What is the Certified Marketing Management Specialist?

The Certified Marketing Management Specialist is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Leadership & Management.

How long does this certification take?

The programme is 11 Weeks and can be completed at your own pace through our self-paced online option, or alongside live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications are internationally recognised and carry CPD credits, making them valuable for career advancement worldwide.

What level is this certification?

This is a Advanced Level certification, suitable for professionals with relevant experience or background in the field.

You can enrol by emailing info@certifications.ac, contacting us via WhatsApp at +254 722 223 084, or filling the enrolment form below.

Certified Marketing Management Specialist in Eritrea

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Marketing Management Specialist

Certified Marketing Management Specialist: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution
Consultative and solution selling
Presenting and demonstrating
Analytical techniques and bias
Negotiation and closing
Pipeline and opportunity management
Account planning and whitespace
Preparing financial statements
Managing complex accounts
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Coaching and skill development
Reporting quality and governance

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
Management accounts and dashboards
Working with conflict and change
Budget vs actual and variance
Cost and profitability analysis
Forecasting and planning
Data visualisation for finance
Family intervention planning
Decision support and insight
Communicating financial results
Psychodynamic and psychoanalytic approaches
Professional roles, boundaries and settings
Ethical principles and codes of practice

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline
Service standards, levels and measuring service
Voice of the customer and acting on feedback
Expanding into regional and export markets
The sales process and methodology
Peer support and consultation
Sustaining ethical, effective practice
Discovery and needs analysis

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Ethical frameworks and codes of practice
Brand, reputation and communications
Commercial ethics and responsible selling
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Territory and quota planning
CRM and sales technology
Sales analytics and metrics
Forecasting and pipeline health
Performance management in sales

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value
Duty of care and risk management
Performance scorecards and reviews
Record-keeping and data protection
Client feedback and satisfaction
Communication and conflict patterns
Evidence-based improvement
Managing risk and difficult cases
Lessons learned and development
Driving effective, ethical outcomes
Designing and facilitating groups
Psychoeducation and workshops
Working with organisations on wellbeing

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications
Building high-performing sales teams
Customer data and CRM
Market research and intelligence
Data privacy, consent and compliance
Make-versus-buy decisions
Sourcing portfolios (Kraljic)
Global sourcing and trade
Designing an intervention or programme
Performance and dispute management
Ethical, risk and feasibility considerations
Professional case study and presentation
Evidence-based practice

Learning and Research

Cognitive load and learning science
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Risk assessment and safety planning
Supervised and unsupervised learning
Deep learning and neural networks
Complaint data and learning
Active and experiential learning
Learning objectives and outcomes
Active-learning methods
Treatment planning and review
Blended and hybrid learning design
Motivation and self-directed learning
Training needs analysis and learning strategy
Knowledge management and capability building

Markets and Customers

Competitive strategy and positioning
Voice of the customer and feedback
Strategic customer relationships
Comparable sales analysis and market evidence
Policy administration and customer service in insurance
The automotive market: segments, brands and buyers
Vehicle specifications, trims and options in customer language
Customer retention in the vehicle ownership cycle
Customer loyalty and repeat purchase in retail
Telecom products, tariffs and customer lifecycles
Market analysis and environmental scanning
Brand safety and responsible marketing
Customer and brand health metrics
Capstone scoping: a real growth or brand challenge
Market and customer analysis

Selling Practice

Responsibility accounting and cost centres
Stakeholders, agency and accountability
Succession planning and talent pipelines
Talent sourcing channels and pipelines
Offer management, negotiation and pre-boarding
Managing complexity and comorbidity
Setting goals, roles and accountability
Negotiation and conflict resolution
Negotiation strategy and planning
Negotiation tactics and behaviours
Sales forecasting
Account planning and whitespace analysis
Managing large and complex accounts
Sales analytics and forecasting tools
E-commerce and marketplace selling

Customer Experience

Customer and journey analysis
Designing a service or experience improvement
Customer experience strategy
Customer journey mapping
Customer service technology stack
Relationship management and retention
Customer loyalty and advocacy
Loyalty programmes and rewards
Employee experience and engagement
Team leadership in customer service
Customer journey and experience design
Workplace and organisational contexts
Complaints, accountability and fitness to practise
Customer experience and journey mapping
Customer service and experience principles

