Course Overview

This practical training equips professionals with skills to create effective marketing strategies and execute impactful product promotion campaigns. In today’s competitive marketplace, offering great services is not enough—you must communicate value, attract new customers, and retain existing ones.

Participants will explore both traditional and digital marketing tactics, customer segmentation, branding alignment, and promotional planning to help organizations grow their reach and increase impact.

Course Objectives

By the end of the course, participants will be able to:

  • Understand key marketing concepts and frameworks

  • Analyze market trends and identify target customer segments

  • Develop strategic marketing plans tailored to their audience

  • Design and execute cost-effective promotional campaigns

  • Use both traditional and digital tools for promotion

  • Measure and evaluate marketing effectiveness

Course Content

Module 1: Marketing Fundamentals

  • What is marketing?

  • Importance in organizational growth

  • 4Ps and 7Ps of marketing mix

  • Consumer behavior and decision-making

Module 2: Developing Marketing Strategies

  • Market research and competitor analysis

  • SWOT analysis for planning

  • Segmentation, Targeting, and Positioning (STP)

  • Setting SMART marketing goals

Module 3: Product Promotion Techniques

  • Advertising, sales promotion, PR, direct marketing

  • Creating flyers, posters, and digital content

  • Loyalty, seasonal, and referral campaigns

  • Launching new products and rebranding

Module 4: Digital Marketing for Visibility

  • Social media marketing (Facebook, Instagram, WhatsApp, X, TikTok)

  • Email marketing and mobile campaigns

  • SEO basics

  • Influencer and affiliate marketing

Module 5: Branding and Messaging

  • Aligning brand values with promotions

  • Creating a value proposition

  • Storytelling and emotional appeal

  • Visual identity and message consistency

Module 6: Budgeting and Measuring Success

  • Setting and managing marketing budgets

  • KPIs for marketing performance

  • Tools for monitoring (Google Analytics, surveys)

  • Post-campaign analysis

Module 7: Practical Group Work and Case Studies

  • Analyze real-world marketing scenarios

  • Create a marketing and promotion plan

  • Group presentations and peer feedback

Target Audience

  • SACCO Marketing and Sales Officers

  • SME Owners and Entrepreneurs

  • Communication and PR Teams

  • NGO Program Managers

  • Product Development Staff

  • Customer Experience and Branding Teams

Course Duration

3 Days (Available In-Person or Virtually)

  • Day 1: Modules 1 to 3

  • Day 2: Modules 4 and 5

  • Day 3: Modules 6 and 7 (Interactive presentations, Q&A, and certification)

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