Marketing Microfinance Products and Services
Marketing is the most neglected management function in the microfinance industry. Most MFIs do not brand their products properly and fail to communicate their competitive advantage effectively. This course emphasizes the need for effective marketing in enabling microfinance institutions to serve their clients better and achieve improved financial performance in the process. The course will introduce participants to the marketing mix: Product, Price, Place, Promotion and People. The course also includes activities on crafting marketing plans, designing communications and advertisements, and conducting marketing audits. In addition, the course also emphasizes that the best marketing strategy is to have satisfied clients. Therefore, other topics that will be discussed include customer care and customer protection.