SMS Catalogue_ENG July 2013

WE COMPLETE YOUR SUCCESS
CATALOGUE
SME Management Solutions

SME MANAGEMENT SOLUTIONS
2
Technical Team
Coordination and Design :
Consultant & Business Edge Trainer Alberto da Barca
IFC-SMS Africa
Operations Officer : Mário J. Gomes - Email: MGomes1@ifc.org
Associate Operations Officer : Wilson Chafinya - Email: WChafinya@ifc.org
Contact :
International Finance Corporation (IFC)
Avenida José Craveiriha 160, Maputo - Mozambique
Second Edition, June , 2013
Maputo, Mozambique

3
Index
PART II: COURSES AND TRAINER
MANUALS
PART I: INTRODUCTION
HUMANRESOURCESMANAGEMENT.......12
FINANCIAL MANAGEMENT AND
ACCOUNTING.............................................29
GENERAL MANAGEMENT &
OPERATIONS...............................................22
MARKETING MANAGEMENT......................41
• Controlling Costs......................................31
• Working with Budgets..............................32
• Using and Analyzing Financial
Statements..................................................33
• Developing a Business Plan for a New
Venture...................................................34
• Evaluating Investment Decisions................35
• Controlling Business Assets.........................36
• Strengthening Your Financial Skills
Entrepreneurs.............................37
• Strengthening Your Financial Skills
Farmers................................................38
• Credit Management................................39
• Money Management..............................40
IFC......................................................................8
BUSINESS EDGE.................................................8
SME TOOLKIT........................................................9
• Understanding Quality..............................24
• Achieving Quality.......................................25
• Auditing Quality..........................................26
• Controlling Physical Resources...............27
• Planning and Controlling Work..................28
• Caring for the Customer.............................43
• Achieving Success in Marketing..............44
• Assessing Marketing Opportunities.............45
• Developing a Competition Strategy..........46
• Positioning Yourself in the Market............47
• Establishing Your Marketing Mix Strategy....48
• Preparing Your Product Strategy..............49
• Working Out Your Pricing Strategy...............50
• Creating Your Distribution Strategy..............51
• Developing an Integrated Marketing
Communication Strategy........................52
• Improving Your Selling Skills..........................53
• Gaining Consumer Insights.......................54
• Marketing Services.................................55
• Organizing for Successful Training &
Development................................14
• Recruiting for Key Management
Positions.....................................15
• Planning for Human Resources................16
• Retaining Top Employees.........................17
• Establishing Compensation and Benefits.18
• Appraising Performance.........................19
• Managing HR Communication................20
• PerformingEffectiveJobDesign................21

4
PERSONAL PRODUCTIVITY SKILLS.................56 TOURISM & HOTEL MANAGEMENT........70
• Motivating People....................................58
• Managing Change..................................59
• Managing with Authority........................60
• Delegating Effectively.............................61
• Managing Time........................................62
• Becoming a More Effective Manager...63
• Solving Problems.......................................64
• Communicating Effectively....................65
• Coaching at Work....................................66
• Influencing................................................67
• Using Information for Decision Making...68
• Leading Your Team .................................69
• Running a Sustainable Accommodation
Business..............................................72
• Caring for the Guests 1 (Basic)................73
• Caring for the Guests 2 (Advanced)....74
• Saving Costs in the Accommodation
Business...........................................75
• MarketingAccommodationServices....78
• Selling Accommodation Services.........77
• Motivating and Retaining Hotel Staff...78
GOVERNANCE.......................................79
• Managing Risk........................................81
• Managing Relationships........................82
• Planning for Business Continuity............83
• ImplementingEnterpriseGovernance..84
PARTE III: WORKBOOKS
HUMAN RESOURCES MANAGEMENT..........86
• Organizing for Successful Training
& Development.............................87
• Recruiting the Right People......................88
• Managing Human Resources: an
Introduction............................89
• Appraising Performance.........................90
• Conducting Job Analysis ........................91
• ManagingRelationshipsatWork...............92
GENERAL MANAGEMENT &
OPERATIONS..............................................93
• Understanding Quality..............................94
• Achieving Quality ....................................95
• Planning and Controlling Work.............96
• Controlling Physical Resources............97
• Auditing Quality .......................................98

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PARTE IV:TRAINING OF TRAINER
MANUALS
• Training of Trainers Manual....................130
• Training of Assessors Manual................132
• CorporateValueChain(CVC)Training...133
• Training Franchise (TF) Model.................135
• Book Distribution (BD) Model .................136
• SME Toolkit Instructor Manual.................137
FINANCIAL MANAGEMENT AND
ACCOUNTING...........................................99
• Controlling Costs......................................100
• WorkingwithBudgets................................101
• Accounting for Non-Accountants.....102
• Making a Financial Case....................103
MARKETING MANAGEMENT...................104
• Caring for the Customer...........................105
• Marketing: an Introduction......................106
• Conducting a Market Research...............107
• Target Markets.............................................108
• Planning and Developing Product............109
• Pricing and Pricing Strategy.......................110
• Promotion and Advertising......................111
• Building Public Relations.........................112
• About Customers: Gathering Informatio....113
• About Customers: Gathering Informa-
tion on Purchasing Processes and Tre
nd..................................................................114
PERSONAL PRODUCTIVITY SKILLS...............115
• Motivating People..................................116
• Leading Change....................................117
• Management with Authority.................118
• DelegationEffectively............................119
• Managing Time......................................120
• Becoming a More Effective Manager..121
• Solving Problems.....................................122
• Making Communication Work..............123
• Making and Taking Decisions......124
• Leading Teams.......................................125
• Managing an Office.............................126
• Communicating in Groups....................127
• Negotiating effectively .........................128
• Training Manuals...................................139
• Workbooks........................................140
• Courses Duration...................................142
• Training Manuals vs Worbooks..............145
• Training of Trainers Manuals...................148
PARTE V: OTHERS

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PARTE VI: PARTNERS IN AFRICA
PARTE VII: CONTACTS
• BUSINESS EDGE.........................................150
• SME TOOLKIT.............................................151
• Contacts....................................................153

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Part I
INTRODUCTION

8
Business Edge™ consists of:
1. Management Courses: 59 management training courses and
38 workbooks in seven topic areas (Human Resources Manage-
ment, Marketing Management, Financial Management and
Accounting, General Management and Operations, Personal
Productivity Skills, Tourism and Hospitality Management and
Governance) designed for adult learners. This content is easily
adapted to local business environments.
2. .Delivered by Certified Business Edge™ trainers: IFC selects,
trains and certifies trainers to customize the global Business
Edge™ content to meet your specific needs, in your local lan-
guage and using relevant case studies.
3. Training impact measurement system: to demonstrate the
return on training investment, Business Edge™ provides trainers
with tools to document, evaluate and measure the results of the
training within the set period. Some of the measurable benefits
include changes in revenue, capital raised, cost, quality, etc.
4. Quality control by IFC: IFC regularly undertakes assessment of
the trainers to ensure clients get value for money.
5. A global knowledge network: IFC facilitates sharing of best
practices from projects among staff and Business Edge™ trainers
to enable their clients to gain from IFC’s global experience.
For more information, visit: www.businessedge-africa.com
) Business Edge™ is an IFC training system specially designed to
strengthen the management skills of owners, managers and staff
of Small and Medium Enterprises (SMEs). Business Edge™ was de-
veloped in Vietnam and successfully deployed in China, Middle
East, and a number of African countries. Como o Business
How can Business Edge™ work for you?
IFC
BUSINESS EDGE
IFC, a member of the World Bank Group, is the largest institution.
Development focused exclusively on the private sector. We
help developing countries to achieve a sustainable develop-
ment. We do this through the following: investment financing,
service provision con-consultancy to businesses and govern-
ments, and mobilizing capital in international financial markets.
In the financial year 2011, despite the global economic uncer-
tainty, we help our customers create more jobs, strengthen the
performance, the environment and contribute to their commu-
nities locations, all while we conduct our investments to reach
a record of nearly $ 19 000 million. For more detailed informa-
tion please consult the website www.ifc.org

9
SME Toolkit
The SME Toolkit is an online, interactive program that uses the latest in-
formation and communication technologies to help small and medium
sized businesses in emerging markets learn sustainable management
practices. The toolkit is freely available online and consists of four com-
ponents:
1. An easy-to-use Web and CD-ROM interface that allows users
to search or browse to locate the content they need.
2. Thousands of articles and tools covering the following areas
of business management: Accounting & Finance, Interna-
tional Business, Marketing & Sales, Human Resources, Legal &
Insurance, Operations, and Technology.
3. A content management tool that allows partners to manage
to add and update content.
4. Business training curriculum for consultants and SMEs
For more information, visit: www.smetoolkit.org

