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Feb 10, 2025
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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
Search for Sections 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
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