This document describes a “train-the-trainer” program focusing on marketing and branding for micro, small and medium-sized enterprises (MSMEs), with an emphasis on integrating multiculturalism. Examples were drawn from tourism, cosmetics/medicinal plants and seafood – sectors relevant to the Indian Ocean region, with an emphasis on biodiversity and sustainable development goals.
The course covers technical skills in marketing/branding, integrating multiculturalism into business and effective teaching methods. It aims to improve training delivery skills and share practical tools (guides, checklists, etc.) applicable to various training contexts.
The training will be delivered by distance learning and structured around the concept of “life cycles”, in particular:
- Life cycles: The program uses the life cycles of a company, a product and the customer journey to frame marketing and branding concepts.
- Company life cycle: Covers the legal, social and economic aspects of a company’s life, integrating multicultural and branding considerations at every stage, adapted to different company sizes and markets.
- Product life cycle: Addresses the integration of multiculturalism and branding into product development, marketing and customer communication.
- Customer journey: Emphasizes the importance of brand image in raising awareness, influencing purchasing decisions and building customer loyalty.
- Key success factors: Training reinforces the key success factors of branding for MSMEs through repeated exposure using different presentation styles.
Target audience: The program aims to equip trainers to support a variety of entrepreneurs, from informal sector participants to established SMEs seeking new market positions, with a particular focus on digital marketing and branding.