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Part II
COURSES AND TRAINER MANUALS

11
HUMAN RESOURCES MANAGEMENT
FINANCIAL MANAGEMENT AND ACCOUNTING
GENERAL AND OPERATIONS MANAGEMENT
MARKETING MANAGEMENT
PERSONAL PRODUCTIVITY SKILLS
TOURISM & HOTEL MANAGEMENT
GOVERNANCE

12
HUMAN RESOURCES MANAGEMENT

13
Managing HR
Communication
Performing Effective Job
Design
Appraising Performance
Establishing Compensation
and Benefits
Planning for Human
Resources
Retaining Top Employees
Recruiting for Key
Management Positions
Organizing for Successful
Training & Development

14
Course Summary
1. Target participants
2. Course objectives
4. Content
3. Course duration
The course Organizing Successful Training is targeted towards hu-
man resources managers, training managers and business owners
who are responsible for the training activities in their company.
After attending this course, participants are expected to be able to:
• identify the scope of training
• use tools to identify training needs
• prepare a training plan
• prepare a plan for assessing the impact of training.
This is two half-days course (7 hours). The 3 to 5 days between the
2 parts of this course will allow participants to prepare a Training
Needs Assessment in their organization, as homework, and present
it once returning to the training to attend the second part.
Day Content
1 • Introduction to the workshop
• Section1 – Scope of training
• Training – A means or an end?
• When to use training?
• Training – Rules of the game
• Section 2 – Needs assessment
• Organizational analysis
• Task analysis
• Individual analysis
2 • Section 3 – Prepare a training plan
• Setting learning objectives
• Estimating costs
• Choosing a training approach
• Planning for the application of training
• Section 4 – Training impact assessment
• Levels of training impact evaluation
• Tools for training impact evaluation
• Concluding remarks, action planning and wrap-up
OrganizingforSuccessfulTraining&Development

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Course Summary
4. Content
3. Course duration
The Recruiting for Key Management Positions course is designed
for SME owners who are interested in learning how to recruit highly-
qualified employees at salary and benefit levels appropriate to the
candidate and the company.
At the end of this course, participants will be able to:
• dentify essential interviewing tools and methods;
• Make good decisions when selecting candidates for key
positions;
• Negotiate salary and benefits effectively.
This is 1.5 days or three half-days course (10.5 hours). .
Day Content
• Session 1: The recruitment compass
• Recruitment: the challenges of HR managers
• The effects of wrong recruitment decision
• Recruitment view-point should be clear and con-
sistent
• Session 2: Behavioral interviewing techniques
• Basis of behavioral interview
• STAR – a tool for behavioral interviewing
• Step 1 – Develop recruitment criteria
• Step 2 – Prepare questions
• Step 3 – Collect data and classify STAR
2 • Session 3 - Decision making in recruitment – Negotiat-
ing contracts and benefits
• Assessment process
• Negotiating Compensations & Benefits conditions
with candidates
RecruitingforKeyManagementPositions

16
PlanningforHumanResources
Course Summary
4. Content
3. Course duration
The Planning for Human Resources course is designed for SME own-
ers who face challenges to the company’s development due to HR-
related difficulties.
• Identify the role of HR planning in building the competitive
advantage of the firm;
• Describe the process of HR planning;
• Describe process and tools in HR planning for key manage-
ment positions.
This is 1.5 days or three half-days course (10.5 hours).
Day Content
• Session 1 - No HR planning, no HRM
• Role of HR planning in creating and maintaining com-
pany’s competitive advantage
• Overall HRM functions
• HR planning – a lighthouse for HRM
• Session 2 - The process of HR planning
• Two basic mistakes in HR planning
• Overall process of HR planning
• Six steps of HR planning (steps 1, 2, 3)
2 • Session 2 - The process of HR planning (cont.)
• Six steps of HR planning (steps 4, 5, 6)
• Session 3 - HR planning for key management positions
• Roles of key management positions
• Succession planning for key management positions

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RetainingTopEmployees
Course Summary
4. Content
3. Course duration
The course Retaining Top Employees is designed for owners and
managers of SMEs. It will be particularly useful for employers who
have consistent problems with high staff turnover – especially of top
employees – that affect business performance. Finding ways to de-
velop and retain a competent, energetic, and devoted staff com-
mitted to sustainable business goals is one of the employer’s biggest
challenges at present.
• At the end of this course, participants will be able to:
• Identify the importance of retaining top employees in supporting
the company’s competitive edge;
• Explain briefly the functions of HRM;
• Describe the role of employer in retaining top employees
• Identify top employees by qualitative and quantitative meas-
ures;
• Describe a number of ways to understand expectations of top
employees; and
• Describe the tools for retaining top employees and ways to ap-
ply them in practice.
This is 1.5 days (10.5 hours) or three half-days course
Day Content
• Session 1 - Retaining top employees and competitive ad-
vantage
• Role of retaining top employees in supporting compa-
ny’s competitive edge
• Retaining top employees is a result of good HRM plan-
ning
• Functions of HRM
• Role of employer in retaining top employees
• Session 2 - Top employees – who are they?
• Identify top employees
• Competency assessment – ASK model
• Strategies for identifying and retaining top employees
• Session 3 – How to retain top employees
• Top employees’ expectations and the strategies and
tools for retaining them
2 • Session 3 – How to retain top employees (cont.)
• Attracting and recruiting toolkit
• Dissatisfaction reducing toolkit
• Motivational toolkit

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EstablishingCompensationAndBenefits
Course Summary
4. Content
3. Course duration
This course is designed for SME owners. It is specifically targeted to
those who are responsible for establishing an effective salary struc-
ture and compensations & benefits (C&B) system to attract, utilize,
and retain talented staff. How to attract and retain top employees
so that they are committed to the enterprise for the long-term has
become an issue of top concern for employers nowadays.
• Define the role of the Com & Ben system in terms of Human
Resources Management (HRM).
• Describe tools applied to set up an adequate Com & Ben sys-
tem.
• Address issues related to salary increases and complaints in
connection with a Com & Ben policy.
This is 1.5 days or three half-days course (10.5 hours).
Day Content
• Session 1 – Com & Ben – a great challenge of HRM
• Com & Ben and income structure
• Impacts of Com & Ben system
• Main goals of Com & Ben system
• Session 2 – Tools to set up an adequate Com & Ben system
• Com & Ben system’s in line with business strategy
• Key factors of adequate pay scales:
• Competitive pay scales
• Equitable pay scales
2 • Session 2 – Tools to set up an adequate Com & Ben system
(cont.)
• Key factors of adequate pay scales:
• Reasonable pay scales
• Application of adequate pay scales
• Session 3 – Salary increase and problem-solving as to the
Com & Ben policy
• Salary increase for all staff and for individuals
• Handling issues relevant to Com & Ben.

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AppraisingPerformance
Course Summary
4. Content
3. Course duration
The course, “Appraising Performance,” is designed for managers
who have staff reporting directly to them. They are likely to be direc-
tors, managers/deputy managers of departments, or supervisors in
small and medium-sized enterprises (SMEs).
Human Resource managers and personnel staff who coordinate
performance appraisals for the company may also wish to attend
this course to ensure they thoroughly understand the topic in order
to support company management effectively in fulfilling its responsi-
bilities of performance appraisal.
The purpose of this course is to provide the skills needed by man-
agers to conduct performance appraisals effectively; it does not to
provide information on how to establish a performance appraisal
process for a company
Upon completion of this course, participants should be able to:
• Describe common issues related to performance appraisal.
• Explain the importance of performance appraisal.
• Describe the process of performance appraisal.
• Describe the content of an effective performance appraisal
form.
• Explain how to conduct effective meetings with staff regarding
the outcome of their performance appraisal.
• Describe how to establish the proper environment for a perfor-
mance appraisal system for their companies.
This is a two-day (14 hour) course.
Day Content
• Session 1: Common Issues with Performance Appraisal
• Common issues encountered during performance ap-
praisals
• The current reality of performance appraisal in compa-
nies
• Session 2: The Purpose and Benefits of Performance Appraisal
• The benefits of performance appraisal
• The concept of performance appraisal
• Purposes of performance appraisal
• Session 3: The Performance Appraisal Process and Necessary
Tools
• The performance appraisal process
• The performance appraisal form
• Common mistakes made in the performance appraisal
process
• Communicating the outcome of a performance ap-
praisal
2 • Session 4: Establishing the Proper Environment for Conducting
a Successful Performance Appraisal
• How to create an effective performance appraisal system
for your company.
• How to inform managers and staff about the performance
appraisal system.
• How to educate managers about their roles in the perfor-
mance appraisal process.
• Concluding Remarks, Action Planning and Wrap-up

