Program overview
The BTS in Marketing – Commerce – Sales at ICEDIS meets the needs of
companies looking for operational salespeople who understand marketing logic and are
focused on commercial performance.
The program covers core principles of marketing, sales, commercial negotiation and
customer relationship management, while integrating the digital dimension of modern
commercial practices.
Learning objectives
- Understand marketing logic and consumer behaviour.
- Analyse markets and competitors and position the company’s offer.
- Master sales and negotiation techniques from first contact to customer loyalty.
- Manage a client portfolio and build long‑term, profitable relationships.
- Contribute to the implementation of the marketing mix (product, price, place, promotion).
- Use digital tools for prospecting, communication and customer relationship management (CRM, social media, email campaigns).
Target audience
- High school graduates attracted to careers in commerce, sales and marketing.
- Young professionals wishing to professionalize their sales practices.
- Company staff members aiming to move into sales or sales management positions.
- Individuals in career transition towards sales, customer relations or business development roles.
Indicative curriculum
Module 1: Marketing environment & market research
- Marketing environment and competitive challenges.
- Consumer behaviour and market segmentation.
- Market research (quantitative and qualitative), tools and methods.
Module 2: Strategic marketing & marketing mix
- Fundamentals and strategic marketing (segmentation, targeting, positioning).
- Product and brand policy, product life cycle.
- Pricing, distribution and marketing communication policies.
Module 3: Sales techniques & negotiation
- Sales techniques: preparation, approach, argumentation, objection handling, closing.
- Commercial negotiation: preparation, conduct and follow‑up.
- Point‑of‑sale management and merchandising.
Module 4: Sales management & customer relations
- Client portfolio management and organization of sales activities.
- Sales management tools and sales forecasting.
- Relationship marketing, customer loyalty and use of CRM and digital tools.
Career opportunities
Graduates of the BTS in Marketing – Commerce – Sales can work in many sales, operational
marketing and customer relationship roles.
- Sales representative / sales officer / field salesperson.
- Customer relationship officer or account manager.
- Sales or store promotion officer.
- Junior marketing assistant or junior sales manager.
Practical information & admission
Admission requirements
- High school diploma (all tracks) or equivalent.
- Application review and/or selection test.
- Strong interpersonal skills and keen interest in sales and customer contact.
Teaching methods
- Lectures, case studies and practical workshops.
- Role‑playing in negotiation and simulated sales situations.
- Internships in commercial, industrial or service companies.
Submit an application
