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A Knowledge Strategy

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Marketing plans<br />

The knowledge management marketing plans are aimed at claiming the knowledge<br />

space in the development arena. During the first year the marketing tools that will<br />

be used include brochures and a knowledge management newsletter that primarily<br />

outlines the aims and intentions of becoming a knowledge-based institute. All staff<br />

should be periodically exposed to communications sessions on knowledge<br />

management and information sessions should be conducted for selected clients,<br />

stakeholders and partners.<br />

<strong>Knowledge</strong> products<br />

The knowledge products earmarked for delivery during the first year are those that<br />

have been determined in the cluster and unit BSCs for this period. An example of<br />

the sorts of knowledge products that will be delivered by the <strong>Knowledge</strong><br />

Management Cluster are an international symposium on development to be held<br />

locally and development information and policy publications.<br />

4.7.2 Phase two: years three, four and five<br />

Year three should be a period of expansion and consolidation. At the end a review<br />

of the relative value added and return on investment of knowledge management<br />

should be undertaken and recommendations made. The target markets for<br />

knowledge management should be widened to include SADC and other regions in<br />

sub-Saharan Africa and niche markets developed. The range of knowledge<br />

products and services should be broadened.<br />

Substantiating the real benefits derived from knowledge interventions will<br />

strengthen the marketing approach. Operations and <strong>Knowledge</strong> Management<br />

Cluster staff should act as a key marketing channel, through everyday client<br />

development and relationship building activities.<br />

The plans for the Training Institute will include relocating into the new<br />

premises and extending the training course offerings to the SADC.<br />

Year four sees the implementation of improvement plans. It should also be a<br />

period during which knowledge management becomes fully-owned as a valuable<br />

business process and is regarded as an integral part of everyday business practices.<br />

Marketing plans should target the Africa region.<br />

The Training Institute will extend the its offerings to SADC and embark on<br />

exchange programmes with other international DFIs.<br />

Year five should be the year in which knowledge management is fully<br />

institutionalised throughout the DBSA and is used to enhance business practices<br />

and programmes. Marketing plans should target the international arena.<br />

42 Development Bank of Southern Africa

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