Course details

Start date

18 November 2020, 10.30am - 12.30pm

Course length

2 hours including a 30 minute Q&A session

Mode of study

Self-guided online learning

Course description

Traditional marketing has used ‘transactional’ techniques which focus on generating a large number of sales rather than developing relationships with those identified as the target market. However, in a world where connection, belonging and community are becoming increasingly important, consumers are not responding in the same way to these techniques.

A more individual approach that builds relationships and a feeling of human connection is required. Small businesses and start-ups are ideally positioned for this type of marketing. Their personalised services and relatable backgrounds can develop a feeling of trust which allows these relationships to be nurtured.

European Union Social Fund in Partnership with the Department for work and pensions

Learning outcomes

The session will help you to understand how to attract new customers and retain existing ones, using a 'Tribes' based approach. You will learn how to identify and attract passionate consumers who will become your brand advocates and understand why this is so important for your business.

The session focusses on delivering a message to small organisations that traditional marketing creates 'sameness' whereas the need of today is to be distinct by identifying and promoting your authenticity. You will hear inspirational examples of successful Tribal marketing strategies using the unique tool of story-telling. You will also have the opportunity to ask the advice of our expert academic in a 30 minute Question and Answer session, ensuring you’re well prepared to go and find your tribe!

Fees and funding

We are pleased to highlight that this course is being delivered at a substantially subsidised rate. Contact us on the email address below to find out about ESF funding for SMEs.

How to apply

To book your place or for more information, please contact our Business Gateway.

E: businessgateway@derby.ac.uk
T: 0800 001 5500