Introduction
The programme “Professional Diploma in Business Development and Digital Sales” develops professional practice in Professional Diplomas. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from sales management, negotiation, and relationship development to market analysis and marketing strategy development, with practical work on designing digital transformation and developing services, professional communication, negotiation, and conflict management, customer experience development and complaint handling. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Build a sales process connecting opportunity qualification with customer needs and disciplined follow-up in an application related to “Professional Diploma in Business Development and Digital Sales”.
- Assess digitization opportunities and define implementation requirements that improve a service or process.
- Select a communication and negotiation approach that addresses interests and preserves professional relationships.
- Design a service journey and complaint response based on customer needs and follow-up evidence.
- Design a marketing direction based on a defined segment and measurable value.
Learning areas
1. Sales Management, Negotiation, and Relationship Development
- Identify the right customer and qualify the opportunity in terms of need, decision-making, budget, and timing, documenting missing information.
- Conduct a discovery interview focused on the customer's problem and intended result, distinguishing the stated request from the actual need.
- Write a proposal connecting the solution to value, evidence, scope, and terms, and address objections through questions and checks on understanding.
- Prepare a negotiation identifying interests, alternatives, and authority limits, and document both parties' commitments and the closing and handover steps.
- Manage follow-up in an opportunity register with evidence-based forecasts, and measure conversion, sales cycle length, and relationship quality after delivery. The application examines a case related to “Professional Diploma in Business Development and Digital Sales”.
2. Designing Digital Transformation and Developing Services
- Distinguish information digitization, step automation, and business model transformation, and identify the problem targeted by the digital intervention.
- Map the beneficiary journey, touchpoints, and repeated data requests, and identify opportunities for simplification before selecting technology.
- Analyze readiness across procedures, skills, data, and technical infrastructure, and document gaps and dependencies on existing systems.
- Specify solution, integration, access permission, usability, and accessibility requirements, and establish testable acceptance criteria.
- Design a limited-scope pilot with indicators for time, quality, and use, and define conditions for continuing, adjusting, or stopping.
3. Professional Communication, Negotiation, and Conflict Management
- Analyze the communication objective, audience, context, and sensitivity, and select the channel, message, and timing to support the intended result.
- Practice listening, checking understanding, and questioning, and distinguish facts from interpretations and personal assumptions.
- Identify the parties' interests, limits, alternatives, and comparison criteria, and prepare a list of negotiable points.
- Handle objections and disagreements by reframing the problem, generating alternatives, and documenting agreements.
- Simulate a communication or negotiation situation, assess message clarity and response quality, and plan improvements for subsequent practice.
4. Customer Experience Development and Complaint Handling
- Define customer groups, expectations, and touchpoints, and map an actual journey including waiting, effort, and information exchange.
- Analyze the voice of the customer, complaints, and feedback, classifying recurring causes and linking them to the process, product, or communication channel.
- Set response, resolution, and escalation standards that consider the problem's impact, staff authority, and message clarity for the customer.
- Simulate a difficult service situation, applying listening, empathy, and fact verification, and offer a feasible solution or alternative.
- Build indicators for resolution time, complaint recurrence, and experience quality, and use results to address root causes and monitor impact.
5. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation.
Practical outputs
- A customer account plan, opportunity pipeline, and proposal and follow-up template.
- A digital transformation roadmap covering the beneficiary journey and implementation requirements.
- A communication plan, interests matrix, and actionable negotiation scenario.
- A customer journey map, complaint response guide, and service quality cards.
- A marketing plan covering segments, value proposition, channels, and outcome measures.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in professional diplomas, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Professional Diploma in Business Development and Digital Sales” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “Professional Diploma in Business Development and Digital Sales” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.