Example Overview of a Training Workshop: Foundations in Export Marketing Planning

Overview
This workshop provides you with knowledge of the key marketing principles and how to apply these to develop an export marketing plan. It will introduce you to key marketing concepts, processes and tools and demonstrate how these can be used to identify export market opportunities. It takes a practical, step-by-step approach to marketing planning and explains how this can be applied to improve your organization’s export performance.

Benefits
Participants will develop an understanding of key marketing principles, processes and practice, enabling them to adopt a structured market-driven approach to export planning.

Participant profile
Managers of small businesses that are starting to export or with some export experience.

Duration
4 days

Key takeaways  

• Understanding of the basic concepts and tools of marketing to become more market- and customer-driven
• How to source and use market research to identify attractive export market opportunities
• How to build a competitive value proposition
• How to segment your customers and position your offer in the target market
• Understanding of the export marketing mix (6Ps)
• Setting meaningful metrics to measure progress
• How to contribute more effectively to the marketing activities of your organization

Training approach
The sessions are a mix of teaching and hands-on work. Participants will work in groups to develop a basic export marketing plan, going through the research and planning stages, and they will present this plan at the end of the workshop. The training approach is practical: instructors will provide examples of key marketing concepts and participants will work in groups on exercises.