Diploma in Sales and Marketing

Master the Art of Sales & Marketing

Learn the ins and outs of what makes the best sales strategy.

The Diploma in Sales and Marketing is specially designed for individuals who wish to acquire marketing knowledge and skills to take on the challenges of the rapidly changing business world in the field of sales and marketing.

  • 6 MAY 2023
  • TBC
  • 4 Modules (Part-time, Online-Learning)
  • 6 Months (100 Contact Hours)
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Introduction

This is a 6-month part-time programme, covering 4 modules with a total of 100 contact hours.

The delivery of this programme involves lectures, group discussions, case studies and presentations by students. Classes are usually held two times a week. Weekend block classes may be available subject to adequate student enrolment. Weekly lectures are conducted by qualified and experienced local lecturers approved by the Institute.

Students are required to pass the overall assessment in order to be granted a passing grade for each module. All students are required to fulfil the attendance requirement of at least 75% for each module before they are considered eligible to take the examinations / assessment of the module concerned.

The aim of this training course is to equip students with a good knowledge of the fundamental concepts of contemporary marketing and their practical applications. Students will learn that marketing practices are not merely confined to advertising, sales and use of digital media.

The module covers a wide range of modern marketing related topics including marketing orientation, marketing environment analysis, market segmentation, targeting and positioning, marketing research, the marketing mix, and ethical issues.

Learning Outcomes

By the end of the module, students should be able to:

  • Analyse factors of the marketing environment which influence marketing decisions.
  • Evaluate the practical significance of consumer and business behavioural theories in marketing decisions.
  • Apply market segmentation, targeting and positioning concepts to a practical marketing context.
  • Recommend appropriate individual elements of the marketing mix to the marketing activities of organisations.

Syllabus Outline

  • Nature of marketing
  • Marketing strategy
  • Marketing environment
  • Marketing research
  • Consumer and business buying behaviour
  • Market segmentation, targeting and positioning
  • Marketing mix tools
  • Global marketing
  • Sustainable marketing and marketing ethics

This module focuses on activities involved in personal selling and managing a sales force. The topics covered will range from learning about personal selling skills to understanding the sales function, which is the primary source for generating revenue for most organisations, and appreciating the various perspectives of contemporary sales management and its process. This module also provides opportunity for students to develop the necessary qualities and skills required to become a professional salesperson or an effective sales manager.

Learning Outcomes

By the end of the module, students should be able to:

  • Explain the role of the sales function and personal selling process
  • Explain the sales management process
  • Apply the sales force recruitment and selection process
  • Design a sales training programme
  • Design a plan to motivate salespeople
  • Develop sales force organisational structures, compensation schemes and performance evaluation
  • Examine and decide on the adoption of technology, key account management and/or relationship selling

Syllabus Outline

  • The role of selling in marketing
  • Introduction to sales management
  • Personal selling process
  • Sales leadership. Key account management and relationship selling
  • Use of technology in selling and sales management
  • Sales force recruitment, selection, training, and motivation
  • Sales force organisation, compensation and evaluation

This module introduces students to the fundamental theories and concepts of consumer behavior. Students will take the perspective of a marketer who needs to understand consumer behavior to plan, implement and evaluate effective marketing strategies. The focus will be on understanding how consumers make decisions and the factors that influence their behavior. The module examines the process of consumer decision making and includes topics such as motivation, personality, attitudes, lifestyles, culture, family and group influences.

Learning Outcomes

By the end of the module, students should be able to:

  • Explain and distinguish the theories, concepts, and models that apply to consumers and their acquisition, usage, and disposition behaviour
  • Elaborate on the stages of the consumer decision process model and discuss the variables that affect activities in each stage
  • Analyse the ways in which individual determinants such as consumer motivation, personality, consumer beliefs, and consumer attitudes affect consumer behaviour
  • Discuss the environmental influences such as cultures, family and household influences and reference groups on consumer behaviour

Syllabus Outline

  • Consumer behaviour and consumer research
  • Consumer decision making process
  • Consumer motivation, personality and needs
  • Consumer beliefs, feelings, and attitudes
  • Influence of culture
  • Family and household influences
  • Group and personal influences
  • Shaping consumers’ opinions

The training course teaches students the process of devising marketing strategies to achieve organizational objectives based on a comprehensive analysis of internal and external factors and the use of appropriate strategic tools.

Learning Outcomes

By the end of the module, students should be able to:

  • Apply marketing principles and concepts learned in the core Fundamentals of Marketing module
  • Develop and practice their ability in marketing analysis and decision making in formulating marketing strategy for organisations
  • Develop a formal marketing plan

Syllabus Outline

  • Brief review of different types of plans
  • Situation analysis
  • Defining mission and business
  • Establishing marketing objectives
  • Identifying ideal customers
  • Understanding competition
  • Formulating marketing strategies and action plan
  • Integrating online and offline marketing
  • Building effective measure metrics
  • Writing the plan
  • Implementing the plan

All applicants must possess any one of the following of the equivalent recognised qualification:

  • 3 GCE ‘O’ level credits with at least 3 years of working experience
  • MIS Training Centre / MIS Business School graduates who attained the Certificate in Sales and Marketing (CSM)
  • Mature candidates of 30 years old with at least 8 years of work experience.
  • Candidates with other qualifications can be considered on case-by-case basis.

*Minimum age requirement: 16 years old

  • At least IELTS 5.5, or
  • A pass in GCE ‘O’ Level English, or
  • Its equivalent (Applicants may be subjected to a written and/or oral assessment of their language proficiency conducted by the PEI).
  • Candidates with other qualifications will be considered on a case-by-case basis.

*Minimum age requirement: 16 years old

All applicants must be age 16 years and above and possess any one of the following or the equivalent recognised qualification:

  • 3 GCE ‘O’ Level credits with at least 3 years of working experience.
  • At least a pass / C6 at GCE ‘O’ Level credits in Mandarin.
  • MIS Training Centre graduates who attained the Certificate in Sales and Marketing (CSM), or
  • Mature candidate of 30 years old with at least 8 years of working experience.
  • Candidates with other qualifications can be considered on case-by-case basis.

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Academic and Examination Board

Dr. Roger Low Kit Fai
Chairman of Academic Board
Member of Examination Board

Highest Academic Qualification
Doctor of Business Admistration

Name of Awarding Institution
University of South Australia

Prof. Ang Peng Hwa
Chairman of Examination Board
Member of Academic Board

Highest Academic Qualification
Doctor of Philosophy

Name of Awarding Institution
University of South Australia

Prof. Ramaswami Seshan
Member of Academic Board
Member of Examination Board

Highest Academic Qualification
Doctor of Philosophy

Name of Awarding Institution
University of Florida

Dr. Ameen Ali Salim Talib
Member of Academic Board
Member of Examination Board

Highest Academic Qualification
Doctor of Philosophy

Name of Awarding Institution
University of Warwick, UK

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