel has many years of experience of élite football, something he will have great benefits of in the future, both in terms of experiences and contacts.

◄ BEATRICE EKBERG beatriceekberg@spray.se After working on a cruise ship for several years Beatrice thought it was time to become a landlubber again. That’s why she started to look for interesting educations. Beatrice fell for the education at Försäljningsakadamien, YHiM in marketing and sales because it has the perfect combination of practical training and theoretical subjects. She thinks that’s it´s a good stepping stone into her professional career. For her, it´s challenging but fun!

◄ CAROLINE VIRDHAGE cvirdhage@hotmail.com Caroline is an active person who loves sports and challenges. She worked with sales before the education and wanted to develop her knowledge. YHiM´s concept with both studies and practical sessions and the education sales and marketing was a perfect solution for her to take the next step in her career. In the future, Caroline wants to find an inspiring and creative job in either sales or marketing.

CHRISTIAN JURKIEWICZ ► jurkiewicz@hotmail.com After three years of work, Christian wanted to find a new challenge in his life. The concept that Försäljninakademien, YHiM offered was perfect for Christian. To combine studies with practical sessions was a great way to get working experience while you are studying. That was the main reason why he chose this education. Christian thought that studying at Försäljningsakademien would be a great opportunity to develop personal contacts and give him a wide knowledge. In the future, Christian wants to find a creative and challenging job in either sales or marketing.

◄ DAVID BERGENLUND david.bergenlund@bmwnordic.com David has extensive computer and IT experience and is proficient with a wide range of Microsoft and Linux/Unix operating systems, networks and applications. David loves working with customers and constantly looks forward to new challenges and facing new possibilities. The main reasons why he initially chose to attend the Sales and Marketing programme was that he wanted to expand his knowledge and broaden his scope both in business and marketing. But also because the school puts emphasis on academic theory combined with practical real-life business experience.

◄ ELIN DÈMAN elin_deman@hotmail.se Elin was born in Gothenburg and raised in Partille where she still lives. She is a happy and positive person who gets everybody to be in a good mood. Elin chose Försäljningsakademien, YHiM because she liked the idea of combining studies with Learning In Action. She thinks it makes her more motivated and gives her the chance to get a good connection with the market. Elin´s vision after the examination is to search for a creative job that she knows will fit her.

ELINA HÖGRELL ► elina.hogrell@hotmail.com Directly when Elina saw the ad for Försäljningsakademien, YHiM she knew that it would fit her perfectly. She liked the combination of theoretical studies and the trainee periods. During the first year Elina spent the trainee period at Input Interiör in Göteborg. During the nine weeks at Interiör she got the chance to use her new knowledge of sales and marketing. It gave her a deeper insight into the life of a real businesswoman.

◄ ELIZABETH NILSSON elizabeth.nilsson@hotmail.com Elizabeth lives in Askim and has worked in a store for over thirteen years. She thought that the next step was to go further. She thinks that what Försäljningsakademien, YHiM can offer in education and practice during the three Learning In Action periods can help her to do that. Her dream is to open a website for her “art-collection”. She hopes that the Learning In Action practice can get her a new job, where she can meet people and offer them a good service. She is a hard worker and will generate good results.

◄ ERIKA LINDAHL erika.lindahl1@gmail.com Erika chose Försäljningsakademien, YHiM because she believes that combining theory with internship periods will make her well prepared for working life. After the exam her greatest wish is to get a job in marketing, for example as a marketing coordinator or assistant in a marketing division. In the long run Erika wants to start up her own business.

FRIDA FERNSTRÖM ► fridafernstrom@hotmail.com When moving back to Sweden at the beginning of 2011 after several years in the hotel business in the French West Indies, Frida wanted to broaden her horizons. A two-year education focusing on sales and marketing containing a great combination of theoretical, practical and creative courses sounded as a perfect mix for her. To get the chance to try different lines of business, thanks to three periods of internships, is an excellent way to enter the labour market. This is an important part that Frida thinks weighs heavily when choosing an education. Therefore Försäljningsakademien, YHiM was a good choice for her.

◄ GISELA KIENINGER gisela.kieninger@hotmail.se Through Gisela´s experience in sales and marketing, she has realized that she has an interest in the psychological aspect involved in these subjects. To listen to and also to influence the choices different people make are both interesting and inspiring. The Sales and Marketing education gives her a great opportunity to learn more about these topics and is taught by professional and dedicated teachers. Another thing that is incredibly positive is that she gets the chance to make contacts with and meet interesting business people.

