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Whitestone International College of Innovation delivers quality-assured, standards-aligned programmes that integrate academic rigour, industry relevance, and digital fluency to develop principled leaders who deliver measurable impact.

Courses

Whitestone International Diploma in Sales & Marketing Management

Course Overview

The Whitestone International Diploma in Sales & Marketing Management is a 12-month vocational programme designed to provide a structured, practice-oriented foundation in modern sales leadership and marketing management across B2B, B2C, and service-based sectors.

The programme introduces the full commercial cycle: market and customer insight, segmentation and targeting, value proposition design, branding and positioning, integrated marketing communications, digital and social channels, sales process and pipeline management, key account management, customer relationship management (CRM), performance measurement, and ethical, customer-centric practice. It is intended for individuals who support, or aspire to support, sales, marketing, business development, and commercial management roles.

Learners will explore how organisations identify attractive markets, understand customer needs, design compelling offerings, position and communicate their brands, build and manage pipelines, convert opportunities, and retain and grow profitable customer relationships. The emphasis is on practical management capability, disciplined planning, and cross-functional collaboration, not on advanced econometric modelling, legal advice, or complex financial structuring.

By the end of the programme, participants will be able to contribute effectively to sales and marketing plans, campaigns, customer-acquisition and retention initiatives, pipeline reviews, and commercial performance discussions, working closely with senior sales, marketing, product, and finance leaders.

This diploma is vocational and non-regulated. It does not qualify learners as financial advisers, legal practitioners, or regulated investment/insurance sales representatives, and does not authorise them to provide legal, tax, or investment advice, give regulated product recommendations, or enter into contracts on behalf of an organisation beyond their delegated authority. All regulated commercial activities must be conducted only by appropriately qualified and authorised professionals, in line with applicable laws, industry codes, and organisational policies.

Why This Course is Important?

Effective sales and marketing management is critical to acquiring, retaining, and growing profitable customers in highly competitive markets.
Modern customers are informed and selective. Organisations must align insight, messaging, channels, and service delivery to build long-term relationships and brand equity.
Fragmented activities waste resources. Integrated sales and marketing disciplines help organisations convert strategy into measurable commercial outcomes.

Learning Outcomes

By the end of this programme, participants will be able to:

Explain core concepts in marketing management, sales management, and customer-centric value creation at a vocational level.
Contribute to market research, segmentation, targeting, and positioning activities using structured tools and frameworks under guidance.
Support the development and implementation of value propositions, brand positioning, and integrated marketing communication plans.
Assist in planning, managing, and reviewing sales pipelines, including opportunity qualification, forecasting at awareness level, and basic performance tracking.
Use practical tools to support key account management, customer relationship management (CRM), and retention initiatives.
Interpret simple sales and marketing performance indicators and contribute to improvement actions.
Prepare clear, persuasive sales and marketing reports, proposals, and presentations for internal and external stakeholders.

Target Audience

Individuals in or aspiring to roles such as Sales Executive, Marketing Executive, Business Development Officer, Key Account Coordinator, Inside Sales Representative, CRM Coordinator, or Commercial Support Officer.
Staff in FMCG, retail, hospitality, education, healthcare, financial services (non-regulated roles), technology, manufacturing, logistics, and professional services who are involved in customer acquisition, marketing campaigns, or account management.
Graduates and career changers seeking a structured pathway into sales and marketing management.
Entrepreneurs and business owners who wish to professionalise their sales and marketing activities and build stronger customer relationships.

Entry Requirements

A recognised higher secondary qualification, diploma, or equivalent, preferably with prior exposure to business, commerce, communications, or service management
Interest or experience in sales, marketing, customer service, or business development
Proficiency in English (IELTS 5.5 or equivalent recommended) to engage with commercial terminology, customer communication, and case studies

Programme Structure & Modules

Module 1 – Foundations of Sales, Marketing & Customer Value

Definitions and roles of sales, marketing, and business development in different organisational contexts.
Core marketing concepts:
Needs, wants, demand, value, satisfaction, customer experience, and loyalty at vocational level.
The marketing and sales funnel at conceptual level:
Awareness, interest, consideration, purchase, retention, and advocacy.
Overview of the marketing mix (4Ps/7Ps) at awareness level and its relevance for products and services.
The role of sales and marketing in strategy execution, revenue generation, and brand building.
Ethics and professionalism in sales & marketing:
Avoiding misrepresentation, undue pressure, and non-compliant practices; promoting transparency and long-term relationships.

Module 2 – Market Research, Segmentation, Targeting & Positioning

Market and customer insight at practical level:
Basic qualitative and quantitative research techniques (interviews, simple surveys, desk research) at awareness level.
Understanding buyer behaviour in B2C and B2B contexts at conceptual level.
Segmentation:
Identifying customer groups based on relevant characteristics (needs, behaviours, context), avoiding stereotypes and unlawful discrimination.
Targeting:
Prioritising segments based on attractiveness and organisational fit.
Positioning:
Crafting simple positioning statements that differentiate offerings in the minds of target customers.
Translating insight into practical profiles/personas and opportunity assessments, under guidance.

