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Sales and Marketing Management
QQI Level 6 (6N3613)

Programme Aim:

This programme module aims to equip the learner with the knowledge, skills and competence to plan, carry out and evaluate sales and marketing activities to meet the objectives of a range of organisations.

Who should complete this course?

  • Anyone involved in Sales and Marketing

  • Anyone working in a sales role who wishes to learn best practice techniques

  • Anyone working in a Marketing role, who wishes to acquire Marketing skills

  • People who wish to gain a professional accredited qualification in Sales and Marketing

Learners who attend this programme will be able to:

  • Assess the principles of sales and marketing management to include the planning and execution of the pricing, promotion and distribution elements of a marketing plan, the budgeting and forecasting of a sales plan and the recruitment, organisation, compensation and the evaluation of a sales team

  • Appraise the sales and marketing environment to include market entry strategies and analyses of consumer behaviour

  • Analyse customer needs to include their motivations and style through emotional, reassurance purchase and esteem purchases as they relate to the sales cycle

  • Evaluate the types of sales and marketing environments that organisations operate in to include business to consumer and business to business markets and the methods of promotion available to organisations at each stage of their development

  • Interpret the impact of a range of micro and macro factors that affect sales and marketing decisions

  • Identify the main features and impacts of the legal and regulatory framework relevant to the sales and marketing function

  • Research the company’s market, current and potential customer base, competition, market segmentation, target market and position for a range of products and service to potentially maximise all selling opportunities

  • Utilise internal and external analysis techniques included strengths, weaknesses opportunities and threats (SWOT), political, economic, social, technical, legal (PESTLE) and Porter’s Five Forces in formulating sales and marketing plans

  • Formulate sales management techniques to meet the needs of a range of organisations to include appropriate marketing and selling key performance indicators

  • Estimate the budgets and forecasts for a sales and marketing plan

  • Develop and adapt the marketing mix for products and services over time and in different markets

  • Devise an after sales service policy for their organisation to include the interpersonal skills required when dealing with a dissatisfied customer post sale and how new sales opportunities can be created from after sales service

  • Revise strategic planning, marketing activities, market research and sales management to adapt to the changing business environment

  • Illustrate how sales targets and profits are achieved through a balanced product and service portfolio

  • Manage a range of sales functions to include the recruitment, motivation, leadership, training, organisation, staff compensation and evaluation and the modelling of the completed sales cycle in line with organisation key performance indicators

  • Supervise the implementation of a sales and marketing plan

  • Appraise the performance of sales and marketing personnel against key performance indicators

Programme Information:

Credit Value:



To be confirmed


Currently offered free to learners on the Webnet+ programme


This programme will currently run for one morning a week for 12 weeks either online using the Zoom platform or face to face. Learners will be required to complete work in their own time. 


To access this programme leading to a Level 6 Award the learner should have reached a  Level 5 or equivalent. This may have been through a formal qualification or through relevant life and work experience. 

Recognition of Prior Learning (RPL):

Participants may wish to apply for exemption from parts of this programme based on prior learning experience, valid and reliable evidence will need to be provided.


On successful completion of this component award enables the learner to transfer to programmes leading to other certificates where this component is a mandatory or an elective requirement. 


This minor award leads to a Level 6 award on the National Framework of Qualifications (NFQ) and can be used to meet the requirements of the following Major Awards:

Arts Administration (6M3618), Golf and Sports Turf Management ((6M4330), Horticulture (6M4334), Retail Management (6M4385), Management ((6M4587) and Business (6M4985)


A range of accommodations and supports are available according to specific needs of the learner. Please ensure you provide us with as much information as soon as possible.

Required fluency:

Required in generic skills such as English/literacy/numeracy/interpersonal skills.

IT Equipment Required

You will need to use of a laptop or PC (with internet connection if delivered online) in order to complete this programme. You will require a working knowledge of MS Office and Zoom.

QQI Assessment

Learners who wish to achieve this QQI Component Certificate must complete a Examination - Theory (40%) Project (40%) and Assignment (20%)


Pass 50% - 64%, Merit 65% - 79%, Distinction 80% - 100%

Topics Covered:

  • The Marketing Mix

  • The Adapted Marketing Mix

  • Market entry strategies

  • Consumer behaviour

  • Business to Business organisations

  • Business to Consumer Organisations

  • SWOT Analysis

  • PESTLE Analysis

  • Porters Five forces analysis

  • Target Market

  • Market Segmentation

  • Sales Legislation

  • The main provisions of the Sale of Goods and Supply of Services Act, 1980

  • Consumer Protection Act 2007

  • Forecasting of a sales plan

  • Sales Budgeting

  • Cash Flow Forecast

  • Recruitment of the sales team

  • Motivating the sales team

  • Training the sales team

  • Compensation and Rewards

  • Evaluating the Sales Team


For more information please contact:

Programme Manager

Noreen Keegan Kavanagh

Ph: 01 4145700

or email

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