Core Marketing and Sales Skills for Business Professionals Training

Learning Outcomes

• Apply fundamental marketing principles to analyze market opportunities and develop marketing strategies.
• Analyze customer behavior and market trends to identify target segments and positioning strategies.
• Evaluate the effectiveness of different marketing mix elements (product, price, place, promotion) in achieving organizational objectives.
• Implement a sales process, including prospecting, qualifying, presenting, handling objections, and closing.
• Demonstrate effective communication and negotiation skills in a sales context to build customer relationships and achieve mutually beneficial outcomes.

Target Audience

This course is designed for business professionals, entrepreneurs, and team leaders who are involved in marketing or sales activities and seek to enhance their skills to improve business performance.

Prerequisites

None — open enrollment

Course Outline

Practicals

Overview

The practicals provide hands-on experience in applying marketing and sales theories to real-world scenarios. Learners will work in groups to conduct market analyses, develop marketing plans, and practice sales techniques through role-plays, culminating in a presentation of an integrated plan.

Practical Activities

• Market Analysis Simulation — In groups, learners conduct a PESTLE and SWOT analysis for a given product, using provided data and research. (4h)
• Marketing Plan Development — Using a case study, learners develop a comprehensive marketing plan incorporating the 4Ps, STP, and digital marketing tactics. (6h)
• Sales Role-Play and Objection Handling — Learners participate in simulated sales conversations, practising consultative selling, objection handling, and closing techniques. (4h)
• Integrated Plan Presentation — Groups present their integrated marketing and sales plan to the class, receiving feedback and defending their decisions. (2h)

Summatives

Each delegate is assessed continuously throughout the course via daily exercises, scored practical assignments, and a final summative test at the end.

Practical Assignments — 30%

Practical assignments are observed and scored against a rubric during the practical sessions. Each delegate's practical mark is averaged into a single 100% score and contributes 30% to the final total.

Daily Exercises — 20%

Every training day ends with a multiple-choice exercise scored out of 100%. The scores from each daily exercise are averaged across the duration of the course to produce a Daily Average mark, which contributes 20% to the final total.

Final Test — 50%

On the last day a final summative test is written. It is a multiple-choice paper with multiple-answer questions: each question may have more than one correct option, and a single wrong selection on a question marks the entire question wrong — no partial credit. The final test is scored out of 100% and contributes 50% to the overall mark.

Final Total

Component	Out of	Weight
Practical Assignments (rubric-scored)	100%	30%
Daily Average (multiple choice)	100%	20%
Final Test (multi-answer multiple choice)	100%	50%
Final Total	—	100%

All marks are recorded on the AATICD LMS and visible to each learner under their account.

Certificate

How it works

• Certificates are auto-generated on the AATICD LMS as soon as the marks pass the 50% threshold.
• Each certificate is a branded PDF with the delegate's name, the course title, the unit standard ID, NQF level, credits, and the date of issue.
• You can download or print your certificate from your LMS dashboard at any time after issue — there's no reissue fee and no expiry date.
• If you scored under 50% you can sit the final test again at the next scheduled session at no extra cost.

Where to find it

Sign in to the LMS, open your dashboard, and your certificates appear under My Certificates. Each entry has a View / Download button and a print option.

Training Discounts

Group discounts apply automatically — the more delegates you enrol, the greater the saving. Discounts are calculated at 3% per 5 delegates, scaling up to 40% off for 100+ delegates.

Delegates	Discount
5	3% off
10	6% off
15	9% off
20	12% off
25	15% off
30	18% off
50	30% off
75	40% off
100	40% off

3% discount per 5 delegates, up to 40% off for 100+ delegates. Contact us for a custom group quote.