Dealership Management and Marketing

PREREQUISITE:  None

This course explores the management of variable operations including new and pre-owned vehicle sales, fleet and rental programs, and finance & insurance (F&I). Students will learn to apply AI-driven lead generation and customer relationship management tools, develop effective sales processes, and manage vehicle inventory. Emphasis is placed on profitability analysis, sales forecasting, and optimizing digital and traditional retail strategies.

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

• Analyzing new and used vehicle sales operations, including sourcing, appraisal, merchandising, desking, and closing processes across traditional and digital retail environments (Vehicle Sales Operations)
• Evaluating AI-enabled tools used for lead generation, business development center (BDC), customer relationship management (CRM), and customer retention within automotive retail settings (AI-Driven Lead Management)
• Assessing inventory acquisition strategies, turn optimization, floorplan considerations, and data-driven pricing decisions for new and used vehicles (Inventory Control & Pricing Strategy)
• Comparing marketing strategies, including online-to-in-store customer journeys, digital retailing platforms, and performance analytics (Dealership Marketing & Omni-Channel Retailing)
• Examining finance and insurance (F&I) products, penetration strategies, profitability drivers, and regulatory compliance requirements affecting dealership operations (Finance & Insurance Operations)
• Interpreting dealership performance metrics and financial key performance indicators (KPIs) related to variable operations to support managerial decision-making (Dealership Financial Performance)
• Applying ethical, legal and regulatory standards governing automotive retailing to practical sales and F&I scenarios, including consumer protection, data privacy and compliance requirements (Ethics and Regulatory Compliance).
• Evaluating compensation structures in new and used vehicle departments to determine their impact on salesperson behavior, gross margin, inventory turn, compliance risk and overall dealership profitability.
• Analyzing customer experience management practices across sales, delivery, and post-sale touchpoints, including CSI metrics, loyalty programs, digital engagement and lifecycle retention strategies to support long-term dealership profitability (Customer Experience and Retention).
• Evaluating interdepartmental relationships among sales, F&I, marketing, inventory management, and executive leadership to assess how coordination, communication, and process integration impact operational efficiency and customer outcomes (Interdepartmental Coordination).
• Assessing emerging trends in the automotive retail industry, including the future of mobility, digital retail transformation, AI adoption, changing customer behavior, and regulatory shifts to evaluate their strategic implications for dealership operations and competitive positioning (Industry Trends & Strategic Analysis).

ACQUIRED SKILLS

• Analyze new and used vehicle sales operations
• Summarize AI tools for lead generation, CRM, and customer retention
• Assess inventory acquisition, turn strategies, and pricing optimization
• Compare digital marketing and omni-channel retail strategies
• Examine F&I products, profitability, and regulatory compliance
• Interpret dealership performance metrics and financial KPIs for variable operations
• Apply ethical and legal standards in automotive retailing
• Compare franchised and independent dealership business models to determine how ownership structure and manufacturer affiliation influence operational decisions and profitability.
• Future trends in the global automotive industry
• Inter-departmental relationships
• Analyze customer experience management practices