Cambridge International Diploma in Sales Management and Marketing

Marketing is often viewed as the most important function of any organisation; without effective marketing activities an organisation will be out of touch with customer needs, market situations and developments; and customers will not know about or have access to the products and services of the business.  Along with the top-class selling ability required for success, knowledge is needed about markets, market research, distribution channels, marketing strategies, advertising, publicity, public relations, pricing strategies and more. Sales/marketing managers must also manage staff: recruit, motivate, guide, train and control them, and plan and organise their activities.  This practical Program provides training on the wide-ranging duties of sales and marketing managers in the highly competitive world of business.

• The principles of selling and salesmanship.
• Internal sales personnel and commercial travelling salespeople.
• The methods of selling: creating interest, giving demonstrations, making sales transactions.
• Types and categories of consumers, commercial and corporate buyers.
• Making ongoing sales, building customer relationships, generating and following up sales leads. 
• The principles of management: recruiting, training, remunerating, controlling and motivating sales personnel.
• Building effective sales teams, setting and monitoring sales targets, deciding upon sales areas.
• The organisation and control of sales teams, and the special issues regarding travelling salesmen.
• Market research: consumer research, market surveys, advertising research.
• The importance of research, and the activities involved.
• Reasons for undertaking and the types of test marketing.
• Techniques and importance of sales forecasting.
• Planning, budgeting, budgetary control in sales and marketing, variances and their implications.
• Segmentation of markets, the role of brands, psychology in sales and marketing.
• Channels of distribution; which to choose, advantages and disadvantages; wholesale, retail, franchise. 
• Credit and setting terms, credit limits, control over credit customers.
• The types and purposes of different discounts allowed: trade, quantity, cash, others.
• Sales forecasting and planning in connection with the product life cycle (PLC). 
• Pricing strategies, factors in setting prices, the objectives of pricing.
• Direct and indirect advertising and publicity.
• Media and their importance, sales promotion, roles and management of public relations.
• Sales letters & literature, direct marketing.
• The Internet as a marketing and sales tool; website design, social media.
• The sales office, records, graphs, statistics, collection and analysis of data, computerised sales data.
• Export selling, international marketing, customs duties.
• Researching overseas markets, expansion of markets and the customer-base.