What is the Certified Strategic Marketing Analyst?

The Certified Strategic Marketing Analyst 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 Strategic Marketing Analyst in Netherlands

Course Curriculum

Programme Modules

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

Foundations and Strategic Context of Certified Strategic Marketing Analyst

Certified Strategic Marketing Analyst: 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
Analytical techniques and bias
Preparing financial statements
Family intervention planning
Interpreting financial statements
Management accounts and dashboards
Budget vs actual and variance
Cost and profitability analysis
Forecasting and planning
Data visualisation for finance
Decision support and insight
Psychodynamic and psychoanalytic approaches
Attachment and developmental theory

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Professional roles, boundaries and settings
Ethical principles and codes of practice
Peer support and consultation
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Duty of care and risk management
Record-keeping and data protection
Structural and strategic approaches
Legal responsibilities and professional bodies
Working with conflict and change
Client feedback and satisfaction
Evidence-based improvement

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value
Expanding into regional and export markets
The sales process and methodology
Managing risk and difficult cases
Lessons learned and development
Discovery and needs analysis
Consultative and solution selling
Presenting and demonstrating
Driving effective, ethical outcomes
Negotiation and closing
Pipeline and opportunity management
Account planning and whitespace
Designing and facilitating groups

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications
Psychoeducation and workshops
Coaching and skill development
Working with organisations on wellbeing
Territory and quota planning
CRM and sales technology
Sales analytics and metrics
Forecasting and pipeline health
Performance management in sales
Building high-performing sales teams
Customer data and CRM
Market research and intelligence
Data privacy, consent and compliance

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution
Make-versus-buy decisions
Sourcing portfolios (Kraljic)
Global sourcing and trade
Designing an intervention or programme
Performance and dispute management
Ethical, risk and feasibility considerations
Evidence-based practice
Performance scorecards and reviews
Risk assessment and safety planning
Goal setting and contracting
Communication and conflict patterns
Treatment planning and review

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting
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
Managing complex accounts
Managing complexity and comorbidity
Workplace and organisational contexts
Goal setting and action planning
Market research and customer insight methods
Campaign planning and the content calendar

Commercial Finance

Digital finance, mobile money and payment operations
The finance function, month-end close and reporting cycle
Public, private and non-profit governance
Options appraisal and cost-benefit
Business case, cost and impact analysis
Cost, quality and cycle-time metrics
Headcount budgeting and establishment control
Time-to-hire, quality-of-hire and cost metrics
Pay structures, benchmarking and market pricing
Cost of workforce and ROI of HR interventions
Cost of accidents and prevention value
Total cost of ownership
Ration formulation and least-cost feeding
Financial inclusion strategy
The role of finance in organisations and value creation

Distribution and Supply

Digital channels and performance marketing economics
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Public versus private procurement
Supply markets and the enabling environment
Digital procurement and the future of the profession
Sustainable procurement principles and standards
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
The retail landscape: formats, channels and the informal market
Accountability and follow-through
Wellbeing and resilience coaching
Procurement and stock management for health commodities

Communication

Social media management: platforms, communities and algorithms
Measurement and analytics for media and social campaigns
Regulation, ethics and misinformation in media and telecoms
Measuring coaching outcomes
Financial reporting frameworks (IFRS/GAAP)
Integrated and sustainability reporting
Reporting quality and governance
Communicating financial results
Professional case study and presentation
Communicating with families and carers
Professional writing and reports
Voice, communication and delivery
Management reporting and decision support
Applying reporting standards and accounting judgement
Board reporting and information flows

Leadership and Teams

Key account management and account planning
Values, purpose and authentic 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
Cross-functional and matrix teams
Leading remote and hybrid teams
Team diversity and inclusion
High-performance team rituals and cadence
Mine water, tailings and environmental management
Quality management on site: inspections, hold points and defects
Subcontractor and supplier management
Front office and reservations management

Performance and Targets

Strategy execution and the balanced scorecard
Contract performance and exit
Retail performance metrics: sales densities, conversion and basket
Project KPIs and performance metrics
Managing schedule and budget performance
Setting objectives and marketing KPIs
Marketing and sales KPIs and dashboards
Dashboards and performance reporting
Capacity and performance management
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

Capability Development

Talent sourcing channels and pipelines
Facilitation, coaching and mentoring
High-potential identification and talent reviews
Career development and internal mobility
Knowledge management and capability building
Creating a coaching culture
Delegating for development
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement
Real estate development and project appraisal
Sales enablement and coaching
Facilitation, training and public presentation skills
Quality monitoring and coaching
Coaching and quality monitoring

Strategic Context

Customer service and CX strategy
Sustaining strategic customer focus
Customer experience strategy
Communications strategy and planning
Category management and strategy
Competitive bidding processes
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Learning strategy and business alignment
Real options and strategic investment
Sustainability strategy and materiality
Training needs analysis and learning strategy
Stakeholder engagement strategy
Strategic alignment of investments
Competitive analysis and differentiation
Product and portfolio strategy

Risk and Compliance

Strengths, flow and engagement
Model risk and provisioning (IFRS 9)
Regulatory compliance and central-bank rules
Regulatory reporting and audits
Building a culture of compliance
Technology governance and change control
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
Managing price and discount governance
Managing growth, risk and resilience
Regulatory compliance and biosafety
Meaning, purpose and values