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Day Content
• Session 1: Employee Communication - The Foundation for
Making Human
• Roles of Employee Communication
• Benefits of Employee Communication
• Session 2: Managing Employee Communication
• Step 1 - Identify target employees of communication
• Step 2 - Determine the information to be communicated
• Step 3 - Select suitable communication tools
2 • Session 2: Managing Employee Communication (continued)
• Step 3 - Select suitable communication tools (continued)
• Step 4 - Monitor and evaluate the effectiveness of com-
munication
• Step 5 - Establish a budget for communication
• Session 3 - Creating an Employee Handbook
• Key content of Employee Handbook
• Distribution of the Employee Handbook
• Establishment of an Employee Communication Cycle
ManagingHRCommunication
Course Summary
4. Content
3. Course duration
The training course, “Managing HR communication,” is designed for
participants who are Human Resource managers, those who make
Human Resource Management decisions, or those who provide
consultation regarding human resources to the General Manager or
company owners.
• Explain the role and benefits of the employee communication
in an organization;
• Establish processes to manage employee communication;
• Describe the content and tools necessary for successful em-
ployee communications;
• Describe key components of an Employee Handbook.
This is a two-day course (14 hours).

21
PerformingEffectiveJobDesign
3. Course duration
Course Summary
4. Content
The training course on “Performing Effective Job Design” is designed
for heads, department managers, and owners of small and medi-
um-sized enterprises (SMEs).
After the course, participants will be able to:
• Explain the roles and benefits of job design.
• Describe and illustrate the job design process.
• Apply the job design process when organizing and assigning
jobs to employees.
This is a two-day course (14 hours).
Day Content
• Session 1: Job Design - The Cornerstone for Assigning “The
Right Person for the Right Job”
• What is job design?
• Benefits of job design
• Session 2: Job Design Process
• Step 1: Identifying the department’s objectives
• Step 2: Determining the process and identifying jobs
2 • Session 2: Job Design Process (continued)
• Step 3: Creating job data
• Job data and principles of creating job data
• Job description
• Key Performance Indicators (KPI)
• Core Components of Competencies
• Responsibilities in job design
• Session 3 - Assigning jobs to achieve the highest level of ef-
fectiveness
• Difficulties in assigning jobs
• Assigning jobs effectively

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GENERAL MANAGEMENT & OPERATIONS

WE COMPLETE YOUR SUCCESS 23
Auditing Quality
Planning and Controlling
Work
Controlling Physical
Resources
Understanding Quality
Achieving Quality

24
UnderstandingQuality
3. Course duration
4. Content
The training course, Understanding Quality, is designed for top and
middle-line managers in SMEs who are responsible for the following
areas of management:
• Quality planning and quality management in a company,
• Purchasing of incoming goods,
• Research and development and product design,
• Operations of an enterprise,
• Controlling the safety and quality of products,
• Equipment maintenance and calibration,
• Recruitment and training,
• Customer communication and product delivery,
• Controlling the warehouse.
After attending this seminar, it is expected that participants will be
able to:
• explain the meaning of quality;
• describe the benefits of quality improvement;
• identify quality costs;
• explain key elements of TQM;
• apply team work approach for quality;
• explain basic concepts of ISO 9000.
This is a one and a half day (10.5 hours) course.
Day Content
• Session 1: Quality and the customer
• What is quality?
• How to achieve quality?
• Why quality is important
• Introduction to Quality Management System
• Session 2: Towards total quality
• Traditional approach to quality
• What is TQM
• TQM key elements
• Commitment to quality
• Session 3: Quality improvement team
• TQM and SMEs
• Finding ways to improve quality
• Working as quality improvement team
• Getting your team to work for quality
2 • Session 4: Introduction to ISO 9001 :2000
• Quality assurance and ISO 9000
• ISO 9001:2000 requirements
• ISO 9000 series
• ISO auditing and certification
Course Summary

AchievingQuality
3. Course duration
4. Content
The course Achieving Quality is designed for business owners, man-
agers, and quality personnel of Small and Medium sized Enterpris-
es (SMEs) who want to use quality as a ‘strategic weapon’ for their
companies to survive, compete, and grow. The course is applicable
to those who are responsible for implementing quality in their com-
panies. Other staff is also encouraged to attend the course for bet-
ter contribution to their companies’ quality activities.
• explain the four basic principles of a Quality Management Sys-
tem (QMS) based on ISO 9000;
• describe the stages of implementing a QMS;
• carry out simple statistical and probability calculations to sup-
port QM;
• demonstrate how the techniques of SPC (Statistical Process
Control) can be usefully applied to work processes
• describe the five basic statistical tools for QMS and explain how
to use them to control quality.
This is a two consecutive days (14 hours) course.
Day Content
1 • Introduction to the course
• Session 1: Quality management system
• What is Quality Management System (QMS)?
• Four principles of QMS
• ISO 9000 QMS standards
• Four-stage implementation
• Session 2: Basic statistics
• Mean
• Range
• Standard deviation
• Distribution of data – Normal distribution
• Session 3: Statistical Process Control
• Sampling
• Probability
• Acceptable Quality Level
• Control Chart
2 • Session 3: Statistical Process Control (continued)
• Application of techniques
• Session 4: Basic tools for quality control
• Check sheet
• Pareto chart
• Scatter diagram
• Cause - Effect diagram
• Application of tools
Course Summary

26
AuditingQuality
3. Course duration
4. Content
The Auditing Quality course is designed for top and middle-line man-
agers in SMEs who are responsible for the following areas of man-
agement:
• Quality planning and quality management in a company,
• Purchasing of incoming goods,
• Research and development and product design,
• Operations of an enterprise,
• Controlling the safety and quality of products,
• Equipment maintenance and calibration,
• Recruitment and training,
• Customer communication and product delivery,
• Controlling the warehouse.
• explain the purposes and benefits of a quality audit,
• identify the skills and attributes required for an auditor,
• describe how to plan and prepare for an audit,
• describe the methods and skills for carrying out an audit,
• list the key elements of an audit report,
• describe how to follow up and verify the results of corrective
actions.
This is a two days (14 hours) course.
Dia Content
1 • Introduction to the course
• Session 1: Overview of a quality audit
• What is a quality audit
• Internal Quality Audit – purposes and benefits
• Auditors’ skills and attributes
• Session 2: Preparing and conducting an audit
• Preparation phase
2. • Session 2: Preparing and conducting an audit (cont’d)
• Audit performance phase
• Session 3: Audit reports and follow-up actions
• Audit reports
• Follow-up actions
• Closure of a follow-up action
Course Summary

ControllingPhysicalResources
3. Course duration
4. Content
The course Controlling Physical Resources is designed for top and
middle line in SMEs who are responsible for managing stores, one of
the main components of a company’s operations.
• Describe how to apply the five steps in the managing process
for four resource types.
• Apply some measures for managing equipment more effec-
tively.
• Understand basic inventory principles.
• Describe six important principles to protecting the assets of en-
terprises.
• Apply principles of managing technologies and controlling in-
ventory to improve the enterprises’ effectiveness of inventory
management.
Day Content
• Session 1: Various types of resources
• The enterprises’ resources
• The 5-step process of managing resources
• Session 2: Equipment resources
• Purchasing equipment
• Setting up equipment
• Using equipment
• Measuring operating ratios
• Session 3: Managing material resources
• Dependent demand method
• Independent demand method
Course Summary
This is a one day (7 hours) course.

28
PlanningandControllingWork
3. Course duration
4. Content
The course, Planning and Controlling Work, is designed for:
• Managers in SMEs, meaning those who manage a team and
are responsible to the company for their work;
• Staff in SMEs, especially those who have to work in a group or
perform multiple tasks at the same time.
The purpose of the course is to help participants to apply the plan-
ning and controlling work process into their work in order to achieve
positive results. It also provides necessary tools for this process.
At the end of the course, participants will be able to use basic plan-
ning and controlling work tools. In particular, participants will be able
to:
• Describe the planning and controlling work process.
• Organize individual work effectively when dealing with multi-
ple tasks.
• Plan for a team project.
• Apply controlling and monitoring techniques.
• Plan and control work when sources are shared with others.
Day Content
• Session 1: The process of implementing work effectively
• Definition of a task
• The role of planning and controlling work
• The process of implementing work
• Session 2: Planning and controlling tasks for individual work
• Planning your tasks: time management skills
• Controlling your tasks
• Session 3: Planning and controlling tasks for a team
• Identifying the objectives and scope of a task
• Identifying the things to do and steps involved
• Understanding the process to carry out the task using
PERT and GANTT charts
2 • Session 3: Planning and controlling tasks for a team (Cont.)
• Conducting resource planning and estimation of com-
pleted time
• Starting to carry out the task
• Controlling and adjusting during the implementation
• Session 4: Planning and controlling work when resources are
shared with others
• Issues that arise while performing multiple tasks
• Planning and controlling work when resources are
shared with others
• Session 5: Practice using Microsoft Project Software
Course Summary
This is a two day (14 hours) course. .

