Shifting knowledge to insight

enterprises.up.ac.za

The Programme in SMME and Entrepreneurial Marketing Development offers you the opportunity to gain relevant market insights and

develop the requisite skills to compile a comprehensive marketing plan as small business owner or entrepreneur. To be successful in a

competitive market, it is critical for any business to understand the importance of marketing, so this programme provides you with a deeper

understanding of marketing principles, puts you in a better position to meet and exceed customer and other stakeholder needs and helps

you formulate and implement marketing strategies that will lead to greater competitiveness, profitability and a chance at survival.

Programme in SMME and Entrepreneurial Marketing Development

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Presented by the Department of Marketing Management, University of Pretoria

Programme structure

Module 1 Modules 2 and 3

9–11 July 2018 (3 days)The importance of marketing to your business, customers and stakeholdersThis module can be attended as a standalone* short course: • Introduction to Marketing Management

6–8 August 2018 (3 days)• Consumer psychology• Customer insights, intelligence and marketing researchThis module can be attended as a standalone* short course: • Gaining Customer Insights through Marketing Research

Module 4 Module 5

10–12 September 2018 (3 days)Gaining a competitive advantage by matching your customers to your business offering

1–3 October 2018 (3 days)Building customer relationships, customer service and customer complaint handlingThis module can be attended as standalone* short courses: • Building Strong Relationships with Customers• Customer Complaint Management: Dealing with Customers

When Things Go Wrong

Module 6 Module 7

31 October–2 November 2018 (3 days)Optimising customer service and experience: integrating modern media

26–28 November 2018 (3 days)Compiling a marketing plan for your businessThis module can be attended as standalone* short courses: • Compiling a Marketing Plan

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*Successful completion of any of standalone short courses earns you credit towards the full programme.

www.enterprises.up.ac.za

For quotations on in-house training, email quote@enterprises.up.ac.za

+27 (0)12 434 2500 +27 (0)12 434 2505 info@enterprises.up.ac.za Private Bag X41, Hatfield, 0028

Shifting knowledge to insight

Programme in Customer, Service and Online Media Management Development

Learning outcomes

After successfully completing this course, you will be able to• understand the importance of marketing to the initial and

continued success of the business• identify different stakeholders to target with the business

marketing strategy• understand the importance of consumer psychology in

marketing decisions and strategies• identify those factors influencing consumer behaviour and

decision making• distinguish between different research methods available to

gather customer, market and competitor intelligence• perform basic data analyses and interpret

research findings• convert research findings into managerial implications and

incorporate newly gained customer and competitor intelligence in marketing and operations strategies

• identify different target markets and select most promising target markets to pursue with product and service offerings

• perform competitor product and service positioning analysis and identify possible gaps in the market by considering current offerings available in the market

• consider product and service related factors that influence the product strategy to be implemented in the business

• identify different distribution options and select most appropriate distribution method to match business’operations

• distinguish between different pricing methods and identify most appropriate pricing strategy

• understand the importance of offering excellent customer service to all stakeholders

• communicating product and service offerings to stakeholders

• advertising and promotion mix options available to reach consumers and other stakeholders

• identify the most appropriate traditional and digital media mix to promote your product and service offering to different stakeholders

• manage your digital marketing (including social media) footprint

• identify reciprocal customers for relationships marketing• deal with and resolve customer complaints• compiling a marketing plan for your business, and• compile a marketing budget and expense forecast to effectively

implement the marketing plan.

Who should enrol?

This course is ideal if you are: • A small or medium business (SMME) owner or someone who

intends to start their own business

• A government/parastatal official working within the customer, service or online media environment

• A customer experience, service or online media manager• A business and marketing employee or manager who is

responsible for customer relationships or deals with customer complaints

• A digital/social media and marketing communication professional.

Course fees

R27 000.00 per delegate (VAT incl.)Course fees include all course material and refreshments during contact days.

Course fees must be paid in full 14 days prior to course start dates. Proof of payment can be submitted to enrolments@enterprises.up.ac.za

Admission requirements

Prospective delegates should at least have a National Senior Certificate (Grade 12).

Accreditation and certification

Enterprises University of Pretoria (Pty) Ltd is wholly owned by the University of Pretoria. As a public higher education institution, the University of Pretoria functions in accordance to the Higher Education Act 101 of 1997. Enterprises University of Pretoria offers short courses on behalf of the University and these short courses are not credit-bearing, and do not lead to formal qualifications on the National Qualifications Framework (NQF) – unless stated otherwise. Delegates who successfully complete a short course and comply with the related assessment criteria (where applicable) are awarded certificates of successful completion and/or attendance by the University of Pretoria.

Registration and enquiries

Course coordinatorMichelle HornTel: +27 (0)12 434 2575Cell: +27 (0)72 622 2438Email: michelle.horn@enterprises.up.ac.za

Course leaderProf Pierre MostertDepartment of Marketing ManagementEmail: pierre.mostert@up.ac.za