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BUS503: Foundations of Entrepreneurship
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Marketing Strategy
COURSE INTRODUCTION
Course Syllabus
Unit 1: Elements of Entrepreneurship
Unit 1 Learning Outcomes
1.1: The History of Small Business and Entrepreneurship
What Is Entrepreneurship?
Definition of Entrepreneurship
Small Business in U.S. History
Introduction to Entrepreneurship
1.2: Types of Entrepreneurship
Nine Key Frameworks for Entrepreneurship
Entrepreneurship Is…
Entrepreneurs vs. Intrapreneurs
Entrepreneurial Thought Leaders Seminar
1.3: Characteristics of a Successful Entrepreneur
An Entrepreneurial Model
Entrepreneur Assessment Survey
What Makes Someone an Entrepreneur?
Why Become an Entrepreneur?
Principles of Entrepreneurship
The Drive of an Entrepreneur
Entrepreneurship Myths
1.4: Business Considerations
What Legal Entity Is Right for Your Business?
What is Intellectual Property?
1.5: Business Ethics
Business Ethics in a Nutshell
Understanding Business Ethics
Managing a Socially Responsible Business
Trends in Ethics and Corporate Social Responsibility
Unit 1 Assessment
Unit 1 Assessment
Unit 2: Building the Right Team
Unit 2 Learning Outcomes
2.1: The Management Team
Building a Team
Who Are Managers?
Leadership, Entrepreneurship, and Strategy
Leadership Styles
Emotional Intelligence
Succession Planning
2.2: Board of Advisors
Boards of Advisors in Small Businesses
2.3: Hiring A-Players
Hiring Your First Employee
Hiring the Right People
2.4: Recruitment, Selection, and Staff Development
Recruiting Workers
Selecting and Managing Your Team: Employee Training
2.5: Team-Building and Group Dynamics
Managing Groups and Teams
Team-Building
2.6: Conflict Resolution
Conflict and Negotiations
Unit 2 Assessment
Unit 2 Assessment
Unit 3: The Business Plan
Unit 3 Learning Outcomes
3.1: Business Planning
Creating a Business Plan
Developing a Business Plan
3.2: How to Write a Great Business Plan
Due Diligence
How to Write a Business Plan
Ten Dos and Don'ts of Writing a Business Plan
3.3: The Outline for a Business Plan
Small Business Plan Outline
Operations
Business Plan Template
3.4: Sections of a Business Plan
How to Write an Executive Summary
Company Mission and Description
Simple Mission Statements
Products and Services
Marketing Strategy
Management and Leadership
Financial Statements
3.5: The Franchise Route
Franchising
Disadvantages of Franchises
Advantages of Franchises
Franchising: A Popular Trend
Unit 3 Assessment
Unit 3 Assessment
Unit 4: Marketing Strategy
Unit 4 Learning Outcomes
4.1: What Is Marketing and Market Research
What Is Marketing?
General Economic Conditions
The Product Life Cycle
4.2: Market Research
Marketing Research and Market Intelligence
Is Your Business Doing Effective Market Research?
Demographics
Political Environment
Applicable Legislation
Cultural Values
Primary and Secondary Research
4.3: Target Market and Segmentation
Defining the Target Market
Market Segmenting, Targeting, and Positioning
Developing a Market Segmentation
Adding Products and Services
4.4: Competition
Competition
Competitive Perceptual Positioning – Perceptual Mapping
Conducting a Situational Analysis
4.5: Pricing
Pricing
4.6: Promotion
Defining Promotion
The Many Goals of Persuasion
4.7: Distribution
Marketing Channel Strategies
Customer Relationships and Selling Strategies
4.8: Niche Marketing
Selecting a Target Market
Selecting Target Markets and Target-Market Strategies
4.9: The Marketing Plan
The Purpose of a Marketing Plan
The Marketing Plan
Elements of a Marketing Plan
Marketing Plan Discussion
Unit 4 Assessment
Unit 4 Assessment
Unit 5: Financing the New Venture
Unit 5 Learning Outcomes
5.1: Financing Fundamentals
Financial Statements
Standardizing Financial Statements
Break-Even Analysis
Financing Check
5.2: Sources of Financing
Financing Entrepreneurship
Sources of Financing
Financing Company Operations
Special Funding Strategies
5.3: Funding Types
Banks
Venture Capital
Government Funding
Barter
Customer Financing
Crowdfunding
SBIR and STTR Grants
Angel Investors
5.4: Managing Growth
Organizational Growth Strategies
5.5: Exit Strategy
Exit Strategies
Strategies for Exiting Your Business
Unit 5 Assessment
Unit 5 Assessment
Study Guide
BUS503 Study Guide
Certificate Final Exam
BUS503: Certificate Final Exam
Course Feedback Survey
Course Feedback Survey
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Business and Communication
College Success
Computer and Information Technology
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Writing and Soft Skills
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Chemistry
Mathematics
Physics
Social Science
Economics
Geography
History
Political Science
Psychology
Sociology
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BUS503: Foundations of Entrepreneurship
Unit 3: The Business Plan
3.4: Sections of a Business Plan
Marketing Strategy
Marketing Strategy
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Integrated Marketing Approach: 4 Ps of Marketing
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