Marketing & Sales Management

Module 1 - Marketing, Selling and the Modern Commercial World

·Products: goods and services, product benefits, essentials and luxuries, the choice factor

·The commercial world, types of industrial, trading, distributive and service-providing enterprises

·Buying motives of consumers and of corporate buyers, determining buyer motives

·The need for sales and marketing, their differences, the aims and activities of marketing

Module 2 - The Market and Marketing

·The marketing mix, the 4 + 3 Ps, market strategy, market creation, market segmentation, surveys

·Market, consumer and advertising research, test marketing, niche markets

·Factors which affect price, costs involved, product demand, profit goals, government, brand and image

·Overcoming competition, product differentiation and unique selling points

Module 3 - Channels of Distribution

·Channels, distribution direct to consumers, wholesalers, retailers, other intermediaries

·What wholesalers and retailers seek in products, selecting the right channel(s) for products

·Internet marketing, terminology, advantages of e-marketing, search engines, browsers

·Websites, structure, navigation, additional functionality, measuring web traffic, pay-per-click (PPC)

Module 4 - Forecasting and Planning in Sales and Marketing

·Why forecasting and planning are needed, factors to consider, durable and fashion goods

·Durability and safety of products, quality and QMS, expectations, performance, standards, reliability

·Product life cycle (PLC), stages, implications for sales and marketing managers, product ranges

·Budgets, data for sales/marketing budgets, budgetary control, review, analysis, variances, dangers

Module 5 - The Promotional Mix

·Target audiences, integrated marketing communication, the ‘P’s’ of the promotional mix, effective media

·Direct and indirect advertising, advert content and design, effective packaging, advertising agencies

·Sales promotion campaigns, special offers, web-based sales, exhibitions, public relations, consultancies

·Social media, viral marketing, sponsorship, behavioural marketing, influencers, media agencies

Module 6 - Marketing Strategy, International and Global Marketing

·The marketing process, customer value and satisfaction, customer value propositions, marketing orientations

·Integrated marketing programmes, creating customer relationships, strategic marketing models

·Export selling, researching overseas markets, PESTEL analysis, import controls, duties, problems

·Agents, alliances, joint ventures, export payments, internet export selling/online marketing, globalization

Module 7 - The Importance of Selling and Salesmanship in the Modern Commercial World

·Commercial selling, profit, persuasion, the role and art of selling, customer needs and demands

·Sales personnel, product knowledge, personal selling, skills needed, adapting to situations

·The steps in a selling transaction, creating attention, interest, desire, making a sale, related and on-going sales

·Sales demonstrations, the steps and their aims, training, selling the benefits of services

Module 8 - Travelling Sales Personnel

·Comparing internal and travelling sales personnel, work, environment, hours, assistance

·Attributes required by travellers, finding leads, researching prospects, making appointments

·Planning sales journeys, follow-ups, journey cycles, seeing new prospects, sales techniques, practical tips

·Sales reports and records, their importance to sales managers, uses and analysis

Module 9 - Management & Leadership, Training & Developing Sales Personnel

·Planning, organising, coordinating, motivating, controlling, technical and human managerial aspects

·Leadership, task-oriented and relationship-oriented styles, setting objectives, implementing policies

·Recruiting sales personnel, job descriptions, advertising, applications, interviews, selecting

·The induction process, training sales assistants and travellers, methods of training

Module 10 - Developing a Sales Team

·Expansion into new markets, area managers, team leaders, recruiting new salespeople, sales territories

·Controlling sales teams, setting sales targets, salesforce remuneration, benefits, allowances, promotion

·Sales conferences, conventions and seminars, complex sales organisations, group sales managers

·COVID-19, virus outbreaks, sales manager’s added roles and responsibilities, remote-working, priorities

Module 11 - Credit Terms and Discounts

·Credit, credit facilities, monthly accounts, credit cards, leasing, rental, hire purchase, agreements

·Consumer protection acts, dangers in allowing credit, credit policy, limits and control, creditworthiness

·Trade discount, quantity, cash, regular custom and prompt payment discounts, RRP, trade-ins

·Private labelling and own branding, manufacturers’ guarantees and warranties, after-sale service

Module 12 - Sales Letters, Circulars and Literature

·Objectives, layout, appearance, contents of sales letters, styles of writing, training sales staff

·First approach sales letters, follow-up letters, circulars, sales literature, catalogues, brochures, leaflets

·The sales office, organisation and control, sources of information, processing data, data protection

·Sales records, importance and use, obtaining data, sales analyses, graphs and statistics