How long does this certification take?

The programme takes 11 Weeks and can be completed self-paced or with live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications carry CPD credits and are internationally recognised.

What level is this certification?

This is a Advanced Level certification.

Email info@certifications.ac, WhatsApp +254 722 223 084, or fill in the enrolment form on this page.

What is included in the fee?

All study materials, study guide, examination, digital certificate and badge. Live option adds tutor sessions and priority support.

Certified User Research and UX Marketing Expert in Lesotho

Q: What is the Certified User Research and UX Marketing Expert?

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

Executive Summary

Certified User Research and UX Marketing Expert

Designed for today’s high-impact professionals, the Certified User Research and UX Marketing Expert (CURL) 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 CURL 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 User Research and UX Marketing Expert

Acronym

CURL

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 User Research and UX Marketing Expert

Certified User Research and UX Marketing 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
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

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation
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
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline
Service standards, levels and measuring service

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Pricing, price architecture and discounting
Route to market and channel design
Marketing measurement and attribution
Voice of the customer and acting on feedback
Expanding into regional and export markets
Segmentation, targeting and the useful segment

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

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting

Risk and Compliance

Regulatory capital and ratios
Analytical techniques and bias
Customs, clearing and compliance
Logistics KPIs and cost control
Legal duties and compliance
Risk assessment and safe systems of work
Risk assessment and safeguarding in practice
Cyber risk management
Regulatory and privacy requirements
Feed budgeting and cost control
Project governance and risk
Preparing financial statements
Regulatory notification and RIDDOR-style reporting
Compliance monitoring and enforcement
Risk and regulatory considerations

Legal and Terms

Policy development and drafting
Employment law framework and contracts of employment
Health and safety legal duties
Designing an HR intervention or policy
Consulting skills and contracting with the business
Interpreting financial statements
Integrated and sustainability reporting
Smart contracts and dApps
Contract oversight in the public sector
Implementation and contract plan
Contract law fundamentals and formation
Vendor, venue and supplier contracting for events
Vehicle documentation, compliance and consumer protection
Reporting quality and governance
Management accounts and dashboards

Campaigns and Projects

Projects, programmes and portfolios
Project management standards (PMI, PRINCE2)
The project environment and stakeholders
Project roles and the project manager
Project governance and assurance
Project governance frameworks
Compliance and regulatory projects
Leading project governance
Change and adoption in projects
Agile and digital transformation projects
Building project management maturity
Forecasting and planning
Designing an intervention or programme
Risk assessment and safety planning
Treatment planning and review

Operations

Reconciliation and end-of-day processes
Operating-model and process re-engineering
Service quality and turnaround metrics
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
Competitive bidding processes
Budget vs actual and variance
Group facilitation and group process
Process improvement and lean thinking
Quality management and standards
Productivity and efficiency improvement
The procurement cycle and operating models

Relationships and Partners

Wealth, SME and corporate relationships
Stakeholder communications
Stakeholder mapping and engagement
Vendor and partner management
Stakeholders and users of financial information
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Shareholder and stakeholder rights
Stakeholder and impact analysis
Employment relationship and the psychological contract
Stakeholder engagement and risk management
Relationship management and retention
Stakeholder mapping and collaboration
Influencing and presenting insights
Managing difficult stakeholders

Ethics and Conduct

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
Data ethics and customer privacy
Bribery, corruption and conduct risk
Ethics and independence
Ethics in communications
Corporate social responsibility communications
Ethics and responsible innovation
Ethical leadership and integrity
Corporate social responsibility and sustainability
Transparency and stakeholder trust

International Markets

Cross-cultural and global inclusion
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
Cost and profitability analysis
Data visualisation for finance
Decision support and insight
Communicating financial results
Psychodynamic and psychoanalytic approaches

Change and Adoption

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
Technology governance and change control
Foreign exchange and hedging
Change management and adoption
Training and change management
The finance function and digital transformation
Attachment and developmental theory
Professional roles, boundaries and settings
Digital and market transformation
Regulatory change management

People and Incentives

Employee engagement models and drivers
The employee lifecycle and HR value chain
Strategic workforce planning and demand forecasting
Communicating risk to the workforce
Workforce and shift management in retail
Ethical principles and codes of practice
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Yield, productivity and profitability metrics

Sustainability

The regulatory and legal environment
Responsible and sustainable governance
ESG principles and frameworks
Sustainability strategy and materiality
Environmental governance and climate risk
Governance of ESG and reporting
Sustainability standards (GRI, ISSB)
Corporate social responsibility and ESG
Managing boundaries and dual relationships
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Peer support and consultation
Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Sustainable and green banking

Learning and Research

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
Research methods for policy
Training needs analysis and learning strategy
Knowledge management and capability building
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Complaint data and learning
Sustaining ethical, effective practice

Markets and Customers

Value proposition and messaging
Brand health and measurement
Building strategic customer relationships
Customer success and retention
Customer lifetime value and profitability
Customer data platforms and segmentation
Market research design and methods
Customer experience and journey mapping
Competitive and market intelligence
Segmentation and needs analysis
Ethical frameworks and codes of practice
Customer service and experience principles
Customer expectations and satisfaction
The customer experience (CX) discipline
Ethics and fair customer treatment

