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 Public Relations and Communications Expert in Sweden

Course Curriculum

Programme Modules

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

Foundations and Strategic Context of Certified Public Relations and Communications Expert

Certified Public Relations and Communications 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

Accuracy and Responsible Claims

Commercial ethics and responsible selling
Brand, reputation and communications
Marketing measurement and attribution
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
Voice of the customer and acting on feedback
Expanding into regional and export markets
The sales process and methodology
Preparing financial statements

Brand, Reputation and Experience

Brand, reputation and communications
Value proposition and differentiation
Commercial ethics and responsible selling
Pricing, price architecture and discounting
Route to market and channel design
The sales pipeline and forecasting discipline
Consultative selling and understanding the buyer
Customer journey mapping and service design
Customer retention, loyalty and lifetime value
Complaint handling and service recovery
Market research and customer insight methods
Campaign planning and the content calendar
Financial reporting frameworks (IFRS/GAAP)
Discovery and needs analysis
Consultative and solution selling

Consistency and Positioning

Brand, reputation and communications
Segmentation, targeting and the useful segment
Value proposition and differentiation
Performance scorecards and reviews
Interpreting financial statements
Reporting quality and governance
Communication and conflict patterns
Management accounts and dashboards
Budget vs actual and variance
Cost and profitability analysis
Forecasting and planning
Communicating financial results
Professional roles, boundaries and settings
Ethical principles and codes of practice
Managing boundaries and dual relationships

Responding to a Public Problem

Brand, reputation and communications
Complaint handling and service recovery
Commercial ethics and responsible selling
Data privacy, consent and compliance
Make-versus-buy decisions
Sourcing portfolios (Kraljic)
Global sourcing and trade
Peer support and consultation
Performance and dispute management
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Duty of care and risk management
Structural and strategic approaches
Client feedback and satisfaction
Working with conflict and change

Audiences and Segmentation

Segmentation, targeting and the useful segment
Brand, reputation and communications
Marketing measurement and attribution
Family intervention planning
Managing risk and difficult cases
Driving effective, ethical outcomes
Designing and facilitating groups
Psychoeducation and workshops
Working with organisations on wellbeing
Designing an intervention or programme
Ethical, risk and feasibility considerations
Professional case study and presentation
Risk assessment and safety planning
Treatment planning and review
Presenting and demonstrating

Measuring Perception, Not Output

Marketing measurement and attribution
Brand, reputation and communications
Customer retention, loyalty and lifetime value
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
Managing complexity and comorbidity
Workplace and organisational contexts
Goal setting and action planning
Strengths, flow and engagement
Meaning, purpose and values
Negotiation and closing

Learning and Research

Cognitive load and learning science
Learning objectives and outcomes
Active-learning methods
Outcome and process measures
Adult learning theory (andragogy)
The learning and development profession
The learning ecosystem and stakeholders
Learning strategy and business alignment
Learning cultures and the learning organisation
Marketing and promoting learning
Presenting learning proposals and impact
Motivation and self-directed learning
Training needs analysis and learning strategy
Knowledge management and capability building
Monitoring, evaluation and learning for accountability

Markets and Customers

Strategic customer relationships
Comparable sales analysis and market evidence
Policy administration and customer service in insurance
The automotive market: segments, brands and buyers
Vehicle specifications, trims and options in customer language
Customer retention in the vehicle ownership cycle
Customer loyalty and repeat purchase in retail
Telecom products, tariffs and customer lifecycles
Market analysis and environmental scanning
Customer personas and insight
Value proposition design and messaging
Customer loyalty and advocacy
Customer lifetime value
Voice of the customer to the business
Team leadership in customer service

Selling Practice

Pipeline and opportunity management
Account planning and whitespace
Managing complex accounts
CRM and sales technology
Sales and marketing transformation
Sales enablement and coaching
Marketing and sales ethics
Marketing and sales KPIs and dashboards
Funnel, pipeline and conversion metrics
Commercial negotiation and value capture
Designing a marketing or sales strategy
Complaints, accountability and fitness to practise
Accountability and follow-through
Negotiation and conflict management
Conflict resolution and negotiation

