Positioning Yourself in the Market

    Target Audience

    The Positioning Yourself in the Market course is targeted towards:

    • Owners of SMEs
    • Marketing managers and marketing staff in SMEs
    • Other managers in SMEs
    Depending on their positions, the target participants need to attend this course in order to learn how to make the right marketing decisions in their business.
    Course Objectives
    After attending this course, participants are expected to be able to:
    • Explain how to do market segmentation and how to select a target market.
    • Describe how to identify the core benefits of a product.
    • Be able to write a positioning statement and assess the positioning statement.
    Content
    • Introduction to the workshop
    • Session 1: Market segmentation and selecting a target market
      • Steps for market segmentation and selecting a target market
      • An explanation of each step
    • Session 2: Identifying core benefits
      • Maslow's hierarchy of needs
      • How to apply it to consumers and corporate customers
      • Criteria to evaluate
    • Session 3: Writing a positioning statement
      • Why is there the need to write a positioning statement?
      • A form for a positioning statement
      • What constitutes a good positioning statement?
    • Concluding remarks, action planning and wrap-up
    Course Duration

    0.5 day (3.5 hours)


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