How long does this certification take?

The programme takes 11 Weeks and can be completed self-paced or with live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications carry CPD credits and are internationally recognised.

What level is this certification?

This is a Advanced Level certification.

Email info@certifications.ac, WhatsApp +254 722 223 084, or fill in the enrolment form on this page.

What is included in the fee?

All study materials, study guide, examination, digital certificate and badge. Live option adds tutor sessions and priority support.

Certified Value Proposition and Positioning Expert (CVAL2)

Executive Summary

Certified Value Proposition and Positioning Expert

Designed for today’s high-impact professionals, the Certified Value Proposition and Positioning Expert (CVAL2) delivers a rigorous Advanced-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 11 Weeks programme is structured around recognised marketing, brand and sales professional standards, ensuring every graduate applies internationally validated methods to real-world challenges.

GLI’s CVAL2 holders are recognised by leading organisations across Africa, the Gulf, Europe and the Americas as qualified, results-driven professionals. Whether you are advancing your current career or transitioning into new responsibilities, this certification provides the competitive edge you need in 2026 and beyond.

Programme Overview

Certification at a Glance

Certification

Certified Value Proposition and Positioning Expert

Acronym

CVAL2

Who Should Enrol?

Sales and Marketing Executives
Brand and Product Managers
Business Development Professionals
Account and Media-Relations Managers

Programme Inclusions

Everything Included in Your Enrolment

All study materials and study guide
Access to GLI online learning portal
Online examination and assessment
Digital certificate and digital badge
Physical certificate (shipped to you)
CPD credits for professional bodies
GLI alumni network membership
Facilitator and tutor support
Resource downloads and reference library
Automatic enrolment confirmation

Certification Benefits

Why This Certification Matters for Your Career

Career Advancement

Accelerate your career towards senior marketing, sales and commercial leadership roles

Professional Recognition

Credential aligned with recognised marketing, brand and sales professional standards

Operational Excellence

Apply world-class frameworks to improve performance and outcomes

Strategic Thinking

Develop the analytical and strategic skills demanded at the executive level

Compliance Readiness

Master the standards, compliance and ethical governance central to marketing strategy

Global Employability

Qualify for marketing strategy roles across brands, agencies, corporates and growth-stage enterprises worldwide

Competency Framework

Core Competencies You Will Develop

✦Value Proposition Architecture

✦Jobs-to-be-Done

✦Differentiation Systems

✦Category Definition

✦Segment-Specific Value Propositions

✦Competitive Value Analysis

Course Curriculum

Programme Modules

The full programme, module by module.

Core CurriculumModules 1–20 · specific to Certified Value Proposition and Positioning Expert · module 20 is the capstone

1

Value Proposition Architecture

Product, pricing and value propositions · Marketing and sales: scope, roles and value · The marketing concept and customer orientation

2

Customer Value Discovery

Defining the problem: charter, scope and customer value · Data privacy, consent and compliance · Sales analytics and forecasting tools

3

Customer Problem Mapping

Customer effort, journeys and designing the experience · Data-driven decision-making · Market research design and methods

4

Jobs-to-be-Done

The green economy, natural capital and green jobs · Qualitative and quantitative research · Customer experience and journey mapping

5

Benefit Architecture

Operating models: how an organisation actually gets work done · Competitive and market intelligence · Trend analysis and foresight

6

Value Drivers

Cloud, infrastructure and the operating decisions behind them · Segmentation and needs analysis · Interpreting financial statements

7

Differentiation Systems

IT service management: availability, incidents and the service desk · Communicating financial results · Translating insight into strategy

8

Competitive Position Mapping

Workforce planning: demand, supply and the critical few roles · Peer review and feedback · Presentation and public-speaking skills

9

Positioning Statement Architecture

Persuasive structure: framing, evidence and the ask · Professional roles, boundaries and settings · Continuous improvement cycles

10

Category Definition

Retail and outlet management · Comparable sales analysis and market evidence · Data visualisation for finance

11

Brand Value Architecture

Brand: identity, equity and reputation over time · Alternative investments · Ration formulation and least-cost feeding

12

Product Value Messaging

Product, pricing and value propositions · Ground control and strata management · Peer support and consultation

13

Segment-Specific Value Propositions

Product, pricing and value propositions · Board and executive financial reporting · Negotiation with banks, investors and suppliers

14

Value Proposition Testing

Product, pricing and value propositions · Digital banking platforms and APIs · Payment technology and switches

15

Buyer Perception Research

Market research and customer insight · Brand safety and responsible marketing · Complaints, accountability and fitness to practise

16

Competitive Value Analysis

Specifications, tendering and supplier selection · Operational risk and resilience · Wellbeing and personal-effectiveness learning

17

Value Communication

Anaerobic digestion, biogas and waste-to-value · The customer experience (CX) discipline · Loyalty programmes and rewards