Selling Practice

Succession planning and talent pipelines
Talent sourcing channels and pipelines
Duty of care and risk management
Setting goals, roles and accountability
Negotiation and conflict resolution
Negotiation strategy and planning
Negotiation tactics and behaviours
Sales forecasting
Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property
Sales analytics and forecasting tools
E-commerce and marketplace selling
Field sales and territory management
Sponsorship and negotiation selling

Customer Experience

Customer journey mapping
Customer service technology stack
Customer loyalty and advocacy
Loyalty programmes and rewards
Team leadership in customer service
Customer journey and experience design
Retention, loyalty and lifetime value
Interaction and experience design
Journey management and tracking
Policy administration and customer service in insurance
Destination, venue and experience products
Designing a service or experience improvement
Customer experience strategy
Customer retention in the vehicle ownership cycle
Customer loyalty and repeat purchase in retail

Digital Channels

Record-keeping and data protection
Ethics of technology in practice
Automation in project delivery
Emerging project technologies
Digital and data-driven go-to-market
Digital marketing strategy
Email and marketing automation
Marketing technology stack
CRM and marketing automation platforms
Scaling technologies and business models
Digital advisory, e-extension and mobile services
Digital banking platforms and APIs
Payment technology and switches
Cybersecurity and fraud technology
Digital credit and alternative data

Evidence and Analytics

Data protection and customer privacy
Data, analytics and customer insight
Data analytics in audit
Evidence, judgement and scepticism
Warehouse performance metrics
Cloud and data security
Metrics and reporting
Data migration and cleansing
Data governance frameworks and roles
Data privacy law and compliance (GDPR)
Data quality and stewardship
Consent, rights and data subject requests
Data breach and incident governance
Building trust through data governance
Policy cycle and evidence-based policy

Commercial Finance

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
Cost of accidents and prevention value
Legal, cost and feasibility analysis
Make-versus-buy and total cost of ownership
Cost and price analysis
Transfer pricing basics
Transfer pricing documentation
Cost, feasibility and impact analysis
The banking system, intermediation and financial markets
Operational efficiency and cost-to-income
Financial statement and cash-flow analysis

Distribution and Supply

Touchpoint and channel design
Operational efficiency and channel management
Banking products, services and delivery channels
Supply market analysis
Supply-network design
Third-party and supply-chain risk
Supply analysis, gaps and scenario planning
Procurement and supply chain: scope and value
Procurement’s contribution to organisational strategy
Public versus private procurement
Supply markets and the enabling environment
Procurement and asset management under donor rules
Water supply systems: sources, treatment and distribution
The retail landscape: formats, channels and the informal market
Complaints, accountability and fitness to practise

Communication

Sustainability reporting and disclosure
Risk registers and reporting
Tax provisioning and reporting
Proposal development and donor 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
Financial reporting frameworks (IFRS/GAAP)
Writing advisory reports that drive decisions
Reporting to boards and executives
Monitoring, control and reporting
Professional documentation and presentation

Leadership and Teams

Self-awareness and the leader's identity
Delegating for development
Competitive bidding and tender management
Category management and strategy development
Security governance and management systems
Tax risk management
Property management and facility operations
Programme cycle management in NGOs
Grant compliance and restricted funding management
NGO financial management and budget-versus-actual discipline
Reinsurance and capacity management
Warehouse management systems (WMS)
Contractor safety management
Identity and access management
Vulnerability management

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
Performance measurement and attribution
Planning performance and service
Performance monitoring and KPIs
Feeding for reproduction and performance
Performance measurement and KPI dashboards
Retail performance metrics: sales densities, conversion and basket
Managing schedule and budget performance
Setting objectives and marketing KPIs
Marketing and sales KPIs and dashboards

Capability Development

Facilitation, training and public presentation skills
Quality monitoring and coaching
Coaching and quality monitoring
Training and capability building
Message development and testing
Supplier development and innovation
Training needs analysis
Continuing professional development
Measuring development impact
Feedback and developmental conversations
Career and talent development
Sales enablement and coaching
Legal responsibilities and professional bodies
Client feedback and satisfaction
Evidence-based improvement

Strategic Context

Strategic leadership at scale
Vision, mission and strategic intent
Competitive strategy and positioning
Business model design and innovation
Setting strategic priorities and choices
Aligning teams around strategy
Strategy execution and the balanced scorecard
Strategic decision-making under uncertainty
Measuring strategic progress
Turning strategy into results
Designing a sourcing or supply strategy
Managing risk and difficult cases
Managing growth, risk and resilience
Lessons learned and development
Communications strategy and planning

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified User Research and UX Marketing 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 CURL certification?

The Certified User Research and UX Marketing Expert (CURL) 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 CURL?

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 CURL 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 CURL 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 CURL certification?

The Certified User Research and UX Marketing 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 CURL 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 CURL?

The Certified User Research and UX Marketing 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 CURL?

The Certified User Research and UX Marketing Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CURL 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 CURL?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CURL 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 User Research and UX Marketing Expert

Certified User Research and UX Marketing Expert

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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