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  • BUS305: Small Business Management
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  • Marketing Plan, Strategies, Distribution, and Channels
    Course Introduction
    Course Syllabus
    Course Textbooks
    Unit 1: Elements of Entrepreneurship
    1.1: The History of Small Business and Entrepreneurship
    What is Entrepreneurship?
    The Definition of Entrepreneurship
    Entrepreneur Assessment Survey
    1.1.1: Small Business Development in America
    Small Business in US History
    1.1.2 Microeconomics and Entrepreneurship
    The Drive of an Entrepreneur
    1.1.3: Economists
    Introduction to Entrepreneurship
    1.1.4: Types of Entrepreneurs
    Entrepreneurship Is...
    1.1.4.1: Entrepreneurs vs. Intrapreneurs
    Entrepreneurs vs. Intrapreneurs
    1.1.4.2: Small Business vs. High-Growth Enterprises
    Entrepreneurial Thought Leaders Seminar
    1.2: The Planning Process
    Creating a Business Plan
    1.2.1: Characteristics of a Successful Entrepreneur
    What Makes Someone an Entrepreneur?
    Why Become an Entrepreneur?
    Principles of Entrepreneurship
    1.2.2: Phases of the Entrepreneurial Process
    Nine Key Frameworks for Entrepreneurship
    An Entrepreneurial Model
    1.2.3: Business Evaluation Checklist
    Due Diligence
    1.2.4.1: Legal Forms of Business
    What Legal Entity is Right for Your Business?
    1.2.4.2: Intellectual Property Rights
    Did You Say "Intellectual Property"? It's a Seductive Mirage
    1.2.5: Business Ethics
    Business Ethics in a Nutshell
    1.2.6: Entrepreneurship Myths
    Entrepreneurship Myths
    Unit 1 Assessment
    Unit 1 Assessment
    Unit 2: Building the Right Team
    2.1: The Management Team
    Building a Team
    2.1.1: Managers vs. Leaders
    Who Are Managers?
    Leadership, Entrepreneurship, and Strategy
    2.1.2: Leadership Styles
    Leading People and Organizations
    2.1.3: Emotional Intelligence
    Emotions at Work
    2.1.4: Succession Planning
    Designing a High-Performance Work System
    2.2: Board of Advisors
    Making the Team Work: Executives, Board, and Partners
    2.3: Hiring A-Players
    Hiring Your First Employee
    Small Business Hiring Tips
    2.3.1: Recruitment and Selection
    Recruiting Workers
    2.3.2: Staff Development
    Selecting and Managing Your Team: Employee Training
    2.3.3: Team Building and Group Dynamics
    Managing Groups and Teams
    Team-Building
    2.3.4: Conflict Resolution
    Conflict and Negotiations
    Unit 2 Assessment
    Unit 2 Assessment
    Unit 3: The Business Plan
    3.1: Business Planning
    Developing a Business Plan
    3.1.1: How to Write a Great Business Plan
    How to Write a Business Plan
    3.1.2: The Do's and Don'ts of the Writing Process
    Ten Dos and Don'ts of Writing a Business Plan
    3.2: The Outline for a Business Plan
    Small Business Plan Outline
    Operations
    Business Plan Template
    3.2.1: Executive Summary
    How to Write an Executive Summary
    3.2.2: Company Mission and Description
    How to Write a Mission Statement for Your Business
    Simple Mission Statements
    3.2.3: Products and Services
    Product or Service Descriptions
    3.2.4: Marketing Strategy
    Marketing Plan, Strategies, Distribution, and Channels
    3.2.5: Operations Management
    Selecting and Managing Your Team
    Operations Management
    3.2.6: Management and Leadership
    Developing a Management Plan
    3.2.7: Financial Statements
    Startup Business Plans: Finance and Operations Section
    3.2.8: Expenses and Capitalization
    Can You Afford to Start Up?
    Calculating Startup Costs
    3.2.9: Financial Plan
    Entrepreneurship 101: Financial Planning
    Planning and Managing Your Business
    Template Startup Financial Model
    3.2.10: The Franchise Route
    Franchising
    Disadvantages of Franchises
    Advantages of Franchises
    Investing Wisely Through Franchising
    Unit 3 Assessment
    Unit 3 Assessment
    Unit 4: Marketing Strategy
    4.1: Market Research
    What is Marketing?
    Marketing on a Global Scale
    Is Your Business Doing Effective Market Research?
    4.1.1: Primary Research
    Primary Market Research
    4.1.2: Secondary Research
    Primary and Secondary Research
    4.1.3: Marketing Data
    Marketing Research and Market Intelligence
    4.1.4: Market Demands
    General Economic Conditions
    Consumer Income, Purchasing Power, and Confidence
    The Political Environment
