Entrepreneurial Marketing

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Course Overview

To succeed in today's marketplace, entrepreneurs must know how to effectively market their product or service. This course offers participants a step by step approach to attract and keep customers, all within a realistic budget. With an emphasis on customer-driven marketing decisions, participants will learn how to build a strong brand, analyze which tactics to use and implement a marketing plan. Whether starting a business or growing an existing one, participants will take away practical marketing tips and tools that can be used to improve marketing efforts.

Course Outcomes

At the end of this course, participants will:

• Possess an understanding of their customers to support their marketing efforts
• Know the steps to build a strong brand
• Have a marketing calendar and budget
• Know which marketing tools will be most effective for their business
• Have key selling messages for their business

Course Objectives

• Increase understanding of customers and the best ways to reach them and keep them
• Develop a flexible framework to evaluate marketing decisions to successfully grow the business
• Identify effective selling messages
• Learn how to build the brand on a limited budget
• Gain practical skills and tips to help start marketing the business today

Agenda

Unit One – The Customer as the Driver

• Marketing Decisions Framework 
• Positioning the Product or Service
• Marketing Strategies and Goals

Unit Two – Communicating Value to Customers

• Key Selling Messages
• Creating Emotional Connections
• Personal Selling
• Networking: Your 30-Second Introduction

Unit Three – Creating a Strong Brand

• Managing the Marketing Mix
• Marketing on a Shoestring Budget
• The Marketing Calendar   
• Implementing the Plan

Unit Four – Building Customer Relationships

• Tools to Meet the Strategic Goals
• Online Opportunities and Social Media Checklist
• Generating Buzz: Word-of-Mouth Marketing
• Measuring Effectiveness