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Essential Objectives

Course Syllabus

Revision Date: 17-Jan-23

Spring 2023 | BUS-2430-VO02F - Small Business Marketing

Flex Class

FLEX courses are online courses with flexible assignment submission, allowing students to manage their completion pace during the semester. FLEX courses remain open for enrollment throughout the first half of the semester. Flex course enrollment for Spring 2023 ends on March 17.

Location: Online
Credits: 3 (45 hours)
Day/Times: Meets online
Semester Dates: 01-24-2023 to 05-08-2023
Last day to drop without a grade: 02-12-2023 - Refund Policy
Last day to withdraw (W grade): 03-26-2023 - Refund Policy
This course has started, please contact the offering academic center about registration


Marie O'Brien
View Faculty Credentials
View Faculty Statement
Hiring Coordinator for this course: Nick Molander

Course Description

An introduction to principles and techniques of marketing with specific applications to the small business: problems and solutions in marketing research, advertising, pricing, and selling. Topics include data collection and interpretation, choice and use of media, analyzing marketing mix and pricing in small business situations, and the principles and stages of the selling process.

Essential Objectives

1. Describe the relationships among marketing, sales, advertising, and public relations.
2. Identify the elements and describe the process for developing a marketing strategy for a product or business.
3. Identify and assess the primary and secondary data available to a small business person.
4. Identify marketing research resources within the student's own community.
5. Evaluate the advantages and disadvantages of TV, radio, newspaper, magazines, direct mail and the Internet as sources of advertising for a particular application.
6. Evaluate the effectiveness of several marketing research techniques (e.g. personal interview, give-aways, surveys, direct response ads).
7. Develop a marketing plan for a small business.
8. Discuss the ethical considerations inherent in marketing decisions.
9. Analyze the financial impact of a marketing plan through the use of pro-forma financial statements.

Required Technology

More information on general computer and internet recommendations is available on the CCV IT Support page. https://support.ccv.edu/general/computer-recommendations/

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.

Required Textbooks and Resources

*** This is a low cost ($50 or less) textbook or resource class ***

BUS-2430-VO02F Link to Textbooks/Resources Information for this course in eCampus.

The last day to use a Financial Aid Advance to purchase textbooks/books is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.


This is a self-paced course which means that students will be starting and progressing at different rates throughout the semester. Once you feel like you have a strong handle on the material, and you have completed all of the assignments for the module, you should feel comfortable moving on, regardless of the pace, as long as you complete the course within the semester timeframe.

The learning modules will consist of learning resources, demonstrate your learning forums, assignments and some modules have quizzes.

Demonstrate your Learning Forums are a part of every learning module and most are post first discussions- which means that you will post your reply before being able to read the replies of others.

The assignments, in addition to the discussion forums, will assess your learning of the module outcomes.

The quizzes are a part of some modules.

Module 15 includes the Final Project: The Marketing Plan. Many assignments become part of the Marketing Plan.

Evaluation Criteria

Your final grade will be based on the following assessments:

Assignment Category Grade Weight Percentage
Demonstrate Your Learning Forums 40%
Assignments 15%
Final Project & Papers 20%
Quizzes 25%
Total 100%

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

A Less than 9893
A-Less than 9390
B+Less than 9088
B Less than 8883
B-Less than 8380
C+Less than 8078
C Less than 7873
C-Less than 7370
D+Less than 7068
D Less than 6863
D-Less than 6360
FLess than 60 
NPLess than 600

Weekly Schedule

Week/ModuleTopic  Readings  Assignments



Overview: Marketing means different things to many people, so we will explore the broad concept of marketing and attempt to assign a definition. We will also get a small taste of the complexity of marketing by exploring the concept of choice.



• Module 1 Lectures:
• Principles of Marketing. Chapter 1, "What Is Marketing?"
• YouTube Video: Choice, happiness and spaghetti sauce with Malcolm Gladwell
• YouTube Video: Too Much Choice from ABC Video


Demonstrate Your Learning Forum: What Is Marketing? Your task in this exercise is to construct your own definition of marketing. Follow the prompt.

Module 1 Assignment: Consumer Choice and Marketing Assignment Description & Guidelines: Watch this module's videos, Too Much Choice and Choice, Happiness and Spaghetti Sauce, and then address the questions in the assignment.




Overview: In this module, we will learn about the 4 P's and 4 C's marketing mix concepts. Marketing mix is the foundation for a well-developed, cohesive marketing strategy. We will also begin developing a marketing plan. Each module, you will draft a component for inclusion in a comprehensive marketing plan. Your final marketing plan is due the last module of the course and comprises 20% of your final grade. Be sure to review The Marketing Plan Project. There you will see a scoring guide for your final project and information on the different components.


• Module 2 Lectures
• The Marketing Mix (+The 4P’s, 7P’s and 4C’s of Marketing) by Hannah Tow • YouTube Video: The Marketing Mix from MindTools


Demonstrate Your Learning Forum: Developing a Marketing Mix

Module 2 Assignment: Choosing a Business for the Marketing Plan




Overview: In this module, we will explore what goes into a strategic plan. Specifically, we will evaluate mission statements and learn how to conduct a situation analysis. By the end of the module, you will also be able to complete a SWOT analysis, identifying a business’s strengths, weaknesses, opportunities, and threats.



