Sales and Marketing Strategy
About This Course
Revenue growth is not accidental. It is engineered through disciplined market research, deliberate positioning, integrated channel selection, and measurable performance optimisation. In most small business and growth-stage contexts, the problem is not a shortage of channels; it is too many channels pursued too shallowly, with objectives that are not connected to revenue and measurement that tracks activity rather than results.
This course builds the capability to perform market research to determine the ideal marketing strategy and positioning of the organisation's products and services, and to develop a coherent media strategy that combines traditional and digital channels effectively. Trainees define marketing objectives that align directly to business growth targets, research target markets, customer segments, and competitor offerings to position the offering deliberately, then translate strategy into a media strategy: selecting the channel and platform mix that reaches the target market with the right message and frequency, weighing the economics, reach, and conversion of each channel honestly before committing budget.
Trainees develop a marketing plan that connects objectives, positioning, channel mix, content, budget, and measurement, and design the integration architecture that makes traditional and digital media reinforce rather than duplicate each other. Trainees build the performance measurement discipline to know which channels and platforms are working and which are consuming budget without commercial return, applying attribution and contribution analysis to manage marketing as a measurable investment.
By the end of the course, trainees will be able to design and execute a structured marketing strategy and media plan that drives measurable business growth: revenue outcomes connected to specific marketing and media investments, not impressions, followers, or reach.
What You'll Learn
- Write marketing objectives that are specific, measurable, and tied to revenue targets
- Perform market research to analyse target markets, customer segments, and competitor offerings
- Determine the ideal marketing strategy and positioning of products and services from market research findings
- Apply the marketing mix as an integrated decision tool across product, price, place, and promotion
- Develop a media strategy that selects the channel and platform mix for the target market
- Evaluate the economics, reach, and conversion of traditional and digital media channels
- Match marketing programme types and technologies to product, customer, and growth stage
- Allocate budget across the channel mix using a structured decision framework
- Design an integration architecture so traditional and digital media reinforce each other
- Identify performance indicators and apply attribution to measure marketing as an investment
- Monitor the channel mix against sales performance and reallocate using an evaluation matrix
- Produce a structured marketing plan connecting objectives, positioning, media channels, content, budget, and measurement
Entry Requirements
● Minimum age: 18
● At least 1 year of working experience, with exposure to marketing, sales, or business development activities in any role
● Possess basic ICT knowledge such as browsing the web, opening of folders and documents, and basic navigation of software interface
● Motivated learners
● Able to interact with fellow peers
● Proficient in spoken English with at least a secondary education qualification or equivalent
● This course is targeted to PMEs (Professionals, Managers, and Executives)