The Palestinian Businesswomen’s Association – ASALA has concluded a specialised marketing training programme under the project “Inclusive Economic Empowerment for Women and Women with Disabilities in the Villages Surrounding Jerusalem in the West Bank,” implemented within the framework of the “Social Recovery and Job Creation Project.”
The programme covered marketing concepts, market research, customer and competitor analysis, branding, product pricing, and the selection of suitable marketing channels and methods. It also supported participants in developing strategies to promote their businesses and products and reach customers.
The training placed particular emphasis on practical learning. Through exercises and applications tailored to their businesses and products, participants applied the knowledge and tools they gained to strengthen their market presence and improve customer outreach.
ASALA’s Program Manager, Merna Ziadeh, explained that the programme form... Read more
The Palestinian Businesswomen’s Association – ASALA has concluded a specialised marketing training programme under the project “Inclusive Economic Empowerment for Women and Women with Disabilities in the Villages Surrounding Jerusalem in the West Bank,” implemented within the framework of the “Social Recovery and Job Creation Project.”
The programme covered marketing concepts, market research, customer and competitor analysis, branding, product pricing, and the selection of suitable marketing channels and methods. It also supported participants in developing strategies to promote their businesses and products and reach customers.
The training placed particular emphasis on practical learning. Through exercises and applications tailored to their businesses and products, participants applied the knowledge and tools they gained to strengthen their market presence and improve customer outreach.
ASALA’s Program Manager, Merna Ziadeh, explained that the programme forms part of the association’s vision to advance women’s economic empowerment by building their capacities and equipping them with tools to develop their businesses. She emphasised the importance of marketing skills in helping women entrepreneurs understand the market and customer needs, establish a clear business identity, and choose appropriate ways to promote their products, supporting business growth and sustainability.
Participant Naheela Makhtoub said the training helped her see her business from a different perspective. It strengthened her understanding of how to build its identity and price her products in line with the market and their characteristics, giving her a clearer sense of the steps she could take to develop her business in the coming period.
The completion of the marketing programme marks another step in the project, following the business management and financial literacy training. Beneficiaries will now move on to subsequent stages of technical and financial support designed to strengthen their economic participation and support the establishment and sustainability of productive businesses in the targeted communities.
The project is implemented by the Palestinian Businesswomen’s Association – ASALA, funded by the World Bank, supervised by the Ministry of Finance and managed by the NGO Development Center (NDC), under the “Social Recovery and Job Creation Project.”
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