29
FINANCIAL MANAGEMENT AND ACCOUNTING

30
Money Management
Using and Analyzing
Financial Statements
Developing a Business Plan
for a New Venture
Evaluating Investment
Decisions
Strengthening Your Financial
Skills - Farmers
Strengthening Your Financial
Skills - Entrepreneurs
Credit Management
Controlling Business Assets
Working with Budgets
Controlling Costs

31
ControllingCosts
3. Course duration
Course Summary
4. Content
This course is designed for managers and staff of SMEs including:
• board of directors,
• head of departments,
• chief accountant, management and financial accountants,
• supervisors and section heads.
• identify different types of costs
• define the role of controlling costs
• analyze cost variance
• use tools for controlling costs
• create cost consciousness within an enterprise
Day Content
• Session 1: Types of costs in an enterprise
• Costs and expenses
• Direct costs and indirect costs
• Fixed costs and variable costs
• Session 2: The role of controlling costs
• Identifying controllable and uncontrollable costs
• Reducing controllable costs
• Session 3: Cost standards and cost variances
• Setting up cost standards
• Analysis of cost variances
• Cost information and decisions
• Session 4: Controlling costs system
• Cost centers
• Three steps in controlling costs system: 1)Collecting
costs, 2)Analyzing costs and 3) Controlling Cost
• Cost codes
• Session 5: Create cost consciousness
• Key success factors

32
3. Course duration
Course Summary
4. Content
This course is designed for top- and mid-level managers in SMEs who
are:
• members of the board;
• department heads;
• chief accountants, or management and financial account-
ants.
Participants not mentioned in the list may not find the topic useful to
their work
• identify the benefits of budgets.
• practice a basic process to set up the master budgets in en-
terprises.
• use budgets to control the business activities.
• identify principles to effectively apply budgets in enterprises
Day Content
• Session 1: Budgets and the benefits of budgets
• What is a budget
• The benefits of budgets
• Session 2: Budgeting process
• Step 1 – Forming a budget team
• Step 2 – Identifying the decisive factor and the key
budget
• Step 3 – Collecting and consolidating information
• Step 4 – Developing master budgets
• Step 5 – Approving budgets
• Session 3: Using budgets
• Using flexible budgets
• Analyzing variance
• Taking actions
2 • Session 4: Notes for manager
• Principles for successfully applying budgets in en-
terprises
WorkingwithBudgets

33
3. Course duration
Course Summary
4. Content
This course is designed for owners and senior managers in SMEs in-
cluding:
• board of directors,
• head of departments,
especially those who do not have professional knowledge in Ac-
counting and Finance and other people who want to use the infor-
mation available from financial reports to take decisions.
• identify the functions of accounting information in decision
making process
• explain elements of financial statements
• conduct basic analysis of financial performance
• use accounting information for decision making
Day Content
• Session 1: The role of accounting in the decision
making process
• Role of accounting in making decisions
• Classifying accounting information
• Session 2: Elements of financial statements
• Balance sheet
• Income statement
• Cash flow statement
• Notes to financial statements
• Session 3: Basic analysis of financial statements
• Introduction to analysis techniques and analysis
benchmarks
• Practicing analysis: profitability, liquidity, business
cycle, financial risk
UsingandAnalyzingFinancialStatements

34
DevelopingaBusinessPlanforaNewVenture
3. Course duration
Course Summary
4. Content
The Developing a Business Plan for a New Venture course is designed
for managers, who are involved in writing business plans for compa-
nies. These may include:
• SMEs’ owners;
• SMEs’ Board of Management;
• marketing and sales managers;
• finance and accounting managers;
• operation managers.
Participants are required to possess knowledge in management,
marketing and finance. In addition, they should have some level of
experience to apply what they learn to their work activities. Other
participants, outside the aforementioned group, may feel that this
topic is not relevant to what they do.
It is expected that participants will be able to do the following things
after attending this course.
• Name key considerations when writing a business plan.
• Apply a simple process to write a business plan effectively.
• Coordinate the various company’s departments and resourc-
es in the process of writing the business plan.
• Present a business plan document.
This is a two day (14 hours) course.
Da y Content
1 • Session 1: Overview of a Business Plan
• What is a business plan?
• Types of business plan
• Content of a business plan
• Process to develop a business plan
• Session 2: Analyzing market and making a marketing plan
• Market analysis.
• Identifying competitive approach.
• Identifying business objectives.
• Making a marketing plan.
• Session 3: Making an operation and production plan
• Roles of the operation and production plan in the busi-
ness plan.
• Content of the operation and production plan.
• Process of making an operation and production plan.
2 • Session 3: Making an operation and production plan (Cont.)
• Process of making an operation and production plan.
• Session 4: Making a financial plan
• Roles of the financial plan in the business plan.
• Content of the financial plan.
• Process of making a financial plan.
• Considerations on financial aspects.
• Session 5: Writing a business plan
• Considerations in business plan writing
• Steps in business plan writing

35
EvaluatingInvestmentDecisions
3. Course duration
Course Summary
4. Content
• Business owners, directors, shareholders, etc.
• The Board of Directors and the Board of Supervisors,
• Management,
• Chief Accountant,
• Others who supervise evaluation of investment projects.
• Define what an investment project is,
• Explain the impact of investment decisions,
• Describe the information needed to analyze an investment de-
cision,
• Apply techniques in project analysis,
• Identify sources of capital for an investment project.
This is a one-day (7 hour) course.
Day Content
• Session 1: Investment projects and the impact of invest-
ment decisions
• What is an investment project?
• The impact of an investment project
• Session 2: Required information for the financial analysis of
an investment project
• Investment capital and profit
• Project implementation
• Net cash flows (NCF)
• Residual value of a project
• Session 3: Techniques applied in financial analysis
• The analysis of an investment project:
• Payback period
• Net Present Value (NPV)
• Internal Rate of Return (IRR)
• Analysis of non-financial cost / benefits
• Session 4: Sources of capital for an investment project
• Long-term capital
• Short-term capital
• Principles of capital allocation

36
ControllingBusinessAssets
3. Course duration
Course Summary
4. Content
• Business owners, directors, shareholders, etc.
• The board of directors and board of supervisors,
• The chief financial officer (CFO) or chief accountant,
• Others who manage or control business assets.
• Identify the various kinds of business assets,
• Describe the structure and elements of an internal control
system,
• Develop asset control activities,
• Explain how to implement asset control activities effectively
This is a one-day (7 hour) course.
Day Content
• Session 1: Various kinds of business assets
• Session 2: Internal control system
• What internal control is
• The elements of an internal control system
• Session 3: Asset control activities
• Cash and bank accounts
• Accounts receivable
• Inventory
• Fixed assets
• Session 4: Notes for managers

37
StrengtheningYourFinancialSkills-Entrepreneurs
3. Course duration
Course Summary
4. Content
The course is designed for micro entrepreneurs in Sri Lanka, those are
operating their own business and have a desire to expand the exist-
ing business. This course will be of great beneficial to entrepreneurs
whose business are in manufacturing or service operation.
• describe the finances of your business;
• identify benefits of keeping business records;
• use simple book keeping tools;
• calculate costs of your products/services accurately;
• explain how to manage your cash flow;
• create a plan for business expansion;
• explain how to be qualified for a bank loan.
This is a 14 hour course. As a modular course, this training has sev-
eral delivery options as follows:
• 4 half-day sessions with one-week to one-month break be-
tween sessions
• 2 one-day sessions with two-weeks to one-month break
between sessions
• 2 consecutive days
Day Content
• Session 1: The future of your business
• Your business vision
• Opportunities vs. Constraints
• A success story
• Session 2: Understanding the finances of your business
• Cycle of business
• Your business finances
• Session 3: Keeping business records
• What is record-keeping?
• Benefits of keeping records
• Book keeping tools
• Types of costs
• Cost calculation
2 • Session 4: Managing cash flow
• Cash flow management
• Cash flow plan tool
• Benefits of a cash flow plan
• Develop an accurate cash flow plan
• Improve your cash flow
• Dealing with emergencies
• Session 5: Planning for business expansion
• Common problems with expanding
• Planning for marketing
• Planning for operation
• Planning for financial resources

