• To provide learners with a comprehensive understanding of marketing principles and sales
management strategies
• To develop skills in market analysis, consumer behaviour, and strategic marketing
planning
• To equip learners with the tools to manage and lead sales teams effectively
• To explore digital and traditional marketing channels and their integration in business
strategy
• To prepare learners for marketing and sales management roles in competitive business environments.

Upon completion, learners will be able to:
1. Demonstrate a thorough understanding of core marketing concepts and the marketing mix
2. Conduct market research and analyse consumer behaviour to inform strategic decisions
3. Develop and implement integrated marketing and sales strategies
4. Manage sales operations, set targets, and evaluate sales team performance
5. Apply ethical and professional standards in marketing and sales practice

Module 1: Foundations of Marketing Management

• Marketing concepts, principles, and the marketing mix (7Ps)
• Market segmentation, targeting, and positioning (STP)
• Consumer behaviour and buyer decision-making
• Market research methods and analysis
• Marketing environment: PESTLE and SWOT analysis

Module 2: Strategic Marketing Planning

• Setting marketing objectives and KPIs
• Developing a marketing plan and budget
• Brand management and brand equity
• Product lifecycle management and new product development
• Competitive analysis and positioning strategies

Module 3: Sales Management Principles

• Role and functions of the sales manager
• Sales planning, forecasting and territory management
• Recruitment, training and motivation of sales teams
• Performance evaluation and sales incentive schemes
• Customer relationship management (CRM) systems

Module 4: Marketing Communications and Promotion

• Integrated marketing communications (IMC)
• Advertising, public relations and sales promotion
• Social media marketing and content strategy
• Digital advertising platforms (Google Ads, Meta Ads)
• Measuring marketing communications effectiveness

Module 5: Sales Strategy and Customer Management

• B2B and B2C sales strategies
• Negotiation skills and closing techniques
• Key account management
• After-sales service and customer retention
• Ethical issues in sales and marketing

Project