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 Guinea-Bissau

Executive Summary

Certified Marketing Management Specialist

Designed for today’s high-impact professionals, the Certified Marketing Management Specialist (CMAMS) 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 CMAMS 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 Marketing Management Specialist

Acronym

CMAMS

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

Leadership Capability

Develop the strategic and operational skills to lead complex marketing strategy functions

Career Advancement

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

Strategic Thinking

Build the strategic thinking, analysis and execution skills of world-class leaders

Organisational Impact

Design and implement marketing strategy systems that drive performance and measurable results

Personal Excellence

Develop emotional intelligence, resilience and authentic executive presence

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.

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 selling and understanding the buyer
Customer journey mapping and service design
Customer retention, loyalty and lifetime value
Complaint handling and service recovery
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
Key account management and account planning
Tenders, proposals and the bid decision

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
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 pipeline and forecasting discipline
Launching a product into a market
Managing distributors and channel partners

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications

Learning and Research

Marketing and promoting learning
Presenting learning proposals and impact
Leading learning projects and change
Learning transformation and modernisation
Digital learning strategy
Innovation and experimentation in learning
Skills-based and continuous learning
Scaling learning across the organisation
Measuring learning transformation impact
Responsible use of AI in learning
Learning KPIs and scorecards
Community and lifelong learning
Research methods for policy
Training needs analysis and learning strategy
Evaluating learning impact (Kirkpatrick, ROI)

Markets and Customers

Strategic development and long-range positioning
The consulting mindset and trusted advisor positioning
Customer data and CRM
Market research and intelligence
Analytical techniques and bias
Preparing financial statements
Interpreting financial statements
Management accounts and dashboards
Budget vs actual and variance
Cost and profitability analysis
Data visualisation for finance
Reputation and personal brand
Business model and market innovation
Decision support and insight
Supply market analysis and Porter’s forces

Selling Practice

Stakeholders, agency and accountability
Succession planning and talent pipelines
Talent sourcing channels and pipelines
Offer management, negotiation and pre-boarding
Communicating financial results
Negotiation strategy and tactics
Setting goals, roles and accountability
Negotiation and conflict resolution
Negotiation strategy and planning
Negotiation tactics and behaviours
Sales forecasting
Responsibility accounting and cost centres
Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property

Customer Experience

Team leadership in customer service
Customer journey and experience design
Retention, loyalty and lifetime value
Retention strategy and turnover analysis
Interaction and experience design
Journey management and tracking
Policy administration and customer service in insurance
Destination, venue and experience products
Customer retention in the vehicle ownership cycle
Service quality and the passenger experience in transport
Customer loyalty and repeat purchase in retail
Prioritising experience investments
Customer and journey analysis
Designing a service or experience improvement
Complaint data and learning

Digital Channels

Digital transformation in banking
Branch-to-digital migration
Digital banking platforms and APIs
Payment technology and switches
Automation, RPA and straight-through processing
Cybersecurity and fraud technology
Technology governance and change control
Digital credit and alternative data
The finance function and digital transformation
Attachment and developmental theory
Digital permits and inspections
Telehealth and digital care delivery
Professional roles, boundaries and settings
Ethics of technology in practice
Agile and digital transformation projects

Evidence and Analytics

Psychodynamic and psychoanalytic approaches
Ethical principles and codes of practice
Record-keeping and data protection
Evidence-based improvement
Evidence-based practice
Evidence-based practice and research literacy
Psychometric and screening tools
Discovery interviews and evidence gathering
Project KPIs and performance metrics
Quality and delivery metrics
Agile metrics and velocity
Influencing and presenting insights
Data ethics and customer privacy
Service quality and turnaround metrics
Data protection and customer privacy

