Diploma in Sales Management & Marketing

Pan Africa Skills & Consulting Ltd
Online study mode
Brunei House, 3rd Floor I Witu Road off Lusaka Road P.O. Box 16481 - 00100 Nairobi, Kenya
Jun 19 - Jun 19 2020

Course Description

Marketing is often viewed as the most important function of any organisation; without effective marketing activities an organisation will be out of touch with customer needs, market situations and developments; and customers will not know about or have access to the products and services of the business.

Course Intake:Ongoing!

Course Outline

At the end of the course you will be able to know:
  • The principles of selling and salesmanship.
  • Internal sales personnel and commercial travelling salespeople.
  • The methods of selling: creating interest, giving demonstrations, making sales transactions.
  • Types and categories of consumers, commercial and corporate buyers.
  • Making ongoing sales, building customer relationships, generating and following up sales leads. 
  • The principles of management: recruiting, training, remunerating, controlling and motivating sales personnel.
  • Building effective sales teams, setting and monitoring sales targets, deciding upon sales areas.
  • The organisation and control of sales teams, and the special issues regarding travelling salesmen.
  • Market research: consumer research, market surveys, advertising research.
  • The importance of research, and the activities involved.
  • Reasons for undertaking and the types of test marketing.
  • Techniques and importance of sales forecasting.
  • Planning, budgeting, budgetary control in sales and marketing, variances and their implications.
  • Segmentation of markets, the role of brands, psychology in sales and marketing.
  • Channels of distribution; which to choose, advantages and disadvantages; wholesale, retail, franchise. 
  • Credit and setting terms, credit limits, control over credit customers.
  • The types and purposes of different discounts allowed: trade, quantity, cash, others.
  • Sales forecasting and planning in connection with the product life cycle (PLC). 
  • Pricing strategies, factors in setting prices, the objectives of pricing.
  • Direct and indirect advertising and publicity.
  • Media and their importance, sales promotion, roles and management of public relations.
  • Sales letters & literature, direct marketing.
  • The Internet as a marketing and sales tool; website design, social media.
  • The sales office, records, graphs, statistics, collection and analysis of data, computerised sales data.
  • Export selling, international marketing, customs duties.
  • Researching overseas markets, expansion of markets and the customer-base.
Admission Requirements:
University Degree or
Diploma or
KCSE C- and above

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