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    COMMUNICATING Communicating is a marketing capability. Once your enterprise has set a strategy by targeting a specific group of potential buyers with a specially configured offer, and before it starts looking for customer orders, you will need to build the adequate marketing capabilities (to find and keep customers) and production capabilities (to produce the offer) as defined within the strategy.

    This module will allow you to understand the marketing capabilities including “preparing sales literature”, “programming promotions” and “programming advertising”.

    LEARNING OBJECTIVES

     ITC has developed this learning course as part of its continuing mission to develop and improve world trade, especially for developing countries and women entrepreneurs. The specialist authors have drawn from their experience and from the learning gained from respected works used in their personal development to enable you to:

    • Understand marketing communication as a capability linked to strategy and to be built in advance of selling;
    • Known the marketing communication instruments to be potentially used a s part of promotional mix;
    • Have a basis upon which to decide which marketing communication instruments to use, and which communication media to use.
     
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