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📈 Sales & Marketing  ·  Advanced

Certified Value Proposition and Positioning Expert

Online Certification  ·  11 Week  ·  Globally Recognised  ·  (CVAL2)

✅ 2026 Edition 🎓 CPD Accredited 🌍 100+ Countries 📜 Digital + Physical Certificate 100% Online
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Executive Summary

Certified Value Proposition and Positioning Expert

Designed for today’s high-impact professionals, the Certified Value Proposition and Positioning Expert (CVAL2) delivers a rigorous Advanced-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 11 Week programme is structured around recognised marketing, brand and sales professional standards, ensuring every graduate applies internationally validated methods to real-world challenges.

GLI’s CVAL2 holders are recognised by leading organisations across Africa, the Gulf, Europe and the Americas as qualified, results-driven professionals. Whether you are advancing your current career or transitioning into new responsibilities, this certification provides the competitive edge you need in 2026 and beyond.

Programme Overview

Certification at a Glance

Certification
Certified Value Proposition and Positioning Expert
Acronym
CVAL2
Category
Sales & Marketing
Level
Advanced
Duration
11 Week
Delivery Mode
100% Online
Assessment
Online Examination
Certificate
Digital + Physical
CPD Eligibility
CPD Accredited
Alumni Benefits
GLI Network Access
Self-Paced
USD 399
Live Virtual
USD 599
Target Audience

Who Should Enrol?

  • Sales and Marketing Executives
  • Brand and Product Managers
  • Business Development Professionals
  • Account and Media-Relations Managers
Programme Inclusions

Everything Included in Your Enrolment

  • All study materials and study guide
  • Access to GLI online learning portal
  • Online examination and assessment
  • Digital certificate and digital badge
  • Physical certificate (shipped to you)
  • CPD credits for professional bodies
  • GLI alumni network membership
  • Facilitator and tutor support
  • Resource downloads and reference library
  • Automatic enrolment confirmation
Certification Benefits

Why This Certification Matters for Your Career

Career Advancement
Accelerate your career towards senior marketing, sales and commercial leadership roles
Professional Recognition
Credential aligned with recognised marketing, brand and sales professional standards
Operational Excellence
Apply world-class frameworks to improve performance and outcomes
Strategic Thinking
Develop the analytical and strategic skills demanded at the executive level
Compliance Readiness
Master the standards, compliance and ethical governance central to marketing strategy
Global Employability
Qualify for marketing strategy roles across brands, agencies, corporates and growth-stage enterprises worldwide
Competency Framework

Core Competencies You Will Develop

✦Value Proposition Architecture
✦Jobs-to-be-Done
✦Differentiation Systems
✦Category Definition
✦Segment-Specific Value Propositions
✦Competitive Value Analysis
Course Curriculum

Programme Modules

The full programme, module by module.

