What is the Certified Marketing & Sales Professional?

The Certified Marketing & 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 10 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 & Sales Professional in Ireland

Course Curriculum

Programme Modules

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

Foundations and Strategic Context of Certified Marketing & Sales Professional

Certified Marketing & 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

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
Working with conflict and change
Integrated and sustainability reporting
Management accounts and dashboards
Forecasting and planning
Professional roles, boundaries and settings
Family intervention planning
Ethical principles and codes of practice
Managing boundaries and dual relationships
Peer support and consultation
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Duty of care and risk management

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation
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
Complaints, accountability and fitness to practise
Legal responsibilities and professional bodies
Discovery and needs analysis
Consultative and solution selling
Presenting and demonstrating
Client feedback and satisfaction
Negotiation and closing

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Market research and intelligence
Data privacy, consent and compliance
Make-versus-buy decisions
Sourcing portfolios (Kraljic)
Global sourcing and trade
Managing risk and difficult cases
Performance and dispute management
Driving effective, ethical outcomes
Designing and facilitating groups
Performance scorecards and reviews
Psychoeducation and workshops
Working with organisations on wellbeing

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value
Negotiation and closing commercial deals
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
Pipeline and opportunity management
Account planning and whitespace
Designing an intervention or programme
Managing complex accounts
Ethical, risk and feasibility considerations
Risk assessment and safety planning
Coaching and skill development

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications
Communication and conflict patterns
Treatment planning and review
Managing complexity and comorbidity
Workplace and organisational contexts
Change talk and readiness
Goal setting and action planning
Habit change and behaviour design
Accountability and follow-through
Wellbeing and resilience coaching
Measuring coaching outcomes
Structural and strategic approaches
Strengths, flow and engagement

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution
Meaning, purpose and values
Outcome and process measures
Data, records and confidentiality tech
Practice management systems
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics
Psychometric and screening tools
Territory and quota planning
CRM and sales technology
Sales analytics and metrics
Forecasting and pipeline health

Markets and Customers

Customer data and CRM
Market analysis and environmental scanning
Customer personas and insight
Value proposition design and messaging
Go-to-market and channel strategy
Brand safety and responsible marketing
Customer and brand health metrics
Capstone scoping: a real growth or brand challenge
Market and customer analysis
Campaign or go-to-market plan
Brand strategy, identity and equity
Telecom products, tariffs and customer lifecycles
Value proposition and messaging
Brand health and measurement
Building strategic customer relationships

Selling Practice

Building high-performing sales teams
Performance management in sales
Marketing and sales KPIs and dashboards
Funnel, pipeline and conversion metrics
Commercial negotiation and value capture
Designing a marketing or sales strategy
Key account management strategy
Account planning and whitespace analysis
Managing large and complex accounts
Sales analytics and forecasting tools
E-commerce and marketplace selling
Negotiation and influencing
Regulatory duty and accountability
Relationship management and cross-selling
Advisory and needs-based selling

Customer Experience

Customer service and experience principles
The customer experience (CX) discipline
Customer experience transformation
Journey and process redesign
Professional ethics in customer service
Complaints, redress and accountability
Customer service and CX strategy
Prioritising experience investments
Customer and journey analysis
Designing a service or experience improvement
Complaint data and learning
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

Digital Channels

Digital and self-service transformation
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
Ethics of technology in practice
Agile and digital transformation projects
Automation in project delivery
Emerging project technologies

Evidence and Analytics

Measurement and analytics for media and social campaigns
Health records, data and confidentiality
Analytical techniques and bias
Data visualisation for finance
Decision support and insight
Psychodynamic and psychoanalytic approaches
Emerging tools and innovation
Record-keeping and data protection
Evidence-based improvement
Evidence-based practice
Evidence-based practice and research literacy
Service analytics and dashboards
Text and interaction analytics
Data privacy and consent
Influencing and presenting insights

Commercial Finance

Vehicle financing, insurance and total cost of ownership conversations
Costing production: standard costs, variances and the true cost of scrap
Non-revenue water, metering and cost recovery
Pricing, promotions and markdowns in retail
Working with referrers and multidisciplinary teams
Managing difficult conversations
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
Pricing tours, events and sponsorships
Cost and profitability analysis
Communicating financial results
Cost-benefit and investment appraisal

Distribution and Supply

Procurement and contract value
Procurement and contract management
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
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models
Building trust and engagement
Leading groups and workshops
Procurement and stock management for health commodities
Conflicts of interest and procurement ethics

Communication

Reporting quality and governance
Professional case study and presentation
Communicating with families and carers
Professional writing and reports
Psychoeducation and public communication
Writing advisory reports that drive decisions
Reporting to boards and executives
Monitoring, control and reporting
Professional documentation and presentation
Communication planning and management
Reporting and dashboards
Metrics and reporting
Voice, communication and delivery
Management reporting and decision support
Board reporting and information flows

Leadership and Teams

Earned value management
Vendor selection and management
Issue and problem management
Servant leadership and self-organising teams
Negotiation and conflict management
Virtual and distributed teams
Team leadership and motivation
Project management software and tools
Portfolio and resource management systems
Document and configuration management
Programme management principles
Enterprise risk management in banks
Liquidity risk and asset-liability management
Business continuity and crisis management
Sanctions screening and PEP management

Performance and Targets

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
Social performance and outreach
Investment principles and objectives
Performance measurement and KPI dashboards
Continuous feedback and performance conversations
Collaboration and teamwork
Setting objectives and marketing KPIs
Dashboards and performance reporting
Capacity and performance management
Policy, planning and objectives

