What is the Certified Retail Business Specialist?

The Certified Retail Business Specialist 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 12 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 Retail Business Specialist in Thailand

Executive Summary

Certified Retail Business Specialist

Designed for today’s high-impact professionals, the Certified Retail Business Specialist (CRBS) 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 12 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 CRBS 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 Retail Business Specialist

Acronym

CRBS

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 Retail Business Specialist

Certified Retail Business Specialist: 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
Voice of the customer and acting on feedback
Expanding into regional and export markets
Value proposition and differentiation
The sales pipeline and forecasting discipline
Consultative selling and understanding the buyer
Marketing measurement and attribution
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

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation
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
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Key account management and account planning

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

Pricing and Value

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

Risk and Compliance

Regulatory mapping and obligations
Enterprise risk management (ERM)
Compliance monitoring and testing
Regulatory change management
Managing regulator relationships
Compliance reporting and disclosure
Building a compliance culture
Regulatory impact assessment
Regulatory technology (RegTech)
Compliance monitoring systems
Data governance and quality
Governance in different ownership models
Control testing and evidence
Corporate governance and HR’s role
Regulatory compliance and audit

Legal and Terms

Implementation and contract plan
Contract law fundamentals and formation
Supplier and contract management systems
Duty of care and legal framework
Visitor and contractor management
Analytical techniques and bias
Preparing financial statements
Legal and ethical protection
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Integrated and sustainability reporting
Contract exit and renewal
The regulatory and legal environment
Policy cycle and evidence-based policy
Research methods for policy

Campaigns and Projects

Quality planning and assurance
Communication planning and management
Building project relationships
Project management software and tools
Scheduling and planning tools
Project data, reporting and analytics
Automation in project delivery
AI and predictive project analytics
Emerging project technologies
Programme management principles
Programme governance and assurance
Project initiation and chartering
Integrated project planning
Project management plan development
Resource planning and levelling

Operations

Quality assurance of audit
Competitive bidding processes
Business process mapping
The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
People analytics maturity and operating model
Process improvement and HR operating efficiency
Time-to-hire, quality-of-hire and cost metrics
Data quality, integration and master data
Employee relations, discipline and fair process
Designing a banking solution or process
Principles of credit and the lending process
Automation, RPA and straight-through processing
Process and control documentation

Relationships and Partners

Wealth, SME and corporate relationships
Stakeholder communications
Stakeholder mapping and engagement
Stakeholders and users of financial information
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Shareholder and stakeholder rights
Stakeholder and impact analysis
Influencing and safety leadership
Influencing and persuasion
Categories of spend and stakeholders
Partnering and co-creation with customers
Negotiation with clients and partners
Reporting quality and governance
Partnership building and multi-stakeholder platforms

Ethics and Conduct

Sustainability and responsible marketing
Management accounts and dashboards
Budget vs actual and variance
Forecasting and planning
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
Ethics and integrity in banking
Professional ethics and banking conduct
Sustainability and climate responsibility
Ethics and responsible leadership
Professional standards and ethics (CIPS)
Sustainability and responsible sourcing

International Markets

Decision support and insight
Psychodynamic and psychoanalytic approaches
Professional roles, boundaries and settings
Ethical principles and codes of practice
Global sourcing and trade
Managing boundaries and dual relationships
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
Peer support and consultation
International and cross-border tax
Sustaining ethical, effective practice
Ethical frameworks and codes of practice

Change and Adoption

Foreign exchange and treasury operations
Technology governance and change control
Foreign exchange and hedging
Change management and adoption
The finance function and digital transformation
Implementation and change plan
Large-scale transformation and agile ways of working
Duty of care and risk management
Record-keeping and data protection
Digital transformation and IT strategy
Variations, claims and delay: managing change on site
Change and adoption in projects
Agile and digital transformation projects
Measuring change and project impact
Baseline setting and change control

People and Incentives

Workforce reporting and storytelling with data
Cost of workforce and ROI of HR interventions
Workforce planning and the capability gap
Employee engagement and what actually drives it
Communicating risk to the workforce
Workforce and shift management in retail
Legal responsibilities and professional bodies
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Strategic workforce planning and demand forecasting
Employer branding and employee value proposition (EVP)
Employee and manager self-service
Employee engagement models and drivers

Sustainability

Corporate social responsibility and ESG
Client feedback and satisfaction
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Environmental monitoring and reporting
Continuous environmental improvement
Supply markets and the enabling environment
Sustainable procurement principles and standards
Environmental, social and governance (ESG)
Sustainability reporting and disclosure
Embedding sustainability in sourcing
Sustainable and green banking
Control environment and risk assessment
Emerging assurance areas (ESG)
Sustainability, ESG and integrated value

Learning and Research

Blended and hybrid learning design
Motivation and self-directed learning
Training needs analysis and learning strategy
Evaluating learning impact (Kirkpatrick, ROI)
Instructional design and blended learning
Knowledge management and capability building
Learning transfer and capability building
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Evidence-based improvement
Complaint data and learning
Learning strategy and business alignment
Learning cultures and the learning organisation
Cognitive load and learning science
The learning and development profession

