The Professional Certificate In Sales & Marketing
In addition to Selling and Buying, Sales and Marketing are the most fundamental functions in our life. It offers not only outstanding career and income opportunities but also provides a route to eventual senior management. This certificate helps you understand the environment within which all businesses operate and the ways in which different organizations are structured. Also, the program provides students with the knowledge and skills necessary to enable them to perform adequately in any single functional area of business and to distinguish them among other persons.
Admission Requirements:
Applicants must pass the English Written Placement Test (EWPT) with a result of level 3.
Learners are going to be evaluated and graded via examinations, assignments, case studies, presentations, class participation and class discussions. Some or all of the evaluation tools mentioned are going to be used based on the course nature. In accordance with AAST-CSP’s attendance policy, learners must attend at least 75% of the class sessions to be graded.
Course Description
MSM101 Essentials of Marketing
-Introduction to marketing.
-Marketing planning :Situational analysis Objective setting and Developing marketing strategies.
Marketing mix.
-Pricing and distribution strategies.
-Promotional strategies : Advertising, personal selling, sales Promotion, public relations.
MSM102 Consumer Behavior & Merchandising
-Consumer behavior.
-Decision making process.
-External factors affecting consumer behavior:Culture and Sub-culture.
-Internal factors affecting consumer behavior : personality, attitude,Motivation, perception.
-Merchandising: how to display your product in such a way that it stimulates interest and encourages customers to make a purchase.
MSM103 Personal Selling
-Introduction to personal selling.
-Criteria and tasks of personal sellers.
-Communication process: use of voice, body language.
-Selling to different types of customers.
-Selling process.
-Different ways for searching for new customers.
-How to use visual materials with the customer.
-Handling customer objections to close the call effectively.
MSM104 Negotiation skills
-Negotiation.
-The criteria for Successful Negotiators.
-The BATNA.
-Negotiation and its relation with perception, emotions and communication.
-Concessions.
-Negotiation strategies and negotiation styles.
PSM 201 Principles of sales management
-Introduction to Sales Management.
-Building Relationships through Strategic Planning.
-The Market-Driven Sales Function.
PSM 202 Forecasting Market Demand and Sales Budget
-The importance of sales forecasting.
-The two forecasting methods: survey and mathematical.
-How to use computers in sales forecasting.
PSM 204 Managing the Sales Team & Final Project
-Planning the Sales Teams Effort.
-Staffing the sales Team.
-Training the Sales Team.
-Directing the Sales Team.
-Controlling the Sales Team.
PSM301 Marketing Research
-The role of Information in Marketing.
-Market Research Proposals.
-The research process.
-Secondary and primary data.
-Data collection and analysis.
-Sampling techniques.
PSM302 Advertising & Promotion
-Introduction to Integrated Marketing Communications.
-The Communications Process.
-Communications Theory: Source, Message and Channel.
-Establishing Objectives for the IMC Program.
-Budgeting for Advertising and Promotion.
-Promotional tools.
-Evaluation of promotional tools.
PSM304 Strategic Marketing & Final Project
-Imperatives for Market-Driven Strategy.
-Markets and Competitive Space.
-Strategic Market Segmentation.
-Strategic Relationships.
-Strategic Brand Management.
-Value Chain Strategy.
-Pricing Strategy.
-Promotion, Advertising and Sales Promotion Strategies.
-32 hours per course
-Fees per Course: 600 L.E
-PSM204 & PSM304: 850 L.E
Admission Requirements:
Applicants must pass the English Written Placement Test (EWPT) with a result of level 3.
Learners are going to be evaluated and graded via examinations, assignments, case studies, presentations, class participation and class discussions. Some or all of the evaluation tools mentioned are going to be used based on the course nature. In accordance with AAST-CSP’s attendance policy, learners must attend at least 75% of the class sessions to be graded.
Course Description
MSM101 Essentials of Marketing
-Introduction to marketing.
-Marketing planning :Situational analysis Objective setting and Developing marketing strategies.
Marketing mix.
-Pricing and distribution strategies.
-Promotional strategies : Advertising, personal selling, sales Promotion, public relations.
MSM102 Consumer Behavior & Merchandising
-Consumer behavior.
-Decision making process.
-External factors affecting consumer behavior:Culture and Sub-culture.
-Internal factors affecting consumer behavior : personality, attitude,Motivation, perception.
-Merchandising: how to display your product in such a way that it stimulates interest and encourages customers to make a purchase.
MSM103 Personal Selling
-Introduction to personal selling.
-Criteria and tasks of personal sellers.
-Communication process: use of voice, body language.
-Selling to different types of customers.
-Selling process.
-Different ways for searching for new customers.
-How to use visual materials with the customer.
-Handling customer objections to close the call effectively.
MSM104 Negotiation skills
-Negotiation.
-The criteria for Successful Negotiators.
-The BATNA.
-Negotiation and its relation with perception, emotions and communication.
-Concessions.
-Negotiation strategies and negotiation styles.
PSM 201 Principles of sales management
-Introduction to Sales Management.
-Building Relationships through Strategic Planning.
-The Market-Driven Sales Function.
PSM 202 Forecasting Market Demand and Sales Budget
-The importance of sales forecasting.
-The two forecasting methods: survey and mathematical.
-How to use computers in sales forecasting.
PSM 204 Managing the Sales Team & Final Project
-Planning the Sales Teams Effort.
-Staffing the sales Team.
-Training the Sales Team.
-Directing the Sales Team.
-Controlling the Sales Team.
PSM301 Marketing Research
-The role of Information in Marketing.
-Market Research Proposals.
-The research process.
-Secondary and primary data.
-Data collection and analysis.
-Sampling techniques.
PSM302 Advertising & Promotion
-Introduction to Integrated Marketing Communications.
-The Communications Process.
-Communications Theory: Source, Message and Channel.
-Establishing Objectives for the IMC Program.
-Budgeting for Advertising and Promotion.
-Promotional tools.
-Evaluation of promotional tools.
PSM304 Strategic Marketing & Final Project
-Imperatives for Market-Driven Strategy.
-Markets and Competitive Space.
-Strategic Market Segmentation.
-Strategic Relationships.
-Strategic Brand Management.
-Value Chain Strategy.
-Pricing Strategy.
-Promotion, Advertising and Sales Promotion Strategies.
-32 hours per course
-Fees per Course: 600 L.E
-PSM204 & PSM304: 850 L.E