Customer Experience

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
Customer experience strategy
Customer journey mapping
Customer service technology stack
Relationship management and retention
Loyalty programmes and rewards
Journey management and tracking
Destination, venue and experience products
Service quality and the passenger experience in transport
Data, records and confidentiality tech

Digital Channels

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
Automation, RPA and straight-through processing
Cybersecurity and fraud technology
Technology governance and change control
Scaling technologies and business models
Digital and market transformation
Digital advisory, e-extension and mobile services
Digital and self-service transformation

Evidence and Analytics

Analytical techniques and bias
Data visualisation for finance
Decision support and insight
Psychodynamic and psychoanalytic approaches
Practice management systems
Record-keeping and data protection
Evidence-based improvement
Evidence-based practice
Evidence-based practice and research literacy
Psychometric and screening tools
Project KPIs and performance metrics
Data quality, analysis and reporting
Ethics of technology in practice
Emerging tools and innovation
Portfolio of evidence and reflective practice

Commercial Finance

Financial inclusion and agency banking
Working with referrers and multidisciplinary teams
Impact, blended and concessional finance
Total cost of ownership
Ration formulation and least-cost feeding
Financial inclusion strategy
The role of finance in organisations and value creation
Financial, management and cost accounting distinguished
Financial statements and the accounting equation
Stakeholders and users of financial information
Ethics and professional standards in finance
Cost, feasibility and impact analysis
The banking system, intermediation and financial markets
Anti-corruption and financial-crime ethics
Operational efficiency and cost-to-income

Distribution and Supply

Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy
Omnichannel and channel management
Touchpoint and channel design
Operational efficiency and channel management
Banking products, services and delivery channels
Supply market analysis
Supply analysis, gaps and scenario planning
Talent sourcing channels and pipelines
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Public versus private procurement
Supply markets and the enabling environment

Communication

Governance of ESG and reporting
Conflict resolution and mediation
Management and board reporting
Safety communication and campaigns
Environmental monitoring and reporting
Communicating risk to the workforce
Incident reporting and record-keeping
Communicating with families and carers
Toolbox talks and safety communication
Communicating vision and telling stories
Executive communication and presence
Professional writing and reports
Psychoeducation and public communication
Writing advisory reports that drive decisions
Reporting to boards and executives

Leadership and Teams

Managing difficult conversations
Implementation planning and risk management
Quality management systems and audits
Queue management and service flow
Workforce management and scheduling
Front-office and reception management
Leading service teams
Performance management in service
Handling escalations as a leader
Teller operations, cash handling and vault management
Team leadership in banking operations
Energy efficiency and demand management
Range planning and category management
Workforce and shift management in retail
Ground control and strata management

Performance and Targets

Managing team performance and dynamics
High-performance team rituals and cadence
Contract performance and exit
Retail performance metrics: sales densities, conversion and basket
Managing schedule and budget performance
Setting objectives and marketing KPIs
Dashboards and performance reporting
Capacity and performance management
Setting objectives, indicators and targets
Linking CX to business performance
Service KPIs: CSAT, NPS, CES, SLAs
Continuous feedback and performance conversations
Building trust and engagement
Policy, planning and objectives
Strategy execution and the balanced scorecard

Capability Development

Coaching and skill development
Real estate development and project appraisal
Proposal development and donor reporting
Attachment and developmental theory
Leading groups and workshops
Lessons learned and development
Wellbeing and resilience coaching
Measuring coaching outcomes
Scaling delivery capability
Project management plan development
Schedule development and optimisation
Delegating for development
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement

Strategic Context

Pricing strategy
Digital marketing strategy
Data-driven growth
Building strategic customer relationships
Competitive and market intelligence
Translating insight into strategy
Collaboration and teamwork
Managing growth, risk and resilience
The consulting mindset and trusted advisor positioning
Sustaining strategic customer focus
Communications strategy and planning
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Real options and strategic investment
Sustainability strategy and materiality
Strategic workforce planning and demand forecasting

Risk and Compliance

Model risk and provisioning (IFRS 9)
Regulatory compliance and central-bank rules
Regulatory reporting and audits
Building a culture of compliance
Interest-rate risk and gap analysis
Asset-liability committee (ALCO) governance
Derivatives and risk instruments
Regulatory liquidity ratios (LCR, NSFR)
Control environment and risk assessment
Process and control documentation
Governance and the three lines model
Governance frameworks and codes
Compliance frameworks and programmes
Compliance monitoring and testing
Regulatory change management

