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Oct 06, 2024
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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
- Explain the critical meaning and role of marketing in small business.
- Describe the difference of big business and small business marketing.
- Identify three elements necessary for successful small business marketing.
- Identify effective low cost, marketing research practices small business can use.
- Define marketing research.
- List the steps in the marketing research procedure.
- Describe the difference in primary and secondary research.
- Describe how market potential is determined.
- Describe market niche.
- Describe the use and importance of sales forecasting.
- Outline the elements of a formal marketing plan for small business.
- Explain the key concepts for a creative marketing strategy.
- Summarize the meaning of market positioning.
- Outline the reasons for continued use of marketing strategies in small business.
- List marketing mediums typically used by small business.
- Discuss the content and uses of a marketing calendar.
- Summarize key elements of successful canvassing.
- Identify the do’s and don’ts in canvassing.
- Describe where and when a small business would use canvassing.
- Explain the uses or benefits of the personal letter.
- Describe where and when a small business would use a personal letter.
- Compose a personal letter for a small business.
- Explain the uses or benefits of successful telephone marketing.
- Identify where and when telephone marketing could be used effectively.
- List the do’s and don’ts for successful telephone marketing.
- Explain the uses or benefits of circulars and brochures.
- Identify where and when circulars and brochures could be used effectively.
- Develop a flier and a business card
- Explain the uses or benefits of classified advertising.
- Identify where and when classified ads could be used effectively.
- Write a classified ad.
- Explain the uses or benefits of signs.
- Identify where and when signs could be used effectively.
- Discuss the content and/or appearance of good looking signs.
- Explain the uses and benefits of using the yellow pages.
- Identify who should use the yellow pages.
- Identify the key elements of a good yellow pages ad.
- Design a yellow pages ad.
- Explain the uses and benefits of radio and TV advertising.
- Describe who and when radio and TV advertising could be used.
- Write a radio or TV script.
- Explain the uses or benefits of direct mail marketing.
- Identify who and when direct mailings could be used.
- List the elements of a good direct mail campaign.
- Compare four non-media marketing methods used by small business.
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