Revision of Syllabus for Entrepreneurial Marketing from Sat, 2011-01-08 19:21

Course organiser:
Karen Fasimpaur

Preferred contact methods:
email: karen at k12opened dot com
chat or skype by appointment

Online office hours:
______ on course Chat channel

Course calendar

See Week 1 course introduction for information on course values and methods.

Objectives:

• To introduce the course and ourselves
• To understand how important mission and vision are to marketing
• To think about crafting a message and staying true to it

Readings:

• Week 1 page
• "Build a Mission Statement" video from Microsoft Small Business - all rights reserved

Assignments:

• Post an introductory message in the forum
• Make-your-own-case-study
  • Option 1: Craft your own enterprise mission or vision statement
  • Option 2: Analyze the mission or vision of an enterprise of your choosing

Objectives:

• To understand marketing mix (the "4P's")
• To know the elements of a marketing plan
• To think about the marketing mix for your enterprise and what kind of marketiing plan is most appropriate

Readings:

• Week 2 page
• Marketing mix article from Wikipedia - CC BY SA
• Chapters 7-10 of Core Concepts of Marketing textbook (optional) - CC BY
• One or more of the marketing plan outlines below

Assignments:

• Make-your-own-case-study

Objectives:

• To understand the importance of a web presence
• To identify the key goals of having a web presence for your project
• To learn some inexpensive ways to create a web presence

Readings:

Assignments:

• Make-your-own-case study: Identify an enterprise with an effective web presence. Post a link under the Forum prompt and tell why you think it is effective (including relation to the enterprise's mission and marketing mix)
• Think through the elements of our own enterprise's web presence
  • Write a post in the Forum prompt for week 3 about what type of web presence your enterprise should have; include information such as how your mission and vision will be reinforced by your web presence, a brief outline of your web site's content, and what tools make most sense given your goals and budget 

Objectives:

• To understand a variety of promotional marketing tools
• To analyze which tools might be most effective for your enterprise

Readings:

Assignments:

• Make-your-own-case study:

Objectives:

• To understand social media and user-generated content, various platforms and tools for each, and how to optimize their use for marketing
• To analyze which of these tools might be most effective for your enterprise
• To figure out how to get your enthusiasts to market for you

Readings:

• See below
•  

Assignments:

• Make-your-own-case-study - Find an enterprise that is doing a great job of using social media to market. Write a short post that includes:
  • A link to the enterprise and their social media page(s)
  • What you like about it
  • What lessons we all can apply to our own enterprises
• Choose an enterprise that you love as a consumer/evangelist and do some marketing for them (Write an online review. Rate them on Google maps. Like and/or add something to their FB page. Follow them on Twitter. Spread the word to others.) Write a short post about what you did in the Forums under the Week 5 prompt.
• (Optional) Explore a social media tool that you aren't already familiar with but that might have applicability to your enterprise. Develop a strategy for using this tool, and if it makes sense, set up an account and get started. (Note: This could be expanded into your final project.)

Objectives:

• To take what you've learned so far and apply it in more depth to some aspect of marketing for your enterprise

Readings:

• Your choices

Assignments:

• Post your project summary in Forums under Week 6 * Due no later than March 4; Include the following:
  • Objectives
  • Requests for collaboration as applicable
  • Requests for assistance from the course organiser
  • A brief timetable of the work you need to do to complete this project
• Complete your project * Due no later than March 29