We are pleased to announce that the 2022 Sales Educators' Academy Conference (SEA) will run as a Hybrid event, both an in-person and online live streamed conference. The in-person sessions will start with morning workshops and presentations will be scheduled in the afternoons and live streamed.

Aston Business School is honoured to be able to organise the first Hybrid SEA, especially given the unprecedented situation we are all in globally. We believe this hybrid conference format is a fantastic opportunity for sales academics around the world to connect and exchange best practices in all aspects of sales education. For those wishing to visit our Birmingham campus, they will be able to participate in morning workshops themed around sales education best practice, and the afternoon sessions will be live streamed so a more global audience can still engage in the event.

Additional details will be posted very soon, but for now please mark your calendars, as SEA 2022 will take place in this hybrid format on 21-23rd June 2022.

Discussion, insight and the latest in Sales Education.

Sales education is becoming increasingly important for today’s business school graduates. Recent research shows that 82% of all marketing majors and 66% of all college of business students are headed for a sales-related job. While a host of conferences provide resources for sales faculty to conduct and present sales research, no other such programme exists for the exclusive purpose of exchanging best practices in sales education. As a result of the longstanding and highly successful SEA partnership in the US between Florida State University and the Crummer Graduate School of Business at Rollins College, who have offered this programme multiple times, a few years ago the decision was taken to expand the growth of the programme globally and specifically every other year at Aston University in the UK.

The goal of the SEA always is to support sales educators of all experience levels to enhance their ability to educate sales students about the cutting edge skills and knowledge that they will need when they graduate from a business school.

Among the core sales-centric themes within the conference will include:

  • Interpret and use business analytics
  • Psychometrics and social styles - empathy and adaptability
  • Management of CRM systems
  • Understanding strategy
  • Implementing key account management
  • Financial analysis
  • Case study analysis
  • Identifying the value proposition
  • Team selling
  • Ethics
  • Business buyer behaviour
  • Complex selling
  • Internal selling
  • Recruiting students
  • Grabbing attention

For more detailed conference information click here

Conference fees

Conference fee for 3 day on-campus attendance is £695 (early bird before 13th May £450); fee for live stream attendance £195 (early bird before 13th May £150).

Hotels in the Vicinity

Please note the prices below are subject to chance on availability 

Conference Aston

There is 4-star hotel accommodation also on-site as part of Conference Aston which has 163 en-suite rooms. All prices are bed and breakfast, single occupancy. Rates for hotel accommodation are inclusive of VAT. City Premium Single Bedroom City £79, Standard Double Bedroom £89 & Executive City Double Bedroom £109.

To book a bedroom at Conference Aston 

Please email Conference Aston at conferenceaston@aston.ac.uk with your requirements stating the dates and number of nights required.

Please quote the event reference “3416” and the subject title should read “ SEA2022 event reference 3416 Bedroom booking request”

Along with Conference Aston facilities, there are many hotels and B&Bs locally, three possible options are:

Clayton Hotel (4-star)

0.2 miles from Aston University campus – has 174 twin and double bedrooms from £99/night

Holiday Inn Express at Snow Hill 

0.3 miles from Aston University campus – has 224 twin and double rooms from £80/night

Aloft Hotel 

2 minute walk from Aston -  from £85/night for bed and breakfast


If you would like to be considered for presenting at Hybrid SEA 2022 (either on campus or live streamed) please complete and submit the google form with your full name, email address, organisation, job title and abstract of no more than 150 words to https://forms.gle/ch5gykhGdNRFyVfJA right away, but no later than Monday 16th May 2022. Please note, proposals will be reviewed as they come in and decisions will be sent out shortly after.

Contact details 

For any enquiries please contact SEA2022@aston.ac.uk

Dates, times and locations
Date: 21/06/2022
Time: 09:00 to 17:00
Aston University / Online
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