Strategic Marketing for Small Businesses

Are you an entrepreneur or small business manager who wants to improve their strategic marketing skills? 

If your answer is 'yes', you are in the right place! This course teaches you to think strategically about your marketing efforts.  It looks at marketing as a system of interrelated parts that, when working together, will result in effective marketing for your small business.   

  • Hands On Approach

    You will be given the opportunity to apply what you are learning to your actual business (or the business you plan to create) through worksheets and structured activities

  • Workbook

    Our 105-page workbook is included with the course. It is a text version of the course that you can download or print for future reference.

  • Expertise

    Kelly and Bruce have more than 20 years of industry experience. They have studied, researched, and published extensively on entrepreneurship and business management. They have advised and taught hundreds of entrepreneurs.

Instructors

Bruce Dye

Bruce lives and breathes entrepreneurship! Over the past 20+ years he has consulted for hundreds of entrepreneurs. He has co-authored three books on entrepreneurship, published in academic journals, and spoken at numerous international conferences. The foundation of Bruce's skills came from earning an MBA (St. Mary's), Masters in Community and Economic Development (Penn State), and a Doctorate in Social Science (Leicester). Bruce's knowledge, experience, and passion for entrepreneurship are unparalleled.

Kelly Dye

Kelly has been teaching and training for more than twenty years. She has designed and delivered business curriculum for undergraduate and graduate students as well as for government and community groups. She holds a Bachelor of Commerce (Dalhousie University) a Masters Degree in Business Administration (Fort Hays State University) , a PhD in management (Saint Mary's University) and a law degree (University of Central Lancashire). Kelly has published extensively in books and journals and has presented her work globally. Her passion is hands-on, accessible learning and creating inclusive organizations.

Course curriculum

  • 1

    Introduction

    • Course Introduction

    • Meet Bruce and Kelly
  • 2

    Lesson 1 - Marketing Theory

    • Lesson 1 - Video 1 - What is Marketing

    • Lesson 1 - Video 2 - What is Systematic and Strategic Marketing

    • Lesson 1 - Video 3 - Mission and Vision

    • Lesson 1 - Video 4 - Lesson 1 Wrap-up
  • 3

    Lesson 2 - Understanding Your Market

    • Lesson 2 - Video 1 - What is a Market

    • Lesson 2 - Video 2 - Competition

    • Lesson 2 - Video 3 - Suppliers

    • Lesson 2 - Video 4 - Government

    • Lesson 2 - Video 5 - Cuctomers

    • Lesson 2 - Video 6 - Geographic Segmentation

    • Lesson 2 - Video 7 - Demographic Segmentation

    • Lesson 2 - Video 8 - Psychographic Segmentation and Wrap-up
  • 4

    Lesson 3 - Choosing and Evaluating a Segment to Target

    • Lesson 3 - Video 1 - Target Market

    • Lesson 3 - Video 2 - Lesson 3 Wrap-up
  • 5

    Lesson 4 - Readying Your Products and Services

    • Lesson 4 - Video 1 - Differentiation

    • Lesson 4 - Video 2 - Pricing
  • 6

    Lesson 5 - Distribution Channels

    • Lesson 5 - Video 1 - Distribution Channels

    • Lesson 5 - Video 2 - Lesson 5 Wrap-up
  • 7

    Lesson 6 - Communication Channels

    • Lesson 6 - Video 1 - Communication Channels

    • Lesson 6 - Video 2 - Types of Advertising

    • Lesson 6 - Video 3 - Advertising Considerations

    • Lesson 6 - Video 4 - Promotion

    • Lesson 6 - Video 5 - Lesson 6 Wrap-up
  • 8

    Lesson 7 - Selling and Relationship Building

    • Lesson 7 - Video 1 - Selling
  • 9

    Lesson 8 - Crafting, Implementing, and Evaluating Marketing Strategy

    • Lesson 8 - Video 1 - Creating a Marketing Plan

    • Lesson 8 - Video 2 - Evaluating Your Marketing Strategy
  • 10

    Lesson 9 - Conclusion

    • Video - Course Conclusion