MKT519 Marketing for Small Business (8)

Abstract

A key focus of any small business is the development of long term profitable relationships with customers. This subject introduces the role of marketing in small business and how it can enhance business performance. Key theories, concepts and techniques of small business marketing are introduced. Students will be challenged to synthesise theory by developing a strategic marketing plan for their business.

+ Subject Availability Modes and Location

Session 1
Distance	Bathurst Campus
Session 2
Distance	Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT519
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration	Grading System	School:
One session	HD/FL	School of Management and Marketing

Learning Outcomes

Upon successful completion of this subject, students should:

be able to identify and evaluate target markets within their business;
be able to perform an internal and external analysis of their business to identify strengths and weaknesses;
be able to appraise the role of market research and how it applies to small business;
be able to apply and integrate elements of the marketing mix in the small business context;
be able to critique the marketing strategy of their own business;
be able to evaluate the role and application of online marketing in small business; and
be able to synthesise theoretical concepts by developing a strategic marketing plan that is aligned to the business' goals.

Syllabus

The subject will cover the following topics:

Overview of the small business sector
The marketing environment
Market research
Consumer behaviour
Market segmentation, targeting, and positioning
Marketing mix: product, promotion, pricing, and place
Services marketing
eMarketing

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