SME Masterclass: Building a Purpose Driven Business

About this course

Participants examine how vision, purpose and brand strategy connect with customer value propositions and competitive advantage. The course explores the role of brand components, brand personality and clearly expressed values in shaping marketing messages and organisational culture. Teaching combines presentation, discussion and exercises focused on challenges faced by SMEs. Activities include developing vision, mission and values statements suited to a smaller business, and considering how a founder’s changing role can affect the organisation’s central purpose.

What you'll learn

• Explain how vision, purpose and brand can contribute to customer value and competitive advantage.
• Construct vision, mission and values statements relevant to an SME.
• Identify common mistakes in articulating an organisation’s mission.
• Assess how brand personality can shape marketing messages and customer interactions.
• Relate organisational vision to company culture and employee engagement.

Is this course right for you?

The course is designed for SME leaders who are implementing or clarifying their organisation’s vision and mission. It suits participants who are prepared to learn through a combination of presentations, group discussion and structured exercises alongside other professionals.

• Intended for leaders working with the direction or purpose of an SME.
• Addresses challenges that can arise across different types of businesses.
• Includes discussion and exercises as well as presentation-based teaching.

Before you go

• A Birkbeck certificate of participation is provided on completion.
• The course is non-credit bearing and carries no credit points.