18

Positioning Effectiveness

Organisational maturity, assessment and improvement programmes · Voice of the customer programmes · Design thinking for service

19

Value Proposition Optimisation

Product, pricing and value propositions · Leading service projects and change · Banking products, services and delivery channels

20

Value Proposition Strategy Project

Product, pricing and value propositions · Team diversity and inclusion · Creating a coaching culture

Professional ElectivesModules 21–30 · common to all GLI certifications · broaden your professional range

21

Strategic Communication and Executive Presentation

Audience-centred communication and message structure · Presentation design: architecture, visuals and data · Public speaking: rhetoric, delivery and managing anxiety

22

Leadership and Team Effectiveness

Leadership and management: two jobs, one role · Building teams: roles, norms and re-forming after change · Delegation levels and the authority-accountability match

23

Analytical Thinking and Evidence-Based Reasoning

Structuring information: patterns, comparison and synthesis · Evidence, sources and the correlation trap · Reasoning with data: statistics, metrics and misleading figures

24

Professional Decision-Making

Decision quality: criteria, alternatives and trade-offs · Decision frameworks: criteria, weighting and trade-offs · Decision governance: authority, documentation and review

25

Negotiation, Influence and Stakeholder Management

Negotiation: preparation, interests and value creation · Influence and persuasion: credibility, framing and ethics · Deadlock, difficult counterparts and negotiation ethics

26

Project and Execution Management

Project start-up: mobilisation in the first ninety days · Change adoption: making a strategy stick in practice · Planning, scheduling and personal workflow systems

27

Financial Literacy for Professionals

Reading the numbers: what financial statements tell a manager · Budgets, costs and the money conversation · Strategic finance: cash, capital structure and value creation

28

Digital Skills, AI and Technology for Professionals

Working with AI tools professionally · Working with data: quality, interpretation and honest presentation · Everyday security: information, devices and social engineering

29

Ethics, Governance and Professional Accountability

Values, ethical judgement and tolerated behaviour · Governance and accountability for the professional · Accountability, initiative and professional reputation

30

Personal Effectiveness, Productivity and Career Growth

Priority: outcomes, importance and the urgency trap · Attention, focus and the cost of interruption · Career development, adaptability and personal reinvention

Every module opens in the learning portal with its full lesson set, worked examples, further reading and video masterclasses. 30 modules · 150 lessons.

Learning Outcomes

What You Will Achieve

Customer Value Discovery — applied to your own work
Customer Problem Mapping — applied to your own work
Jobs-to-be-Done — applied to your own work
Benefit Architecture — applied to your own work
Value Drivers — applied to your own work
Differentiation Systems — applied to your own work

Enrolment Process

How to Get Certified

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Step 1: Choose Your Certification

You are viewing Certified Value Proposition and Positioning Expert — one of GLI's 1,990+ globally recognised professional certifications.

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Step 2: Enrol & Pay Online — Instantly

Click Enrol & Study Online to register and pay securely via Paystack, Visa, Mastercard, M-Pesa or bank transfer. Access is granted the moment payment is confirmed.

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Step 3: Study in the GLI Learning Portal

Work through 30 structured modules and 150 lessons at your own pace, with downloadable resources and expert-designed content — all inside the LMS.

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Step 4: Pass, Get Certified & Verified

Sit your final examination online, earn your certificate instantly, and receive a globally verifiable Certificate ID — plus GLI Alumni Network access.

🎓 Enrol & Study Online — Instant Access

Secure checkout · Instant LMS access · Globally verifiable certificate

Frequently Asked Questions

Common Questions

What is the CVAL2 certification?

The Certified Value Proposition and Positioning Expert (CVAL2) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the CVAL2?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the CVAL2 certification take to complete?

The programme is structured over 11 Weeks and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the CVAL2 internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the CVAL2 certification?

The Certified Value Proposition and Positioning Expert is offered in two formats: Self-Paced at USD 399 and Live Virtual at USD 599. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CVAL2 certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the CVAL2?

The Certified Value Proposition and Positioning Expert is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the CVAL2?

The Certified Value Proposition and Positioning Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CVAL2 while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the CVAL2?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CVAL2 strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Graduate Voices

What Our Alumni Say

“

The curriculum was directly applicable to my daily work. I immediately applied what I learned and saw results within weeks of completing the programme.

Marketing Director

Private Sector

“

GLI's certification is the most practical professional programme I have attended. The international frameworks gave me credibility with my employer and clients.

Brand Manager

NGO Sector

“

I earned my CVAL2 while working full-time. The self-paced format made it possible, and the quality of the content is genuinely world-class.

Head of Sales

Government

Certified Value Proposition and Positioning Expert

Certified Value Proposition and Positioning Expert

Certification at a Glance

Who Should Enrol?

Everything Included in Your Enrolment

Why This Certification Matters for Your Career

Core Competencies You Will Develop

Programme Modules

What You Will Achieve

How to Get Certified

Common Questions

What Our Alumni Say

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