    Applicable Legislation
    Cultural Values
    Demographics
    4.1.4.1: Growth Potential
    The Product Life Cycle
    4.1.4.2: Trends
    External Factors and Trends
    4.1.4.3: Barriers
    Selecting Target Markets and Target-Market Strategies
    4.1.4.4: Technology
    Leveraging Information Technology
    4.2: Products and Services
    Identifying the Target Market
    4.2.1: Features and Benefits
    Adding Products and Services
    4.2.2: Customers
    Developing a Market Segmentation
    4.2.3: Competition
    Competition
    4.3: Competitive Analysis
    Competitive Perceptual Positioning and Perceptual Mapping
    4.3.1: Niche
    Selecting a Target Market
    4.3.2: Promotional Strategy
    Defining Promotion
    The Many Goals of Persuasion
    4.4.1: Pricing Strategy
    Pricing
    4.4.2: Distribution Channels
    Marketing Channel Strategies
    4.5: The Marketing Plan
    The Marketing Plan
    Elements of a Marketing Plan
    The Purpose of a Marketing Plan
    4.5.1: Executive Summary
    The Marketing Plan
    More on the Marketing Plan
    4.5.2: Situational Analysis
    Conducting a Situational Analysis
    4.5.3: Customer Analysis
    Defining the Target Market
    4.5.4: Competitor Analysis
    Competition Based on Value
    4.5.5: Strategic Partners
    Customer Relationships and Selling Strategies
    4.5.6: Marketing Climate
    Scanning and Analysis
    4.5.7: Segmentation
    Market Segmenting, Targeting, and Positioning
    4.5.8: Strategies
    Strategic Planning
    4.5.9: Pricing
    Marketing Budgets
    4.5.10: Promotion
    Integrated Marketing Communication
    Marketing and Promotion
    4.5.11: Distribution
    Functions Performed by Channel Partners
    Marketing Plan Discussion Questions and Activities
    Unit 4 Assessment
    Unit 4 Assessment
    Unit 5: Financing the New Venture
    5.1: The Financial Plan
    Financing Your Organization
    5.1.1: Start-Up Costs
    Can You Afford to Start Up?
    5.1.2: Personal Financial Statements
    Financial Statements
    5.1.3: Profit and Loss Statements
    Standardizing Financial Statements
    5.1.4: Projections
    Finance and Forecasting
    5.1.5: Break-Even Analysis
    Break-Even Analysis
    5.2: Investment/Lending Segments
    Funding the Company
    Sources of Financing
    Financing Company Operations
    Starting a Small Business – Optional Quiz
    5.2.1: Types of Lenders
    Small Business Financing
    5.2.2: Banks
    The Advantages of a Business Loan
    5.2.3: Venture Capital
    Venture Capital
    5.2.4: Government Funding
    Facts about Government Grants
    5.2.5: Barter
    How to Barter, Give, and Get Stuff
    5.2.6: Customer Financing
    Customer Financing for Your Business
    Crowdfunding
    5.2.7: SBIR
    Starting Out with Government Funding: SBIR and STTR Grants
    5.2.8: Asset-Based Lenders
    Asset-Based Loans
    5.2.9: Angel Investors
    Angel Investors and Your Business
    5.3: Managing Growth
    How to Organize and Lead an Entrepreneurial Venture and Growth Strategies for Startups
    5.4: Exit Strategy
    How Does a VC Think About Exit Strategy?
    Exit Strategies
    How Do You Determine the Value of a Private Company?
    Getting Out
    Unit 5 Assessment
    Unit 5 Assessment
    Study Guide
    BUS305 Study Guide
    Course Feedback Survey
    Course Feedback Survey
    Certificate Final Exam
    BUS305: Certificate Final Exam
    Saylor Direct Credit
    Archived Materials
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  1. BUS305: Small Business Management
  2. Unit 3: The Business Plan
  3. 3.2: The Outline for a Business Plan
  4. 3.2.4: Marketing Strategy
  5. Marketing Plan, Strategies, Distribution, and Channels

Marketing Plan, Strategies, Distribution, and Channels

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Study this slideshow on how to create the marketing strategy section of a business plan.

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Saylor Academy © 2010-2025 except as otherwise noted. Excluding course final exams, content authored by Saylor Academy is available under a Creative Commons Attribution 3.0 Unported license. Third-party materials are the copyright of their respective owners and shared under various licenses. See detailed licensing information. Saylor Academy®, Saylor.org®, and Harnessing Technology to Make Education Free® are trade names of the Constitution Foundation, a 501(c)(3) organization through which our educational activities are conducted.