Strategic Sales & Marketing
Strategic Sales & Marketing
A Comprehensive Overview for Entry- to Mid-level Professionals
This 8-session online certificate program will examine the intersection of sales and marketing strategy. Using case studies and other timely examples, participants will gain a rich understanding of organizational promotion and its crucial concepts, including B-2-C and B-2-B approaches, market segmentation, brand portfolio management, corporate identity and reputation, and service quality, among other topics.
To inquire please call 401.865.2487
Program Highlights
- Explore corporate strategy and the macroenvironmental factors shaping promotional efforts
- Gain insights on how to promote products vs. services and approaches to effective market segmentation
- Evaluate the key differences between B-2-C and B-2-B marketing and sales approaches
- Understand the importance of corporate branding and how it’s done
Program Design
This program will consist of live, interactive online sessions between the facilitator and participants. Case studies, academic journal content, news articles, and other resources will be referenced. Each session will build upon previous lessons.
Who should enroll?
Designed for entry-level and mid-level professionals interested in sales and marketing, this course will examine the intersection of sales and marketing strategy. Its learning objectives are to help participants develop specific skills, competencies, and points of view from professionals in the field of marketing management and sales management.
Program Schedule
u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession One: Introduction u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe first session will introduce the entire course.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Two: Corporate Strategy u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will examine essential corporate strategy topics, such as diversification, competitive positioning, mode of entry, alliances, order of entry, innovation, brand architecture, business portfolios and brand portfolios.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Three: Macroenvironmental Analysis u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will address the political, economic, sociocultural, technological, legal and environmental factors that impact an organization’s marketing and sales efforts.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Four: Personal Selling, Sales Management, and the Promotional Mix u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will differentiate personal selling from sales management and discuss personal selling’s complementary role along with advertising, public relations and sales promotion.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Five: B2B vs. B2C Selling and Marketing Segmentation u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will evaluate sales strategies used by organizations selling goods or services to other businesses (Business-to-Business) versus those selling directly to consumers (Business-to-Consumer). It will also explore how these firms segment their markets.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Six: Selling Products vs Services and Service Quality u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will evaluate sales strategies used to promote products and services. It will also describe ways that firms can measure service quality.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Seven: Customer-Specific Marketing and Marketing Channels u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe session will examine the strategy of assigning specific marketing teams to particular corporate customers such as retailers. It will also discuss how the relative power of various members (i.e., raw material suppliers, resellers, and consumers) of the marketing channel differs across industries and often results in channel conflict.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eSession Eight: Brand Portfolio Management and Corporate Identity u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThis session will cover the importance of managing a firm’s brand portfolio and corporate identity. Participants will be tasked to determine whether it will be advantageous to delete a brand from an organization’s portfolio.rnrnu003c!u002du002d /wp:paragraph u002du002du003e
FAQs
u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat do I get for attending the Strategic Sales and Marketing program at PC? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnFirst and foremost, you receive a great education, taught by Providence College faculty who are excited to teach professionals. Second, you gain practical marketing insights and skills that you can apply to your work. Participants who complete the course will also receive a non-credit certificate from Providence College indicating their completion of the program.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat’s the time commitment? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe program will total 24 hours of instructional time, along with a suggested 1 hour for reading materials outside of class each week.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eDo I have to attend all class sessions to receive my certificate? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnYou’ll get the most out of your certificate program if you attend all the sessions. However, in extenuating circumstances, we can provide a video recording of the missed session.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat are the logistics? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnClasses are 100% virtual.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eHow much homework is involved? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnThe faculty will send you important reading materials before their class to give you a basic foundation on which they build. This reading generally takes less than an hour and is optional, but helpful.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eAm I graded? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnAs a non-credit certificate, the Strategic Marketing u0026amp; Sales program is not graded. However, a grade of Pass is issued to those who complete the program.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eIs this program eligible for tuition reimbursement? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnIn many cases, yes, depending on the employer. Many of our participants receive partial or full employer reimbursement. Alert us of this arrangement with your employer and, upon program completion, we’ll issue your pass/fail grade for reimbursement processing.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat does the program cost? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnTake advantage of special pricing of $1,600 for the entire 8-week program.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eDo I have to be accepted? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnNo! This is a non-credit program with open enrollment. Registration is on a first-come, first-served basis.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat if I need a refund? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnA full refund is available prior to the start of the program if you need to cancel your registration.rnrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnu003cstrongu003eWhat if I have questions? u003c/strongu003ernrnu003c!u002du002d /wp:paragraph u002du002du003e u003c!u002du002d wp:paragraph u002du002du003ernrnShould you have any questions prior to starting your application, feel free to u003ca href=u0022https://continuing-education.providence.edu/contact/u0022 target=u0022_blanku0022 rel=u0022noreferrer noopeneru0022u003econtact one of our knowledgeable advisersu003c/au003e.rnrnu003c!u002du002d /wp:paragraph u002du002du003e
Your World Class Instructors
Mark DeFanti, Ph.D.
Professor DeFanti brings professional sales and marketing experience into the classroom, having worked in both corporate and agency settings. He’ll share his expertise with you about marketing strategy from a practitioner’s perspective. He received his Ph.D. in marketing from Texas A&M University.
Stephen Edwards
Professor Edwards brings more than 40 years of marketing and sales experience into the classroom. He is a former president of Hasbro North America and served as head of its Playskool Division. In his senior management roles, he also developed new data management strategies and lead decisions that improved corporate profitability (P&L management). He received his bachelor’s degree from York University in Toronto.
