Programme Modules
 

"Marketing is often an afterthought for many small businesses - particularly those who have got off to a good start.

It is often seen as a black art.....an activity that has little relevance to a small business but that view is changing.

Without a marketing focus, such businesses will struggle to develop"

 Sylvia Gilpin
Vice Chair
Institute of Business Advisers
Northern Ireland Branch

 

DEVELOPING A MARKETING STRATEGY

The three core processes that are involved in developing a marketing strategy are segmentation, targeting, and positioning.

This workshop discusses the methodology and the sub-processes that are involved in the segmentation, targeting and positioning activity.

A key focus of the workshop is exploring how to develop an appropriate marketing mix, with a particular focus on promotion.

The specific topics covered in this module are:

  • Introduction to Developing a Marketing Strategy
  • Market Segmentation
  • Market Targeting
  • Positioning
  • The Marketing Mix
  • Future Developments
  • Monitoring and Control