The certificate program is comprised of 12 credit hours of instruction over four courses. All courses must be completed within two years of being accepted into the certificate program. Transfer credits will not be accepted for this certificate. Participants must maintain a GPA of at least 3.0 while in the program.
MAR 5408 – Sales Leadership (3 credit hours)
In this course, students learn the nuances of leading and coaching individual sales representatives. The content follows the typical progression of the sales rep onboarding cycle: 1) the challenges of where and how to find potential sales representatives; 2) screening and selecting sales representative candidates; 3) training newly hired reps. The course includes training program development implementation and evaluation, including effective coaching techniques. Other course topics include employee motivation, evaluation and compensation, time and territory management and team-building work associated with managing sales representatives.
MAR 5416 – Strategic Salesforce Management (3 credit hours)
Sales managers must be able to use company data to make strategic decisions about territory design, salesforce organization, compensation plans, forecasting and key account resource allocations. This course teaches students key quantitative methods for data analysis and operational decision-making.
MAR 5861– Customer Relationship Management (3 credit hours)
This course focuses on strategies to develop and maintain continuing customer relationships. Customers are arguably the single most important stakeholder of any modern corporation. Firms must employ strategies to create, promote and retain customers over the long term. Customer relationships also are key to any corporation’s overall reputation and must be managed in concert with other key stakeholder relationships.
MAR 5409 – Business-to-Business Sales and Marketing (3 credit hours)
This course focuses on building and managing relationships with business customers. It covers business-to-business management issues, with an emphasis on challenges for mid-to-upper level managers. Students learn how to leverage an understanding of the entire supply chain to resolve marketing and sales-related issues.
Each certificate student will be required to complete a capstone assignment, completing a detailed SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of his or her current salesforce. Aspects of this SWOT should include, but are not limited to, the current company’s compensation structure, sales person selection and training program, territory design, purchasing processes of major customers, use of salesforce technology and common tactics used to motivate sales people in the organization. The final requirement of this project is for the student to make recommendations for future improvements in his or her company’s sales operations based on this SWOT. For students whose companies do not allow for this type of SWOT analysis, companies from the FSU Sales Institute’s sponsorship pool will be offered to the student as means for completing the assignment.
This capstone experience will be embedded in the Strategic Salesforce Management (MAR 5416) course and the Sales Leadership (MAR 5408) course. Only students who are taking one of these two courses in his or her final semester of the certificate program will be required to complete the capstone experience assignment. For example, if a student takes Strategic Salesforce Management in his or her first semester of the certificate program, he or she would by default take Sales Leadership in the following semester and would be required to complete the capstone assignment in the Sales Leadership course.