Download Module Number: SEPT 202 Module Name: Marketing in SMEs Type

Module Number: SEPT 202 Type Contents Objectives Method of assessment Teaching and learning methods The module content in detail Module Name: Marketing in SMEs Elective The module explains the problematic nature of the marketing of SMEs. Many concepts on marketing, mostly on the international context were developed for large firm and can only be adopted by SMEs according to their realities. Therefore, the module concentrates on the presentation of marketing concepts for this group of enterprises and discusses its applicability especially in the international marketing of SMEs in developing countries. This course aims at integrating all marketing elements in a strategic planning framework. Emphases are on areas of strategic importance, especially those with significant implications and relevance for marketing decisions in competitive situations. Specific issues involved in entering overseas markets and in conducting marketing operations on an international as opposed to a “domestic” scale are addressed. Attention is focused on problems such as identifying and evaluating opportunities in overseas markets, developing and adapting marketing strategies in relation to specific national market needs and constraints, and coordinating strategies in world market Project report Seminar: Marketing Management(45 hrs) Workshops: Market Research (30 hrs) Workshop: Marketing Plan (15 hrs) 202.1. Seminar: Marketing Management (45 hrs), Instructor:  Introduction to marketing concepts & marketing plan  Environmental Analysis  Marketing Research  Understanding customer  Market segmentation  Product strategy  Price strategy  Place strategy  Promotion strategy  Sales management 202.2. Workshop: Market Research (30 hrs), Instructor:  Introduction of market research  Defining market research topics  Data collection for the market research  Sampling methods  Measurement and instrument 202.3 Workshop: Marketing Plan (15 hrs), Instructor:  Introduction of writing marketing plan  Situation analysis  Market segmentation and target market  Marketing objectives  Action plan  Budget and control