Marketing & Sales Management Programme

Marketing Management & Sales Management Programme

Course Description

The Marketing Management & Sales Management Programme equips learners with the knowledge and practical skills to develop marketing strategies, manage sales operations, and drive business growth. The programme covers consumer behaviour, strategic marketing, digital marketing, sales management, customer relationship management (CRM), and performance analytics. Learners will gain practical experience in creating integrated marketing and sales strategies using modern tools and data-driven approaches.

Course Objective

This programme aims to prepare learners to plan, implement, and evaluate effective marketing and sales strategies that enhance customer engagement, increase revenue, and achieve organisational objectives.

Learning Outcomes

Upon successful completion of this programme, learners will be able to:

• Explain the principles of marketing and sales management.
• Analyse consumer behaviour and market opportunities.
• Develop strategic marketing plans using the marketing mix and branding strategies.
• Apply digital marketing techniques across multiple online platforms.
• Manage the complete sales cycle, from lead generation to customer retention.
• Utilise CRM systems and sales analytics to improve business performance.
• Measure marketing and sales effectiveness using KPIs and ROI.
• Develop integrated marketing and sales strategies aligned with business goals.

Course Modules

Module 1: Fundamentals of Marketing & Sales 

Description: Introduces the core concepts of marketing and sales, consumer behaviour, market segmentation, and the sales process.

Key Topics

• Marketing and sales fundamentals
• Marketing vs. sales
• Marketing environment (PESTEL)
• Consumer behaviour
• STP (Segmentation, Targeting, Positioning)
• Sales process

Module 2: Marketing Strategy & Planning 

Description: Focuses on developing marketing strategies through research, branding, and performance planning.

Key Topics

• Marketing research
• SWOT and competitor analysis
• Marketing Mix (4Ps/7Ps)
• Branding and positioning
• Marketing objectives and KPIs

Module 3: Digital Marketing & Modern Techniques 

Description: Covers modern digital marketing channels and techniques used to reach and engage customers.

Key Topics

• Digital marketing fundamentals
• Social media marketing
• SEO and SEM
• Content marketing
• Email marketing and automation

Module 4: Sales Management Fundamentals 

Description: Develops practical sales management skills, from prospecting to forecasting and customer retention.

Key Topics

• Sales cycle
• Prospecting and lead generation
• Customer relationship management
• Sales techniques and negotiation
• Sales forecasting and target setting

Module 5: Advanced Marketing & Sales Integration 

Description: Explores the integration of marketing and sales strategies to improve customer experience and business performance.

Key Topics

• Integrated Marketing Communications (IMC)
• Multi-channel and omnichannel marketing
• Customer Relationship Management (CRM)
• Pricing strategies
• Sales analytics and reporting

Module 6: Strategic Marketing & Sales Capstone 

Description: Integrates programme concepts through strategic planning, performance evaluation, and ethical marketing practices.

Key Topics

• Strategic marketing planning
• Advanced negotiation and closing
• KPIs, ROI, and marketing attribution
• Global marketing and cross-cultural sales
• Ethics in marketing and sales