Module 3 – Value Proposition, Branding & Integrated Marketing Communications

Developing clear value propositions:
Articulating customer problems, solutions, benefits, and proof points at vocational level.
Branding foundations:
Brand identity, image, promise, and equity at conceptual level.
Integrated Marketing Communications (IMC):
Coordinating online and offline channels, messaging, and timing to support campaigns and brand consistency.
Promotional tools at awareness level:
Advertising, PR, sales promotion, events, content marketing awareness, email, and social media.
Crafting simple campaign briefs and communication plans, aligned to objectives and target audiences.
Ensuring communications are accurate, ethical, and compliant with organisational policies and relevant advertising standards (non-legal awareness).

Module 4 – Sales Process, Pipeline Management & Key Account Management

Sales process fundamentals:
Prospecting, qualification, needs exploration, solution presentation, handling objections, closing, and follow-up.
Opportunity and pipeline management at vocational level:
Stages, conversion rates, simple forecasting awareness, and prioritisation.
Using basic CRM tools:
Recording interactions, maintaining account histories, tracking activities, and supporting follow-up.
Key Account Management (KAM) at conceptual level:
Identifying key accounts, mapping stakeholders, and building long-term, mutually beneficial relationships.
Fundamentals of negotiation in sales at awareness level:
Preparing, understanding interests vs positions, seeking win-win outcomes, and knowing when to escalate.
Working cross-functionally with operations, finance, logistics, and service teams to fulfil customer commitments.

Module 5 – Digital Marketing, CRM & Performance Measurement (Awareness Level)

Digital marketing landscape at conceptual level:
Owned, earned, and paid media; websites, search, social platforms, email, and basic automation awareness.
Customer journeys in digital and omnichannel environments at awareness level.
CRM and data-driven practice:
Using customer data responsibly for segmentation, targeting, and personalisation, within organisational and legal boundaries (non-legal).
Performance indicators for sales & marketing:
Leads, conversion rates, pipeline value, revenue, margin awareness, customer acquisition cost awareness, retention, and satisfaction.
Basic interpretation of dashboards and reports:
Identifying trends, issues, and opportunities for improvement.
Data protection and privacy at awareness level:
Respecting policies and escalating specialist questions to legal/compliance functions.

Module 6 – Sales & Marketing Planning, Alignment & Professional Practice

Translating organisational strategy into sales and marketing objectives at vocational level.
Preparing simple sales and marketing plans:
Objectives, target segments, key messages, activities, responsibilities, and timelines.
Budget awareness:
Understanding cost categories, basic ROI considerations, and resource constraints (non-financial-adviser level).
Aligning sales and marketing teams:
Shared goals, feedback loops, and joint review mechanisms.
Professional practice:
Time management, territory planning, personal sales discipline, and continuous learning.
Career pathways in sales, marketing, and commercial leadership, and the importance of ongoing professional development.

Awarding Body

Whitestone International College of Innovation

United Kingdom

Qualification Type

International Diploma – Vocational Qualification

(Industry-aligned qualification issued by Whitestone International College of Innovation, UK)

Assessment & Certification

Assessment Methods Include:

Written assignments on sales and marketing fundamentals, market and customer insight, value proposition and branding, sales process and pipeline management, digital/CRM and metrics, and planning/alignment/professional practice.
Practical tasks such as drafting simple customer profiles, campaign briefs, sales call plans, pipeline summaries, and basic performance dashboards.
Scenario-based exercises requiring learners to respond to realistic commercial challenges, such as declining conversion rates, customer complaints about communication, or misalignment between sales and marketing activities.
Reflective pieces on personal selling style, ethical considerations, customer focus, and lessons learned.
Final Capstone Project: Integrated Sales & Marketing Plan for a Product or Service, with a structured report and/or presentation.

To obtain the diploma, learners must successfully complete all module assessments and the capstone project in line with Whitestone’s academic standards.

Certification:

On successful completion, participants will be awarded:

Whitestone International Diploma in Sales & Marketing Management Issued by Whitestone International College of Innovation, United Kingdom

Benefits of Attending

Provides a robust, practice-based foundation in integrated sales and marketing management for early and aspiring commercial professionals.
Equips learners to support market analysis, campaign planning, pipeline management, key account activities, and performance reporting using recognised concepts and tools.
Enhances employability in roles such as Sales Executive, Marketing Executive, Business Development Officer, Account Coordinator, Inside Sales Representative, CRM Coordinator, or Commercial Support Officer, subject to employer requirements.
Helps organisations strengthen revenue generation, customer retention, brand positioning, and cross-functional alignment between sales and marketing.
Creates a strong platform for further study in Marketing Management, Sales Leadership, Business Management, Digital Marketing, or related disciplines, and for progression towards professional sales and marketing certifications or memberships, subject to each body’s criteria.

Industry Alignment

The programme reflects widely recognised principles of contemporary sales and marketing practice, including:

Emphasis on customer-centric value creation, ethical conduct, and long-term relationship building.
Focus on integrated planning across sales and marketing, supported by data, insight, and disciplined execution.
Recognition that sustainable commercial success requires strategic clarity, operational excellence, and continuous improvement, not one-off campaigns.

£2000

£ 0

Industry-focused programmes with global standards.
Practical skills for real-world success.
Academic excellence with career-ready outcomes.

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