Marketing and PR for Small Businesses

Program Overview

This professional short course empowers self-employed individuals and SME owners with the knowledge and skills to effectively apply marketing theories to enhance their strategies and profitability. Participants delve into key marketing concepts, customer understanding, and optimizing the marketing mix, leading to transformative outcomes in their business operations.

Program Outline

Degree Overview:

This is a professional short course designed for individuals who are self-employed or running a small or medium-sized enterprise (SME). The course aims to equip participants with the knowledge and skills to effectively apply marketing theories to their businesses. The objective is to help participants understand how to improve their marketing strategies and become more profitable.

Outline:

Course Content:

• Marketing as a Management Discipline: The course emphasizes the importance of marketing as a core management function within a business.
• Marketing Theories: Participants will be introduced to fundamental marketing theories, including the 7 Ps of marketing, the product life cycle, SWOT analysis, PEST analysis, and the Ansoff Matrix.
Participants will learn how to identify and analyze customer segments.
• Product Development: Participants will evaluate whether their existing products meet customer needs and explore the potential for developing new products or targeting new customer segments.
• Competitive Analysis: The course covers understanding competitors, the marketplace, and the broader business environment.
• Marketing Mix Optimization: Participants will learn how to optimize the marketing mix (product, price, place, promotion) to achieve profitability.

Course Structure:

• The course is delivered over six weeks.
• Participants can choose between two study modes:
• Monday - Wednesday, 10 am - 4 pm
• Module 3: Product Development and Management: This module covers product life cycle analysis, new product development, and product positioning.
• Module 4: Pricing Strategies: This module explores different pricing strategies and their impact on profitability.
• Module 6: Promotion and Communication: This module covers advertising, public relations, sales promotion, and digital marketing.

Teaching:

• The course is delivered through practical exercises and writing techniques.
• The focus is on practical application of marketing principles.
• Participants are encouraged to develop their own marketing plans.
• The learning environment is supportive and creative.

Other:

• The course is open to anyone with an interest in marketing, regardless of their current profession.
• Participants will gain the skills and knowledge to apply marketing principles in any area of their life, including personal branding and creative development.
• The course is taught by Jodie Heginbotham (MCIPR), an award-winning business owner and communications professional with extensive experience in marketing and public relations.
• The maximum class size is 16 students.