What is the Certified Event Sales Professional?

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

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 Event Sales Professional in Hong Kong

Executive Summary

Certified Event Sales Professional

Designed for today’s high-impact professionals, the Certified Event Sales Professional (CESP) 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 CESP 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 Event Sales Professional

Acronym

CESP

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.

Foundations and Strategic Context of Certified Event Sales Professional

Certified Event Sales Professional: 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
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
Segmentation, targeting and the useful segment
Route to market and channel design
The sales pipeline and forecasting discipline
Consultative selling and understanding the buyer

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
Digital channels and performance marketing economics
Negotiation and closing commercial deals
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

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

Communication

Reporting and enterprise analytics
Presenting learning proposals and impact
Professional portfolio and presentation
Presentation and public-speaking skills
Voice, communication and delivery
Multimedia and video for learning
Dashboards and reporting
Language and communication training
Setting and communicating strategic direction
Board reporting and investor relations
Board and executive financial reporting
Analytical techniques and bias
Assets, liabilities and equity reporting
Integrated and sustainability reporting
Reporting quality and governance

Leadership and Teams

Performance management in sales
Building high-performing sales teams
Travel risk management
Coordination with teams and agencies
Tax risk management
IT service management and support operations
Managing technology teams and technical work
Strategy and performance management systems
Ratio and trend analysis
Management accounts and dashboards
Case management and referral
Delegation and empowerment
Managing team performance and dynamics
Cross-functional and matrix teams
Leading remote and hybrid teams

Performance and Targets

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
System performance and tuning
Performance management systems and cycles
Performance measurement and KPI dashboards
Continuous feedback and performance conversations
KPIs and performance reporting
Retail performance metrics: sales densities, conversion and basket
Decision support and insight
Project KPIs and performance metrics
Managing schedule and budget performance

Capability Development

Succession planning and talent pipelines
Talent sourcing channels and pipelines
Facilitation, coaching and mentoring
High-potential identification and talent reviews
Knowledge management and capability building
Creating a coaching culture
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement
Coaching and skill development
Agile delivery and iterative development
Building a coaching culture
Measuring coaching and mentoring impact
Capability and skills frameworks
Technical and compliance training

Strategic Context

Competitive bidding processes
Financial inclusion strategy
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Learning strategy and business alignment
The strategic narrative
Financial strategy and capital allocation
Mergers, funding and growth strategy
Real options and strategic investment
Sustainability strategy and materiality
Strategic workforce planning and demand forecasting
Reward strategy and total reward frameworks
Competitive analysis and differentiation
Product and portfolio strategy
Go-to-market and channel strategy
Growth strategy and demand generation

Risk and Compliance

Programme governance and assurance
Governance of campaigns and spend
Managing price and discount governance
Managing growth, risk and resilience
Regulatory compliance and biosafety
Reporting automation
Implementation planning and risk management
Regulatory compliance and market requirements
Governance of service standards
Governance of the CX programme
Regulatory and fair-treatment obligations
Compliance and audit in ERP
Data governance in enterprise systems
Psychodynamic and psychoanalytic approaches
Corporate governance principles and purpose

Legal and Terms

Contractor and visitor safety
Policy, planning and objectives
Legal and other requirements
Contract types and risk allocation
Contract administration and variation
Contract performance and exit
Contract governance and compliance
Legal and ethical protection
Policy administration and customer service in insurance
Insurance regulation and consumer protection
Vendor, venue and supplier contracting for events
Procurement and contract value
Procurement and contract management
Advocacy and policy engagement
Contract law and formation

Campaigns and Projects

Media planning and buying
Measurement and analytics for media and social campaigns
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
Relapse prevention planning
Projects, programmes and portfolios
Project management standards (PMI, PRINCE2)
Account planning and whitespace analysis
Web, campaign and funnel analytics
Leading campaigns and sales projects
Team leadership in field and project settings

Operations

Automation, RPA and straight-through processing
Process and control documentation
Quality assurance of audit
Business process mapping
Process optimisation and RPA
The HR function: roles, operating models and value creation
Feasibility, cost and quality analysis
Quality assurance and standards
Continuous improvement of finance processes
Attachment and developmental theory
Integration with quality and environment
Process improvement and lean thinking
Productivity and efficiency improvement
The procurement cycle and operating models
Data quality and master data management

Relationships and Partners

Stakeholder communications
Stakeholder mapping and engagement
Stakeholder mapping and partnering
Influencing and gaining buy-in
Stakeholders and users of financial information
Business partnering with the enterprise
Stakeholder mapping for the finance function
Business partnering and influencing
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Shareholder and stakeholder rights
Managing boundaries and dual relationships
Professional roles, boundaries and settings
Ethics and independence in advisory relationships
The project environment and stakeholders

Ethics and Conduct

Conflicts of interest and procurement ethics
Marketing and sales ethics
Brand safety and responsible marketing
Sustainability and responsible marketing
Ethical principles and codes of practice
Peer support and consultation
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
Learning data privacy and ethics
Executive ethics and the leader’s shadow
Ethics and professional standards in finance
Responsibility accounting and cost centres

International Markets

International and cross-border tax
Sustaining ethical, effective practice
Global sourcing and international trade
Ethical frameworks and codes of practice
Duty of care and risk management
Record-keeping and data protection
Legal responsibilities and professional bodies
Global sourcing and trade
Client feedback and satisfaction
Transfer pricing and international tax
Cross-border data and transfers
Global and comparative HR contexts
Cross-cultural and global inclusion
Evidence-based improvement

