Description:

In this course, the student will gain insights essential for marketing an entrepreneurial venture utilizing innovative and financially responsible marketing strategies. The student will analyze marketing philosophies implemented by key successful entrepreneurs. Additionally, the student will prepare a marketing plan to launch the entrepreneurial venture and a marketing plan to implement during the first two years of business operation. 2 hrs. lecture/wk.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Identify and explain the driving philosophies relevant to entrepreneurial marketing.
2. Analyze marketing philosophies implemented by key successful entrepreneurs.
3. Identify and justify guiding entrepreneurial marketing philosophies that apply to new business ventures.
4. Recognize the importance of marketing an entrepreneurial venture.
5. Develop entrepreneurial marketing objectives that demonstrate respect for the mission of the entrepreneurial business venture as well as demonstrate a thorough comprehension of available financial resources and relevant responsibilities.
6. List and explain the steps involved in developing a marketing plan to include audience, messages, media mix, budget, and evaluation.
7. Illustrate the development of an entrepreneurial marketing plan to include direct mail, publications, advertising, public relations and/or the Web.
8. Prepare a marketing plan to launch an entrepreneurial venture.
9. Develop a marketing plan to implement during the first two years of operation for an entrepreneurial venture.

Content Outline & Competencies:

I. Analyzing the Target Audience
   A. Understand that consumer behavior is key to effective promotion
   B. Define the target audience
   C. Identify values, motivations and attitudes of the target audience

II. Targeted Marketing Research
   A. Define target marketing 
   B. Understand that research is key to successful target marketing
   C. Identify specific market segments using demographics, cohort
analysis, psychographics and geo-demographics
   D. Identify motivators and attitudes influencing target audiences
   E. Analyze the audience for the entrepreneurial business describing
them demographically and in terms of cohort, values, motivators and
attitudes
   F. Recognize the importance of continual and constant research
regarding the target market throughout the lifespan of the entrepreneurial
venture

III. Planning the Marketing Message
   A. Determine the market definition
   B. Develop the value proposition
   C. Create the executive summary
   D. Define the features and benefits of the entrepreneurial venture

IV. Creating Your Marketing Plan
   A. Define the problem/opportunity
   B. Identify the objectives to be accomplished
   C. Identify the customers who will be targeted
   D. Develop a strategy and action plan
   E. Determine a budget
   F. Develop a calendar/timetable
   G. Create a culture that supports the marketing plan

V. Choosing Advertising Media
   A. Review the pros and cons for media choices including newspapers,
magazines, radio, television, direct mail, publications and the Internet
   B. Review the production requirements of each media choice
   C. Identify the appropriate media mix for the entrepreneurial business

VI. Application of Entrepreneurial Marketing Philosophies by Successful
Entrepreneurs
   A. Review marketing efforts of successful entrepreneurs
   B. Analyze appropriate application of findings to the entrepreneurial
business

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

Group and Individual Entrepreneurial 
  Profile Evaluations                    35-40%    
Business Venture Launch Marketing Plan   15-20%
Business Venture Two Year Marketing Plan 25-30%
Quizzes                                  15-20%
  Total:                                   100%

Grading Criteria:
  A = 90 – 100%
  B = 80 –  89%
  C = 70 –  79%
  D = 60 –  69%
  F = 59 or below

Caveats:

1. Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.