38
StrengtheningYourFinancialSkills-Farmers
3. Course duration
Course Summary
4. Content
The course is designed for commercial farmers in Sri Lanka who have
a desire to expand the existing business. This course will be of great
beneficial to farmers who are considering to:
• increase cultivation area, herd size or production capacity
• produce or trade agricultural products (in addition to farm-
ing)
• sell their agricultural products to a new market
• produce new agricultural products.
• describe the finances of their business;
• identify benefits of keeping business records;
• use simple book keeping tools;
• calculate costs of their products/services accurately;
• explain how to manage their cash flow;
• create a plan for business expansion;
• explain how to be qualified for a bank loan.
This is a 14 hour course. As a modular course, this training has several
delivery options as follows:
• 4 half-day sessions with a one-week to one-month break be-
tween sessions
• 2 one-day sessions with a two-weeks to one-month break
between sessions
• 2 consecutive days
Day Content
• Session 1: The future of your business
• Your business vision
• Opportunities vs. Constraints
• A success story
• Session 2: Understanding the finances of your business
• Cycle of business
• Your business finances
• Session 3: Keeping business records
• What is record-keeping?
• Benefits of keeping records
• Book keeping tools
• Types of costs
• Cost calculation
2 • Session 4: Managing cash flow
• Cash flow management
• Cash flow plan tool
• Benefits of a cash flow plan
• Develop an accurate cash flow plan
• Improve your cash flow
• Dealing with emergencies
• Session 5: Planning for business expansion
• Common problems with expanding
• Planning for marketing
• Planning for operation
• Planning for financial resources

39
CreditManagement
3. Course duration
Course Summary
4. Content
The course is designed for the following participants:
• Business owners;
• Members of Boards of Directors of small and medium sized
enterprises (SMEs);
• Managers of SMEs.
• After the course, participants will be able to:
• develop strategies to qualify for credit;
• calculate and analyze their debt level;
• understand various debt management strategies;
• create a plan for debt repayment.
This is a two day (14 hour) course.
Day Content
• Session 1: Establishing Credit
• Types of credit
• Terms and conditions
• Qualifying for credit
• Session 2: Managing Debt
• Cash vs. credit
2 • Session 2: Managing Debt (cont’d)
• Debt management strategies
• Session 3: Repaying Debt
• Student loan repayment
• Credit card repayment
• Other debts

40
MoneyManagement
3. Course duration
Course Summary
4. Content
• Members of Boards of Directors of small and medium sized
enterprises (SMEs);
• set future financial goals;
• develop a spending plan;
• calculate educational expenses and amount to borrow;
• create a savings plan.
Day Content
• Session 1: Basic financial issues
• Setting and accomplishing goals
• Opportunity cost
• Money as a taboo subject
• Session 2: Creating and managing a budget
• Develop a spending plan
• Review your progress
• Make changes
• Session 3: Student loans
• What is a student loan?
2 • Session 3: Student loans (cont’d)
• Identify your educational expenses
• Evaluate your existing financial resources
• Calculate funding needed
• Session 4: Saving and its benefits
• Emergency cash reserve
• Saving versus investing
• Tips to encourage saving behavior
• Rate of return

41
MARKETING MANAGEMENT

42
Preparing Your Product
Strategy
Working Out Your Pricing
Strategy
Developing a Competition
Strategy
Creating Your Distribution
Strategy
Developing an Integrated
Marketing Communication
Strategy
Improving Your Selling Skills
Gaining Consumer Insights
Marketing Services
Positioning Yourself in the
Market
Assessing Marketing
Opportunities
Establishing Your Marketing
Mix Strategy
Achieving Success in
Marketing
Caring for the Customer

43
Course Summary
4. Content
3. Course duration
The Caring for the Customer course is designed for everyone in an
organization; from managers to staff as customer care is a responsi-
bility of every person in an organization.
After attending the course, participants will be able to:
• explain the reasons for caring for customers;
• define who the customers of an organization are;
• apply some techniques to serve customers better.
Day Content
• Session 1: Understanding the importance of the customers
• Session 2: Identifying who the customers are
• External customers
• Internal customers
• Session 3: Learning what is caring for the customer
• What is caring for the customer
• The three pillars of customer satisfaction
• Session 4: Managing for customer satisfaction
• A cascade of quality
• Roles of managers in caring for customers
• Human factors in customer services
• Implement customer care
CaringfortheCustomer

44
AchievingSuccessinMarketing
Course Summary
4. Content
3. Course duration
The course Achieving Success in Marketing is targeted towards:
• Owners of SMEs
• Marketing managers and marketing staff in SMEs
• Other managers in SMEs
• After attending this course, participants are expected to be
able to:
• understand and explain what marketing really is, so that they
can apply their marketing activites more effectively.
• In particular, participants will be able to:
• explain what marketing really means and how marketing
can help your business (SMEs)
• describe the basic steps in planning marketing strategies
and the items to be addressed in each step
• identify the relationship between the steps in the market-
ing mix
Day Content
• Session 1: What marketing really is
• The concept of marketing
• Advantages and disadvantages SMEs might face
when marketing
• Solution: Business Edge marketing courses
• Session 2: Marketing strategies
• Steps in developing marketing strategies.
• Steps in positioning.
• Marketing mix.

45
AssessingMarketingOpportunities
Course Summary
1. Target Participants
4. Content
3. Course duration
The course Assessing Marketing Opportunities is targeted towards:
• Owners of SMEs
• After attending this course, participants are expected to be
able to:
• Analyze a marketing environment.
• Use SWOT to identify strengths, weaknesses, opportunities,
and threats related to a firm.
• Identify the main opportunities and issues of a firm.
This is a half day (3.5 hours) course.
Day Conteúdo
• Session 1: What is a marketing environment?
• What is a marketing environment?
• Micro marketing environment
• Macro marketing environment
• Session 2: What should companies do when the environ-
ment changes?
• Reacting to a change in the marketing environment.
• SWOT.

46
DevelopingaCompetitionStrategy
Course Summary
4. Content
3. Course duration
The course Developing a Competition Strategy is targeted towards:
• Owners of SMEs
Depending on their position, the target participants need to attend
this course in order to learn how to make the right marketing deci-
sions in their business.
• Explain basic competition strategies.
• List competition strategies in marketing.
• Evaluate and select a suitable competition strategy for their
business.
Day Content
• Session 1: Basic competition strategies
• Basic competition strategies.
• Some common risks when applying each strategy
• Session 2: Competition strategies in marketing
• Competition strategies in marketing.
• Implementation principles

47
PositioningYourselfintheMarket
Course Summary
4. Content
3. Course duration
The course Positioning Yourself in the Market is targeted towards:
• Owners of SMEs
• Explain how to do market segmentation and how to select a
target market.
• Describe how to identify the core benefits of a product.
• Be able to write a positioning statement and assess the posi-
tioning statement.
Day Content
• Session 1: Market segmentation and selecting a tar-
get market.
• Steps for market segmentation and selecting a target
market.
• An explanation of each step.
• Session 2: Identifying core benefits.
• Maslow’s hierarchy of needs.
• How to apply it to consumers and corporate custom-
ers.
• Criteria to evaluate.
• Session 3: Writing a positioning statement.
• Why is there the need to write a positioning state-
ment?
• A form for a positioning statement.
• What constitutes a good positioning statement?

48
EstablishingYourMarketingMixStrategy
Course Summary
4. Content
3. Course duration
The course Establishing Your Marketing Mix Strategy is targeted
towards:
• Owners of SMEs
• Explain how to identify marketing objectives.
• Describe the tools to help design the marketing mix.
Day Content
• Session 1: Marketing objectives
• SMART objectives
• Commonly used marketing objectives
• How to identify marketing objectives
• Session 2: Foundations To Guide The Marketing Mix
• Close gap
• The readiness status of customers
• Product life cycle
• Pull-Push strategy

49
PreparingYourProductStrategy
Course Summary
4. Content
3. Course duration
The training course Preparing Your Product Strategy is designed for:
• Owners;
• Senior managers;
• Marketing or sales managers;
In small and medium enterprises (SMEs)
Individuals in such positions need to master the content of this course
in order to be able to better make important decisions relating to
the development and implementation of a pricing strategy that is
suitable to the marketing and business strategy of their company.
• Analyze and decide whether or not to develop a new product
• Describe the levels of product development
• Select the level of product development to suit specific cir-
cumstances
• Conduct new product development and new packaging de-
velopment
Day Content
• Session 1: When to develop a new product?
• Compare the current product with its core benefit
• Compare the current product with its marketing mix
strategy
• Session 2: How to develop a new product?
• Levels of new product development
• Mistakes which happen in new product development
• Session 3: What is the process for developing a new prod-
uct?
• New product development process chart.
• New idea development.
• Packaging design.
• Testing – Product launch – Evaluation.