Capability Development

Measuring coaching and mentoring impact
Capability and skills frameworks
Leadership and management development
Coaching models and frameworks (GROW)
Training needs analysis and learning strategy
Competency framework development
Succession planning and talent pipelines
Facilitation, coaching and mentoring
High-potential identification and talent reviews
Knowledge management and capability building
Creating a coaching culture
Proposal development and donor reporting
Attachment and developmental theory
The consulting mindset and trusted advisor positioning
Lessons learned and development

Strategic Context

Sustainability strategy and materiality
Strategic workforce planning and demand forecasting
Reward strategy and total reward frameworks
Wellbeing and holistic health strategy
Vision, mission and strategic intent
Competitive strategy and positioning
Business model design and innovation
Setting strategic priorities and choices
Aligning teams around strategy
Strategic decision-making under uncertainty
Measuring strategic progress
Pricing strategy
Data-driven growth
Translating insight into strategy
Diagnosing client problems before prescribing solutions

Risk and Compliance

Grant compliance and restricted funding management
NGO governance, boards and registration
How insurance works: risk pooling and the value chain
Underwriting principles and risk selection
Insurance regulation and consumer protection
Vehicle documentation, compliance and consumer protection
In-process quality control and inspection
Regulation of transport: authorities, conventions and licensing
Tariffs, regulation and the economics of essential services
Ground control and strata management
Regulation, ethics and misinformation in media and telecoms
Designing a safety programme or control
Risk assessment methodology and matrices
Dynamic and site-specific risk assessment
Residual risk and ALARP

Legal and Terms

The regulatory and legal environment
Employment relationship and the psychological contract
Legal and regulatory responsibility
Environmental legal compliance
Legal, cost and feasibility analysis
Contractor and visitor safety
Legal and other requirements
Contract administration and variation
Vendor, venue and supplier contracting for events
Structuring engagements: scope, deliverables and expectations
Subcontractor and supplier management
Goal setting and contracting
Advocacy and policy engagement
Contract law and formation
Contract exit and renewal

Campaigns and Projects

Designing the project plan and schedule
Project initiation and chartering
Integrated project planning
Resource planning and levelling
Quality planning and assurance
Building project relationships
Scheduling and planning tools
Project data, reporting and analytics
AI and predictive project analytics
Programme governance and assurance
Measuring programme success
Risk-based audit planning
Tender planning and documentation
Continuous improvement of programmes
Project management principles and lifecycle

Operations

Reconciliation and end-of-day processes
Operating-model and process re-engineering
Designing a banking solution or process
Principles of credit and the lending process
Automation, RPA and straight-through processing
Process and control documentation
Quality assurance of audit
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
Productivity, collaboration and workflow tools
Process improvement and lean thinking
Quality management and standards
Productivity and efficiency improvement

Relationships and Partners

Managing expectations and influence
Influencer and affiliate marketing
Partnering and co-creation with customers
Negotiation with clients and partners
Discovery interviews and evidence gathering
Partnership building and multi-stakeholder platforms
Relationship management and retention
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking
Wealth, SME and corporate relationships
Root cause analysis frameworks in advisory work
The project environment and stakeholders
Stakeholder and sponsor management
Stakeholder rights and fair treatment

Ethics and Conduct

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 in communications
Corporate social responsibility communications
Ethics and professional standards in finance
Responsible and sustainable governance
Ethics and duty of care
Professional ethics and duty of care
Ethical decision-making under pressure
Sustainability and climate responsibility

International Markets

Cross-cultural and global inclusion
Traceability, certification and export requirements
Key global frameworks: FAO, GlobalG.A.P., SDGs and national strategies
Agribusiness marketing, branding and export readiness
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
Global and comparative HR contexts
Global sourcing and international trade
International and cross-border tax
Presenting recommendations to senior decision-makers

Change and Adoption

Measuring CX transformation impact
Foreign exchange and treasury operations
Technology governance and change control
Foreign exchange and hedging
The finance function and digital transformation
Regulatory change management
Large-scale transformation and agile ways of working
Pricing, value articulation and professional fees
Ethics and independence in advisory relationships
Digital transformation and IT strategy
Variations, claims and delay: managing change on site
Soil chemistry, pH and cation exchange capacity
Managing engagement risk and professional liability
Digital and market transformation
Behaviour change and adoption of innovations

People and Incentives

Employee engagement models and drivers
The employee lifecycle and HR value chain
Workforce and shift management in retail
Projects, programmes and portfolios
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Digital HR and the employee experience platform
Spend analysis and segmentation
Supplier development and innovation
Project management standards (PMI, PRINCE2)

Sustainability

Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Sustainable and green banking
Control environment and risk assessment
Emerging assurance areas (ESG)
Sustainability, ESG and integrated value
Project roles and the project manager
Trends: ESG, transparency and stakeholder capitalism
ESG principles and frameworks
Environmental governance and climate risk
Sustainability standards (GRI, ISSB)
Sustainability and social impact in projects
Sustainability and responsible marketing
Business case and strategic alignment
Project governance and assurance

Learning and Research

Project governance frameworks
Cognitive load and learning science
The learning and development profession
Learning strategy and business alignment
Learning cultures and the learning organisation
Blended and hybrid learning design
Motivation and self-directed learning
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Customer effort and sentiment analysis
Churn analysis and prevention
Managing organisational politics

Frequently Asked Questions

Common Questions

What is the CMSP certification?

The Certified Marketing & Sales Professional (CMSP) 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 CMSP?

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 CMSP certification take to complete?

The programme is structured over 10 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 CMSP 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 CMSP certification?

The Certified Marketing & 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 CMSP 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 CMSP?

The Certified Marketing & 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 CMSP?

The Certified Marketing & 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 CMSP 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 CMSP?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CMSP 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 & Sales Professional