Course Syllabus
BUS-2430: Small Business Marketing
Course Description
An introduction to principles and techniques of marketing with specific applications to the small business: problems and solutions in marketing research, advertising, pricing, and selling. Topics include data collection and interpretation, choice and use of media, analyzing marketing mix and pricing in small business situations, and the principles and stages of the selling process.
Essential Objectives
By the end of the course, students will be able to:
- Describe the relationships among marketing, sales, advertising, and public relations.
- Identify the elements and describe the process for developing a marketing strategy for a product or business.
- Identify and assess the primary and secondary data available to a small business person.
- Identify marketing research resources within the student's own community.
- Evaluate the advantages and disadvantages of TV, radio, newspaper, magazines, direct mail and the Internet as sources of advertising for a particular application.
- Evaluate the effectiveness of several marketing research techniques (e.g. personal interview, give-aways, surveys, direct response ads).
- Develop a marketing plan for a small business.
- Discuss the ethical considerations inherent in marketing decisions.
- Analyze the financial impact of a marketing plan through the use of pro-forma financial statements.
Textbooks & Technology
Required Textbooks:
The required textbook for the course is: Principles of Marketing, Version 4.0 by Jeff Tanner and Mary Anne Raymond (Publisher Flatworld/ISBN: 978-1-4533-9195-2). You can purchase this online or through the CCV Bookstore. Additional resources will be posted in the Module Readings & Resources pages.
Modular Topics
- Module 1: What is Marketing?
- Module 2: The Marketing Mix
- Module 3: Introduction to Strategic Planning
- Module 4: Market Research
- Module 5: Segmenting, Targeting, & Positioning
- Module 6: Product and Service
- Module 7: Pricing
- Module 8: Branding
- Module 9: Consumer Behavior
- Module 10: Customer Satisfaction and Retention
- Module 11: Promotion
- Module 12: All About the Money: Selling and Pro Formas
- Module 13: Ethical Considerations and Marketing
- Module 14: Applying What We’ve Learned
- Module 15: Wrapping It All Up
Suggested Progression
This is a self-paced asynchronous course which means that students will be starting and progressing at different rates throughout the term. Once you feel like you have a strong handle on the material, and you have completed all of the assignments for the module, you should feel comfortable moving on, regardless of the pace, as long as you complete the course within the semester timeframe. If you are starting at the beginning of the term, you could spend one week on each module to successfully complete the course within the term. If you are starting 7 weeks into the course, you could spend one week covering two modules so that you complete the course successfully within the term.
Grading
Your final grade will be based on the following assessments:
| Assignment Category | Grade Weight Percentage |
|---|---|
| Demonstrate Your Learning Forums | 40% |
| Assignments | 15% |
| Final Marketing Plan | 20% |
| Quizzes | 25% |
| Total | 100% |
Assignments Overview
Your learning modules will consist of learning resources, demonstrate your learning forums, module assignments, and quizzes. You will also work towards a final marketing plan that you will build throughout the course.
Demonstrate Your Learning forums are a part of every learning module and most are post-first discussions which means that you will post your reply before seeing the replies of others. Discussions will be graded based on the following rubric:
| Exceeds Expectations | Meets Expectations | Approaching Expectations | Does Not Meet Expectations | Points | |
|---|---|---|---|---|---|
| Knowledge | Comprehensive, in-depth and wide-ranging (5 points) |
Up to date and relevant (4 points) |
Relevant but not comprehensive (3 points) |
Limited superficial knowledge/response (2 points) |
5 points |
| Understanding | Outstanding ability to grasp concepts and relate theory to practice (5 points) |
High level of ability to conceptualize essential ideas and relate theory to practice (4 points) |
Some ability to conceptualize essential ideas and relate theory to practice (3 points) |
Limited ability to draw out concepts and relate theory to practice (2 points) |
5 points |
| Writing Skills | Excellent mechanics, sentence structure, and organization (5 points) |
Significant mechanics, structure and organization (4 points) |
Some grammatical lapses, uses emotional response in lieu of relevant points (3 points) |
Poor grammar, weak communication (2 points) |
5 points |
| Application & Analysis | Grasps inner relationship of concepts. Excellent use of a wide range of supporting material (5 points) |
Demonstrates the ability to analyze and synthesize, independent analysis, good use of a range of supportive material (4 points) |
Informed commentary with some evidence of genuine analysis; some supportive materials used (3 points) |
Lacks evidence of critical analysis, poor use of supportive evidence (2 points) |
5 points |
| Total Points: | 20 points |
Student Support & Policies
Please review the following policies and support services:
Course Summary:
| Date | Details | Due |
|---|---|---|