Marketing the SIYB programme By the end of the session participants’ knowledge & skills to market SIYB program has been enforced

Why it’s important? design and deliver needs-based, customized training increase cost recovery / decrease the dependency on sponsors professionally manage service portfolio, differentiate from competitors diversify customer base, consolidate / expand market position attract and link up with prospective sponsors, e.g. donor agencies or large-scale companies.

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

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?

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

SIYB TRAINING PROVIDER Who pays for training? ENTRE- PRENEUR SIYB TRAINING PROVIDER TRAINING SPONSOR TRAINS PAY

How to identify a training sponsor? Match between their objectives and our training priorities Focus on the same target group Focus on SME development, particularly with view on training Funds for training History of supporting our (training) activities Status of current bi-lateral network relations

Develop the SIYB marketing plan Set the objective of your marketing effort Define the four P’s of marketing Product Place Price Promotion

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

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

Elements in the communication process Sender Encoding Decoding Media Response Feedback Message Noise Receiver

Manage the Marketing Effort

The correlation between marketing objective, output and activities Outputs achieve result in