The Role of Marketing Skills in the Growth of SMMEs in Masvingo Province, Zimbabwe

Abstract

This study investigated the role of marketing skills in the growth of Small, Medium, and Micro Enterprises (SMMEs) in Masvingo Province, Zimbabwe. It focused on four key components: certified marketing per-sonnel, knowledgeable marketing personnel, the success of marketing campaigns, and customer engagement. The research examined whether these marketing skills contribute to the growth and success of SMMEs in the region. Two sets of samples were engaged namely 233 SME operators/employees for a structured questionnaire survey with analysis focused on correlations between marketing skills and busi-ness growth outcomes. The findings indicate a positive relationship be-tween marketing skills and business growth, with many participants recognizing the impact of marketing activities on development. Howev-er, challenges regarding the certification and expertise of marketing personnel were identified. The manuscript offers valuable insights into the way marketing skills drive SMME growth and provides actionable recommendations for improving marketing competencies. It under-scores the importance of certified, knowledgeable personnel, success-ful campaigns, and effective customer engagement, advocating for in-vestment in certified marketing professionals and continuous training. Additionally, the study emphasizes the role of marketing in fostering business growth and recommends enhancing marketing strategies, customer relationships, and policy support to ensure the sustained success of SMMEs