Marketing the SIYB programme Supportive slides for workshop sessions By the end of the session participants’ knowledge & skills to market SIYB program has been enforced

The SIYB Marketing Management Process DEFINE THE SIYB TRAINING OBJECTIVE 1 IDENTIFY THE SIYB MARKET OPPOR-TUNITY 2 SELECT THE SIYB TARGET GROUP 3 DEVELOP THE SIYB MARKETING PLAN 4 MANAGE THE SIYB MARKETING EFFORT 5 Source: Marketing the SIYB programme, p.7

How to conduct a SWOT analysis = Your SIYB Market Opportunity (Internal) Assessment of your organization Strengths versus Weaknesses Your competitive edge in training (External) Market analysis Market Opportunity for training Opportunities Threats Do they match? Source: Marketing the SIYB programme, p.10

Cultural and social forces Political and legal forces Programme objectives Cultural and social forces Competitive forces Political and legal forces Technological forces Economic forces Customer Source: Marketing the SIYB programme, p.11

SIYB TRAINING PROVIDER Who pays for training? ENTRE- PRENEUR SIYB TRAINING PROVIDER TRAINING SPONSOR TRAINS PAY Source: Marketing the SIYB programme, p.20

The Service-Product Continuum Mostly goods Mostly services Canned foods Ready-made clothes Automobiles Draperies, carpets Restaurant meals Air travel Repairs: auto, house, landscaping Insurance Consulting Teaching Source: Marketing the SIYB programme, p.25

Attributes of the SIYB training product Seller’s reputation Color Product warranty Design Product quality Brand Price Physical characteristics of goods Seller’s services Packaging Source: Marketing the SIYB programme, p.27

Elements in the communication process Sender Encoding Decoding Media Response Feedback Message Noise Receiver Source: Marketing the SIYB programme, p.31

The correlation between marketing objective, output and activities Outputs achieve result in Source: Marketing the SIYB programme, p.40