Master Certificate in Professional Selling & Leadership

Why is this program needed?

Post-secondary education has not kept pace with the dynamic landscape of modern selling. Where traditional education has grown stagnant, UFred seeks to harmonize sales theory and sales practice; a hurdle overcome by bringing prominent Sales Management Executives to the table. By delivering an online program influenced by a contingent of industry sales leaders, UFred faculty understands the nuances present in today’s always-changing sales environment.

This Masters Certificate has been curated to allow students to move into senior or executive roles within their company, since they will be actively applying concepts learned from three specific Professional Selling & Leadership specialty courses exploring principles of consultative selling, leadership strategy and process, and salesforce design.

Program Advisory Councils (PACs)

The University of Fredericton regularly consults with a range of high-level professionals to build and refine the its program applicability to modern industry. By continually discussing the courses, students’ successes and challenges, and the ever-changing business world, UFred ensures its Specialty Streams deliver the most relevant and leading edge education to equip students. The PAC for UFred’s Sales Management & Leadership master’s program features representatives from national brands including Xerox, Irving, and Kijiji.


Dr. Joe Pitzel, UFred PAC Member

Joe Pitzel has an extensive sales and management background having spent 35 years working for a multinational in Canada. Joe began as a sales representative and ended as a senior manager. As well as sales and sales management Joe spent time on the technical side of the business. Roles he worked in included Senior Manager Technical and Solution Architecture, National Manager for Xerox Content Management, a variety Sales and Support Positions for Xerox Canada, Centralized Solutions Consultant, Strategic Account Manager, and Office Product and Production Colour Systems Analyst.

He spent time growing Enterprise Content Management in Canada and the last few years entailed helping grow Xerox Canada as a more software concentric organization. Employee selection and training and development were essential to his success. He attained success at all levels. These successes would include 10 President Club’s, and a myriad of other awards.

Coupled with his business experience he has attained an Honors Bachelor of Commerce (in Sports Administration), a BA in Economics, an MBA and a Ph.D. The Ph. D is in Human Studies with an interdisciplinary project revolving around identifying essential sales skills including research into sales needs for various subgroup sales personnel. Joe has also spent time teaching both live and virtually for two universities.


The Masters Certificate in Professional Selling & Leadership is comprised of 4-courses:

  • 3-Professional Selling & Leadership curriculum courses
  • 1-Consulting Project course

Finish the program in 7 months:

  • 7-weeks per Professional Selling & Leadership curriculum course
  • 7-weeks for the Consulting Project course

The Online Experience

To maximize the global learning experience, students participate in exclusive vClasses (virtual classes) instructed by accomplished leaders from global organizations and post-secondary institutions. Students work on case studies and projects with colleagues from around the world, allowing them the unique ability to grasp complex concepts from a global perspective.

Online learning can be unfamiliar for many students, and we understand that. If you have any questions, we recommend signing up for our next Information Session:

Online Info Session Registration

Professional Selling & Leadership Curriculum:

SML 8090 – Consultative Selling

This course will introduce the various consultative selling models that sales teams deploy in various industries. Students will explore the science of selling through case studies, in-class (vClass) discussions, and role playing scenarios that will demonstrate the importance of a well-structured sales approach. In this course, you will aim to:

  • Review the various consultative selling models organizations deploy through their organizations, and then assess the differences and similarities based on company size, product complexity, and change management considerations.
  • Work through various case studies to assess the deployment of key elements of the consultative sales model to gain a practical understanding of the field challenges and opportunities this model presents.
  • Critically evaluate the behaviour based sales skills deployed by sales professionals based on case studies, class projects and video examples.
  • Align and introduce the expected field sales effort with a review of the critical sales leadership requirements to manage and lead that effort.

SML 8091 – Strategic Selling

Prerequisite SML 8090 - Consultative Selling

This course will expand the students understanding of the unique challenges of sales leadership that includes ethics/law, B to B, B to C, designing a sales force, recruiting and selecting the right sales people, sales channel management, and a host of other topics specific to managing and motivating a sales force. In this course, you will aim to:

  • Review and contrast the key elements of Sales Management vs. Sales Leadership in a multi-sales channel environment and understand the strategic differences in each channel.
  • Examine sales force design and sales channel alignment through case studies, class discussion and class projects.
  • Research and examine ‘sales process performance management’ challenges and critically assess a real life deployment effort as a class project.
  • Assess and critically review the sales training requirements aligned within a consultative selling model, and the impacts on sales force deployment. This will be done through case studies and individual projects.

SML 8092 – Sales Enablement

Prerequisite SML 8091 - Sales Leadership Strategy, Process, and Practice

This course will explore at the role of technologies used in sales systems and the important decisions sales leaders must undertake when deploying these technologies with their sales force. Lead generation technologies will be examined as well as content management systems. CRM, pipeline management systems and the role of social media will be assessed through case studies and in class discussions. New technologies will be explored and assessed to determine their future importance in sales force design. In this course, you will aim to:

  • Explore and critically assess well-established technologies specifically designed to enable sales teams to sell quicker and with more efficiency, and the implications for sales force design.
  • Research the newest sales enablement tools, and define their future importance based on vendor information, client use feedback, and the overall uniqueness of the technology relative to other competing technologies.
  • Assess a current sales enablement system, and make recommendations that will shorten the sales cycles currently experienced. This will be done as a class project with a case study or participant employer/client example.
  • Critically evaluate the role of sales enablement in multi-channel sales organizations, and the challenges of deploying technologies in dealer/agent channels.


MC 9000 – Consulting Project

The Master’s Certificate consulting project is a capstone course undertaken individually or with one other student. Under the supervision of a faculty member, the student will cooperate with a current organization and identify one or more issues with which the organization needs help. The project will involve the integration and synthesis of relevant knowledge acquired during the three other courses in their Certificate program. The consulting project is practically oriented rather than academic, but the student will need to include a literature review and include a discussion as to why the project is important in their area of study and how they will be applying the new knowledge from their specialty. The final deliverable is an approximately 25-35 double-spaced report which identifies one or more issues the organization faces and well-justified suggestions for how to remedy this situation. Alternatively, the students can write a business startup plan analysis if they themselves want to start a company or a non-profit organization.

Amanda Van Haaften, Masters Certificate alumna

“It was great to learn from other’s how different industries are addressing similar situations related to course content.”

Read Amanda's full testimonial


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