Markets and Customers

Spend analysis and segmentation
Supply market analysis
HR's role in culture, values and employer brand
Competitive strategy and positioning
Voice of the customer and feedback
Supply market analysis and Porter’s forces
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 effort and sentiment analysis
CRM systems and customer data
Customer service technology stack
Social media customer care

Selling Practice

Complaints, accountability and fitness to practise
Accountability and follow-through
Negotiation and conflict management
Conflict resolution and negotiation
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
Key account management strategy
Sales analytics and forecasting tools
E-commerce and marketplace selling
Field sales and territory management
Sponsorship and negotiation selling

Customer Experience

Loyalty programmes and rewards
Customer journey and experience design
Retention, loyalty and lifetime value
Interaction and experience design
Journey management and tracking
Destination, venue and experience products
Customer retention in the vehicle ownership cycle
Service quality and the passenger experience in transport
Customer loyalty and repeat purchase in retail
Managing risk and difficult cases
Customer success and retention
Customer service and experience principles
The customer experience (CX) discipline
Customer experience transformation
Journey and process redesign

Digital Channels

Emerging governance technologies
Lessons learned and development
Digital permits and inspections
Automation and safety technology
Driving effective, ethical outcomes
Digital procurement and the future of the profession
AI, blockchain and digital supply chains
Designing and facilitating groups
Vendor and technology management
Equipment and technology
Digital tax administration
Email and marketing automation
Marketing technology stack
CRM and marketing automation platforms
Scaling technologies and business models

Evidence and Analytics

Service analytics and dashboards
Text and interaction analytics
Data privacy and consent
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
Metrics and reporting
Data migration and cleansing
Marketing analytics and attribution
Web and campaign analytics
Customer data platforms and segmentation
Web, campaign and funnel analytics

Commercial Finance

Cost and profitability analysis
Data visualisation for finance
Communicating financial results
Cost-benefit and investment appraisal
Project budgeting and financial control
Funding, cash flow and financing
Financial risk in projects
Cost estimation and budgeting
Time and cost control
Managing schedule and budget performance
Value-based and dynamic pricing
Cost concepts, classification and behaviour
Costing methods: absorption, marginal and activity-based
Cost-volume-profit and break-even analysis
Standard costing and variance analysis

Distribution and Supply

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 analysis, gaps and scenario planning
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Psychoeducation and workshops
Procurement and stock management for health commodities
Conflicts of interest and procurement ethics
Procurement and contract value

Communication

Reporting and disclosure tools
Findings, reporting and remediation
Communicating and reporting to leadership
Conflict resolution and mediation
Management and board reporting
Safety communication and campaigns
Incident reporting and record-keeping
Working with organisations on wellbeing
Toolbox talks and safety communication
Communicating vision and telling stories
Executive communication and presence
Ethics in communications
Communications strategy and planning
Internal communications
Corporate social responsibility communications

Leadership and Teams

Leading remote and hybrid teams
Team diversity and inclusion
High-performance team rituals and cadence
Self-awareness and the leader's identity
Delegating for development
Quality management and standards
Category management and strategy development
Data quality and master data management
Security governance and management systems
Access control systems and identity management
Locks, keys and credential management
Coaching and developing team members
Managing virtual and cross-cultural teams
Revenue management and yield
Renewals and churn 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
Sales performance and pipeline management
Social performance and outreach
Performance and dispute management
Performance scorecards and reviews
Investment principles and objectives
Policy, planning and objectives
Strategy execution and the balanced scorecard
Managing team performance and dynamics
Service-level agreements and KPIs

Capability Development

Measuring coaching outcomes
Scaling delivery capability
Schedule development and optimisation
Team development and effectiveness
Designing an intervention or programme
Ethical, risk and feasibility considerations
Professional case study and presentation
Facilitation, training and public presentation skills
Quality monitoring and coaching
Coaching and quality monitoring
Training and capability building
Real estate development and project appraisal
Proposal development and donor reporting
Attachment and developmental theory
Evidence-based practice

Strategic Context

Business model design and innovation
Setting strategic priorities and choices
Aligning teams around strategy
Strategic decision-making under uncertainty
Measuring strategic progress
Turning strategy into results
Sourcing strategies and portfolio (Kraljic)
Negotiation strategy and planning
Manufacturing strategies: make-to-stock, make-to-order and batch versus flow
Content strategy across platforms
Risk assessment and safety planning
Product and portfolio strategy
Growth strategy and demand generation
Capstone scoping: a real growth or brand challenge
Marketing strategy and the mix

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified Retail Business Specialist 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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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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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 CRBS certification?

The Certified Retail Business Specialist (CRBS) 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 CRBS?

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 CRBS certification take to complete?

The programme is structured over 12 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 CRBS 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 CRBS certification?

The Certified Retail Business Specialist 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 CRBS 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 CRBS?

The Certified Retail Business Specialist 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 CRBS?

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

Can I study the CRBS 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 CRBS?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CRBS 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 Retail Business Specialist

Certified Retail Business Specialist

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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