Sales & Marketing Certificate (SMC) – (60 Hrs).
No doubt that A successful marketing strategy is the map to reach company objectives, while sales is the core vehicle for implementing business strategy to reach requested destination, yet there's often a big gap between the company's strategic objectives and the way its sales organization actually functions.
In this program, you will examine the critical relationship between Marketing strategy and Sales activities and discover how to assure that the map guides you properly to reach the proper destination through setting strategic priorities, go-to-market initiatives, and sales team implementation to boost revenue and guarantee long-term success. 
This program will help you:
  • Analyze markets, customer needs, and buying behaviors
  • Align your business with customer needs—and your marketing strategies with your business objectives
  • Determine strengths and weaknesses of competitors and substitutes
  • Make strategic tradeoffs with a thorough understanding of the marketing implications
  • Translate your corporate strategy into Marketing and Sales strategies, qualitative and quantitative objectives, tactics, and processes
  • Build and nurture the best sales talent and go-to-market approach for each product or segment
  • Coordinate sales activities across different sales groups and throughout the enterprise
  • Establish a flexible approach that enables you to readjust strategies as needed in a changing marketplace
  • Synchronize marketing activities across your organization to create and capture more value and setting proper KPI’s
Who should attend?
  • Marketing executives at all levels in B2B or B2C companies of all sizes and stages
  • Decision-makers who are responsible for defining and managing a company’s go to- market strategy and sales efforts, such First line - Second line Sales Managers, Junior – Senior Brand managers, Customer Services and Business Development Managers.
  • This Certificate is a holistic experience that will enrich your career—and your life.
Module 1: Advanced Marketing Skills (30 Hrs).
“A Strategy is the creation of a unique and valuable position, involving a different set
of activities. It also requires you to make trade-offs in competing—to choose what not to do” Michael Porter. 
In this program, you will know how to prepare a marketing strategy which lead an integrated marketing tactics that align your business with consumer needs and differentiate it from the competition. 
Whatever your industry, you will emerge with the frameworks to drive new levels of revenue growth through a more forward-thinking approach to marketing strategy development and implementation. A small marketing budget doesn’t mean you can’t meet your goals and business objectives.  Whatever your budget is, you will learn how to create a unique and valuable position, involving a different set of interdependent activities.
This program will help you teach participants:
  • What we mean by the term “marketing.”
  • Difference between a promotion and a publicity to get your name known.
  • How to develop a marketing plan and a marketing campaign.
  • How to use time rather than money to market their company effectively.
  • How to perform a SWOT analysis
Defining Marketing
Next, participants will explore the definition of marketing and other key terms.
Recognizing Trends
This session will focus on how to determine whether an idea is a trend or a fad.
Market Research
Participants will learn about primary and secondary research, and the benefits and drawbacks of both methods.
Strategies for Success
Next, participants will look at 90 marketing strategies. They will identify what they are currently doing and what they could be doing to make their marketing more successful.
Mission Statements
The first half of the program will conclude with a discussion on mission statements.
During this session, participants will critique brochures and develop some guidelines to take back to the office.
Trade Shows
Participants will work in small groups to develop a checklist of activities to do before, during, and after a trade show.
Developing a Marketing Plan
Next, participants will learn about the six P’s of a good marketing plan. They will also explore how to do a SWOT analysis and how to market on a small budget. 
This session will share a formula for increasing sales.
Saying No to New Business
Participants will read an article on why and when they should tell say no to a customer.
Advertising Myths
Next, participants will explore some advertising myths.
Networking Tips
To wrap up the course, participants will learn about the keys to successful networking.
Program Wrap-Up
At the end of the Program, Participants will have an opportunity to ask questions and fill out an action plan.
Module 2: Advanced Sales Skills (15 Hrs).
Program Brief:
“No one is “born” a great salesperson. Becoming one requires the right attitude, good communication skills and solid product knowledge” Jeffrey Gitomer
Although the definition of a sale is simple enough, “which is gaining and sustaining the commitment of a customer to purchase your product”(Mercuri), yet it can be very complex. It requires you to convince someone with a potential interest that there is something for them in making their interest concrete something that merits spending some of their hard earned money.
In this program we will be Focusing on sales execution as a strategic asset, this sales channel strategy program will help you enable essential company-wide alignment. By aligning strategy and sales, you will explore new ways to help sales professionals meet their numbers, how to improve your company's return on investment in business development activities
You will also become more confident, handle objections, and learning how to be a great closer.
Learning Objectives
  • Understand the language of sales
  • Prepare for a sales opportunity
  • Begin the discussion on the right foot
  • Make an effective pitch
  • Handle objections
  • Seal the deal
  • Follow up on sales and preparing plan B
  • Set SMART sales goals
  • Analyze sales data to make the best understanding of market dynamics
  • Establishing the right mix of sales channels, from direct sales teams to resellers
Program Overview 
You will spend the first part of the Program getting to know participants and discussing what will take place during the Program. Students will also have an opportunity to identify their personal learning objectives. 
Advanced Sales Skills 
To begin, participants will explore consultative selling and the efforts-result matrix. Participants will also discuss how to build trust and credibility with their clients. 
The Sales Cycle 
During this session, participants will look at the steps of the basic sales cycle: initiate, build, manage, and optimize. 
Framing Success 
In this session, participants will learn about the power of the mind and how to use that to build a professional, confident image. 
Setting Goals with SPIRIT! 
Next, participants will use the SPIRIT acronym to create positive, achievable goals. 
The Path to Efficiency 
During this session, participants will share their time management tips, and we will offer some ways of maximizing your time. 
Customer Service 
This session will look at the four needs of customers and how we can use them to sell smarter. 
Selling More 
Next, participants will explore the three types of selling. Participants will also discuss the importance of perceived value. 
Ten Major Mistakes 
This session will look at the ten biggest mistakes salespeople make. Participants will then brainstorm ways to avoid or rectify these mistakes. 
Finding New Clients 
During this session, participants will discuss how to find new clients and how to network. 
Selling Price 
To wrap up the Program, participants will look at the advantages and disadvantages of selling price. 
Program Wrap-Up :At the end of the Program, students will have an opportunity to ask questions and fill out an action plan.
Module 3: Customer Service Training: Managing Customer Service (15 Hrs).
“You can look at the situation and feel victimized. Or you can look at it and be excited about conquering the challenges and opportunities it presents” Jack Welch
"The greatest leader is not necessarily the one who does the greatest things. He is the one that gets the people to do the greatest things." --Ronald Reagan
The need to lead, model, and promote the organizational values within a customer service environment is essential for business success. This program will provide participants with opportunities to explore their responsibilities within their role as a leader (supervisor or manager) in a customer service environment. 
While many companies promise to deliver an incredible customer experience, some are better at delivering than others. This Program is designed around six critical elements of customer service that, when the company lives them, bring customers back to experience service that outdoes the competition. 
This program will help you teach participants:
  • Identify ways to establish links between excellence in customer service and your business practices and policies.
  • Develop the skills and practices that are essential elements of a customer service-focused manager.
  • Recognize what employees are looking for to be truly engaged.
  • Recognize who the customers are and what they are looking for.
  • Develop strategies for creating engaged employees and satisfied customers in whatever business units you manage.
Course Overview
You will spend the first part of the course getting to know participants and discussing what will take place during the program. Students will also have an opportunity to identify their personal learning objectives.
What is Customer Service?
This session will define customer service and introduce the six elements of customer service which will form the basis of this Program. Participants will also learn about the first element: a customer service focus.
The Six Critical Elements of Customer Service
The morning of the course will be spent exploring the six critical elements of customer service:
  • A customer service focus
  • Defined in your organization
  • Given life by the employees
  • Problem solving
  • Measure it
  • Reinforce it
Who Are Your Customers?
In most organizations and agencies, customers take two forms: internal and external. This session will look at both types of customers, as well as all customers’ basic needs.
Meeting Expectations
This session will focus on the critical areas that customers have expectations for.
Pre-Assignment Review
Next, participants will review the answers to the pre-assignment, which asked questions about common customer service assumptions.
Setting Goals and Targets
During this session, we will look at setting long- and short-term goals and creating a personal vision.

