• use the theory introduced in the course and the relevant language to account for, analyse and discuss marketing communication in relation to SMEs
• identify, discuss and analyse marketing communication in a selected project/case
• assess the impact of the strategy and competitive situation in SMEs
• demonstrate knowledge of how the marketing communication works globally
• provide illustrative examples of the role that marketing communication plays in a selected project/case assignment
• present a written independent, well-structured and coherent analysis and discussion in English without any significant lexical or grammatical errors that may constitute a barrier to communication
• make references to sources used in the assignment correctly and consistently in accordance with a generally accepted referencing system

The overall objectives of the course are to

• provide students with a theoretical foundation enabling them to discuss and analyse the way marketing communication impacts on SMEs performance
• enable students to build awareness of the challenges of the SMEs
• to provide students with practical methods to adapt marketing and communication to target customers globally
• enable students to improve the competitive advantage of SMEs by marketing communication identifying factors which encourage success and can act as barriers to growth

The integration of the various instruments of the marketing mix is one of the major principles of sound marketing strategy. Obviously, this integration principle also applies to the various instruments of the communication mix for the SMEs. Whatever the case, the integration of the various instruments of the communication mix is favourably influenced and necessitated by a number of important trends in marketing

For SMEs to be successful and to fulfill the mission and vision, there need a strategy for beating the competition. This competitive adavantage or core competency is what will attract a sufficient number of customers to the business so it can succeed. Is the competitive advantage strong enough? How will the integrated marketing communication be telling the story globally?

Themes:
The strategic management for SMEs. A bootom-up approach with growth

The business plan and road map to success. 
Manageming people and the creativity. Competitive advantage in SMEs

Innovation and networking in SMEs. Recognize opportunities

Integrated communications

How the marketing communication works

Target groups and who are the customers

Pricing and credit strategies

Objecties and budgets

Advertising and media

Brand activation and marketing globally

Leadership and ethical priorities

Indicative course literature:

Patrick de Pelsmacker, Maggie Geuens Joeri van den Bergh.
Marketing communication A European Perspective. Fifth Edition (2013) Pearson.

Various articles re SMEs and small business management:

(see list of readings provided at the beginning of the course)