• Module 3 Lectures:
• Principles of Marketing. Chapter 2, "Strategic Planning"
*Video: How to Write a Vision Statement that Doesn't Suck from Fast Company
• YouTube Video: Your Vision Statement Sucks with Cameron Herold D


Demonstrate Your Learning Forum Prompt: Vision & Mission Activity

Module 3 Assignment: Marketing Plan Activity - Mission Statement
Module 3 Assignment: Marketing Plan Activity - SWOT Analysis
Module 3 Assignment: Marketing Plan Activity - Competition Analysis




Overview: In this module. you will discover how to conduct market research. You will learn about both primary and secondary research methods and how to gather quantitative and qualitative methods. You will learn to identify and evaluate data sources, and by the end of this module, you will be interpreting data and designing a market research strategy for your small business marketing plan.


• Principles of Marketing. Chapter 10, "How and Using Information: Marketing Research and Market Intelligence"
• How to do Market Research, A comprehensive Market Research guide from Inc.com
• TedEd Video: How Do Focus Groups Work?
• Kanopy Video: Innovative Market Research Techniques
• YouTube Video: Marketing Research for Beginners, Understanding Marketing Research Fundamentals D


Demonstrate Your Learning Forum Prompt:
Market Research for a Small Business Read at least one article on Inc.'s How to do Market Research. Provide a brief summary of the article (including the URL and names of the article(s) you chose!) and your commentary on how a small business can benefit from what you have read.
Module 4 Assignment: Max’s Supplements: Market Potential
Module 4 Assignment: Marketing Plan Activity - Design Market Research




Overview: In this module, we will explore the STP marketing strategy: segmenting, targeting, and positioning. Segmenting, targeting, and positioning are marketing tools used to identify the right customers, align and position products and services with those customers, and reach and retain those customers.


• Module 5 Lectures:
• Principles of Marketing. Chapter 5, "Marketing Segmenting, Targeting, and Positioning"
• Films on Demand, Segmenting, Targeting, and Positioning (13:52)
• YouTube Video: Marketing: Segmentation - Targeting - Positioning
• Kanopy Video: How to Segment a Market.
• Kanopy Video: Targeting a Market Segment.


Demonstrate Your Learning Forum Promt: Target Marketing or Positioning
Module 5 Assignment: Marketing Plan Activity - General Market Research and Target Market

Module 5 Quiz: Marketing Concepts




Overview: In this module, we will delve into product, one of the 4 P’s in the marketing mix. We will explore product offerings, including goods, services, and ideas, and learn the types of consumer offerings. We will discuss positioning and discover the importance of a product’s value proposition.



• Module 6 Lectures:
• Principles of Marketing. Chapter 6, "Product and Service Decisions"
• Main Street ROI, "How to Create a Powerful USP in 5 Easy Steps"
• YouTube Video: Stacy Karacostas shares a terrific example of a small business USP


Demonstrate Your Learning Forum Prompt: New Positioning or Product & Service Mix?
Module 6 Assignment: Marketing Plan Activity - Product or Service
Module 6 Assignment: Marketing Plan Activity - Unique Selling Proposition (USP)




Overview: In this module, we will learn about pricing. Having a savvy pricing approach is critical because price drives business’ revenue. We will identify the factors influencing price, explore pricing strategies, and learn important pricing concepts.


• Module 7 Lecture:
• Principles of Marketing. Chapter 15, "Price, the Only Revenue Generator"
• Chron, "Different Types of Pricing Strategy for Small Business"
• Marketing Mo, "Pricing Strategy"
• YouTube Video: Evan Charmichael, Pricing Strategies - How to price a product
• The Atlantic, “The Psychological Difference between $12.00 and $11.67”


Demonstrate Your Learning Forum Prompt: Making a Pricing Decision

Module 7 Assignment: Marketing Plan Activity - Pricing Your Product or Service
Module 7 Quiz: Marketing Concepts




Overview: In this module, we dive into branding. The term 'brand' encompasses a wide range of concepts. In short, branding is the way customers feel about your product. What do they associate with your business? Strategy Marketing and Technology Agency suggests branding is critical because, “When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff.”


• Module 8 Lecture:
• Kanopy Video: The Tactics of Successful Branding.
• Forbes, Three Reasons Why Brand Storytelling is the Future of Marketing
• Lyfe Marketing, The Ultimate Guide to Social Media Branding for Small Business
• Morning Consult, Most Loved Brands in America 2019
• Convince & Convert, Three Brilliant Examples of Brand Storytelling You May Have Missed


Module 8 Demonstrate Your Learning: How Important Are Price & Branding in the Consumer Decision Process

Module 8 Assignment: Marketing Plan Activity - Your Branding Strategy
Module 8 Quiz: Marketing Concepts




Overview: Do you read customer reviews on Amazon before making a purchase? Do you like the same products as your friends or family members? Have you been enticed to buy a product because of a sale or a celebrity endorsement? Consumer behavior considers all the reasons why people shop and purchase products. This module will explore how people make buying decisions.