Number Oh Hours

3 Modules 60 Training Hours
Duration 10 Weeks
Tuition fees  6,000 LE


Ser Module Training Hour
1 Advanced Marketing Skills 30
2 Advanced Sales Skills  15
3 Customer Services Techniques 15
Admission & Registration steps:
1-Bring the following documents to admission department in Dokki or Heliopolis campus to fill your application: 
  • Copy of an ID
  • 2 Personal Photos
  • Updated Resume (C.V)
  • HR Letter
Fees required, from the admission process till graduation, will be in order as follows:
  • Application Fees: 200 LE (Nonrefundable)
  • Tuition fees:including studying materials
  • ESLSCA Students are privileged 40% Discount
  • ESLSCA Corporate Clients are privileged 20% Discount
  • ESLSCA Alumni are privileged 20% Discount.
  • Tuition fees should be paid one week before Starting Date. 
Withdrawals, Cancellations, Refund Policy:
Prior to first day of Training Program 100% cancellation of tuition and course-associated fees
After first Lecture of Training Program 85% credit of tuition only
After second lecture of Training Program 80% credit of tuition only
After third Lecture of Training Program 60% credit of tuition only
After fourth Lecture of Training Program NO CANCELLATION OF TUITION OR FEES 
Note: Any absence for more than 25% of the training Program will deprive the trainee from obtaining the certificate. 
***Dates are subjected to change