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Here you will learn how a sustainable smallholder farmer can overcome obstacles like infrastructure, government support, and competition to access domestic and international markets. Discover strategies for collaboration with diverse industries, engage with big players like supermarket chains, and leverage sustainability values for business growth.

Unit 1 - Understanding the value of marketing

This unit helps you understand some of the fundamental concepts in digital and analog marketing. This way, right from the very beginning, you can build a strategy and implement it in your business. This knowledge can be applied whether you're focusing on Business-to-Consumer (B2C) or Business-to-Business (B2B) scenarios. It's crucial for understanding fundamental elements such as the use of omnichannel and how the sales funnel has evolved in the digital age, with a wide variety of available opportunities and the way it functions today.

Unit 2 -  Where’s your business now and what’s possible

In this unit, you will further explore how your business operates and the fundamental value it provides. This builds upon the Business Model Canvas you previously created. Consider how your business is structured, your available resources, and your capacity. Evaluate how you create your value proposition and how effectively you reach your customers. For more information on the Business Model Canvas by Alexander Osterwalder, please refer to Module 1.

Unit 3 - Your value, vision & mission - let your customer know what you stand for

Sustainable competences in agriculture refer to the skills and knowledge that are needed to produce food and other agricultural products in a manner that is environmentally, socially, and economically sustainable. In this unit we will introduce you to specific examples of sustainable competences in agriculture and about management of natural resources.

Unit 4 - Customers - Who & What

This unit will help you develop a strong and sustainable marketing strategy by implementing efficient marketing initiatives. It aims to enhance your understanding of your customers and their preferences, thereby sharpening and strengthening your approach.

Unit 5 - Where and How to reach your customers

This module strengthens your business's focus on how and where to reach your customers. It also encourages you to examine the customer journey with your company and ask yourself if you can reach your customers through different channels and improve their interactions with you. If you consider the OMD model and the relationship brick from the BMC, you likely already have some ideas and bullet points to work from. This unit focuses on your marketing channel mix and customer journey mapping.

Unit 6 - Make a data driven marketing plan to execute and evaluate

This module takes you from strategy to actual realisation of your plan. It shows you how to translate your marketing strategy into concrete activities, moving from an overall strategy or project to specific initiatives or campaigns, and ultimately to actionable tasks that allow you to execute and grow your sustainable business. There are various methods to achieve this, and they may vary from one business to another. However, it is important to break it down into milestones, KPIs, etc., so that you can measure whether you're on the right track.

Unit 7 - The importance of continuously using data and follow-up

This module helps in understanding that the world is dynamic, and new marketing trends will continuously emerge while some may disappear. Therefore, continuously collecting and utilising data is crucial for marketing. In this module, you will be introduced to a tool that can facilitate your planning to stay ahead of upcoming seasons, events, etc. By understanding this, you can update your plan effectively and consistently.

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