Kursthemen

  • Introduction

    An image representing Aquisition of new markets

    The acquisition of new markets is a critical factor in the growth and sustainability of social enterprises. Unlike traditional businesses, social enterprises aim to generate both financial revenue and social impact, making market expansion a complex yet necessary process. Understanding why, when, and how to enter new markets ensures that these enterprises can scale effectively while staying true to their mission.
    New market penetration is an opportunity for a social enterprise to present products or services to its customers, generating revenue and ensuring long-term sustainability. However, entering a new market is a significant endeavour for any enterprise, especially a social one. 

    This module aims to help social enterprises develop a strategy to position their products and services in new markets. In this module, participants will learn why and when to expand to new markets, what the basics of market analysis are, how to do market environment segmentation, how to set up pricing strategies for new markets, how to conduct market research and build trust, and last, but not least, how to develop B2B partnerships with commercial businesses.

  • Market environment segmentation

    This unit is designed to provide participants with a structured approach to understanding and applying market environment segmentation activities. Participants will explore key concepts such as the importance of segmentation, different levels of market segmentation, primary types of segmentation, and various market-targeting models.

    Through this unit, participants will learn why market segmentation is essential for social enterprises. In addition, they will understand levels and types of segmentation, from mass marketing to micro-marketing, recognising which approach is most suitable for them. Unit will provide information about how demographic, geographic, psychographic, and behavioural segmentation can help refine target audiences in the new markets.

    Participants are going to explore different approaches, such as niche marketing, selective specialisation and total market coverage. Evaluation of market segment attractiveness will raise the importance of identifying the right market segments based on size, growth potential, profitability, risk, accessibility, etc.