SME Masterclass: Developing an Effective Marketing Strategy

About this course

The course examines how SMEs can develop a sustainable and responsible marketing strategy while deciding where to focus limited time and resources. Participants consider the marketing process from understanding a niche through to positioning it in relation to competitors, using concepts including the four Ps and segmentation, targeting and positioning. The content covers decision-making in both business-to-consumer and business-to-business contexts, alongside personal branding for SME leaders. Teaching combines presentations, discussion and real examples, and is delivered in HyFlex format, with in-person attendance recommended.

What you'll learn

• Explain the core principles of modern, sustainable and responsible marketing.
• Use segmentation, targeting and positioning concepts to define priority customers and a market niche.
• Describe the four Ps of marketing and their relevance to strategy development.
• Recognise differences in marketing decision-making across B2C and B2B contexts.
• Consider personal branding as part of an SME leader’s marketing approach.

Is this course right for you?

The course is intended for SME professionals and others who need guidance in developing a marketing strategy and communicating it to customers or stakeholders. It is listed as All Levels, so it may suit learners with varying levels of prior knowledge. Participation involves a blend of presentations, discussion and examples, with learners studying alongside other professionals.

• Relevant to organisations working in either B2C or B2B marketing contexts.
• Available through HyFlex delivery, with in-person attendance recommended by the provider.

Before you go

• A Birkbeck certificate of participation is provided on completion.