Core CurriculumModules 1–20 · specific to Certified Value Proposition and Positioning Expert · module 20 is the capstone
1
Value Proposition Architecture
Value management and business value · Value proposition design and messaging · Value proposition and messaging · Value proposition and differentiation
2
Customer Value Discovery
Discovery questioning: diagnosing before proposing · Discovery: understanding the problem before proposing · Customer lifetime value and profitability · The value of customer-centricity
3
Customer Problem Mapping
Customer effort, journeys and designing the experience · Customer experience and journey mapping · Customer journey mapping · Customer journey mapping and service design
4
Jobs-to-be-Done
Jobs to be done and customer insight · Inclusive and fair value chains · Data products and stakeholder value · Growing value through service
5
Benefit Architecture
Sustainability, ESG and integrated value · Long-term value creation and stewardship · Cost-to-serve and value-for-money analysis · Time value of money and discounting
6
Value Drivers
Value stream analysis and flow · Strategic finance: cash, capital structure and value creation · Business model design: how the organisation creates, delivers and captures value · Benefits realisation and value tracking
7
Differentiation Systems
Branding and product differentiation · Strategic development and long-range positioning · Expert reporting and courts · Peer review and expert feedback
8
Competitive Position Mapping
Competitive and market intelligence · Qualitative and quantitative research · Cross-functional collaboration with product and service · Market and price information systems
9
Positioning Statement Architecture
Route to market: direct, indirect and the economics of each · Market entry: options, sequencing and the first customers · Supply market analysis · Qualitative research: interviews, focus groups and what they can and cannot tell you
10
Category Definition
External analysis: industry structure, forces and market definition · Research methods for policy · Fair treatment and market conduct · Market attractiveness and country assessment
11
Brand Value Architecture
Brand: identity, equity and reputation over time · Supply market analysis and sourcing strategy · Supplier market analysis and competition · Research design: matching the question to the study
12
Product Value Messaging
Indicators, warning and prediction · Forecasting and planning · Data visualisation for finance · Decision support and insight
13
Segment-Specific Value Propositions
Value propositions and competitive positioning · Yield and productivity modelling · Dashboards and visualisation · Predictive analytics and forecasting
14
Value Proposition Testing
Testing strategy: what to test and at which level · Turning insight into decisions · Service analytics and dashboards · Text and interaction analytics
15
Buyer Perception Research
Market research and customer insight · Spokesperson and interview skills · Communications analytics · Pipeline coverage, velocity and the health checks that matter
16
Competitive Value Analysis
Learning analytics and data · Environmental impact assessment: baseline, prediction and significance · Financial storytelling and data visualisation · Cost concepts, classification and behaviour
17
Value Communication
Gender as an analytical category, not a synonym for women · Data analytics for assurance · Analytics translation: from data to decision · Attrition, engagement and productivity analytics
18
Positioning Effectiveness
Productivity, efficiency and effectiveness · Learner analytics and feedback · Demand forecasting and replenishment planning · Database design, normalisation and query performance
19
Value Proposition Optimisation
Spend analytics and dashboards · Supplier relationship management and segmentation · Maintenance strategy: reactive, preventive, predictive · Choosing an approach: predictive, iterative or hybrid
20
Value Proposition Strategy Project
Machine learning: training, evaluation and generalisation · Data, analytics and AI strategy · Demand planning, forecasting and the distortion of signals · Correlation, causation and experiment design
Professional ElectivesModules 21–30 · common to all GLI certifications · broaden your professional range
21
Strategic Communication and Executive Presentation
Vision, purpose and translating direction into work · Audience-centred communication and message structure · Executive leadership: the board interface and enterprise stewardship · Persuasive structure: framing, evidence and the ask
22
Leadership and Team Effectiveness
Leadership identity, style and the limits of style · Leadership assessment, feedback and continuous self-review · What critical reasoning is and what it is not · Situational and adaptive leadership
23
Analytical Thinking and Evidence-Based Reasoning
Creativity and critical-thinking development · Analytical techniques and bias · Evidence-based improvement · Problem framing: symptoms, definition and scope
24
Professional Decision-Making
Managerial decision-making, bias and decision rights · Escalation and decision-making · Decision support: briefs, options and judgement under pressure · Decision frameworks: criteria, weighting and trade-offs
25
Negotiation, Influence and Stakeholder Management
Negotiation preparation: interests, options and the walk-away · Power, followership and organisational politics · Negotiation: preparation, interests and value creation · Concessions, anchoring and the shape of a bargain
26
Project and Execution Management
Proposals, bids and the business case · Project roles and the project manager · Developing the project business case · Planning, scheduling and personal workflow systems
27
Financial Literacy for Professionals
Financial reporting standards and their application · Financial management for the operating manager · Liquidity, funding and balance sheet management · Management accounting: costing, budgeting and decision support
28
Digital Skills, AI and Technology for Professionals
Digital workplace, collaboration and user support · Productivity, collaboration and workflow tools · Tools for interaction and collaboration · Working with data: quality, interpretation and honest presentation
29
Ethics, Governance and Professional Accountability
Ethical leadership: integrity, tolerated behaviour and moral courage · Ethics, conduct and speaking up · Business development risk, ethics and integrity · AI for managers: adoption, oversight and governance
30
Personal Effectiveness, Productivity and Career Growth
Emotional competence: awareness, regulation and expression · Self-awareness, strengths and the accuracy of self-image · Emotional intelligence and self-regulation · Priority: outcomes, importance and the urgency trap

Every module opens in the learning portal with its full lesson set, worked examples, further reading and video masterclasses. 30 modules · 150 lessons.

Learning Outcomes

What You Will Achieve

  • Establish a comprehensive understanding of Certified Value Proposition and Positioning Expert principles aligned with recognised marketing, brand and sales professional standards
  • Apply evidence-based methods to improve marketing strategy, brand management and sales performance
  • Master marketing strategy, segmentation and positioning and brand management and integrated communications
  • Apply sales process, pipeline and account management and digital marketing, content and campaigns in real-world settings
  • Lead risk management, quality and compliance relevant to your field
  • Design stakeholder engagement and professional communication strategies
  • Use data-driven decision-making and performance-measurement tools effectively
  • Apply internationally recognised best practice to advance your career in marketing strategy
Enrolment Process

How to Get Certified

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Step 3: Study in the GLI Learning Portal
Work through 15 structured modules and 75 lessons at your own pace, with downloadable resources and expert-designed content — all inside the LMS.
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Step 4: Pass, Get Certified & Verified
Sit your final examination online, earn your certificate instantly, and receive a globally verifiable Certificate ID — plus GLI Alumni Network access.
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Frequently Asked Questions

Common Questions

What is the CVAL2 certification?

The Certified Value Proposition and Positioning Expert (CVAL2) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the CVAL2?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the CVAL2 certification take to complete?

The programme is structured over 11 Week and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the CVAL2 internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the CVAL2 certification?

The Certified Value Proposition and Positioning Expert is offered in two formats: Self-Paced at USD 399 and Live Virtual at USD 599. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CVAL2 certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the CVAL2?

The Certified Value Proposition and Positioning Expert is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the CVAL2?

The Certified Value Proposition and Positioning Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CVAL2 while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the CVAL2?

Graduates progress towards senior marketing, sales and commercial leadership roles. The CVAL2 strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Graduate Voices

What Our Alumni Say

“

The curriculum was directly applicable to my daily work. I immediately applied what I learned and saw results within weeks of completing the programme.

Marketing Director
Private Sector
“

GLI's certification is the most practical professional programme I have attended. The international frameworks gave me credibility with my employer and clients.

Brand Manager
NGO Sector
“

I earned my CVAL2 while working full-time. The self-paced format made it possible, and the quality of the content is genuinely world-class.

Head of Sales
Government
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