ENT 150B Planning Your Business 2

Lecture Hours: 3
Credits: 3

Continues the research, development, and documentation of the detailed business plan started in ENT 150A. Focuses on elements of marketing, including industry and customer analysis, marketing strategy, and operational plan.

Prerequisite: Placement into WR 115 (or higher), or completion of WR 090 (or higher); and completion of ENT 150A; or consent of instructor. (All prerequisite courses must be completed with a grade of C or better.)
Student Learning Outcomes:

Assess the relationship of the new business to the industry, target market, and competition.
Develop a foundational marketing strategy including pricing and promotion mix.
Determine management team and company structure.
Define the operational plan of the business.

Content Outline

Industry Analysis
- Creating an industry profile
- Analyzing industry trends
Market Analysis
- Understanding market segmentation
- Targeting markets
- Competitor analysis
- Competitive response
- Marketing Plan
Marketing strategy
- Reaching the market - promotion mix
- Promotion schedule
Pricing
- Pricing strategies
- Setting prices
Management Team
Operations Plan