May 19, 2024  
College Catalog 2023-2024 
College Catalog 2023-2024 [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 customer segments within the overall marketplace.

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


  1. Create marketing objectives/goals.
  2. Develop a specific target market including demographics, pychographics, and geographics.
  3. Analyze target market consumer behavior when purchasing your product.

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 an integrated marketing communications plan.

  • 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

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

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