Marketing for SMEs, Not for Profit, Public Sector Organisations and Entrepreneurship
The SME context – competitive position and skills and competence implications.
Potential marketing strategies appropriate to the context.
Gaining competitive advantage for SMEs through targeting, relationship management, innovation and value creation.
Direct marketing and the impact of technology for SMEs.
Marketing planning and control.
Managing roles and functions within SMEs.
Managing customers and other stakeholders.
Development of a customer focus in the public sector
Role of marketing in the public sector
Role of exchange in the public sector
Marketing mix for public services
eGovernment
Outline an innovative marketing strategy for an SME
Analyse the critical success factors for an SME within an industry where it is operating.
Critically evaluate the usefulness of the traditional marketing models in the SME context.
Design a theoretical construct which reflects the cultural, political and organisational dimensions associated with the role of marketing in the public sector;
Critically analyse the value of such a construct in contributing to the changing agenda of customer focus in the public sector;
Critically evaluate the role and effectiveness of marketing in the public sector;
Synthesise marketing theory and knowledge of public sector dynamics to allow them to develop solutions for the challenges facing the public sector.
