Business 59 Promoting Your Small Business

Transcription

1 BUS 59 Syllabus Business 59 Prmting Yur Small Business Curse Overview and Syllabus Fall 2014 / 5 Units Curse Descriptin: This new curse fcuses n methds f prmtin fr small businesses. Students will examine varius elements f e-marketing including public relatins, relatinship marketing, database marketing, search engine marketing, affiliate marketing, etc. Each student will develp a prmtin plan fr an existing r planned business. Learning Outcmes: By the end f the curse, students shuld be able t: Summarize the ways that custmers bring value t yur firm and describe the characteristics f the mst valuable custmers. Apply the marketing cncept t appeal t yur target market. Design a plan fr relatinship-building with custmers, and predict custmer respnse. Describe the benefits f event marketing fr a business. Demnstrate hw cmpanies can gain the attentin f the press. Examine a business situatin and apply e-marketing tls t imprve the custmers experience and the firm's presence n the web. Illustrate hw firms build and use marketing databases. Assess, select, and justify marketing cmmunicatins tactics best suited t yur business. Advisries: English Writing 100B and Reading 100 (r Language Arts 100), r English as a Secnd Language 172 and 173.

2 Materials: E-Bk Text: Rb Stkes and the Minds f Quirk.. emarketing: The Essential Guide t Online Marketing. New Yrk; Flat Wrld Knwledge, Inc. One Bridge Street,Irvingtn, NY Hw T Access The Textbk: emarketing: The Essential guide t Online Marketing. Use the fllwing URLhttps://students.flatwrldknwledge.cm/curse/ this screen will give yu paid ptins t access the text nline. The $24.00 ptin is least expensive and includes nline access t the text, nte taking, highlighting, and study aids. The chice is yurs, but this ptin seems t be adequate. Technlgy: The fllwing technlgy is required in rder t access the curse materials. Yu will need a cmputer with bradband access (at least 256k) t the Internet. Yu need t have a current brwser in rder t view the web-based curse materials (Firefx is recmmended). Yu als need t allw ckies, Java, Javascript, and enable pp-ups fr the curse t functin prperly. Fr the vides frm PBS, yu will use a Java clipstream r Windws Media Player. Again, the Java clipstream ptin wrks well and is recmmended fr Macintsh users. Yu will need t have Java installed n yur cmputer, and set yur brwser t allw Java and Javascript. Catalyst is built in the Mdle platfrm, which requires yu t use Windws, Mac OS X, r Linux (with a windw manager that supprts the Firefx brwser). Please nte that lder versins f Windws may be less secure than newer nes, due t lder encryptin technlgy used. It is recmmended that yur cmputer have at least 1 GB f RAM fr ptimal perfrmance. Supprt: The Distance Learning Center is available t prvide technical and administrative assistance t students f distance learning. Catalyst Technical Supprt: Distance Learning Center Hme Page: DLC Phne: (408) DLC Address: DLC Hurs f Operatin: Stevens Creek Bulevard, Rm MLC-250, Cupertin, CA Mn-Thurs 8:30 am-6 pm, 9:00 am 4:00 pm Fridays, clsed Saturdays and Sundays (PST)

3 Requirements: Reading and Review: Each week yu will have chapter readings frm the e-bk. Yu shuld read the assigned chapters and analyze the "key takeaways" fllwing each sectin. The takeaways will help yur thught prcess in identifying the types f prmtin yu may want t use depending n yur verall marketing strategy. The exercises shuld als get yu thinking in an analytical mde. Incrprate the exercises alng with the key takeaways t create a "way f thinking" abut hw t prmte a prduct and brand. Assignments: There are Case Studies at the end f mst f the required reading. Yu will be asked t pst t Frum answers t review questins pertinent t each Case Study. Yur answers will be lgged in as received r nt received. Nt turning in yur answer hurts yur grade. Turning in yur answer says that yu have analyzed the Case Study and cmpletes the assignment. Answers t the Case Studies are due by 11:55 PM. Exams: There will be three exams during the quarter. The exams will be based n the material frm the text. The lwest scre will be drpped frm the calculatin f yur grade. If fr any reasn yu miss an exam, then that will be the ne that is drpped. The schedule is as fllws: Exam # 1 ( 105 pints ) cvers chapter's 19, 18, 17, 16. Scheduled fr end f week # 3. Exam # 2 ( 105 pints ) cvers chapter's 13, 11, 10, 8. Scheduled fr end f week # 7. Exam # 3 ( 105 pints ) cvers chapter's 7, 6, 5, 4. Scheduled fr week # 12. Prmtin Plan: Over the quarter, yu will wrk n a prmtin plan fr an existing r planned business. This majr prject is brken int fur deliverables. Yu will prduce a: Business Overview: 1 page (apprx.), due by the end f Week 3. High end descriptin f the market place and market trend, yur prduct and hw yu distribute yur prduct t the end user. Custmer Analysis: 1 page(apprx.) due by the end f Week 5. What des yur target custmer lk like demgraphically: age range, educatin, incme level, etc, What are the target custmer's needs? What will he/she pay fr? Hw d they think? Hw d they react t varius marketing stimulus? Draft Plan: Due by the end f Week 7. the Draft Plan shuld cntain all f the majr "bnes" r key features that supprt the verall marketing plan, i.e the tactical mves yu will put int play. Final Plan: due by the end f Week 11. ( pints graded by instructr) The Final Plan will be wrth up t a maximum f 100 pints.

4 Tips fr Success: Here are sme f the ways that yu can enhance yur knwledge in this class. Please take advantage f them! Cmplete the required reading prir t taking an exam. Dn't try t "wing it". Make certain t schedule yur wrk s that yu can cmplete tasks n time. When yu dn't understand smething, pst a questin in the "Q&A frum". Grading Plicy: Yur evaluatin in this curse will be divided as fllws: Curse Requirement Pint Value Percentage 2 Exams 210 Prmtin Plan 100 Ttal % Grade Scale: Grades will be assigned t students based n the ttal pints earned in the curse. Yu may access yur final grades in Catalyst by the weekend after the final exam. After that, lk n the web in My Prtal under resurces fr the link t view yur grades. If Yur Ttal Pints Are 279 and up Resulting Grade A 248 t 278 B 217 t 247 C 186 t 216 D 185 r belw F Drpping the Class:

5 The drp prcedure is as fllws. (There is n ther nline r telephne methd fr ding a drp after the first tw weeks f class.) 1. Dwnlad and fill ut a frm frm the De Anza web site at: 2. Fax it t Admissins & Recrds at (408) befre the drp deadline in the 8th week f class Academic Integrity: Students wh plagiarize r submit the wrk f thers as their wn will receive an F in the curse and will be reprted t cllege authrities. Fr mre infrmatin, see the Student Handbk PwerPint presentatin n Academic Integrity Lessn Plan: Dates Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Lessns Chaps: 18 & 19 - Marketing Research & emarketing Strategy Chap: 17 - Custmer Relatinship Management Chap: 16 - Mbile Marketing Chap: 13 - Web Site Develpment and Design Chap: 11 - Online Reputatin Management Chap: 10 - Viral Marketing Chap: 8 - Scial Media Chap: 7 - Pay Per Click Advertising Chap: 5 - Search Engine Marketing Chap: 6 - Search Engine Optimizatin Chap: 4 - Affiliate Marketing and Curse Wrap-Up Final Exam