Strategic marketing is built on three important concepts, segmentation, targeting and positioning. This course is based upon these three pillars which are tackled in a discussion format using examples from participants to unravel how these powerful concepts form the basis for successful brand building. The discussion on segmentation will allow participants to explore various ways of dividing up the market into attractive homogenous categories. Good market segmentation allows the organization to design means of bridging relationships with or designing relevant offerings for this segment through targeting. Positioning, as the father of positioning Al Ries, put is is "a battle for the consumer's mind" and the real test for the brand is to identify what place in the consumer's mind it ought to occupy so as to be successful. Participants will be exposed to new ways in which micro finance organizations can connect with their target audiences.

The understanding of the key concepts of strategic marketing will a firm foundation for participants to delve into the subject of brand development which is really the core of what marketing is about. There are several definitions for brand but in the end a brand is really what one stands for or represents to the market. This subject is dealt with by exposing participants to simple tools they may use to develop, assess or refine their brand in a practical manner.

Finally, every great brand must make its presence felt and this is achieved through effective brand communication. Participants will be able to discuss the options available to their brands, what may work and what may not work so well for them based on various factors like desired audience, brand personality, budgets and other factors that come into play in the real marketplace.

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