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 be able to describe key marketing concepts applied to small business marketing.

Objectives:

Define marketing and understand its role
Review the steps in the marketing process
Compare B2C and B2B purchasing
Discuss the consumer decision process
Discuss segmentation
Explain positioning
Understand marketing research and how it can be utilized by the entrepreneur
Discuss the various types of marketing research
Discuss the product element of the marketing mix
Discuss elements of branding
Explain specifically how each element of the promotional mix can be used by small businesses
Discuss the pricing element of the marketing mix
Discuss supply chain considerations

Outcome 2: Upon completion of this course, students will develop a marketing plan for a small business.

Objectives:

Conduct a situation analysis
Perform an environmental analysis including all elements of the external marketing environment
Complete a comprehensive competitive analysis
Evaluate customer segments within the overall marketplace
Develop marketing objectives and strategies
Create marketing objectives/goals
Develop a specific target market including demographics, pychographics, and geographics
Analyze target market consumer behavior when purchasing your product
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