No offerings have been identified for this subject in 2016

MKT519 Marketing for Small Business (8)


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

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: 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 sessionHD/FLSchool of Management and Marketing

Enrolment restrictions

Postgraduate students only.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and evaluate target markets for small business and other participants in their sector;
  • be able to appraise the role of market research and apply it to small business decision-making processes;
  • be able to evaluate the impact of technology on small business practices;
  • be able to communicate effectively and persuasively to a wide range of audiences in both oral and written forms;
  • be able to synthesise and apply theoretical concepts to solve common small business problems; and
  • be able to develop and present a strategic marketing plan that includes an analysis of a small business and the market with relevant and appropriate recommendations for their business context.


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


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.