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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Transfer Possibilities
Michigan Transfer Network (MiTransfer) - Utilize this website to easily search how your credits transfer to colleges and universities.

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

Objectives:

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

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

Objectives:

Create marketing objectives/goals.
Develop a specific target market including demographics, pychographics, and geographics.
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.

Objectives:

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 an integrated marketing communications plan.

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:
Communication: YES
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
Branding
Promotion
Pricing
Distribution

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

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