◄ ISABEL DAVIDSSON isabel_davidsson@hotmail.com Before Isabel started this education she had been working with sales and in customer services in both Sweden and England. She chose Föräljningsakademien, YHiM because she thinks it will be a good way to use the skills and knowledge she already gained from working to develop a better understanding for communication and relationships with customers. In the future she wants to work abroad in a creative and social environment and thinks Försäljningsakademien can give her a good base for that.

ISABELLE SVAHN ► isabellesvahn@gmail.com Before this education Isabelle has worked with sales and she chose the education to improve her previous sales knowledge and combine it with marketing. Isabelle thinks that the best parts with the education are the Learning In Actions periods. They give her an opportunity to make valuable connections and get work experience for the future. Isabelle´s best qualities are that she is ambitious, driven and is not afraid of new challenges. If she starts something, she always implements it wholeheartedly and she always wants to perform her absolute best.

◄ JENNIE WESTBLOM jennie_westblom@hotmail.com For Jennie the education was a new experience since she had never worked with sales or marketing before. She chose Försäljningsakademien, YHiM because she believed that combining theory with practice periods would make her well prepared for working life. After the education Jennie wants to work with marketing but is also very interested in project management. Jennie´s best qualities are that she is positive, easy-going and has an incredible will to succeed.

◄ JOANNA MELANDER joannamelander@hotmail.com For Joanna Försäljningakademien, YHiM is a school where she, together with her wonderful classmates, get valuable knowledge which she later can practise during the Learning in Action periods. Joanna´s dream is to develop her knowledge of sales and marketing by working in the fashion industry. She strongly believes in the idea of combining studies with work experience. Joanna spent her first Learning In Action period at the fashion distributor company MnO International as sales rep. for a clothing brand called Rare. She was given full responsibility for the brand and the spring/summer collection of 2012. Joanna learned a lot and as mentioned a dream really came true! JONNA LANGE ► lange.jonna@gmail.com Jonna likes the width in the education at Försäljningsakademien, YHiM. She thinks the combination between theory and practical subjects makes her attractive as an employee after her graduation. Jonna had worked as a saleswoman for two years when she heard of Försäljningsakademien, YHiM. It was a natural step for her to apply for the Sales and Marketing program to take her knowledge to the next level.

◄ LINA IVARSSON lina-ivarsson@hotmail.com Lina loves to meet new people and exchange experiences. Her favourite part of the education is Learning In Action. It gives her the opportunity to see the different parts in sales and marketing. She also likes the challenge she is given during the weeks “out” at different companies. Hopefully, she will have made up her mind about what to do when she is done with the education, in spring 2012.

◄ MARCUS PRYTZ marcus.prytz@gmail.com Marcus had been working as a B2C salesman for a couple of years when he felt he wanted to achieve new knowledge of marketing and sales. Marcus always puts quality as the most important aspect, and that’s one of the reasons why he chose Försäljningsakademien, YHiM. The high quality in line with the study and the trainee periods is the perfect combination, something Försäljningsakademien really stands for. During his studies, Marcus has achieved a higher level of communication and analytical skills in business situations. He has become aware of what it means to be a professional and salesman.

MARINA GRGIC ► marina.grgic85@hotmail.com Marina has always been interested in marketing so when she read about the Sales and Marketing education she simply applied for it. She thought that the education seemed very interesting and she hopes it will give her a good future. That is one of the reasons why she chose Försäljningsakademien, YHiM. In the future she sees herself working with challenging work assignments, where she can develop as a person. She loves challenges and competition. After the education she is hoping for a job in a marketing department.

◄ MARTIN BILLESTEDT martin.billestedt@gmail.com Curious, flexible and targeted are three words that Martin thinks are important. Being able to work both independently and in teams is something he values highly. Martin´s years as a football player shaped him into a person who regards every individual’s performance as important to achieve a positive result. It is important for Martin to be in a creative context where there is room for him to develop his own thoughts and ideas. Being careful and structured creates clarity for him in his work to achieve success.

