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📈 Sales & Marketing  ·  Advanced

Certified Value Proposition and Positioning Expert

Online Certification  ·  22 Week  ·  Globally Recognised  ·  (CVAL2)

✅ 2026 Edition 🎓 CPD Accredited 🌍 85+ Countries 📜 Digital + Physical Certificate 100% Online
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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 22 Week 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
Category
Sales & Marketing
Level
Advanced
Duration
22 Week
Delivery Mode
100% Online
Assessment
Online Examination
Certificate
Digital + Physical
CPD Eligibility
CPD Accredited
Alumni Benefits
GLI Network Access
Self-Paced
USD 399
Live Virtual
USD 599
Target Audience

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

✦Marketing Strategy, Segmentation and Positioning
✦Brand Management and Integrated Communications
✦Sales Process, Pipeline and Account Management
✦Digital Marketing, Content and Campaigns
✦Customer Insight, Analytics and Growth
✦Professional Ethics and Governance
Course Curriculum

Programme Modules

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

1
Foundations and Strategic Context of Certified Value Proposition and Positioning Expert
  • Certified Value Proposition and Positioning Expert: 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
2
Marketing Strategy, Segmentation and Positioning
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Market analysis and environmental scanning
  • Segmentation, targeting and positioning (STP)
  • Customer personas and insight
  • Value proposition design and messaging
  • Competitive analysis and differentiation
3
Brand Management and Communications
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Brand strategy, identity and architecture
  • Brand equity and positioning
  • Integrated marketing communications (IMC)
  • Storytelling and narrative
  • Advertising and creative development
4
Digital Marketing and Content
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Digital marketing strategy and channels
  • Content marketing and editorial planning
  • Search engine optimisation (SEO)
  • Paid media, search and display
  • Social media and community management
5
Sales Process and Pipeline Management
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • The sales process and methodology
  • Prospecting and lead generation
  • Qualifying leads (BANT, MEDDIC)
  • Discovery and needs analysis
  • Consultative and solution selling
6
Account Management and Customer Growth
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Key account management strategy
  • Building strategic customer relationships
  • Account planning and whitespace analysis
  • Cross-selling, up-selling and expansion
  • Customer success and retention
7
Marketing Technology, Data and Analytics
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • CRM and marketing automation platforms
  • Customer data platforms and segmentation
  • Marketing analytics and attribution
  • Web, campaign and funnel analytics
  • A/B testing and experimentation
8
Customer Insight and Market Research
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Market research design and methods
  • Qualitative and quantitative research
  • Voice of the customer and feedback
  • Customer experience and journey mapping
  • Competitive and market intelligence
9
Specialised Selling and Channels
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • B2B, B2C and B2B2C selling
  • Channel and partner sales
  • Retail, merchandising and category growth
  • E-commerce and marketplace selling
  • Inside sales and telesales
10
Stakeholder Engagement and Communication
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Stakeholder mapping and engagement
  • Cross-functional collaboration with product and service
  • Influencing and persuasion
  • Professional presentation and pitching
  • Negotiation with clients and partners
11
Leading Growth, Innovation and Transformation
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Growth strategy and demand generation
  • Sales and marketing transformation
  • Digital and data-driven go-to-market
  • Innovation and new product launch
  • Change management and adoption
12
Professional Ethics, Standards and Governance
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Marketing and sales ethics
  • Truthful advertising and claims
  • Consumer protection and fair treatment
  • Data privacy, consent and compliance
  • Brand safety and responsible marketing
13
Performance Measurement and Continuous Improvement
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Marketing and sales KPIs and dashboards
  • ROI, CAC and lifetime value
  • Funnel, pipeline and conversion metrics
  • Benchmarking against best practice
  • Root-cause analysis and problem solving
14
Pricing, Revenue and Commercial Management
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Pricing strategy and models
  • Value-based and dynamic pricing
  • Promotions, discounts and margin
  • Revenue management and yield
  • Commercial deal structuring
15
Advanced Professional Practice: Consulting and Advisory Excellence
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • The consulting mindset and trusted advisor positioning
  • Diagnosing client problems before prescribing solutions
  • Structuring engagements: scope, deliverables and expectations
  • Discovery interviews and evidence gathering
  • Root cause analysis frameworks in advisory work
16
Data, AI and Digital Tools for the Modern Professional
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Data literacy: reading, questioning and using data
