Dates: 4 September 2024
Level: Basic
Venue: Singapore University of Social Sciences
This workshop is designed to empower business advisors to guide heartland merchants towards building a brand that differentiates themselves well enough to capitalise on market opportunities to thrive in a competitive environment. Participants will be equipped with knowledge pertaining to environment scanning, branding, product/service development, and business strategy plan that is coupled with relevant tools that are pertinent for business growth. Participants will gain insights into understanding the current VUCA business environment and development of an agile business plan tailored to the heartland merchants.
Business advisors that help small and medium-sized businesses in improving their overall business management.
Objectives
This 1-day workshop aims to equip business advisors with the knowledge of developing an agile business growth strategy plan, while enhancing their knowledge in key areas of product branding and differentiation through strategies of assessing the unique selling proposition, and creative marketing tactics tailored for the heartland merchants.
A. Knowledge and Understanding (Theory Component)
At the end of this course, participants should be able to:
- Understand the dynamics and implications of a VUCA environment to heartland merchants’ business.
- Identify and analyze key elements of strategic planning (e.g. their passion, strengths, vision, USP) that are crucial in developing a business plan that can connect with the heartland target market.
B. Key Skills (Practical Component)
At the end of the workshop, participants should be able to:
- Build a brand that is relevant to the business and be differentiated in the marketplace.
- Recommend effective marketing strategies (eg: Ansoff Matrix) through leveraging on the product or service’s unique selling proposition to identify new market opportunities and enhance their competitiveness.
| Time | Agenda |
|---|
| Day 1 |
| 09:00 - 10:30 | Business Strategy & Planning - Understanding the passion and goals of the business owner
- Environment scanning
- Business scanning
|
| 10:30 - 10:45 | Break |
| 10:45 - 12:00 | Business Strategy & Planning - Crucial functions of a business and considerations (e.g. leadership, finance, human resources, marketing, digital)
- Framework for business plan
- Charting directions for business
|
| 10:45 - 12:00 | Introduction to fundraising methods |
| 12:00 - 13:00 | Lunch |
| 13:00 - 14:45 | Branding & Marketing Strategy - Importance of brand building for successful business
- Framework for Brand strategy
- Defining brand vision
- Defining brand positioning
- Defining brand personality
|
| 14:45 - 15:00 | Break |
| 15:00 - 16:30 | Marketing Strategy - Growth Strategies (eg: Ansoff Matrix)
- Marketing to engage customers.
- Relevant tools to chart marketing directions in alignment with the brand.
- Go to market tactics – digital engagement, promotions, product bundling, influencer marketing, etc
|
| 16:30 - 17:30 | Presentation - Discussion and presentation of business strategy
|
|
- Presentation
Participants will prepare a short presentation on a business strategy addressing a specific scenario or case study in relation to the SME landscape faced in their course of work.
- Participants to have basic knowledge of business management
Dr Lau Kong Cheen
Dr. Lau Kong Cheen is an Associate Professor with the Marketing Programme at SUSS. His key areas of expertise and research interest is in brand management, digital marketing, business strategy and consumer behaviour. Prior to joining SUSS, Dr.Lau has spent more than 10 years as in brand and business consulting where he held senior director positions with award winning consulting agencies. Dr. Lau holds a PhD in Marketing, MBA (with Distinction) and Bachelor of Engineer (Hons).
Please submit the following documents to cet@suss.edu.sg:
- Coloured copy (back and front) of NRIC for Singaporeans and PRs, or "Employment"/"S" Pass for foreign applicant
- Application form
Course Fee
1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singaporean Citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.
- Participants are required to achieve at least 75% attendance and pass any prescribed examinations/assessments or submit any course/project work (if any) under the course requirement.
- Participants are required to complete all surveys and feedbacks related to the course.
- The course fees are reviewed annually and may be revised. The University reserves the right to adjust the course fees without prior notice.
- Singapore University of Social Sciences reserves the right to amend and/or revise the above schedule without prior notice.
For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email:
CET@suss.edu.sg