◄ MARTINA ADAMSSON JENSEN martinaadamssonjensen@gmail.com Martina is a social and purposeful person who daily plays handball in IK Sävehof. Before she began at YHiM she had a lot of different jobs, but none of them really interested her or made it possible for her to use her qualities or personality. Martina has always been interested in sales and marketing and she loves to meet new people. Because of this and the possibility to combine education and Learning In Action with her training, the decision to chose YHiM was very easy for her. Martina has a lot of thoughts, ideas and future dreams. One of them is to start and run a successful business but within which industry is still written in the stars.

RAMANPREET KAUR ► raman_kaur@msn.com Ramanpreet chose Försäljningakademien, YHiM because it would give her the chance to study and at the same time have internships in different companies. It gives her the opportunity to experience different working environments. Hopefully, this will lead to it that she knows what she wants to do in the future. Ramanpreet thinks that the possibilities to get a job right after finishing school are quite good. During her Learning In Action she hopes that she will find her future working place where she after the education can be offered a job.

◄ REBECCA GUSTAFSON rebecca_106@hotmail.com Rebecca knew even before she applied to YHiM that this was the school for her; there were no other options. She has friends who have studied at Försäljningsakademien before and the recommendations were really great. The education has really lived up to her expectations and her past experience has made her feel really at home here. One of the reasons why Rebecca chose to study a Yh-education was because of the opportunity to do internships and it will open many doors for her. Already after her first internship, Rebecca was offered to work extra and the possibilities do not end there!

◄ SARA LUNDBERG sara.elisa.lundberg@gmail.com For Sara Försäljningakademien, YHiM was a clear choice. In her search for an education the opportunity to combine theory with practice was decisive. She feels that the education has developed both her personality and her ambitions. In the future Sara wishes to work at an advertising agency as a project leader, and some day hopefully start her own business

SIMON SOLTAN-ZADEH ► simon_soltanzadeh@hotmail.com Simon thinks that the education gives him as a student a great opportunity to fulfil his career dreams. With good subjects, great teachers and the amazing Learning In Action periods, everything is in place for him to succeed. Simon knows that it is up to himself to achieve what he wants. He dreams of a nice employment, preferably in sales, and that dream led him to Försäljningsakademien, YHiM. For him, it seemed a fast and good way into his preferred line of business. Simon spent his first Learning In Action period at Venture Cup, a wonderful organization helping people with their business ideas. He had lovely colleagues, got to know some great people and was given the opportunity to do a lot of different things.

SUCCESS STORIES Sophia Ahlgren

Regional Manager for the Western region, Venture Cup Studied Sales & Marketing at Försäljningsakademien, 2010 Sophia had two fantastic years at Försäljningsakademien. The education was great and most of the courses were highclass. Sophia had a great benefit of what she learned during her education in her current work. Without the education she would never be where she is today. The practical part of the education was really an important element for her and an excellent opportunity to get into a workplace.

” Try to arrange your LIA at a company where you can see a future and do not only take the first best alternative.”” You had your chance to show who you are and show your worth. Today Sophia is working for the organization Venture Cup that arranges Sweden’s’ most leading competitions for potential startups. Driven, creative and targeted individuals get the opportunity to release the full potential of a business idea. Venture Cup has offices in four regions, but the competition is nationwide. Sophia made her second and also the last LIA at Venture Cup, which later on led to an employment as a project leader in charge of the competition. In a couple of weeks Sophia will change position and become the Regional Manager for the Western region. Finally Sophia has some advice to all students at YHiM: “Seize the day, two years pass quickly! Take the studies seriously and acquire as much knowledge as possible. Try to arrange your LIA at a company where you can see a future and do not only take the first best alternative. It is not only the company that chooses you- you also choose the company. See it as you are about to decide your future workplace. If you are good enough at copying papers and running errands, it can lead to great achievements! However, do not let anyone take advantage of you. If you really do not thrive in the workplace, do not wait out the time being hopeless- change placement. The opportunity will not come back!”

Martin Andersson

Key account manager at Arkitektkopia Education Studied Sales & Marketing at Försäljningsakademien, 2000 Martin graduated in 2002 after studying Sales & Marketing for two years at Försäljningsakademien. The combination of the theoretical and practical courses was the main reason for him choosing this education. Martin has always had a great interest in both sales and marketing. One thing Martin was sure of when he started this education was that he wanted to gain insight into different lines of business and realized that there would be a perfect opportunity to do this during the different LIA-periods. By seeking to different industries this gave him a better understanding of what would suit him.