Digital Channels

Self-service and digital support
Social media customer care
Technology selection and integration
Emerging service technologies
Digital, mobile and internet banking
Digital disruption and the future of banking
Digital transformation in banking
Branch-to-digital migration
Digital banking platforms and APIs
Payment technology and switches
Automation, RPA and straight-through processing
CRM and marketing automation platforms
Scaling technologies and business models
Digital and market transformation
Digital advisory, e-extension and mobile services

Evidence and Analytics

Goal setting and action planning
Portfolio of evidence and reflective practice
Data-driven decision support and analytics
Statistics and exploratory data analysis
Evaluation metrics and monitoring
Net Promoter Score and satisfaction metrics
Service analytics and dashboards
Text and interaction analytics
Data privacy and consent
Influencing and presenting insights
Data ethics and customer privacy
Evidence, judgement and scepticism
Metrics and reporting
Data migration and cleansing
Time-to-hire, quality-of-hire and cost metrics

Commercial Finance

Financial statement and cash-flow analysis
Loan structuring, pricing and covenants
Funds transfer pricing
Development banking and project finance
SME lending and value-chain finance
Microfinance and group lending
Financial inclusion and agency banking
Accountability and follow-through
Impact, blended and concessional finance
Total cost of ownership
Ration formulation and least-cost feeding
Revenue management and yield
Forecasting revenue and demand
Budget, ROI and feasibility analysis
Pricing strategy

Distribution and Supply

Procurement and stock management for health commodities
Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy
Omnichannel and channel management
Touchpoint and channel design
Operational efficiency and channel management
Banking products, services and delivery channels
Supply market analysis
Supply analysis, gaps and scenario planning
Water supply systems: sources, treatment and distribution
The retail landscape: formats, channels and the informal market
Wellbeing and resilience coaching
Measuring coaching outcomes

Communication

Crisis communications
Stakeholder communications
Ethics in communications
Communications strategy and planning
Internal communications
Corporate social responsibility communications
Presentation and public speaking
Professional report and presentation
Voice, communication and delivery
Management reporting and decision support
Board reporting and information flows
Safety communication and campaigns
Environmental monitoring and reporting
Communicating risk to the workforce
Incident reporting and record-keeping

Leadership and Teams

Programme cycle management in NGOs
Grant compliance and restricted funding management
NGO financial management and budget-versus-actual discipline
Procurement and asset management under donor rules
Reinsurance and capacity management
Solvency, capital and prudential supervision
Disruption management: delays, claims and recovery
Energy efficiency and demand management
Range planning and category management
Workforce and shift management in retail
Ground control and strata management
Value management and business value
Leading project teams
Team development and effectiveness
Strengths, flow and engagement

Performance and Targets

Dashboards and performance reporting
Capacity and performance management
Setting objectives, indicators and targets
Linking CX to business performance
Service KPIs: CSAT, NPS, CES, SLAs
Performance management in service
Coaching for performance
Banking KPIs and branch scorecards
Sales performance and pipeline management
Social performance and outreach
Investment principles and objectives
Meaning, purpose and values
Policy, planning and objectives
Strategy execution and the balanced scorecard
Managing team performance and dynamics

Capability Development

Facilitation, coaching and mentoring
High-potential identification and talent reviews
Career development and internal mobility
Creating a coaching culture
Delegating for development
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement
Real estate development and project appraisal
Proposal development and donor reporting
Attachment and developmental theory
Scaling delivery capability
Project management plan development
Schedule development and optimisation
Sales enablement and coaching

Strategic Context

Structural and strategic approaches
Aligning teams around strategy
Strategic decision-making under uncertainty
Measuring strategic progress
Turning strategy into results
Digital transformation and IT strategy
Sourcing strategies and portfolio (Kraljic)
Manufacturing strategies: make-to-stock, make-to-order and batch versus flow
Content strategy across platforms
Business case and strategic alignment
Stakeholder engagement strategy
Translating insight into strategy
Outcome and process measures
Managing growth, risk and resilience
Evidence-based practice and research literacy

Risk and Compliance

Governance of campaigns and spend
Managing price and discount governance
Regulatory compliance and biosafety
Data, records and confidentiality tech
Implementation planning and risk management
Regulatory compliance and market requirements
Governance of service standards
Governance of the CX programme
Regulatory and fair-treatment obligations
The regulatory landscape and central banking
Corporate governance in banks
NGO governance, boards and registration
How insurance works: risk pooling and the value chain
Underwriting principles and risk selection
Insurance regulation and consumer protection

