Apr 21, 2024  
College Catalog 2021-2022 
College Catalog 2021-2022 [ARCHIVED CATALOG]

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MKTG 1210 - Small Business Marketing

Credit Hours: 3.00

Prerequisites: MKTG 1010  

This course reviews 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.

Billable Contact Hours: 3

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Outcome 1: Upon completion of this course, students will conduct a situation analysis.


  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.


  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.


  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

• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Information Literacy: YES
Quantitative Reasoning: YES

  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
Beauchamp-Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Johnson, Elise
Balsamo, Michael

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

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