The LICQual Level 4 Diploma in Sales and Marketing – Sales Executive is an internationally recognized qualification designed to equip individuals with the advanced skills, knowledge, and strategies required to thrive in today’s competitive sales and marketing environments. This diploma focuses on developing strong, confident sales professionals capable of driving business growth, improving customer relationships, and meeting sales targets effectively.
This career-focused programme combines essential theoretical foundations with real-world sales techniques, enabling learners to master the art of persuasive communication, customer engagement, lead generation, negotiation, and closing sales. The course also emphasizes the role of digital marketing, CRM tools, and data analytics in modern sales practices—making graduates adaptable to both B2B and B2C environments.
Ideal for current sales professionals, marketing staff, or aspiring executives, this diploma prepares learners to take on roles such as Sales Executive, Account Manager, Business Development Executive, or Territory Manager. Whether working in retail, corporate, or service industries, learners will gain a practical understanding of customer behavior, product positioning, market analysis, and strategic sales planning.
The course is aligned with international occupational standards and is suitable for individuals aiming for local and global career progression. With a strong emphasis on performance, professionalism, and customer-centric strategies, the LICQual Level 4 Diploma in Sales Executive serves as a stepping stone to higher-level leadership roles in sales and marketing.
Course Overview
Qualification Title
LICQual Level 4 Diploma in Sales and Marketing – Sales Executive
Total Units
6
Total Credits
60
GLH
300
Qualification #
LICQ2200580
Qualification Specification
To enroll in the LICQual Level 4 Diploma in Sales and Marketing – Sales Executive, applicants must meet the following criteria:
|
Qualification# |
Unit Title |
Credits |
GLH |
|---|---|---|---|
|
LICQ2200580-1 |
Principles of Sales and Consumer Behavior |
10 |
50 |
|
LICQ2200580-2 |
Professional Selling Techniques and Negotiation Skills |
10 |
50 |
|
LICQ2200580-3 |
Sales Planning and Performance Management |
10 |
50 |
|
LICQ2200580-4 |
Digital Sales and CRM Systems |
10 |
50 |
|
LICQ2200580-5 |
Market Research and Product Positioning |
10 |
50 |
|
LICQ2200580-6 |
Ethical Sales Practices and Legal Compliance |
10 |
50 |
By the end of this course, learners will be able to:
1. Principles of Sales and Consumer Behavior
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Explain the key concepts, types, and stages of the sales process.
- Analyse the factors influencing consumer behavior and decision-making.
- Identify customer needs and match them with appropriate sales solutions.
- Understand the importance of buyer personas and customer profiling.
- Apply psychological principles to influence and improve sales outcomes.
2. Professional Selling Techniques and Negotiation Skills
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Demonstrate effective selling techniques, including prospecting, presenting, and closing sales.
- Use consultative and relationship-based selling methods to build trust and add value.
- Handle objections confidently and professionally.
- Apply negotiation strategies that lead to win-win outcomes.
- Maintain long-term client relationships through follow-up and account management.
3. Sales Planning and Performance Management
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Develop and implement structured sales plans aligned with organizational objectives.
- Set measurable sales targets and forecast sales performance.
- Manage sales territories and allocate resources efficiently.
- Monitor and evaluate individual and team performance using KPIs and benchmarks.
- Use performance data to inform decision-making and continuous improvement.
4. Digital Sales and CRM Systems
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Understand the role of digital platforms in the sales process.
- Use CRM systems to manage customer data, communication, and follow-up.
- Apply digital tools for lead generation, tracking, and conversion.
- Integrate social selling and digital marketing strategies to enhance sales outcomes.
- Analyse digital metrics to evaluate sales performance and customer engagement.
5. Market Research and Product Positioning
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Conduct market research using both primary and secondary data sources.
- Interpret market data to identify trends, opportunities, and customer needs.
- Define competitive advantages and unique selling points (USPs).
- Develop positioning strategies for products or services in target markets.
- Align sales messaging with market demands and customer expectations.
6. Ethical Sales Practices and Legal Compliance
Learning Outcomes:
Upon successful completion of this unit, learners will be able to:
- Understand the importance of ethics in the sales profession.
- Apply ethical decision-making in sales situations and avoid manipulative tactics.
- Comply with legal regulations governing sales, advertising, and consumer rights.
- Recognize and manage conflicts of interest and data protection issues.
- Promote customer trust through transparent, honest, and fair sales practices.
The LICQual Level 4 Diploma in Sales and Marketing – Sales Executive is designed for individuals who aspire to build or advance their careers in sales, business development, and marketing. This qualification is ideal for:
- Aspiring Sales Professionals who want to gain industry-relevant knowledge and practical skills to enter the field of sales and marketing with confidence.
- Current Sales Executives and Representatives seeking to formalize their experience with an internationally recognized qualification and enhance their performance in competitive markets.
- Marketing and Business Development Staff looking to strengthen their understanding of sales strategies, customer engagement, and lead conversion techniques.
- Career Changers from other industries who wish to transition into a dynamic and results-driven career in sales.
- Entrepreneurs and Small Business Owners who want to improve their ability to promote and sell their products or services effectively in both local and international markets.
- Recent Graduates in business, economics, or related fields who are looking to specialize in sales and improve their job prospects.
This diploma is suitable for professionals across a wide range of industries, including retail, technology, real estate, finance, manufacturing, and services. It offers a solid foundation for those aiming to take on sales roles or move into higher-level positions such as Account Manager, Sales Supervisor, or Business Development Executive.
Assessment and Verification
All units within this qualification are subject to internal assessment by the approved centre and external verification by LICQual. The qualification follows a criterion-referenced assessment approach, ensuring that learners meet all specified learning outcomes.
To achieve a ‘Pass’ in any unit, learners must provide valid, sufficient, and authentic evidence demonstrating their attainment of all learning outcomes and compliance with the prescribed assessment criteria. The Assessor is responsible for evaluating the evidence and determining whether the learner has successfully met the required standards.
Assessors must maintain a clear and comprehensive audit trail, documenting the basis for their assessment decisions to ensure transparency, consistency, and compliance with quality assurance requirements.