50
WorkingOutYourPricingStrategy
Course Summary
4. Content
3. Course duration
The training course Working Out Your Pricing Strategy is designed
for:
• Owners;
• Senior managers;
• Marketing or sales managers;
• In small and medium enterprises (SMEs)
Individuals in such positions need to master the content of this
course in order to be able to better make important decisions relat-
ing to the development and implementation of a pricing strategy
that is suitable to the marketing and business strategy of their com-
pany.
• Identify the factors that determine a product’s price
• Describe basic pricing strategies
• Explain different ways to adjust a price and give examples of
when it is appropriate to apply each strategy
• List some reasons for adjusting a price and the potential reac-
tion of related parties
Day Content
• Session 1: What are the basic factors in pricing?
• Internal factors of the firm
• External factors of the firm
• Session 2: Basic pricing strategies
• Pricing for innovative new products
• Pricing for imitative new products
• Pricing for the product-mix
• Session 3: Adjusting a price
• Discount – Allowance
• Segment
• Others
• Session 4: Changing a price
• When to decrease a price?
• When to increase a price?
• The reaction of relevant parties

51
CreatingYourDistributionStrategy
Course Summary
4. Content
3. Course duration
The course Creating Your Distribution Strategy is targeted towards:
• Owners of SMEs
• Identify the role of a distribution channel in a marketing strat-
egy.
• Design a distribution channel.
• Be able to select a distributor and sign contracts.
• Determine the way to manage a distribution channel.
• Modify a distribution channel.
This is a one and a half day (10.5 hour) course.
Day Content
• Session 1: What role does distribution play?
• What is a distribution channel?
• Roles of a distribution channel.
• Functions of a distribution channel.
• Session 2: How to design a logical distribution channel?
• Analyse the customers’ service needs.
• Establish the distribution channel objectives.
• Select a distribution option.
• Assess the distribution option.
• Session 3: Way to select and sign contracts with distribu-
tion partners.
• Criteria for selecting distributors.
• The terms of contract for distributors.
• Sales coverage.
• Experience in building distribution channels
2 • Session 4: How to manage partners in a distribution chan-
nel?
• Training distributors.
• Motivating distributors.
• Assessing distributors.
• Managing conflicts in the distribution channel.
• Session 5: How to modify a distribution channel effective-
ly?
• Change to the organizational structure of the distribu-
tion
• channel.
• Build a mixed distribution system.

52
DevelopinganIntegratedMarketingCommunicationStrategy
Course Summary
4. Content
3. Course duration
The course Developing an Integrated Marketing Communication
Strategy is targeted towards:
• Owners of SMEs
• Identify the roles and principles of communication.
• Explain the steps to build a communication strategy.
• Plan the implementation of a communication strategy.
• Describe the way to assess the effectiveness of a communica-
tion strategy.
Day Content
• Session 1: What is communication used for?
• Roles and objectives of communication.
• Principles of communication
• Session 2: How to build a communication strategy?
• Introduce the four steps to building a communication
strategy.
• Identify the communication target.
• Establish communication objectives.
• Write a communication message.
• Identify the communication mix.
• Session 3: How to implement a communication strategy?
• Preparing a budget.
• Developing and implementing communication activi-
ties.
• Session 4: How to assess the effectiveness of a commu-
nication strategy?
• Criteria
• Methods

53
ImprovingYourSellingSkills
Course Summary
4. Content
3. Course duration
The training course Improving Your Selling Skills is designed for
people working in Sales, such as Sales Managers, Sales Executives,
Customer Relationship officers, Account managers and executives,
etc.
This course is particularly helpful for those selling complicated, in-
tangible or high end products and/or services which would require
the seller to serve as a consultant.
• Explain the difference between consultative selling and con-
ventional selling approaches.
• Describe the 6 steps of the consultative selling cycle.
• Practice consultative selling.
This is 2 day (14 hour) course.
Day Content
• Session 1: What and why consultative selling?
• Conventional selling vs. Consultative selling
• Why consultative selling?
• Consultative selling principles and cycle
• Session 2: Step 1 – Getting your customer’s attention
• Preparing to sell
• Identifying prospective customers
• Approaching prospective customers
• Session 3: Step 2 – Arousing your customer’s interest
• Customer’s three stages of needs
• Moving the customer up to the highest stage of needs
• Changing customer’s existing vision
2 • Session 5: Step 4 – Negotiating and dealing with objections
• LAPACT – Objection handling tool
• Session 6: Step 5 – Closing the deal
• Closing techniques
• Common types of objections and how to deal with
• Close an unsuccessful sale
• Session 7: Step 6 – Checking customers’ satisfaction
• Why checking customers’ satisfaction
• Some methods to check customers’ satisfaction
• Follow-up

54
GainingConsumerInsights
Course Summary
3. Course duration
3. Content
• describe what is meant by consumer insights
• explain the reason for acquiring consumer insights
• explain principles for generating consumer insights
• describe the process of generating consumer insights
• list four sources of information and four effective methods for
data collection
• describe how to write a consumer insight
• explain the evaluation of an insight
• explain the basic applications of consumer insights.
The course, Gaining Consumer Insights, is designed for professionals
responsible for their company’s marketing strategies. This includes
marketing managers, deputy managers, business managers or own-
ers of SMEs. The focus of this course is to build knowledge and to
provide participants with the tools that will help them become more
successful in their marketing activities.
Day Content
• Session 1: What is a “consumer insight”?
• The concept of “consumer insight”
• The role of consumer insights in business
• Session 2: The principles and process of generating new
“insights”
• Four principles for understanding the consumer
• The process for understanding consumers
• Session 3: Gathering information
• Information about consumers
• Sources of information
• Methods of collecting information
2 • Session 4: Uncovering an insight
• A thorough understanding of the information
• Uncovering an insight
• Evaluating an insight
• Session 5: Using “consumer insights”
• Relationship between an Insight and Brand positioning
• Relationship between an Insight and a new product
• Relationship between an Insight and an advertisement
• Practice
This is a two-day (14 hour) course.

55
MarketingServices
Course Summary
4. Content
The course Marketing Services is targeted towards owners and mid-
dle managers of SMEs in service businesses (such as design, express
delivery, restaurant and hospitality fields), who have at least two
years of experience in the area and want to develop their business
in a professional and sustainable way.
• Explain the four characteristics of a service
• Describe a model of market-focused management in profes-
sional marketing services
• Explain ten marketing strategies that can really make a differ-
ence Apply the 5 most important strategies for creating a dif-
ference, which are:
1. Managing customer satisfaction
2. Managing service quality
3. Managing customer service
4. Organizing the creation and transfer of services
5. Communicating services to customers
Day Content
• Session 1: The key issues for marketing services
• Four characteristics of a service
• The concept of marketing services
• The market-focused management model
• Overview of the ten strategies for marketing
services
• Session 2: The strategies of service management
• Organizing production and transfer of the ser-
vice
• Valuation of the service
• Use of visible factors
• Human resource management
• Service communications
2 • Customer management
• Session 3: The strategies for evaluating and improv-
ing service quality
• Recovering from errors
• Retaining customers
3 • Management of customer satisfaction and ser-
vice quality
3. Course duration
This is a 3-day (21 hour) course.

