Fundamentals of Sales and Marketing, with Goldman Sachs 10,000 Women Course Syllabus

Overview: This course provides entrepreneurs with foundational knowledge in sales and marketing to support business growth. Through five core modules and a final project, learners will explore branding, digital tools, sales planning, and performance measurement. The course is designed for flexibility, with a total time commitment of approximately 20 hours, making it ideal for busy entrepreneurs. Each module includes practical exercises to apply concepts directly to real-world business scenarios.

Module 1: Introduction to Marketing and Sales

Estimated time: 4 hours

• Understand the fundamentals of the marketing and sales cycle
• Learn how to communicate value to your target customers
• Explore the connection between marketing strategies and business growth objectives
• Identify key stages in the customer journey

Module 2: Branding and Marketing Goals

Estimated time: 4 hours

• Understand the importance of branding in business growth
• Define your business’s unique value proposition
• Set clear marketing goals and objectives
• Align brand identity with customer expectations

Module 3: Digital Marketing Tools

Estimated time: 4 hours

• Review key digital marketing tools and platforms
• Explore best practices for digital marketing campaigns
• Select tools that align with your business objectives
• Reach and engage specific customer segments online

Module 4: Sales Planning and Analysis

Estimated time: 4 hours

• Plan sales activities using the Sales Funnel model
• Analyze customer behavior at each stage of the funnel
• Develop strategic sales approaches based on customer insights
• Improve conversion rates through structured planning

Module 5: Analytics and Metrics

Estimated time: 4 hours

• Use analytics to measure marketing and sales effectiveness
• Identify key performance indicators (KPIs) for your business
• Select appropriate metrics to support growth
• Make data-driven decisions to refine strategies

Module 6: Final Project

Estimated time: 4 hours

• Develop a comprehensive marketing strategy aligned with business goals
• Create a brand positioning and marketing plan
• Present a sales and analytics approach using learned tools and frameworks

Prerequisites

• Basic understanding of business operations
• Access to a computer and internet
• Motivation to grow a small business or entrepreneurial venture

What You'll Be Able to Do After

• Develop a marketing strategy that supports business growth
• Strengthen your business brand and set clear marketing goals
• Utilize digital marketing tools to reach target customers
• Refine sales processes using the Sales Funnel and analytics
• Measure the effectiveness of marketing and sales efforts with appropriate metrics