”I personally think that most of the business today is done through relationships.” Thanks to the second LIA-period Martin ended up where he is today. Without networking he would never have had the opportunity to work with what he does nowadays. Currently Martin works at Arkitektkopia and he has done so for a couple of years. He works as a Key Account Manager and has responsibility for all offices at a national level. Martin is also Sales Manager for the business area Arkitektkopia Education. Martin thinks he has benefited greatly from his two years at Försäljningsakademien in his work today. As he actively works with both sales and marketing, a lot of the courses he studied during his education have been useful in his current job. Many of the courses are closely linked to the challenges faced in the real world of work, which is beneficial when getting out on the labour market. As two years pass quickly, Martin stresses the importance of taking advantage of the time of study. Martin cannot emphasize enough how important it is to network, to build relationships, for the future. “I personally think that most of the business today is done through relationships. Remember to always develop and nurture your own brand.”

TECHNICAL SALES After graduation there are many possibilities for the students since they have a general knowledge of the business world. They have also seen the practical consequences of laws and stipulations that regulate the economic environment. The graduates have the ability to take care of the design, planning and strategies of a business marketing process with due consideration of technical implications. This includes for example analyses, prognoses, market research and making a marketing plan for a company with more or less technological focus. The students at Försäljningsakademien have experience from both theory and practical work. They have not just learned theoretical basic skills; they also have practical experience from the business world. The students are problem-solvers and besides sales and marketing, they can appear in and manage different types of business organisations. Sales management as planning, communication, psychology and other occurring sales elements are some activities, which may be relevant for the students after graduation. Besides the economical know-how the students have a broad knowledge of technology and know how to present and handle a project with a technical background. After graduation a sales engineer can work with for example: • Sales and marketing • Technical applications • Project leadership

• Computer communication • Business communication • Design and product development

This is an education of 400 Yh p.

COURSES Marketing Communication, Social media – 10 Yh p Today many companies and organisations use social media to communicate with their target groups, as it is a quick and easy way to reach and create a dialogue. The goal of this course is to provide basic knowledge of different ways to communicate on the market and how social media may be used for sales and marketing. Project Management - 15 Yh p The goal of this course is to provide basic knowledge and training in methods to successfully start and run projects. The course includes several practical elements. Information Technology - 20 Yh p The course will provide conceptual knowledge and general technical understanding of electronics, data and applications of information and communication technology.

Personal B2B sales negotiation and closing - 40 Yh p This course will provide basic knowledge and skills in practical and personal selling and negotiation efforts between companies, ”business to business”, nationally. This course will provide students with practical experience in the use of a computer-based indication of CRM, Customer Relationship Management. Industrial Technology and Design - 30 Yh p Students will learn a general understanding of the value and process chain from raw material to finished product, and gain knowledge of some of Sweden’s most important export industries and manufacturing companies. Environmental Technology - 15 Yh p The students will learn the understanding of current technology and challenges, as well as basic concepts in environmental and energy technologies. It will provide knowledge of Sweden’s perhaps fastest growing export industries and cleantech companies.

Business Economics - 25 Yh p This course will provide students with a holistic view of the company’s business and to create an understanding of how businesses operate and are controlled. The students will learn different economic models and concepts of the planning and control of companies to increase profitability related to the sales process. Business Law - 20 Yh p The goal of this course is to provide basic knowledge of business law relevant to decision-making in business as well as the laws and contracts applied to various business conditions. The course will also develop the students’ ability to solve legal problems and understand legal documents in business. Business development with sustainable business - 10 Yh p The goal of the course is for the students to understand how a seller helps in busines development to make the next stage more successful in the sales process. The course includes for example innovation and entrepreneurship, sustainable business, strategy and target setting and business planning. Oral and written business communication, Swedish - 20 Yh p The course aims at communicating in various situations and making presentations for large groups. Skills in how to use Swedish in speech and writing in business and everyday life are practised in the course. A special course in copy-writing is included. Oral and written business communication, English – 15 Yh p The students learn the ability to use English in international contacts. The course includes how to communicate in everyday situations and make presentations for groups of various sizes. Skills in how to use English in speech and writing are practised. The students are expected to use English fluently as a corporate language. Customer Relationships - 10 Yh p The course gives the students the opportunity to develop the ability to see, participate in and develop social