  • Descriptive statistics for everyday professional decisions
  • Data visualisation and dashboards that inform
  • Generative AI as a professional productivity tool
  • Automation, workflows and no-code tools
17
Professional Communication, Influence and Negotiation
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Negotiation with banks, investors and suppliers
  • Negotiation and influencing
  • Ethics in communications
  • Communications analytics
  • Negotiation and closing
18
Leadership, People and High-Performance Teams
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Coaching leaders and managers
  • Leadership impact and organisational health metrics
  • Team leadership in HSE
  • Team leadership and motivation
  • Leadership and management development
19
Talent, Culture and the Modern Workplace
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Climate-smart agriculture principles
  • Customer onboarding and lifecycle
  • Training and change management
  • Professional ethics in education and training
  • Academic and training administration
20
Customer, Market and Stakeholder Value
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Sales performance and pipeline management
  • Customer lifetime value
  • Data protection and customer privacy
  • Customer experience strategy
  • Social media customer care
21
Financial and Commercial Acumen for Professionals
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Cost-volume-profit and break-even analysis
  • Fraud and internal-threat investigation
  • Financial, management and cost accounting distinguished
  • Anti-corruption and financial-crime ethics
  • Innovation and technology investment
22
Evidence, Measurement and Decision Quality
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Performance measurement and attribution
  • Data products and stakeholder value
  • Project KPIs and performance metrics
  • Data quality and governance
  • People analytics maturity and operating model
23
Strategy, Innovation and Leading Change
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Key global frameworks: FAO, GlobalG.A.P., SDGs and national strategies
  • Sensitivity, scenario and what-if analysis
  • Provisions and contingencies
  • Weed management strategies
  • Financial strategy and capital allocation
24
Project and Programme Delivery Essentials
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Developing the project business case
  • Automation in project delivery
  • Leading learning projects and change
  • Project management maturity assessment
  • Leading banking projects and change
25
Quality, Process Excellence and Continuous Improvement
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Continuous improvement and learning organisations
  • Quality control and continuous improvement
  • Reporting quality and earnings management risks
  • Continuous improvement of programmes
  • Post orders and standard operating procedures
26
Governance, Risk, Ethics and Compliance
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Communicating risk to the workforce
  • Asset-liability committee (ALCO) governance
  • Fraud typologies, detection and prevention
  • Risk response and contingency
  • Learning data privacy and ethics
27
Sustainability, Safety and Responsible Practice
  • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
  • Sustainability reporting and disclosure
  • Sustainable and green banking
  • Housing, welfare and environmental management
  • Health and safety in water works
  • Responsible and sustainable procurement
28
Certification Recap and Integrated Review
    29
    Your Certification in Action: 90 Days to Recertification
    • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
    • Designing your first 90 days after certification
    • Your one-year professional development trajectory
    • The two-year horizon: expertise, leadership and professional standing
    • Recertification, CPD and staying current
    • Building your professional portfolio and evidence of practice
    30
    Capstone Project and Certification Readiness
    • Certified Value Proposition and Positioning Expert: industry context, trends and professional standards
    • Capstone scoping: a real growth or brand challenge
    • Market and customer analysis
    • Designing a marketing or sales strategy
    • Budget, ROI and feasibility analysis
    • Campaign or go-to-market plan
    Learning Outcomes

    What You Will Achieve

    • Establish a comprehensive understanding of Certified Value Proposition and Positioning Expert principles aligned with recognised marketing, brand and sales professional standards
    • Apply evidence-based methods to improve marketing strategy, brand management and sales performance
    • Master marketing strategy, segmentation and positioning and brand management and integrated communications
    • Apply sales process, pipeline and account management and digital marketing, content and campaigns in real-world settings
    • Lead risk management, quality and compliance relevant to your field
    • Design stakeholder engagement and professional communication strategies
    • Use data-driven decision-making and performance-measurement tools effectively
    • Apply internationally recognised best practice to advance your career in marketing strategy
    Enrolment Process

    How to Get Certified

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    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 22 Week 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 85+ 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
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