The document discusses communication tools and marketing strategies for social enterprises. It covers topics like the importance of communication, communication tools used in online courses, marketing models, the marketing mix, and issues to consider when entering new markets. It provides guidance on developing effective communication and marketing strategies to support social enterprises and female entrepreneurship in the Balkan region.

1. Intellectual Output 2 - Social Enterprise Booster Circle
Methodology
Activity 2 – Curriculum materials for Social Enterprise
Booster Circle
Communication tools and Marketing strategies
Balkan Women Coalition vol. II
Social Start-Up Booster for Supporting Female Entrepreneurship in
Balkans
(2020-1-EL01-KA204-078936)

2. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Chapter 1
Communication tools

3. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
The Importance of Communication
Communicating means connecting with
someone else. All relationships between
people, as individuals and in groups, are
based on communication and interaction
with each other.
What is Communication Tools
The term communication tools typically refers to
the use of email, chat, and bulletin
board/discussion board in an online course. These
tools can be used to facilitate asynchronous
discussion around ideas.

4. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Importance of
Communication
Tools
Better
Employee
Engagement
Better
Connectivity
Better
Employee
Wellbeing
Company
Culture
Driven by
Data
Better
Efficiency
Better
Collaboration

5. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Soft skills
▪You cannot not
communicate
1.The nature of a relationship is determined by all of
the following, amongst which: punctuation marks
as well as communication performance of the
interlocutors
Every communication act has a content
and relationship aspect
Communication between people is related
to both digital and analog modes
Communication between people is
symmetrical or complementary
Parents and children – symmetrical
Two participants – linear, follow the below fig

6. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Four aspects of a
message

7. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

8. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Communication in a working
environment
Acceptance/respect
Empathy
Congruency
Active listening
Paraphrasing
Verbalization of emotional moments

9. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

10. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

11. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
• When you are listened to and when you are heard, You are able to
re-perceive your world in a new way and to go on.

12. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Rules of
Collaboration in
the team
∙ Listen and respect
∙ each other
Participate actively in
the group discussions
Consider innovative
and different ideas
∙ Do raise questions
∙ Organize and/or
Participate regularly in the
coaching cycle activities
Respect the time of
the assignments
Do not hesitate to share
experiences
∙ Show respect and
take care of the
working environment
Fulfill and report the
assigned tasks on time

13. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
∙ Handling conflicts and resistance
The «systematic»
perspective
The linear “causal
perspective
Conflict is created as a result of
difficulties in communication
between people, generally due to
different opinions, but also as a
natural process of a group.

14. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Actual conflict/content related conflict
Neccessity relate conflicts/Conflicts of interest
Conflicts in relationships
Internal conflicts
How conflicts arise
Burning and open conflicts
Cold and hidden conflicts
Pending conflict
Kinds of conflicts

15. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

16. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

17. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

18. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
•In addition, our role and
standing in any group
can also contribute to
how we deliver our
messages and how
people perceive our
messages.
∙ The Challenge of our Roles
& Leadership
•Conflicts change on the
way. From initial
disagreements arise
quarrels from which
collisions are created as
well as strife, enmity
following collisions.
The levels of escalation
•The model describes how
two parties in a conflict
behave.
∙ Strategies for de-escalation
and conflict solution

19. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Each scale has a large number of typical signs which depend on each other and are as
much important elements of conflict dynamics. It is in these thresholds that it is decided
whether there will be a conflict resolution or whether it will escalate. At each level of
escalation a strategy is required alongside other methods.

20. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Chapter 2
Marketing strategies

21. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Introduction to marketing
Marketing is the science of meeting the needs of a
customer by providing valuable products to customers by
utilizing the expertise of the organization, at same time, to
achieve organizational goals.
Marketing communications strategy is the strategy used by a
company or individual to reach their target market through
various types of communication. It includes your message (what is
to be said), the medium (where it is to be said), and the target (to
whom your message is reaching).

22. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
• Whatever marketing channel you choose should have the
same brand perception as yours
Brand alignment
• Follow the oldest rule in marketing – ‘be where your customers
already are’. Pick channels where your consumers are already
active
Customer alignment
• Choose a marketing channel that fits your budget (obviously)
Budget alignment

23. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Marketing Models
▪ Advertising
▪ Branding
▪ Copywriting
▪ Customer relationship management (CRM)
▪ Direct marketing
▪ Event planning
▪ Graphic design
▪ Internet Marketing
▪ Loyalty marketing
▪ Market research
▪ Marketing communications
▪ Media relations
▪ Merchandising
▪ New product development
▪ Pricing
▪ Product management
▪ Promotion
▪ Public relations
▪ Sales management and support
▪ Search engine optimization (SEO)
▪ Social media optimization
▪ Strategic planning
▪ Supply chain management

24. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Marketing Mix
1. Product - refers to the goods or services that respond to the needs of the client
1. Price - price is set at a level which indicates the perceived value agreement between producer
and purchaser.
1. Promotion- informing the market about a product, product line, brand, or company and
encouraging a purchase decision
1. Place - refers to the location where your enterprise is situated
1. Personnel - signifies how your employees represent the company and how they interact with the
clientele
1. Physical environment - This refers to the way your product, service, and everything about your
company, appears from the outside
1. Process - Solid procedures and policies that are in place, which pertains to the company’s
products and/or service

25. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
▪ Your pricing level may be distorted by such
factors as price discrimination imposed by host
governments on foreign goods that may make
your price to compete.
▪ Your marketing and advertising efforts will often
be determined by cultural laws and norms and
the availability of different types of media.
▪ Your product will require some degree of change
for the market you wish to enter.
▪ Your potential distribution process will be
impacted by the availability or agents.
Market Entry, issues to
be aware of:

26. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Other Market Entry
Issues…
• It is important to keep in mind that a government’s role is to
protect its citizens and business first and if they feel their firms
cannot compete against foreign competition.
• Governments also sometimes provide subsidies to their local
firms to help them compete against foreign competition and
can also impose strict standards on product quality or insist on
local content being part of your product.
• Finally, ensure that your product is priced fairly and
competitively so that you are not accused of dumping.

27. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Literature:
PAL-PUSH “Facilitator Training Programme on Roma Entrepreneurship (FTP-RE)” UC LIMBURG (UCLL), Erasmus+ Programme
Soler, Maria & Koch, Selma (2005). Paul Watzlawik – Menschliche Kommunikation. Lunzern: Unterrichtsunterlagen
Hochschule Lucerne – Soziale Arbeit
Soler, Maria & Brusa, Elke (2006). Personenzentrierte Gespraechsfuehrung nach Carl Rogers. Unterrichtsunterlagen
Hochschule Lucerne – Sociale Arbeit
[1] Four-sides model—Wikipedia
[2] 4-ears model/four sides of a message | Dr. Kraus & Partner
Resource, Market Entry Strategies: http://www.tradestart.ca/market-entry-strategies
Video, The Global Marketing Mix, Internationalisation: https://www.youtube.com/watch?v=vRTuaTg0V5c

28. The European Commission's support for the production of this publication does not constitute an endorsement of the contents, which reflect the views only of
the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
Thank you!