Introduction to Marketing
Learn how to attract, connect with, and retain customers using practical marketing strategies built for small business owners in New Zealand.
Module 3 Workbook
CSBM - Introduction to Marketing
PDF Workbook - Certificate in Small Business Management
Available to enrolled CSBM participants only. Contact us if you have access issues.
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What You Will Learn
Marketing That Works for Small Business
Module 3 of the Certificate in Small Business Management takes you through the essentials of marketing, tailored specifically for small business owners. You will learn how to identify your ideal customers, craft compelling messages, and choose the right channels to reach them, all without needing a big budget.
This module uses real New Zealand business examples and hands-on activities to help you apply marketing concepts directly to your own business. By the end, you will have a clear, actionable promotional plan ready to implement.
Learning Outcomes
- 1Define marketing and explain its role in small business success
- 2Identify your target market and develop customer profiles
- 3Apply the 4Ps of marketing to your own business context
- 4Create a simple promotional plan using low-cost strategies
- 5Build customer relationships that encourage repeat business
- 6Measure and evaluate the effectiveness of your marketing efforts
Marketing Fundamentals
Understand the core principles of marketing for small businesses, including the marketing mix and how to position your business effectively in a competitive market.
Know Your Customer
Learn how to identify and segment your target audience, build customer personas, and develop lasting relationships that turn buyers into loyal advocates.
Promotion Strategies
Explore cost-effective promotional tactics suited to small business budgets, from digital channels and social media to local community engagement.
Measuring Success
Discover how to track marketing performance, interpret key metrics, and refine your approach to maximise return on every marketing dollar spent.
Full Programme
All CSBM Modules
The Certificate in Small Business Management covers six essential areas to help you build and grow a successful business.
Business Foundations
Starting strong with the right base
Business Planning
Mapping your path to success
Introduction to Marketing
Reaching your ideal customers
Financial Management
Numbers that drive decisions
Business Operations
Running lean and efficient
Business Growth
Scaling with purpose
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