56
PERSONAL PRODUCTIVITY SKILLS

Managing Time
Becoming a More Effective
Manager
Leading Your Team
Solving Problems
Influencing
Using Information for Decision
Making
Coaching at WorkManaging with Authority
Communicating Effectively
Delegating Effectively
Managing Change
Motivating People

58
MotivatingPeople
4. Content
The participants of this workshop are people who own small or me-
dium sized enterprises or who are holding managerial and/or super-
visory positions. The Motivating People course is also applicable to
those whose job involves organizing and controlling the work of a
team.
After attending the course, participants will be better able to:
• define work motives from a management perspective;
• name the factors that can influence the behavior of the peo-
ple they work with;
• describe job enrichment principles;
• describe the manager’s role in motivating their employees;
• apply job enrichment techniques to motivate their employees.
Day Content
• Session 1: What is motivation?
• Defining motivation
• Value, attitude, and behavior
• Session 2: Theories of behavior
• The theory of Needs from Abraham Maslow.
• The theory X and theory Y from Douglas
McGregor.
• The two Factors theory from Fredrick Herzberg.
• The theory of Expectancy.
• Hackman’s and Oldham’s viewpoints
2 • Session 3: Make the work more interesting for the staff
• Job enrichment
• Job rotation and enlargement
• Session 4: Role of the manager
• Manager’s role
• Things to do to motivate staff
• Difficult circumstances
3. Course duration
Course Summary

ManagingChange
4. Content
The Managing Changes course is designed for managers of SMEs
who wish to implement change projects aimed at improving the ef-
ficiency or effectiveness of their organization.
This course aims to help participants achieve the following objec-
tives:
• Describe the nature of change
• Explain the role of managers in planning and implementing
change
• Explain how to plan for a change project
• Explain how to run a persuasion campaign to implement a
change project successfully
• Practise skills and techniques that are essential in the imple-
mentation process.
Day Content
• Session 1 – Change and the role of managers
• The nature of change.
• The role of managers in change management.
• Session 2 – Planning for change
• The six step model for the change planning pro-
cess (steps 1,2,3)
2 • Session 2 – Planning for change (cont.)
• The six step model for the change planning pro-
cess (steps 4,5)
• Activities and tools for each step of the process.
• Session 3 – Implementing change successfully
• Persuasion campaign
• Persuasion skills and practice
• Resistance and strategies to deal with resistance
• Monitoring, evaluating
• Success factors
• Concluding remarks, action planning and wrap-up3. Course duration
Course Summary

60
ManagingwithAuthority
4. Content
The Managing with Authority course is designed for the people hold-
ing managerial and/or supervisory positions whose jobs involve giv-
ing job related orders & instructions, making decisions, organizing
resources and the like.
By completing this course the participants should be able to do the
following.
• Explain the concepts of authority, power, and responsibility
as well as their relation with each other
• Describe some methods of establishing and strengthening
power
• Describe some strategies of influence
• Use power to manage effectively
3. Course duration
Course Summary
Day Content
• Session 1 – Establishing and strengthening power
• Distinguish power, authority, and responsibility
• Source of power
• How to establish and reinforce power?
• Application exercise
• Session 2 – Using power to influence on others
• Distinguish power with influence
• Strategies to influence
• Some strategies to influence superiors and make
unsuitable influences invalid
• Practicing influence skill
2 • Session 3 – Power and management
• Not using power and misuse power
• Principles of balance between power and work
effect
• Power and management function
• Empowering staff
• Application exercise
• Session 4 – Creating environment to use power effec-
tively
• Environment for using power effectively

DelegatingEffectively
4. Content
The course on Delegating Effectively is designed for the following
candidates.
• Business owners.
• Members of the Boards of Small and Medium Enterprises
(SMEs).
• explain the importance and benefits of delegating effec-
tively;
• apply successfully all the steps in delegating;
• delegating to manage effectively.
Day Content
• Session 1: Nature of delegation
• What is delegation?
• Delegation and assignment.
• Authority and responsibility.
• Benefits of delegation.
• Session 2: Process of delegation
• Determine reasons for delegation.
• Selecting tasks.
• Selecting persons.
• Implementing delegation.
• Review and feedback.
• Session 3: Delegation and management
• Delegation and time management.
• Delegation and motivating.
• Delegation and empowering
3. Course duration
Course Summary

62
1. Target learners
4. Content
• Members of Boards of Directors of small and medium enter-
prises (SME);
• Managers of SME.
• develop strategies to reduce the time barriers in their work;
• apply time management techniques to plan work;
• set up management strategies for papers, phone, meetings,
and working place;
• develop plans for a small project.
Day Content
• Session 1: Time management
• What is time management
• Time stealers
• Process of time management
2 • Session 2: Management of workplace
• Paper management
• Phone management
• Meeting management
• Desk management
• Session 3: Small project management
• Planning a project
3. Course duration
Course Summary
ManagingTime

BecomingaMoreEffectiveManager
4. Content
The Becoming a More Effective Manager course is designed for
those who manage groups of people, including:
• business owners of Small and Medium Sized Enterprises (SMEs);
• CEOs of SMEs;
• managers at any level in SMEs.
• recognize the needs to be effective at work;
• explain the positive attitude and behavior that should be fol-
lowed in the workplace;
• assess their own effectiveness;
• identify the skills needed to improve their own effectiveness;
• choose appropriate forms of development;
• set a plan for personal development.
Day Content
• Session 1: The need to be effective
• What is effectiveness?
• Why do managers need to be effective?
• Session 2: The ways to be effective
• Shifting to a positive attitude and behavior.
• Assessing your effectiveness.
• Choosing personal development methods.
• Implementing a development plan
3. Course duration
Course Summary

64
4. Content
The course on Solving Problems is designed for SMEs managers, and
team leaders who have to deal with problems and solve problems
in their daily work. This means their work relates to forecasting and
planning and daily operations of the business that involve teams
and working process.
After the course, the participants will be able to:
• identify problems that need to be solved;
• be confident in applying methods and tools to solve the prob-
lems.
Day Content
• Session 1: Recognizing the problem
• What is a problem?
• Recognizing a problem.
• Defining the ownership of the problem.
• Session 2: Analyzing the problem
• Stating the problem.
• Finding possible causes.
• Session 3: Choosing and implementing solutions
• Brainstorming technique
• Choosing a solution
• Tools
• Implementing and evaluating a solution
3. Course duration
Course Summary
SolvingProblems

CommunicatingEffectively
4. Content
The course on Communicating Effectively has been designed for
those who manage groups of people, mainly including business
owners, top management, and all managers within small and me-
dium sized enterprises.
After finishing this course, participants will be able to:
• identify elements of communication process and factors influ-
encing it;
• identify forms of communication;
• describe channels of communication at work;
• show ability to give job instruction;
• display ability to give and receive feedbacks;
• show ability to deliver effective presentations by using verbal
and non verbal language;
• show ability to participate and conduct meetings effectively.
Day Content
• Session 1: Nature of communication
• What is communication?
• The elements of communication
• Factors influencing communication
• Forms of communication
• Communication channels
• Session 2: Job instructions and feedbacks
• Giving job instructions
• Giving and receiving feedback
2 • Session 3: Delivering effective presentations
• Structure of a presentation
• Preparing effective presentation
• Presenting effectively & use of visual aids
• Handling questions
• Session 4 – Conducting effective meetings
• What is an effective meeting?
• Meeting attendants
• Skills needed to chair meetings
• Handling difficult situations
• Common tools for chairing meetings
3. Course duration
Course Summary
This is a two day (14 hours) course

66
Course Summary
4. Content
Targeted participants for this course are those in management posi-
tions in SMEs. Their daily jobs require them to assist their staff in solving
problems, and they bear responsibility for managing and supervising
the work outcome of subordinates.
At the end of the course, participants will have the ability to:
• Define coaching at work and explain its benefits for the man-
ager;
• Apply coaching tools in the workplace;
• Formulate and implement long-term coaching strategies.
Day Content
• Session 1: Coaching and its benefits for the manager
• The relationship between staff performance and
manager performance
• The role of coaching in boosting performance
• Session 2: Coaching skills and tools
• EDAC – Teaching employees new skills
• 4Ps – Helping employees to solve problems
2 • Session 2: Coaching skills and tools (Cont.)
• FBI – Providing feedback that improves employee
performance
• Session 3: The four steps to successful coaching at
work
• Identification of needs
• Development of a coaching plan
• Implementation
• Follow-up and feedback
3. Course duration
CoachingatWork

Influencing
4. Content
The course on Influencing is a course designed for managers and
team leaders working in small and medium enterprises. Day to day,
they have to coordinate with supervisors, colleagues, subordinates
and customers to achieve their objectives.
As managers the skills to influence others to get expected results is
very important and necessary.
• Recognize the nature and meaning of the ability to “influence”
in the role of a manager
• Influence through the development and usage of your poten-
tial “power”
• Use suitable strategies, skills and tools to influence others
Day Content
• Session 1: Influence and the role of a manager
• The ability to influence and the power of manag-
ers
• The nature of influence
• Factors that create influencing power
• Session 2: Creating influence by using power
• Positional power and personal power
• Techniques to enhance power
2 • Session 3: Supporting tools and skills
• Persuading principles
• Assertiveness
• Build rapport
• Using politicking resources
• Session 4: Influencing strategies
• Retribution strategy
• Reciprocity strategy
• Reason strategy
3. Course duration
Course Summary

