Apr 25, 2024  
Official Course Syllabi 2020-2021 
    
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Official Course Syllabi 2020-2021 [ARCHIVED CATALOG]

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MKTG 1210 - Small Business Marketing

Credit Hours: 3.00

Prerequisites: MKTG 1010

This course introduces key marketing concepts and then focuses on how entrepreneurs and small businesses with limited budgets can apply these concepts. Topics include taking a product/service from the idea stage through product testing, promotion, pricing, and finally commercialization. Student entrepreneurs will develop a practical marketing plan that includes budget-appropriate marketing strategies built on analysis of customer needs, business opportunities, competitors, and implementation requirements.

Contact Hours: 3
Billable Contact Hours: 3
OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will conduct a situation analysis.

Objectives:

  1. Perform an environmental analysis including all elements of the external marketing environment.
  2. Complete a comprehensive competitive analysis.
  3. Evaluate all customer segments within the overall marketplace.

Outcome 2: Upon completion of this course, students will develop marketing objectives and strategies.

Objectives:

  1. Create marketing objectives using the SMART format.
  2. Develop a specific target market including demographics, pychographics, and geographics.
  3. Analyze target market consumer behavior when purchasing your product.
  4. Develop a year 1 research plan.

Outcome 3: Upon completion of this course, students will develop a marketing plan for a small business.

Objectives:

  1. Describe product strategy including competitive advantage, SWOT analysis and packaging if applicable.
  2. Define brand positioning.
  3. Explain the overall pricing strategy and tactics.
  4. Develop a distribution strategy.
  5. Create a comprehensive promotions plan which includes:
    1. Public relations
    2. Social media, blog, website
    3. Sales promotion
    4. Advertising
    5. Promotional materials
COMMON DEGREE OUTCOMES
(Bulleted outcomes apply to the course)

  • 1. The graduate can integrate the knowledge and technological skills necessary to be a successful learner.
  • 2. The graduate can demonstrate how to think competently.
  • 3. The graduate can demonstrate how to employ mathematical knowledge.
  • 4. The graduate can demonstrate how to communicate competently.
  1. The graduate is sensitive to issues relating to a diverse, global society.
COURSE CONTENT OUTLINE
  1. Marketing Fundamentals & Marketing Plan
  2. Marketing Environment
  3. Marketing Research
  4. Customer & Competition
  5. Segmenting, Targeting & Positioning
  6. Developing New Products & Services
  7. Branding
  8. Promotion
  9. Pricing
  10. Distribution
Primary Faculty
Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Evans-Mach, Patrick
Dean
Balsamo, Michael

Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088


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