May 20, 2022  
2020-2021 Course Catalog 
    
2020-2021 Course Catalog [ARCHIVED CATALOG]

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BUS 138 - Small Business Marketing

Credits: 3
Lecture Hours: 3
Lab Hours: 0
Practicum Hours: 0
Work Experience: 0
Course Type: Voc/Tech
Discussions and focus are on marketing applications. Workshops and strategies such as market research, product development, pricing, distribution, promotion, marketing campaigns and budgets.
Competencies
  1. Explain the critical meaning and role of marketing in small business.
    1. Describe the difference of big business and small business market­ing.
    2. Identify three elements necessary for successful small business marketing.
  2. Identify effective low cost, marketing research practices small business can use.
    1. Define marketing research.
    2. List the steps in the marketing research procedure.
    3. Describe the difference in primary and secondary research.
    4. Describe how market potential is determined.
    5. Describe market niche.
    6. Describe the use and importance of sales forecasting.
  3. Outline the elements of a formal marketing plan for small business.
  4. Explain the key concepts for a creative marketing strategy.
    1. Summarize the meaning of market positioning.
    2. Outline the reasons for continued use of marketing strategies in small business.
    3. List marketing mediums typically used by small business.
    4. Discuss the content and uses of a marketing calendar.
  5. Summarize key elements of successful canvassing.
    1. Identify the do’s and don’ts in canvassing.
    2. Describe where and when a small business would use canvassing.
  6. Explain the uses or benefits of the personal letter.
    1. Describe where and when a small business would use a personal letter.
    2. Compose a personal letter for a small business.
  7. Explain the uses or benefits of successful telephone marketing.
    1. Identify where and when telephone marketing could be used effec­tively.
    2. List the do’s and don’ts for successful telephone marketing.
  8. Explain the uses or benefits of circulars and brochures.
    1. Identify where and when circulars and brochures could be used effectively.
    2. Develop a flier and a business card
  9. Explain the uses or benefits of classified advertising.
    1. Identify where and when classified ads could be used effectively.
    2. Write a classified ad.
  10. Explain the uses or benefits of signs.
    1. Identify where and when signs could be used effectively.
    2. Discuss the content and/or appearance of good looking signs.
  11. Explain the uses and benefits of using the yellow pages.
    1. Identify who should use the yellow pages.
    2. Identify the key elements of a good yellow pages ad.
    3. Design a yellow pages ad.
  12. Explain the uses and benefits of radio and TV advertising.
    1. Describe who and when radio and TV advertising could be used.
    2. Write a radio or TV script.
  13. Explain the uses or benefits of direct mail marketing.
    1. Identify who and when direct mailings could be used.
    2. List the elements of a good direct mail campaign.
  14. Compare four non-media marketing methods used by small business.



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