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This course is designed to provide marketers with a solid grounding in SME marketing covering the key concepts, tools and techniques to get you started.  You will learn how to create a SME marketing plan as well as measuring and evaluating your marketing activity – online and offline. We will also be providing tips and guidance on managing budgets, showing you how to create SME specific marketing plans that are meaningful to start up and scale up firms. The course is delivered virtually over 6 consecutive weekly 90-minute evening sessions at 18:30 to 20:00.

Session 1: SME Marketing (an introduction)
Session 2: SME Customer Identification and Development
Session 3: SME Marketing: Creating Digital Content 
Session 4: SME Social Media Marketing
Session 5: SME Digital Brand Development
Session 6: SME Marketing Plan

Who should attend?

Designed for marketers, entrepreneurs, owners and managers, who want to get a better understanding of SME marketing strategy development, delivery and measurement. This course is suitable for those who are new to SME marketing. No prior knowledge of this topic is required.  

Learning outcomes

SME Marketing (an introduction)

  • SME marketing concept and philosophy
  • What does having a ‘customer focus’ mean in SME marketing
  • Making the most of market opportunities in a digital world

SME Customer Identification and Development

  • Segmentation, targeting and positioning in SME’s
  • Identifying profitable customer groups
  • Understanding the SME customer journey – online and offline

SME Marketing: Creating Digital Content 

  • How to develop SME buyer personas
  • How to identify themes and topics for content
  • How to create SME content on a shoestring

SME Social Media Marketing

  • Key tips on leveraging social media channels: Twitter, LinkedIn, Instagram, YouTube and Meta (Facebook)
  • How companies use social media to build a brand, acquire and retain customers
  • Learn techniques such as paid, earned and owned

SME Digital Brand Development

  • How to identify the components of a sustainable SME brand
  • Learn about the importance of storytelling in SME brand development
  • Learn about how to communicate brand values

SME Marketing Plan

  • How to create an SME marketing plan
  • How to track and measure results – online and offline
  • Learn how to prioritise market opportunities

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Professor Jonathan Deacon

Experienced business consultant and NED with a demonstrated history of working in the marketing and advertising industry. Skilled in Strategy Development, Marketing Thought Leadership, Design Thinking, Market Research, Digital Leadership, and Business Development Training. Strong media and communication professional, speaker and author with a PhD focused in SME Marketing. Current research, publications and consultancy is focused upon Storytelling in a Marketing context, Marketing Leadership, Design Thinking and Agile Marketing.


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