Legal and Terms

Legal and regulatory responsibility
Environmental legal compliance
Legal, cost and feasibility analysis
Contractor and visitor safety
Policy, planning and objectives
Legal and other requirements
Contract types and risk allocation
Contract administration and variation
Contract governance and compliance
Policy administration and customer service in insurance
Insurance regulation and consumer protection
Advocacy and policy engagement
Contract law and formation
Contract exit and renewal
The regulatory and legal environment

Campaigns and Projects

Measuring change and project impact
Sustainability and social impact in projects
Project management maturity assessment
Developing the project business case
Project budgeting and financial control
Financial risk in projects
Realising and measuring project value
Capstone scoping: a real project or programme
Designing the project plan and schedule
Project initiation and chartering
Integrated project planning
Change and adoption in projects
Agile and digital transformation projects
Building project management maturity
Project management plan development

Operations

Journey and process redesign
Customer-centric operating models
Operational efficiency and productivity
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
Data quality, analysis and reporting
Traceability, recall and quality assurance systems
Quality management systems and audits
Innovation in service delivery

Relationships and Partners

Managing boundaries and dual relationships
Outcome and process measures
The project environment and stakeholders
Stakeholder and sponsor management
Stakeholder rights and fair treatment
Delivery, quality and stakeholder plan
Stakeholder identification and analysis
Managing expectations and influence
Influencer and affiliate marketing
Building strategic customer relationships
Partnering and co-creation with customers
Stakeholder mapping and engagement
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Shareholder and stakeholder rights

Ethics and Conduct

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
Responsibility accounting and cost centres
Responsible and sustainable governance
Embedding responsible business
Ethics, confidentiality and professional conduct in HR
Ethics and professional conduct in security
Corporate responsibility and community
Real estate regulation, licensing and professional conduct
Ethics and treating customers fairly in insurance

International Markets

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
Cross-cultural and global inclusion
Global and comparative HR contexts
Global sourcing and international trade
Evidence-based practice and research literacy

Change and Adoption

Change management and adoption
Regulatory change management
Large-scale transformation and agile ways of working
Data, records and confidentiality tech
Practice management systems
Digital transformation and IT strategy
Variations, claims and delay: managing change on site
Change talk and readiness
Habit change and behaviour design
Change control and configuration
Organisational change management
Digital and market transformation
Behaviour change and adoption of innovations
Customer experience transformation
Digital and self-service transformation

People and Incentives

Psychometric and screening tools
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Employee engagement models and drivers
Customer (employee/manager) satisfaction
The employee lifecycle and HR value chain
Strategic workforce planning and demand forecasting
Employer branding and employee value proposition (EVP)
Employee voice, surveys and action planning
Communicating risk to the workforce
Workforce and shift management in retail
Employee and manager self-service
Ethics of technology in practice

Sustainability

Environmental governance and climate risk
Sustainability standards (GRI, ISSB)
Emerging tools and innovation
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Sustainability and climate responsibility
Continuous environmental improvement
Integration with quality and environment
Sustainability and responsible sourcing
Environmental, social and governance (ESG)
Sustainability reporting and disclosure
Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Sustainable and green banking
Emerging assurance areas (ESG)

Learning and Research

Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Working with referrers and multidisciplinary teams
Complaint data and learning
Cognitive load and learning science
The learning and development profession
Learning cultures and the learning organisation
Blended and hybrid learning design
Motivation and self-directed learning
Instructional design and blended learning
Learning technologies and the LMS
Psychoeducation and public communication

Markets and Customers

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
Market access, buyers and contract farming
Agricultural value chains and market linkages
Market systems and price discovery
Market linkages and aggregation
Customer journey and experience design
Brand and corporate reputation
Spend analysis and segmentation
Supply market analysis

Selling Practice

Negotiation and closing commercial deals
Negotiation tactics and behaviours
Sales forecasting
Key account management
Listing, marketing and selling property
Property viewings, offers and negotiation to close
Proposal development and donor reporting
The vehicle sales process from enquiry to delivery
Managing difficult conversations
Building trust and engagement
Complaints, accountability and fitness to practise
Advisory and needs-based selling
Accounting concepts, principles and the regulatory landscape
Succession planning and talent pipelines
Offer management, negotiation and pre-boarding

Customer Experience

Customer journey mapping
Customer service technology stack
Relationship management and retention
Customer loyalty and advocacy
Loyalty programmes and rewards
Team leadership in customer service
Retention, loyalty and lifetime value
Retention strategy and turnover analysis
Interaction and experience design
Journey management and tracking
Destination, venue and experience products
Professional ethics in customer service
Complaints, redress and accountability
Prioritising experience investments
Customer and journey analysis

Digital Channels

Branch-to-digital migration
Digital banking platforms and APIs
Payment technology and switches
Cybersecurity and fraud technology
Digital credit and alternative data
Digital ethics and responsible AI
Leading groups and workshops
Digital permits and inspections
Automation and safety technology
Collaboration and teamwork
Bancassurance and digital insurance models
Digital marketing strategy
Email and marketing automation
Marketing technology stack
CRM and marketing automation platforms

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 protection and customer privacy
Data, analytics and customer insight
Data analytics in audit
Evidence, judgement and scepticism
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

Frequently Asked Questions

Common Questions

What is the CSMA certification?

The Certified Strategic Marketing Analyst (CSMA) 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 CSMA?

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 CSMA 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 CSMA 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 CSMA certification?

The Certified Strategic Marketing Analyst 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 CSMA 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 CSMA?

The Certified Strategic Marketing Analyst 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 CSMA?

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

Can I study the CSMA 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 CSMA?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CSMA 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 Strategic Marketing Analyst