10145106Small Business Marketing
Course Information
Description
Developing and refining the marketing and promotion plans for a small business. Topics for discussion include merchandise/service resources, budgeting, study of competition, market segmentation, pricing, promotion, non-media ways to get customers to come to your business, and strategic planning.
Total Credits
3
Course Competencies
  1. Build a marketing foundation
    Assessment Strategies
    by completing assigned project describing a favorite business
    by submitting the completed purple cow assignment
    Criteria
    project includes the name of the business
    project includes the location of the business
    project includes a discussion on the convenience of the location of the business
    project includes the mission/vision statement of the business
    project includes a discussion on the advertising or promotion techniques for the business' products/services
    project includes a discussion of the quality of the business' product or service
    project includes includes a discussion of the interior of the business including but not limited to the aesthetic appeal, atmosphere, sounds, and smells
    project includes a discussion on the response to customers including their greeting, the atmosphere (welcoming or not), departure techniques
    project includes a discussion on the business' customer service policy
    project includes a discussion on the business' uniqueness (what do they do that's so special?)
    project includes a discussion of the business' competition
    project includes a discussion of how the business' out performs the competition (offering perks, freebies, discounts?)
    assignment includes the definition of Purple Cow
    assignment includes the characteristics of the assigned corporation
    assignment includes the completion of the assigned quote
    assignment includes the new rule of marketing
    assignment includes the identification of how the purple cow was created
    assignment includes a summarization of why there are not more purple cows
    assignment includes the identification of the assigned business' ingenious innovation
    assignment includes a definition of marketing
    assignment includes a description of a selected company as a purple cow

  2. Analyze customers and consumer buying behavior
    Assessment Strategies
    by submitting assigned project
    Criteria
    project includes a list both the features and benefits of a selected business products and services
    project includes a description of the ideal customer for a selected business (What are their buying patterns?, How often do they buy?, How much do they spend? What offers do they respond to?)

  3. Use research techniques to explore small business management
    Assessment Strategies
    by completing the scavenger hunt assignment
    Criteria
    assignment includes financial information about the assigned company
    assignment includes current conditions and future trends for the assigned company
    assignment includes the description of the assigned company
    assignment includes the identification of competitors for the assigned company
    assignment includes Rules for Building a Business
    assignment includes the identification of Wisconsin's number one small business industry in terms of number of people employed
    assignment includes assigned population data
    assignment includes the name and contact information of a selected trade association(s)

  4. Develop a niche for your small business
    Assessment Strategies
    by submitting a mission statement for a selected small business
    Criteria
    mission statement includes an indentification of the type of business
    mission statement includes an identification of the purpose of the business

  5. Apply strategic marketing model to small business decisions
    Assessment Strategies
    by submitting a SWOT analysis of a selected business
    Criteria
    SWOT analysis includes the strengths that contribute to the selected business
    SWOT analysis includes the weaknesses that contribute to the selected business
    SWOT analysis includes the opportunities for the selected business
    SWOT analysis includes the threats to the selected business

  6. Complete the Industry Profile section of the marketing plan
    Assessment Strategies
    by completing the Industry Profile section of the marketing plan
    Criteria
    Industry Profile includes the business' current size
    Industry Profile includes the business' growth potential
    Industry Profile includes the business' current trends
    Industry Profile includes other characteristics of the business
    Industry Profile includes the business' distribution channels

  7. Complete the Competitive Analysis section of the marketing plan
    Assessment Strategies
    by completing the Competitive Analysis section of the marketing plan
    Criteria
    Competitive Analysis includes the identification of the direct competition for the selected business
    Competitive Analysis includes the identification of the indirect competition for the selected business
    Competitive Analysis includes the identification of future competition for the selected business

  8. Complete the Marketing Analysis section of the marketing plan
    Assessment Strategies
    by completing the Marketing Analysis section of the marketing plan
    Criteria
    Marketing Analysis includes a description of the target market profile for the selected business
    Marketing Analysis includes a description of the customer profile for the selected business
    Marketing Analysis includes a description of future markets for the selected business

  9. Complete the Marketing Penetration section of the marketing plan
    Assessment Strategies
    by completing the Marketing Penetration section of the marketing plan
    Criteria
    Market Penetration includes a description of the location for the selected business
    Market Penetration includes a description of the direct-sales force for the selected business
    Market Penetration includes a description of the sales representatives for the selected business
    Market Penetration includes a description of the licensing or distributors for the selected business
    Market Penetration includes a description of the advertising and promotion for the selected business
    Market Penetration includes a description of the publicity for the selected business
    Market Penetration includes a description of the telemarketing/direct mailing for the selected business
    Market Penetration includes a description of the internet services for the selected business
    Market Penetration includes a description of the trade shows for the selected business
    Market Penetration includes a description of the market penetration effectiveness for the selected business
    Market Penetration includes a description of the pricing strategy for the selected business
    Market Penetration includes a description of the price list for the selected business
    Market Penetration includes a description of the pricing policies for the selected business
    Market Penetration includes a description of the break-even analysis for the selected business

  10. Complete the Pricing section of the marketing plan
    Assessment Strategies
    by completing the Pricing section of the market plan
    Criteria
    Pricing includes the pricing strategy for the selected business
    Pricing includes price list for the selected business
    Pricing includes pricing policies for the selected business