Legal and Terms

Contract types and risk allocation
Contract administration and variation
Contract governance and compliance
Insurance regulation and consumer protection
Vendor, venue and supplier contracting for events
Vehicle documentation, compliance and consumer protection
Diagnosing client problems before prescribing solutions
Structuring engagements: scope, deliverables and expectations
Legal responsibilities and professional bodies
Goal setting and contracting
Advocacy and policy engagement
Employment relationship and the psychological contract
Legal, cost and feasibility analysis
Contractor and visitor safety
Legal and other requirements

Campaigns and Projects

Territory and quota planning
Campaign or go-to-market plan
Campaign planning and execution
Web and campaign analytics
Web, campaign and funnel analytics
Leading campaigns and sales projects
Team leadership in field and project settings
Discovery interviews and evidence gathering
HACCP principles and prerequisite programmes
Designing voice-of-customer programmes
Governance of the CX programme
Leading banking projects and change
Risk-based audit planning
Tender planning and documentation
Session and lesson planning

Operations

Service quality and turnaround metrics
Designing a banking solution or process
Principles of credit and the lending process
Quality assurance of audit
Competitive bidding processes
Root cause analysis frameworks in advisory work
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
Presenting recommendations to senior decision-makers
Traceability, recall and quality assurance systems
Innovation in service delivery
Customer-centric operating models
Operational efficiency and productivity

Relationships and Partners

Stakeholder engagement strategy
Managing expectations and influence
Building project relationships
Influencer and affiliate marketing
Partnering and co-creation with customers
Negotiation with clients and partners
Pricing, value articulation and professional fees
Partnership building and multi-stakeholder platforms
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking
Stakeholder and impact analysis
Influencing and safety leadership
Influencing and persuasion
Categories of spend and stakeholders

Ethics and Conduct

Ethics and independence in advisory relationships
Managing engagement risk and professional liability
Corporate social responsibility and community impact
Roles, standards and professional conduct
Ethics and fair customer treatment
Responsible and ethical service
Ethics and integrity in banking
Professional ethics and banking conduct
Integrity, confidentiality and conflicts
Responsible and sustainable banking
Bribery, corruption and conduct risk
Corporate social responsibility communications
Roles, standards and professional ethics
Responsibility accounting and cost centres
Responsible and sustainable governance

International Markets

Projects, programmes and portfolios
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
Project management standards (PMI, PRINCE2)

Change and Adoption

The project environment and stakeholders
Project roles and the project manager
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
Change and adoption in projects
Agile and digital transformation projects
Measuring change and project impact
Measuring growth and transformation impact
Soil chemistry, pH and cation exchange capacity
Behaviour change and adoption of innovations
Measuring CX transformation impact

People and Incentives

Workforce planning and scheduling
Employee experience and engagement
Employee engagement models and drivers
The employee lifecycle and HR value chain
Business case and strategic alignment
Training needs analysis
Project governance and assurance
Root-cause analysis and problem solving
Stakeholder mapping and engagement
Theories and models of leadership and management
Corporate governance principles and purpose

Sustainability

Integrated and sustainability reporting
Sustainability and social impact in projects
Sustainability and responsible marketing
Project governance frameworks
Stakeholder and sponsor management
Monitoring sustainability outcomes
Policy, institutions and the enabling environment for agriculture
The business case for productivity, quality and sustainability
Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Sustainable and green banking
Sustainability, ESG and integrated value
Managing organisational politics
Trends: ESG, transparency and stakeholder capitalism
ESG principles and frameworks

Frequently Asked Questions

Common Questions

What is the CPUB3 certification?

The Certified Public Relations and Communications Expert (CPUB3) 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 CPUB3?

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 CPUB3 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 CPUB3 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 CPUB3 certification?

The Certified Public Relations and Communications 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 CPUB3 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 CPUB3?

The Certified Public Relations and Communications 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 CPUB3?

The Certified Public Relations and Communications Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CPUB3 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 CPUB3?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CPUB3 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 Public Relations and Communications Expert