relationships in the sales context. The course also provides various psychological aspects of encounters between people and group behaviours. This course will provide insight into how tools for market segmentation and customer categorization should be used. The course will highlight the importance of sustainability in business relationships. Learning in Action - 130 Yh p The trainee period parts comprise 26 weeks, one third of the education. Each student performs 26 weeks as a trainee at one or more companies. The school has established excellent relations with many of the leading companies in the Gothenburg region. The aim of these trainee periods is to let the student practise what he or she has learnt in school. Hopefully, the students also get to know a lot of people and make valuable connections. The students are very appreciated by the companies. Thesis - 15 Yh p Thesis is a method course and is usually performed on behalf of a client and the survey can then be linked to a Learning In Action period. The work aims at implementing a larger task as a defined project with industrial technical content related to the students last Learning In Action period. The thesis should give the deepening and widening of the professional technical knowledge and experience leading to the students being able to work independently with greater tasks. The work is usually performed for a client and will be an application of the theoretical studies to practice, which is a way to use and test the skills training in practice. The thesis includes an examination report and practical accounting, and sets high standards for the students´ own work and independence in the performance. COURSE AT THE UNIVERSITY OF GOTHENBURG Marketing - 25 Yh p, 7,5 p * The students will have a good knowledge of marketing. The essence of the course is based on Philip Kotler’s Principles of Marketing. The students examine a company and create an annual plan. The course also teaches how to analyse marketing situations and create strategic competitive plans, among many other things. *The course is offered by the University of Gothenburg and therefore provides 7,5 university points by the Bologna system.

THE TEACHERS ULRIKA SUNDELL ► Educational Management and Marketing Manager Ulrika works for Försäljningsakademien and Yrkeshögskolan i Mölnlycke, YHiM within educational management and marketing. She graduated from The school of Business Economics and Law at the University in Gothenburg with a Bachelor of Science degree in Business Administration and Economics, specialization in Marketing. She started her career with selling Apples Macintosh computers and marketing events. She has had different selling and marketing positions in various international companies and trades such as pharmacy, digital colours equipment and educations. Ulrika has been with Försäljningsakademien, YHiM, since 2007 and has the responsibility for the Learning In Action vocational training and the contacts with the market actors and teachers as well as being a mentor for the students.

◄ STEFAN ADLER Communication and Digital Designs Stefan has been an educator for well over 30 years. He shares his professional time between teaching at YHiM and the University of Gothenburg, where he works with the construction and layouts of the upcoming national tests in Civics, conducted by the Swedish National Agency for Education. With his teaching studies in Political science and History, he is well aware of the strong impact of combining words and images for special purposes. This has led him into work with advertising and communications, professional skills he brought back to school. Hence his major focuses in teaching nowadays are copy writing, layout and art direction.

◄ ANETTE LINDELL Business Economics Anette Lindell teaches Business Economics, Business Law and has been doing this since 1993. She has also been teaching mathematics. Right now she continues her studies in Business Law at Gotland University. She believes it is necessary to keep up with all new laws and update her knowledge since she meets a lot of students with a great interest in law. Ever since high school Anette has had an interest in small companies and their importance in society. She has always liked to understand and analyse figures. This interest grew stronger during her time at Stockholm School of Economics in the seventies. Anette Lindell graduated from Stockholm School of Economics with a Bachelor of Science degree in Business Administration and Economics in the late seventies. She has had different jobs as an economist and worked mostly with budgets, accounting, cost-estimates and issues involving personnel. In 1984 she attended The Teachers’ Training College and obtained formal teaching qualifications. Since then Anette has been teaching adults, first in Sollentuna, north of Stockholm and since 1993 in Härryda. She likes her work in Härryda and will probably stay on for a couple of years.

MARTIN JOHANSSON ► Practical Marketing Martin Johansson is chief creative at Dragster Kommunikation AB in Gothenburg Sweden. His task is to teach the students about marketing, advertising and creativity. His mission is to let the students know that their results come from their efforts and not from the circumstances surrounding them.