Commercial Finance

Capital budgeting: NPV, IRR and payback
Cost of capital and WACC
Capital structure and financing decisions
Financial modelling and scenario analysis
Continuous improvement of finance processes
Public, private and non-profit governance
Options appraisal and cost-benefit
Headcount budgeting and establishment control
Time-to-hire, quality-of-hire and cost metrics
Pay structures, benchmarking and market pricing
Cost of accidents and prevention value
Negotiation with buyers, suppliers and financiers
Access to finance, grants and investment
Yield, productivity and profitability metrics
Financial and technical feasibility analysis

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
Peer support and consultation
Sustaining ethical, effective practice

Communication

Communicating vision and telling stories
Executive communication and presence
Cross-cultural communication
Sustainability reporting and disclosure
Risk registers and reporting
The media and telecommunications landscape
The media business: audiences, advertising and subscription
Media planning and buying
Social media management: platforms, communities and algorithms
Measurement and analytics for media and social campaigns
Regulation, ethics and misinformation in media and telecoms
Ethical frameworks and codes of practice
Financial reporting frameworks (IFRS/GAAP)
Integrated and sustainability reporting
Reporting quality and governance

Leadership and Teams

Duty of care and risk management
Management review and improvement
Leadership versus management and when each is needed
Situational and adaptive leadership
Values, purpose and authentic leadership
Public speaking and thought leadership
Resilience, wellbeing and stress management
Aligning teams around strategy
Team formation and effectiveness models (Tuckman, Lencioni)
Delegation and empowerment
Managing team performance and dynamics
Property management and facility operations
Programme cycle management in NGOs
Grant compliance and restricted funding management
NGO financial management and budget-versus-actual discipline

Performance and Targets

Strategy execution and the balanced scorecard
High-performance team rituals and cadence
Contract performance and exit
Performance measurement and scorecards
Managing underperformance and risk
Strategy and performance management systems
Managing schedule and budget performance
Setting objectives and marketing KPIs
Marketing and sales KPIs and dashboards
Dashboards and performance reporting
Capacity and performance management
Objective setting: KPIs, OKRs and cascading goals
Continuous feedback and performance conversations
Appraisal, calibration and managing underperformance
Performance management that changes behaviour

Capability Development

Language and communication training
Creativity and critical-thinking development
Policy development and drafting
Leadership and management development
Coaching models and frameworks (GROW)
Competency framework development
Facilitation, coaching and mentoring
High-potential identification and talent reviews
Career development and internal mobility
Workforce planning and the capability gap
Talent review and succession in practice
Coaching and quality monitoring
Training and capability building
Coaching for performance
Advertising and creative development

Strategic Context

Data-driven growth
Key account management strategy
Building strategic customer relationships
Competitive and market intelligence
Translating insight into strategy
Scaling technologies and business models
Complaints, accountability and fitness to practise
Managing growth, risk and resilience
Legal responsibilities and professional bodies
Customer service and CX strategy
Sustaining strategic customer focus
Learning strategy and business alignment
Real options and strategic investment
Sustainability strategy and materiality
Strategic workforce planning and demand forecasting

Risk and Compliance

Operational risk and resilience
Client feedback and satisfaction
Model risk and provisioning (IFRS 9)
Regulatory compliance and central-bank rules
Regulatory reporting and audits
Building a culture of compliance
Interest-rate risk and gap analysis
Asset-liability committee (ALCO) governance
Derivatives and risk instruments
Regulatory liquidity ratios (LCR, NSFR)
Control environment and risk assessment
Environmental, social and governance (ESG)
Security governance and management systems
Likelihood, impact and risk rating
Risk treatment and countermeasures

Legal and Terms

Environmental legal compliance
Legal, cost and feasibility analysis
Contractor and visitor safety
Legal and other requirements
Contract types and risk allocation
Contract administration and variation
Contract governance and compliance
Insurance regulation and consumer protection
Vendor, venue and supplier contracting for events
Vehicle documentation, compliance and consumer protection
Managing risk and difficult cases
Contract exit and renewal
The regulatory and legal environment
Policy cycle and evidence-based policy
Employment relationship and the psychological contract