68
4. Content
The course on Using Information for Decision Making is designed for
SME owners, managers and team leaders who have to use informa-
tion to make decisions in their daily work. Specifically, if their daily
tasks relate to forecasting and planning, and in addition, daily busi-
ness operations that involve teams and working processes.
Upon completing this course, participants will be better able to:
• determine when to use a structured decision making process;
• identify information relevant to specific decisions;
• identify sources of relevant information and methods to col-
lect it;
• apply a structured decision-making process and some com-
mon tools for decision-making and information-collecting.
Day Content
• Session 1: Decision-making process and information
collection
• Nature of decision: What they are and when
needed
• Structured decision-making
• Information collection
• Session 2: Tools in decision-making and information
collecting
• SWOT
• Decision Tree
• Pareto
• Flow chart
• Force field analysis
3. Course duration
This is a one day (7 hours) course. However, if needed, the course
may be extended to 540 minutes (or 1½ days) to provide more time
for participants to become familiar with the tools and practise using
them.
Course Summary
UsingInformationforDecisionMaking

LeadingYourTeam
4. Content
The Leading Your Team course is designed for people holding man-
agerial and/or supervisory positions in companies whose job involves
leading and managing a group of people towards achieving a set
objective.
After attending the seminar, participants should be able to:
• identify the desirable skills and qualities of a good team leader;
• assess their own leadership qualities and skills;
• describe methods to enhance their leadership skills;
• identify the responsibilities of leader, and the roles to be played
by a team leader;
• explain ways of developing their team so that it becomes more
efficient and effective.
Day Content
• Session 1: How to become an effective leader
• Leader and manager
• Can leadership be learned?
• Principles of an effective leader
• Session 2: Roles and responsibilities of a team leader
• The responsibilities
• The roles
• Session 3: Building and developing a team
• The four stages
• Feedback
• Coordinating with other teams
3. Course duration
Course Summary

70
TOURISM AND HOTEL MANAGEMENT

Marketing Accommodation
Services
Motivating and Retaining
Hotel Staff
Selling Accommodation
Services
Caring for the Guests 2
(Advanced)
Saving Costs in the
Accommodation Business
Caring for the Guests 1
(Basic)
Running a Sustainable
Accommodation Business

72
4. Content
This program targets participants who are owners and managers of
small and medium hotels which have passed the survival stage, but
which do not yet have well-established internal systems and proce-
dures.
Particular focus will be given to owners and managers of medium-
sized hotels with 20-60 rooms. For the purposes of this initial program,
the manager is not necessarily assumed to be the owner of the es-
tablishment.
In addition, middle managers of larger, more established hotels as
well as students of hotel business management (i.e., prospective ho-
tel owner-operators) may find this program beneficial.
• explain the importance of sustainability in terms of short-term
(<18 months) and long-term profitability;
• identify significant and tangible cost savings for their tourism
businesses from sustainable practices;
• differentiate their products and services using sustainable prac-
tices;
• involve staff, distributors, and customers in their sustainable
tourism initiatives;
• develop an action plan for making sustainability an integral
session of their businesses.
Day Content
• Session 1: Why should I worry about sustainability?
• The foundation of small- and medium-sized tour-
ism businesses
• The impact of the environment on your business
• Session 2: What is sustainability?
• Definition of sustainability
• The four aspects of sustainable tourism
• Session 3: Profiting from sustainable business practices
• Cost-saving measures in an accommodation busi-
ness
• Making money with sustainable tourism
• “Green-washing”
• Sustainability self-assessment
• Session 4: Where do I start?
• The process of sustainable tourism
• Tips for differentiating your business and commu-
nicating with guests
3. Course duration
Course Summary
This is a one and a half day (10 hour) course.
RunningaSustainableAccommodationBusiness

CaringfortheGuests1(Basic)
4. Content
The “Caring for Guests 1 (basic)” course is designed for hotel owners
and operational managers of hotels with 20 to 60 rooms, as well as
for supervisors with responsibility for daily operational activities.
After attending the course, participants will be able to:
• describe the importance of caring for guests;
• explain what caring for guests requires from the manager and
staff;
• apply techniques to better understand guest expectations;
• apply techniques to meet and exceed guest expectations;
• apply techniques to resolve and learn from guest complaints;
• apply techniques for calming upset guests;
• transfer skills and techniques to staff with confidence.
Day Content
• Session 1: Caring for guests – The essence of your busi-
ness
• Why care for guests?
• Session 2: How to care for guests
• The meaning of “caring for guest”
• Two dimensions of service
• Understanding guest expectations
• Session 3: Meeting guest expectations
• Meeting guest expectations
• Exceeding guest expectations
• Steps to ensure consistency in quality of care
• The focal point in exceeding guest expectations
• Session 4: Dealing with difficult situations
• Handling guest complaints
• Calming angry guests
• Six steps to capitalize on guest complaints
3. Course duration
Course Summary
This is a one day (7 hour) course.

74
CaringForGuests2(Advanced)
4. Content
Caring for Guests 2 (advanced) is a course designed for hotel own-
ers, general managers, and department heads of hotels with 20 to
60 rooms, as well as supervisors involved with daily operational activi-
ties related to guests.
From the above background and assumptions, this course aims to
provide participants with the knowledge and skills to help them im-
plement and improve their customer service. Upon completion of
this course, it is expected that participants will be better able to:
• explain the three key components of customer service: per-
ception-procedures-people.
• develop a sample mission statement that can later be adapt-
ed to their business.
• explain the guest cycle as relevant to their service.
• identify moments of truth arising from the guest cycle.
• explain how to establish standard operating procedures for
their business to maintain consistency in guest service.
• use tips provided to establish procedures to hire and train staff
for consistent quality in Guest Service.
Day Content
• Session 1: Why is this course important to hotel owners
and managers
• Consistency in guest service
• Core components of guest service
• Session 2: Achieve consistency in guest service - The
perception component
• Guest perception
• Guest information
• Staff and management perception
• Mission statement
procedure component
• Consistency
• Moments of truth
• The guest cycle
people component
• Roles of the owner/manager in guest service
• Roles of the hotel staff
• Hiring the right person for guest service
• Training and motivating staff
3. Course duration
Course Summary
This is a one day (7 hour) course.

BUSINESS EDGE CATALOGUE
2. Course Objectives
4. Content
The course, Saving costs in an Accommodation business, targets
participants who are owners and managers of small and medium-
sized hotels which have passed the survival stage, but have not yet
a well-established internal system and set of procedures.
Particular focus will be given to owners, managers and cost control-
lers of medium-sized establishments of 20-60 rooms.
Upon completion of this course, participants will be able to:
• increase their profits without sacrificing the quality of guest ser-
vices
• establish and implement cost control procedures in five key ar-
eas of hotel operations
• train their staff on cost-awareness
• develop an action plan to apply cost-saving methods
Day Content
• Session 1: The value and importance of cost savings
• An overview of hotel operational costs
• Expense versus investment
• Key areas of cost savings in hotels
• Session 2: Practical ways of saving costs
• Energy management
• Purchasing
• Rooms and housekeeping
• Food and beverage
2 • Review of day 1
• Session 2: Practical ways of saving costs (continued)
• Food and beverage (con’t)
• Asset protection
• Session 3: Cost savings is everyone’s business
3. Course duration
Course Summary
This is a one and half day (9.5 hours) course.
SavingCostsintheAccommodationBusiness

76
4. Content
This course is designed for hotel owners and general managers of
the accommodation service industry, who have from 20 to 60 rooms
at tourist destinations in Vietnam, Laos and Cambodia.
• explain how to identify the unique features of their hotel.
• establish the proper rate structure to maximize their profit.
• explain how to choose the right target markets for their hotel.
• select the best methods of promoting their product.
• prepare an action plan for the marketing activities of their ho-
tel.
Day Content
• Session 1: Why does your hotel need to be unique?
• Facts of life
• The benefits your hotel can achieve in the short-run and
long-run from being recognized
• Roadmap to differentiating your hotel
• Session 2: Steps to make your hotel different from others
• Define your product
• Compare your product with your competitors’ to iden-
tify the different features
• Decide on a theme for the unique features
• Implement or enhance the distinct features
• Session 3: Money matters
• The importance of creating a proper rack rate and the
formula to do it
• Rate structures and the various types of rates
• Establishing a budget for marketing and sales activities
• Session 4: The market
• Market types and their requirements
• Leisure market segments
• Selecting the target market
• Session 5: Promote it
• Advertising
• Packaging
• Promotion
• Trade shows
• Trade missions and sales calls
• Hotel reservation websites
• Sales kits
3. Course duration
Course Summary
MarketingAccommodationServices

SMS Catalogue_ENG July 2013

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