MKT/431 - Small Business Marketing
Course Description
Knowing your customer, growing your customer base and creating a consumer driven culture are key drivers of sustainability in the small business. This course focuses on the functions of evaluating opportunities, creating value, developing effective pricing and advertising strategy.
This undergraduate course is 5 weeks.
PLEASE NOTE:
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.
Course Objectives
Week 1
- Evaluate market trends relevant to an entrepreneurial venture.
- Evaluate market conditions for an entrepreneurial opportunity.
- Identify a business opportunity that can be satisfied by a product or service.
Week 2
- Determine characteristics of potential niches for customers.
- Explain unique selling proposition involving customer input.
- Describe ethical and socially responsible behavior by an organization.
Week 3
- Specify the components of an overall value proposition as it relates to total product.
- Perform a competitive analysis.
- Assess product and brand characteristics unique to an entrepreneurial business.
Week 4
- Select distribution channels appropriate for a small business opportunity.
- Create a pricing strategy for an entrepreneurial opportunity.
- Identify the use of technology for marketing an entrepreneurial venture.
Week 5
- Apply relationship marketing to a small business opportunity.
- Develop a promotion and advertising strategy for an entrepreneurial opportunity.
Prerequisites
NoneDisclaimers
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Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.