INTRODUCTION


These modules are aimed at helping small-scale entrepreneurs to improve their business productivity through better marketing. Many businesses start yet few businesses survive. Effective marketing is the difference between failure and success.

This training is based on the experiences of our Professional. The course aim to help develop the marketing performance of SMEs.


MARKETING FOR SMALL AND MEDIUM SIZED ENTERPRISES


AIMS


The aim of this qualification are to enable candidates to:

    • understand the four components of marketing: Product, Price, Distribution and Promotion
    • evaluate of how well the product or service meets the needs of customers
    • Determine the best price for the product or service
    • Select the best way to distribute the product
    • Create new ways to promote the business
    • Identify ways to expand the business
    • Solve the specific marketing problems that arise
    • Develop a marketing plan for a defined period of time

TARGET AUDIENCE AND CANDIDATE PROGRESSION


The examination is intended for those who work in the marketing executive level and who want to succeed in marketing and branding.


LEVEL OF ENGLISH REQUIRED


Candidates should have a standard of English equivalent to intermediate or upper intermediate for Business.


STRUCTURE OF THE QUALIFICATION


The Marketing for Small and Medium Sized Enterprise is a single unit qualification that consists of the range of topics detailed below:


SYLLABUS TOPICS


    1. Introduction to marketing for SMEs
    2. Important components of marketing
    3. Pricing
    4. Promotion
    5. Creating market messages
    6. Solving marketing problems
    7. Building market linkages
    8. Developing a marketing strategy
    9. Testing marketing messages and promotion materials
    10. Conducting a demonstration
    11. Branding for start-up business


GUIDED LEARNING HOURS


FIC recommends that 140-160 Guided Learning Hours (GLHs) provide suitable course duration for an ‘average’ candidate at this level. This figure includes direct contact hours as well as other time when candidates ‘work is being supervised by teachers. Ultimately, however, it is the responsibility of training centers to determine the appropriate course duration based on their candidates ‘ability and level of existing knowledge. FIC experience indicates that the number of GLHs can vary significantly from one course to another.


EXAMINATION FORMAT


The time allowed for the examination is 3 hours, with the examination paper consisting of 5 questions. Candidates are required to answer all 5 questions, all questions carry equal marks. The emphasis of the paper will be qualitative; however, descriptive elements are incorporated into questions.


COVERAGE OF SYLLABUS TOPICS IN EXAMINATIONS


At least 2 questions from each of the following syllabus topics will be set in each examination:

    • Branding for start-ups
    • Creating marketing messages
    • Developing marketing strategies


MARK ALLOCATION


A positive marking approach is used; although candidates will be penalized for initial calculation errors, they will gain marks for consequential ‘own figures’ as long as the correct use of principles has been demonstrated.


CERTIFICATION


Successful candidates will be awarded the certificate in Sales Executive and Sales Success based on the achievement of the percentages and grades below:

    • Pass 50%
    • Merit 60%
    • Distinction 75%