Campaigns and Projects

Demand, master scheduling and material requirements planning
Capacity planning and line balancing
Projects and expansion: connecting the unserved
Mine planning and methods: surface and underground
Lessons learned and development
Public health programmes: prevention and outreach
Forecasting and planning
Designing an intervention or programme
Risk assessment and safety planning
Treatment planning and review
Goal setting and action planning
Web and campaign analytics
Account planning and whitespace analysis
Web, campaign and funnel analytics
Leading campaigns and sales projects

Operations

In-process quality control and inspection
Industrial utilities, energy and process safety interfaces
Driving effective, ethical outcomes
Mineral processing and beneficiation
Quality management on site: inspections, hold points and defects
Healthcare quality, safety and accreditation
Designing and facilitating groups
Outcome and process measures
Delivery, quality and stakeholder plan
Quality planning and assurance
Quality control and continuous improvement
Quality assurance of audit
Competitive bidding processes
Business process mapping
The HR function: roles, operating models and value creation

Relationships and Partners

Stakeholder mapping and analysis
Influencing without authority
Influencing and persuasion
Categories of spend and stakeholders
Supplier relationship management (SRM)
Strategic customer relationships
Managing boundaries and dual relationships
Ethics and independence in advisory relationships
The project environment and stakeholders
Stakeholder and sponsor management
Stakeholder rights and fair treatment
Influencing and safety leadership
Stakeholder identification and analysis
Stakeholder engagement strategy
Managing expectations and influence

Ethics and Conduct

Psychoeducation and workshops
Working with organisations on wellbeing
Corporate social responsibility and community impact
Roles, standards and professional conduct
Ethics and fair customer treatment
Professional ethics in customer service
Responsible and ethical service
Ethics and integrity in banking
Professional ethics and banking conduct
Treating customers fairly and market conduct
Integrity, confidentiality and conflicts
Data ethics, privacy and responsible analytics
Ethics and duty of care
Professional ethics and duty of care
Ethical decision-making under pressure

International Markets

Ethical, risk and feasibility considerations
Global sourcing and international trade
Professional case study and presentation
Transfer pricing and international tax
Cross-border data and transfers
Cross-cultural and global inclusion
Global and comparative HR contexts
International and cross-border tax
Goal setting and contracting
Managing complexity and comorbidity
Workplace and organisational contexts
Global sourcing and trade
Change talk and readiness
Habit change and behaviour design

Change and Adoption

Measuring CX transformation impact
Foreign exchange and treasury operations
Foreign exchange and hedging
Change management and adoption
Sustaining transformation and benefits
Regulatory change management
Large-scale transformation and agile ways of working
Accountability and follow-through
Wellbeing and resilience coaching
Change leadership models (Kotter, ADKAR, Lewin)
Leading large-scale transformation
Measuring coaching outcomes
Digital and market transformation
Behaviour change and adoption of innovations
Customer experience transformation

People and Incentives

Customer and employee satisfaction
Employee engagement models and drivers
The employee lifecycle and HR value chain
Employer branding and employee value proposition (EVP)
Employee voice, surveys and action planning
Employee engagement and what actually drives it
Communicating risk to the workforce
Innovation culture, incentives and psychological safety
Workforce and shift management in retail
Strengths, flow and engagement
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement

Sustainability

Environmental monitoring and reporting
Continuous environmental improvement
Integration with quality and environment
Sustainable procurement principles and standards
Embedding sustainability in sourcing
Mine water, tailings and environmental management
Sustainability and social impact in projects
Market analysis and environmental scanning
Sustainability and responsible marketing
Meaning, purpose and values
Data, records and confidentiality tech
Responsible and sustainable governance
ESG principles and frameworks
Environmental governance and climate risk
Governance of ESG and reporting

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified Marketing Management Specialist 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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Step 1: Choose Your Certification

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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.

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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

Certified Marketing Management Specialist

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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