Course Outline:
Introduction to Marketing:
Topics-
- The role of marketing in business
- Key marketing objectives and goals
- Understanding Your Market
Activity (In small groups or pairs)-
- Consider the product/service assigned to your team
- Analyze the role of marketing in promoting and selling for that product/service
- Share your thoughts with the class
Resources-
- Textbook: “Principles of Marketing” by Philip Kotler and Gary Armstrong
- Online Source: HubSpot Academy’s Marketing Course (https://academy.hubspot.com/courses/marketing)
Conducting basic market research:
Topics-
- Identifying target markets and customer segments
- Building Your Brand
Activity-
- Select a target market and develop a customer profile for a particular product or service
- Consider what questions you would ask in a surveys or interviews to gather data on consumer preferences and buying habits
- Share your thoughts with the class
Resources-
- Textbook: “Marketing Research: An Applied Orientation” by Naresh K. Malhotra and David F. Birks
- Online Source: SurveyMonkey’s Market Research Guide (https://www.surveymonkey.com/resources)
- US Small Business Administration (SBA) (https://www.sba.gov/business-guide/plan-your-business/market-research-competitive-analysis)
- U.S. Census Bureau (https://data.census.gov/profile?q=United+States&g=010XX00US)
Creating a strong brand identity:
Topics-
- Developing a unique value proposition
Activity-
- What is your brand identity? Include a logo, tagline, and brand personality
- Present your brand to the class and explain how it differentiates itself from competitors.
Resources-
- Textbook: “Building Strong Brands” by David A. Aaker
- Online Source: Canva’s Branding and Design Guide (https://www.canva.com/learn/)
Digital Marketing Basics:
Topics-
- Overview of digital marketing channels
- Introduction to website optimization and social media presence
Activity (In small groups or pairs)-
- Research and analyze the different digital marketing channels (e.g., social media platforms, email marketing, search engine optimization)
- Pick one channel and create a digital marketing plan
- Share with the class which channels you chose and why
Resources-
- Textbook: “Digital Marketing: Strategy, Implementation, and Practice” by Dave Chaffey and Fiona Ellis-Chadwick
- Online Source: Google’s Digital Garage (https://learndigital.withgoogle.com/digitalgarage)
Engaging Your Customers:
Topics-
- Effective communication strategies
- Customer engagement and relationship-building techniques
Activity (In small groups or pairs)-
- Consider the scenario. Why is the customer not engaged?
- Share your strategies for engaging customers effectively with customers with the class
Resources-
- Textbook: “The Customer Rules: The 39 Essential Rules for Delivering Sensational Service” by Lee Cockerell
- Online Source: Mailchimp’s Customer Engagement Guide (https://mailchimp.com/resources/customer-engagement/)
MORE GREAT RESOURCES:
The Governor’s Office of Small, Minority, & Women Business Affairs (https://gomdsmallbiz.maryland.gov/Pages/default.aspx)
Maryland Small Business Development Center (https://www.marylandsbdc.org/)
US Chamber of Commerce (https://www.uschamber.com/)
Verizon Small Business Digital Ready (https://www.verizon.com/about/responsibility/digital-inclusion/small-business-training?utm_source=google&utm_medium=cpc&utm_content=verizon-CSR&utm_campaign=digital-ready-launch&utm_term=verizon%20digital%20ready&gclid=CjwKCAjw1YCkBhAOEiwA5aN4Ad7Yv68AtbJ28NVeQTnjyxdtOnwZ3U28n9drkUy9y2NhNCZeyzkdlBoCdMMQAvD_BwE&gclsrc=aw.ds)