Change and Adoption

Baseline setting and change control
Sales and marketing transformation
Managing risk and difficult cases
Lessons learned and development
Digital and market transformation
Behaviour change and adoption of innovations
Customer experience transformation
Digital and self-service transformation
Measuring CX transformation impact
Digital transformation in banking
Foreign exchange and treasury operations
Agile and digital transformation projects
Measuring change and project impact
Technology governance and change control
Foreign exchange and hedging

People and Incentives

Communicating risk to the workforce
Workforce and shift management in retail
Driving effective, ethical outcomes
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Employee engagement models and drivers
The employee lifecycle and HR value chain
Cost of workforce and ROI of HR interventions
Workforce planning and the capability gap
Workforce reporting and storytelling with data
Employee relations, discipline and fair process
Employee engagement and what actually drives it
Employee and manager self-service

Sustainability

Sustainability and social impact in projects
Market analysis and environmental scanning
Designing and facilitating groups
Psychoeducation and workshops
Monitoring sustainability outcomes
Working with organisations on wellbeing
Ethical, risk and feasibility considerations
Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Responsible and sustainable banking
Sustainable and green banking
Continuous environmental improvement
Supply markets and the enabling environment
Sustainability and responsible sourcing
Sustainable procurement principles and standards

Learning and Research

Leading learning projects and change
Capstone scoping: a real learning challenge
Designing a learning programme or curriculum
Questioning, discussion and active learning
Blended and hybrid learning design
E-learning authoring and development
Learning management systems (LMS)
Microlearning and mobile learning
Social and collaborative learning
Motivation and self-directed learning
Learning technology ecosystem
Professional case study and presentation
Complaint data and learning
Cognitive load and learning science
The learning and development profession

Markets and Customers

Customer service and CX strategy
Aligning service to brand and business
Sustaining strategic customer focus
Customer and journey analysis
Customer experience strategy
Customer journey mapping
Reducing customer effort
Customer effort and sentiment analysis
CRM systems and customer data
Customer service technology stack
Social media customer care
Spend analysis and segmentation
Supply market analysis
Investor relations and market communication
HR's role in culture, values and employer brand

Selling Practice

Succession and the leadership pipeline
Financial, management and cost accounting distinguished
Financial statements and the accounting equation
Negotiation with banks, investors and suppliers
Evidence-based practice
Setting goals, roles and accountability
Negotiation and conflict resolution
Negotiation strategy and planning
Negotiation tactics and behaviours
Sales forecasting
Key account management
Accountability and follow-through
Negotiation and conflict management
Conflict resolution and negotiation
Sales enablement and coaching

Customer Experience

Goal setting and contracting
Complaints, accountability and fitness to practise
Customer success and retention
Customer experience and journey mapping
Customer service and experience principles
The customer experience (CX) discipline
Journey and process redesign
Complaints, redress and accountability
Prioritising experience investments
Designing a service or experience improvement
Relationship management and retention
Customer loyalty and repeat purchase in retail
Customer loyalty and advocacy
Team leadership in customer service
Customer journey and experience design

Digital Channels

Digital permits and inspections
Automation and safety technology
Managing complexity and comorbidity
Digital transformation and IT strategy
Digital procurement and the future of the profession
CRM and sales technology
Equipment and technology
Digital tax administration
Vendor selection and managing technology suppliers
Digital ethics and algorithmic accountability
Building digital capability in an organisation
Self-service and digital support
Technology selection and integration
Emerging service technologies
Digital, mobile and internet banking

Evidence and Analytics

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
Service quality and turnaround metrics
Data protection and customer privacy
Data, analytics and customer insight
Data analytics in audit
Evidence, judgement and scepticism
Qualitative and quantitative research
Translating insight into strategy
Baseline surveys and data collection tools
Yield, productivity and profitability metrics

Commercial Finance

Health financing: budgets, insurance and out-of-pocket realities
Preparing financial statements
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Budget vs actual and variance
Cost and profitability analysis
Data visualisation for finance
Communicating financial results
Pricing, value articulation and professional fees
Cost-benefit and investment appraisal
Project budgeting and financial control
Budgeting techniques and the budgeting cycle
Flexible budgets and rolling forecasts
Cost reduction and efficiency programmes
Capital budgeting: NPV, IRR and payback

Distribution and Supply

Touchpoint and channel design
Operational efficiency and channel management
Banking products, services and delivery channels
Supply analysis, gaps and scenario planning
Procurement and supply chain: scope and value
Procurement’s contribution to organisational strategy
Public versus private procurement
Fair trade and responsible supply
Real estate marketing channels and property portals
Procurement and asset management under donor rules
Water supply systems: sources, treatment and distribution
Omnichannel and channel management
The retail landscape: formats, channels and the informal market
Workplace and organisational contexts
Change talk and readiness

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified Event Sales Professional 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 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 CESP certification?

The Certified Event Sales Professional (CESP) 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 CESP?

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 CESP 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 CESP 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 CESP certification?

The Certified Event Sales Professional 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 CESP 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 CESP?

The Certified Event Sales Professional 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 CESP?

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

Can I study the CESP 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 CESP?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CESP 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 Event Sales Professional

Certified Event Sales Professional

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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