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Essentials of Sales and Marketing

Programme Overview

Effective understanding of marketing and sales function is critical to business success. By exploring the critical tools of contemporary marketing management such as managerial orientations in marketing, new developments in the marketing mix, the selling principles and the sale process and so on, this program equips you to develop your own effective overview and indepth understanding of marketing and sales as a critical tool of business success


  • Marketing: The Big Picture: orientations in marketing
  • The marketing mix: beyond the 4Ps
  • Ethical issues in marketing
  • New product development strategies
  • Market segmentation 
  • Brand & Marketing communications
  • Definition of sales (difference between sales and marketing)
  • Nature of sales calls & qualities of a good sales person
  • Selling techniques and strategies (telemarketing, internet marketing, cold calls, direct/personal selling)
  • Effective sales tools (price lists, brochures, collaterals, sales kits, etc.)
  • The sales process (prospecting, initial contact, sales presentation, handling objections, closing the sale, product delivery, follow-up and after sales service)
  • Selling principles
Key Learning  Outcomes

  • ​This comprehensive three-day program introduces new and old marketing and sales operatives with prior limited understanding of the marketing and sales function to marketing management.
  • The programme brings together and integrates all aspects of marketing and sales that appear disparate into a cohesive function. 
  • Additionally, the programme delivers a systems-thinking approach that allows managers to better align marketing efforts with business strategy. 
  • Essentially, participants will learn to integrate multiple functions-​-including sales, marketing, and operations--to best meet the organis​ation's overall objective.

 Target Audience

  • Junior and mid-level managers with marketing operations responsibilities
  • Individual focused on boosting their team's contribution to the organis​​ation's business strategy and its results.
  • Participants who have robust work experience in other fields outside marketing but have limited experience or exposure to training in marketing.
N255, 000


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