Marketing and Public Relations
Monday, December 21, 2009, Kigali, Rwanda
Goldman Sachs Entrepreneurship Certificate Program
The Goldman Sachs Entrepreneurship Certificate Program is designed for women across Rwanda who are interested in either starting a business or expanding their start-up. The program will equip participants with the knowledge and skills needed to launch or expand a successful enterprise in Rwanda.
For more information on the program topics and participants, please click here.
Description of Marketing Session:
By its very nature, marketing is a very interdisciplinary field in both its theory and practice, and is perhaps the most important activity in a business because it has a direct effect on profitability and sales. In this session, participants will be exposed to the practical marketing tools and techniques they need to create implementable marketing strategies, usable plans and programs through class exercises, case discussion and analyses, and video presentations.
After completing this session, participants will have learned:
- The fundamental concepts, principles, terminology, ideas, and actions that make up the discipline of marketing
- The methods used in its practices, and marketing activities designed to provide products and services to customers
- How to formulate marketing strategies and techniques to define market segments and targets, and methods for fostering customer satisfaction and loyalty
- How to assess competitors’ products and services and how to use marketing mix strategies and tactics to achieve organization's goals
- How to work effectively with the sales channels, customer service, and other business functions that help to carry out marketing strategies, and how effectively leverage cross-functional team interactions.
- How to modify their marketing strategies and plans as market conditions change
Outline of key topics to be covered:
- Understanding the nature, scope and role of the marketing process
- Understanding the market place and consumers
- Designing a customer-driven marketing strategy and marketing mix
- Extending Marketing - thinking out of the box
- Marketing Plan Pro software
- Develop a complete plan and winning marketing strategy
Description of Public Relations Strategy session:
The half day session of public relations will focus on an introduction to public relations. The participants will get chance to understand basic concepts of PR as a function management to communicate to different stakeholders about strategies, products and services of organization, as well as values and culture of organization, the role of PR in business promotion particular in small business enterprises and applications of different PR channels and tools. In the last session the participants will learn the essential factors for developing PR strategy, including techniques of identifying the right audience, selection of appropriate channels of public relations and selection of right message.
Outline of key topics to be covered:
- Introduction to public relations
- Applications of different PR tools
- Importance of PR in business promotion, specifically in small business
- Relationship between public relations and marketing
- Essential factors for developing PR strategy
