Dec 04, 2023
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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OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will conduct a situation analysis.
- Perform an environmental analysis including all elements of the external marketing environment.
- Complete a comprehensive competitive analysis.
- Evaluate all customer segments within the overall marketplace.
Outcome 2: Upon completion of this course, students will develop marketing objectives and strategies.
- Create marketing objectives using the SMART format.
- Develop a specific target market including demographics, pychographics, and geographics.
- Analyze target market consumer behavior when purchasing your product.
- Develop a year 1 research plan.
Outcome 3: Upon completion of this course, students will develop a marketing plan for a small business.
- Describe product strategy including competitive advantage, SWOT analysis and packaging if applicable.
- Define brand positioning.
- Explain the overall pricing strategy and tactics.
- Develop a distribution strategy.
- Create a comprehensive promotions plan which includes:
- Public relations
- Social media, blog, website
- Sales promotion
- Promotional materials
COMMON DEGREE OUTCOMES (CDO)
• 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:
Critical Thinking: YES
Information Literacy: YES
Quantitative Reasoning: YES
COURSE CONTENT OUTLINE
- Marketing Fundamentals & Marketing Plan
- Marketing Environment
- Marketing Research
- Customer & Competition
- Segmenting, Targeting & Positioning
- Developing New Products & Services
Official Course Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088
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