EGON ÖSTERBRAND Oral and Written Communication

Egon has lectured in Swedish and English business communication at Härryda for 10 years. He really enjoys teaching and gets a lot of feedback from his alert students. When he graduated from Lund university his exam comprised literature, Scandinavian languages, English, theoretical philosophy, practical philosophy and pedagogy. Egon has also worked abroad with speech and presentation skills mainly in England, the USA and Australia. He has been a lecturer at the University of Gothenburg and Hvitfeldska gymnasiet in Gothenburg. He is also a teacher trainer instructor, course and project leader with extensive knowledge and skills in teaching and assessing at high school and university levels. Egon has initiated and organized courses in Sweden and the USA, Great Britain and Australia for teachers’ and students’ further developing skills in speech, process writing including response and publishing, quality control and assessment. He is a specialist in rhetoric, speech and business communication and he has been a professional trainer and been giving courses parallelly with his lectures. Some of the schools and companies that he has given courses for are: Idrottshögskolan, Forskarskolan, Göteborg Graduate School of Bioscience, Chalmers, Ericsson, Volvo, STS, Almqvist & Wiksell among others. He has a university exam with Swedish and English as main subjects with a focus on communication skills. He has always been interested in rhetoric and speech and he discovered early that there was no structure or organized training in speech in Sweden. English is the company language all over the world and speech has a long tradition in the US where Egon implemented many courses for Swedish participants at American universities. Egon enjoys family life including his dog Tessie and he is a fascinated bridge player. As he appreciates his spare time, he chooses very carefully where he wants to work besides Härryda, which he sees as his educational baby. In the future he plans to publish a few books, which he has assembled material for from his experiences.

ÖRJAN OLSSON Sales Management

Örjan has been a business consultant for the past seventeen years and has graduated with a DIHMdiploma in Business Management/Marketing. Örjan has been managing several companies of his own for many years in different trades such as consulting, advertising agency, think-thank-offices, real estate and joinery. Today, Örjan primarily works in his own consulting company Going Places AB where he works with developing existing customers and business training concerning leadership, sales training, communication etc. He has experience from different cultures and many different trades since his assignments have varied a lot the past few years. Örjan has mostly accomplished assignments in Sweden, but also around Europe. Örjan has been working, on a consultant basis, with some of the largest companies in Sweden during the past few years. He has also several assignments as sales and business coach. Major focus during Örjan´s lessons is on learning how to act in complex sales situations in business to business. To practise all the common situations that you meet as a sales person, is an important ingredient in Örjan´s way of teaching. To simulate a case and force the students to take their own initiatives and try different solutions, and not be afraid of making mistakes is how you learn the most. That is why Örjan uses different role plays and simulated cases to practise on the situations that you meet as a seller. The purpose is to make the students feel comfortable in these kinds of situations. Örjan is known for his sharp tongue and his ability to make the lessons seem like a real business situation. He involves his students in discussions and he gives a lot of valuable constructive criticism. Final words from Örjan to sum up what is important as a sales person: “Always have the question in your mind: Who are you?”

ÖRJAN OLSSON 31

CHRISTINA WALDENSJÖ Marketing

”Christina works as Lecturer in Marketing, Business Administration at the School of Business, Economics and Law, University of Gothenburg, Sweden. She has a long and broad experience in teaching on different levels of marketing. Special areas of interest are International Marketing, Communication and Tourism. These areas are also focused in her research work. Some examples of her research are the study of export - “The connection between exporting problems and the degree of competence among manufacturing companies in West Sweden” and a more recent study that deals with the aspects of tourism – “Web based marketing of food tourism in Sweden”. Christina is responsible for several marketing courses such as basic marketing, marketing planning, market communication and international marketing. During the final year the students complete their studies by writing their thesis. As a tutor, Christina is involved in many of these theses - a job she finds very interesting, since it gives her the possibility to work with many different aspects of marketing. Christina has a solid background in the practical field and has worked abroad for longer periods of time in trades and industries such as culture and tourism. Her contact with business organizations continues and she is currently a judge in the annual international case competition arranged by KPMG together with Business Administration at the University of Gothenburg, as well as a member of the board for several companies and organizations.”

SPECIAL THANKS TO EGON ÖSTERBRAND AND STEFAN ADLER.

THIS YEARBOOK IS AN ASSIGNMENT IN PROJECT LEADERSHIP AT FÖRSÄLJNINGSAKADEMIEN CARRIED OUT BY THE FOLLOWING PEOPLE:

FRIDA FERNSTRÖM Project leader

AXEL WIBRÅN Project leader Copy

ELIZABETH NILSSON Art director

ISABEL DAVIDSSON Art director & photography

MARINA GRGIC Copy writer

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