• Module 9 Lecture:
• Principles of Marketing. Chapter 3, "Consumer Behavior: How People Make Buying Decisions"
• YouTube Video: Content Sparks, Your Customer's Decision-Making Process


Demonstrate Your Learning Forum Prompt: Vic’s Bike & Surf Shop
Module 9 Assignment: Marketing Plan Activity - Attracting and Retaining Customers
Module 9 Quiz: Marketing Concepts



Overview: Have you ever been asked to complete an online survey after shopping at store? Do you read online customer reviews to help you make a purchasing decision? Have you ever left a positive or negative customer review? Customer empowerment has never been more pronounced, making customer satisfaction and retention critically important for all businesses, both small and large. This Module we explore the importance of customer satisfaction and strategies to build and measure customer loyalty and retention.


• Module 10 Lectures:
• Principles of Marketing. Chapter 14, "Customer Satisfaction, Loyalty, and Empowerment"


Demonstrate Your Learning Forum Prompt: Customer Loyalty
Module 10 Assignment: Marketing Plan Activity - Customer Satisfaction and Retention
Module 10 Quiz: Marketing Concepts




Overview: How do businesses persuade consumers to purchase their goods or services? This module covers the multifaceted components of promotion, including the types of promotion, steps in an advertising plan, selecting media, and creating messaging.


• Module 11 Lectures:
• Principles of Marketing. Chapter 11, "Integrated Marketing Communications and Traditional Media Marketing"
• Kanopy Video, The Promise and Perils of Social Media
• Principles of Marketing. Chapter 12, "Digital Marketing"


Demonstrate Your Learning Forum Prompt: Let’s Talk Promotion
Module 11 Assignment: Marketing Plan Activity - Advertising Plan
Module 11 Quiz: Marketing Concepts




Overview: After completing this module, you will appreciate the role that professional selling plays in marketing strategies. You will be able to describe various sales strategies that can achieve the desired customer relationship and will understand the sales cycle and the metrics used by sales professionals. We will also learn how to use and interpret pro forma financial statements for marketing strategy planning and evaluation.



• Module 12 Lectures:
• Principles of Marketing.Chapter 13, "Professional Selling"
• Chron, About Pro Forma Statements
• Learn about Pro Forma Financial Statements from this lecture from the University of Pennsylvania’s Wharton School of Business: Wharton School of Business lecture on Pro Forma Financial Statements
• YouTube Video: Brain Tracy, Is Sales a Dying Profession?


Demonstrate Your Learning Forum Prompt: Selling a New Technology

Module 12 Assignment: Pro Forma Statement

Module 12 Quiz: Marketing Concepts



verview: Websters Dictionary defines ethics as “the discipline dealing with what is good and bad and with moral duty and obligation; a set of moral principles: a theory or system of moral values; the principles of conduct governing an individual or a group.” In this module we will explore the ethical considerations marketers and other professionals navigate when making business decisions.



Module 13 Lecture:
• Project Muse, Advertising & Society Review
• Chron, Ethical Marketing Strategy
• Film on Demand Business Ethics
• YouTube Video: Wally Snyder with American Advertising Federation, Why Advertising Ethics?
• YouTube Video: Wally Snyder with American Advertising Federation, Ethics in Advertising: Do the Right Thing


Demonstrate Your Learning Forum Prompt: Advertising and Ethics

Module 13 Assignment: Marketing Plan Activity - Draft Your Philosophy Statement about Ethical Considerations




Overview: We have covered a broad field of marketing topics in this class. In this module, you have an opportunity to pull together and apply many of the concepts we have learned. You will also develop an evaluation strategy for your marketing plan.



• Sparks & Honey, Generation Z Study (PDF)

• YouTube video: NMHU, Performance Marketing Metrics


Demonstrate Your Learning Forum Prompt: Putting It All Together

Module 14 Assignment: Marketing Plan Activity - Evaluation Plan




Overview: In this module, you will submit your final marketing plan, a showcase of all you have learned in this class! You will also reflect on the concepts we have explored and share your next steps. Congratulations on making it this far!


Explore the following websites:
• Vermont Small Business Development Center
• U.S. Small Business Association, Vermont District Office
• Purpose of the Chamber of Commerce


Demonstrate Your Learning Forum Prompt: Marketing is Just Advertising?

Demonstrate Your Learning Forum Prompt: That's a Wrap

Module 15 Assignment: Final Marketing Plan


Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

  • In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
  • Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
  • Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Accessibility Services for Students with Disabilities:

CCV strives to mitigate barriers to course access for students with documented disabilities. To request accommodations, please
  1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
  2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
  3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Integrity

CCV has a commitment to honesty and excellence in academic work and expects the same from all students. Academic dishonesty, or cheating, can occur whenever you present -as your own work- something that you did not do. You can also be guilty of cheating if you help someone else cheat. Being unaware of what constitutes academic dishonesty (such as knowing what plagiarism is) does not absolve a student of the responsibility to be honest in his/her academic work. Academic dishonesty is taken very seriously and may lead to dismissal from the College.