Introduction
The programme “Improving Search Engine Visibility and Directing It toward Sales Growth” develops professional practice in Marketing and Sales. 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 mechanical equipment analysis and fault diagnosis to customer experience development and complaint handling, with practical work on sales management, negotiation, and relationship development, applied research, evidence development, and recommendations, market analysis and marketing strategy development. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Interpret mechanical equipment performance and identify fault hypotheses and safe verification steps in an application related to “Improving Search Engine Visibility and Directing It toward Sales Growth”.
- Build a sales process connecting opportunity qualification with customer needs and disciplined follow-up.
- Prepare an applied study connecting the research question, data, analysis, and recommendation.
- Design a marketing direction based on a defined segment and measurable value.
- Design a service journey and complaint response based on customer needs and follow-up evidence.
Learning areas
1. Mechanical Equipment Analysis and Fault Diagnosis
- Read training equipment data and diagrams, identifying function, operating conditions, design limits, and key measurement points.
- Analyze relationships between load, flow, pressure, temperature, and vibration, and review measurement quality before interpreting performance deviations.
- Identify failure modes involving components, seals, bearings, alignment, and lubrication, and connect fault symptoms to multiple testable hypotheses.
- Select inspections and diagnostic methods suited to the condition and criticality, and refer to manufacturer instructions and isolation and permit procedures before any intervention.
- Prepare a diagnostic report showing readings, evidence, possibilities, the next verification step, and the limits of conclusions from the available data. The application examines a case related to “Improving Search Engine Visibility and Directing It toward Sales Growth”.
2. 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.
3. Applied Research, Evidence Development, and Recommendations
- Frame a research question or practical problem suitable for study, and define the subject boundaries, context, and outcome the research will support.
- Review sources relevant to the question, assess their reliability and currency, and distinguish direct evidence from opinion and inference.
- Select an appropriate method, instrument, and sample, explaining limitations and obtaining approvals and protecting privacy when collecting data from people.
- Organize and analyze data and relate findings to the question, avoiding generalizations unsupported by the sample or causal conclusions based only on correlation.
- Write specific, actionable recommendations with responsibilities, resources, and indicators, and include source documentation and limitations of conclusions in the applied report.
4. 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.
5. 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.
Practical outputs
- An equipment profile, fault diagnosis tree, and preliminary inspection plan.
- A customer account plan, opportunity pipeline, and proposal and follow-up template.
- An applied research plan, data collection tool, and findings and recommendations report.
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- A customer journey map, complaint response guide, and service quality cards.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in marketing and sales, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “Improving Search Engine Visibility and Directing It toward Sales Growth” 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 “Improving Search Engine Visibility and Directing It toward Sales Growth” 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.