Legal and Terms

Contract types and risk allocation
Contract administration and variation
Contract governance and compliance
Vendor, venue and supplier contracting for events
Practice management systems
Subcontractor and supplier management
Legal responsibilities and professional bodies
Goal setting and contracting
Advocacy and policy engagement
Contract law and formation
Contract exit and renewal
Environmental legal compliance
Legal, cost and feasibility analysis
Contractor and visitor safety
Legal and other requirements

Campaigns and Projects

Innovation and new product launch
Campaign planning and execution
Web and campaign analytics
Web, campaign and funnel analytics
Team leadership in field and project settings
Psychometric and screening tools
HACCP principles and prerequisite programmes
Designing voice-of-customer programmes
Voice of the customer programmes
Workforce planning and scheduling
Leading service projects and change
Onboarding and induction programme design
Employee voice, surveys and action planning
Ethics of technology in practice
Designing a safety programme or control

Operations

Operating-model and process re-engineering
Service quality and turnaround metrics
Designing a banking solution or process
Principles of credit and the lending process
Process and control documentation
Quality assurance of audit
Emerging tools and innovation
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
Customer-centric operating models
Operational efficiency and productivity
Reconciliation and end-of-day processes
Span of control, delayering and operating models

Relationships and Partners

Partnership building and multi-stakeholder platforms
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking
Negotiation and influencing
Relationship management and cross-selling
Wealth, SME and corporate relationships
Stakeholder mapping and engagement
Stakeholders and users of financial information
Trends: ESG, transparency and stakeholder capitalism
Stakeholder engagement plan
Influencing and persuasion
Categories of spend and stakeholders
Managing boundaries and dual relationships
Working with referrers and multidisciplinary teams

Ethics and Conduct

Ethics and fair customer treatment
Responsible and ethical service
Ethics and integrity in banking
Professional ethics and banking conduct
Treating customers fairly and market conduct
Integrity, confidentiality and conflicts
Anti-corruption and financial-crime ethics
Responsible and sustainable banking
Bribery, corruption and conduct risk
Ethics and independence
Ethics and professional standards in finance
Sustainability and responsible marketing
Communicating with families and carers
Professional writing and reports
Corporate social responsibility and community impact

International Markets

Grades, standards and export certification (GlobalG.A.P.)
Export readiness and standards
The agricultural sector: systems, actors and global food value chains
Transfer pricing and international tax
Cross-border data and transfers
Cross-cultural and global inclusion
Global and comparative HR contexts
Global sourcing and international trade
International and cross-border tax
Psychoeducation and public communication
Traceability, certification and export requirements

Change and Adoption

Managing difficult conversations
Behaviour change and adoption of innovations
Measuring CX transformation impact
Foreign exchange and treasury operations
Foreign exchange and hedging
Change management and adoption
The finance function and digital transformation
Regulatory change management
Large-scale transformation and agile ways of working
Building trust and engagement
Leading groups and workshops
Variations, claims and delay: managing change on site
Change talk and readiness
Habit change and behaviour design
Change control and configuration

People and Incentives

Employee engagement models and drivers
The employee lifecycle and HR value chain
Strategic workforce planning and demand forecasting
Employer branding and employee value proposition (EVP)
Collaboration and teamwork
Workforce management and scheduling
Customer and employee satisfaction
Churn analysis and prevention
Leading service teams
Handling escalations as a leader
Working with product and operations

Sustainability

ESG principles and frameworks
Sustainability strategy and materiality
Environmental governance and climate risk
Governance of ESG and reporting
Sustainability standards (GRI, ISSB)
The consulting mindset and trusted advisor positioning
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Sustainability and climate responsibility
Continuous environmental improvement
Sustainability and responsible sourcing
Embedding sustainability in sourcing
Mine water, tailings and environmental management
Integrated and sustainability reporting
Sustainability and social impact in projects

Frequently Asked Questions

Common Questions

What is the CMAMS certification?

The Certified Marketing Management Specialist (CMAMS) 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 CMAMS?

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 CMAMS 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 CMAMS 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 CMAMS certification?

The Certified Marketing Management Specialist is offered in two formats: Self-Paced at USD 449 and Live Virtual at USD 649. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CMAMS 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 CMAMS?

The Certified Marketing Management Specialist 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 CMAMS?

The Certified Marketing Management Specialist carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CMAMS 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 CMAMS?

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

Certified Marketing Management Specialist