Module 02: Marketing Strategies (M2-EN)

This module gives an overview about those marketing instruments which comply with the specific requirements of monastic production and sales of monastic products. It shows which marketing strategies should be employed and which should be avoided. However, you may dive deeper into selected element of your marketing strategies by looking into the other related modules within this SKIVRE programme.

This training module is designed to fit the training needs of the monks and nuns, management, staff and volunteers at European monasteries, no matter if they are run by Catholic or Protestant Orders or the Orthodox Church; by public or private operators.

All Modules are relevant for all target groups, but some have a more specific character. They are all interrelated. They are different in terms of information, skills and competences level and target three groups:

• Target group 1: For people working on the implementation level like those in monastery shops three Modules are recommended: Module 1 as introduction to the training, Modules 3 and 4 about monastic products and authentic selling of monastic products. People starting to consider certain strategic aspects might get inspiration from Module 7 on value adding through networking.
• Target group 2: For people with a special knowledge or experiences or a certain background and/or specified tasks in the monastic management Modules 2 on marketing strategies, Module 5 on distribution strategies, Module 8 on creating a strong brand, and Module 6 on social media and communication offer learning content and reflection.
• Target group 3: People on a strategy decision level with a highly specialized / experienced background and respective responsibilities in a monastery (Modules 9 on financing strategies and Module 10 on sustainability aspects).

After studying this module, you will:

• Achieve an overview of the different key elements of the Marketing Mix;
• Know the various focus points for strategic marketing and the SWOT analysis;
• Understand the four components of a marketing mix: product, place, price and promotion;
• Know which types of strategic analysis are most suitable for your business;
• Be introduced into strategic thinking; and
• Understand the basic principles of communication for marketing.

SKIVRE focuses on an interactive training approach, whether you use it as a self-learning course or instructed by a trainer. This training module includes:

• Individualized self-learning - a powerful learning method that enables each learner, on the basis of his/her own experience and knowledge, and on the basis of newly acquired knowledge, to reach development decisions on his/her own;
• Self-assessment - ongoing self-assessment tests or homework that learners send to their trainer prior to the commencement of each subsequent module;
• You might also work in small groups of 2 or 3, e.g. if you decide to implement this module with colleagues as a self-learning group in your monastery or supported by an external trainer.

You gain knowledge individually or in a group using:

• Training materials like this module;
• Training materials in nine more SKIVRE training modules which are closely linked to this module;
• The interactive SKIVRE online training platform: skivre.eu/training;
• Facilitated training sessions for learning in a group with a professional trainer.

Study Materials

Videos

Authors:

Wolfgang Eisenreich

Angela Ivanova           

Wolfgang Kniejski

Institutions:

WIN - Wissenschaftsinitiative Niederösterreich, Austria                              

INI-Novation Bulgaria OOD