Fall 2012
MARKETING STRATEGIES FOR ENTREPRENEURS
AND SMALL BUSINESS OWNERS
X475.5, 2 SEMESTER UNITS IN BUSINESS ADMINISTRATION
SYLLABUS
BASIC COURSE INFORMATION
Course Meeting Dates & Times: Nov 17 – December 15 • 8:30am – 5pm (no class Nov 24)
Course Location: San Francisco Room 815C, UC Berkeley Extension Downtown Center
425 Market St., 8th Floor (enter on Fremont St.)
Instructor: Kathryn Gorges, MA, MBA
Phone: 831-325-6158
E-mail: kagorges@berkeley.edu kagorges@gmail.com
Instructor Availability: I can be reached most easily by either of the emails above.
COURSE DESCRIPTION
Learn practical ways to plan and execute cost-effective and innovative marketing strategies for
entrepreneurs and small business owners. You also learn about new-media marketing, including
blogging, viral marketing, video marketing, Twitter, Facebook, LinkedIn, word-of-mouth,
networking, creative brainstorming in tandem, and more. Guest speakers are a key component of
this course; these successful, proven small business owners and entrepreneurs share tips,
secrets, and strategies to help you gain a competitive edge and attract more quality customers for
your business and websites.
Course Goals and Learning Objectives
On successful completion, participants will gain knowledge and skills in the following areas:
•
•
•
•
•
•
How to be successful and streamlined in targeting audiences on Facebook, Twitter,
Linkedin or Meetup
How to use blogs, videos, emails to promote your business and reach your target audience
How to utilize digital / online marketing techniques, including search engine marketing,
social media marketing and e-mail marketing
How to reach mass audiences in TV and radio advertising without busting the budget
Understanding the nuances and ins-and-outs of networking and building community online
Leveraging public relations to full benefits
Intended Audience
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
1
This course is intended for small business owners and entrepreneurs who want to learn proven
strategies and techniques, and gain a competitive edge by employing the latest tips and tricks to
generate awareness and increased business opportunities.
Instructional Methodologies
This class is taught in lecture format with discussion. Guest speakers are an integral part of the
course.
Prerequisites
There are no prerequisites.
COURSE MATERIALS
The New Rules of Marketing and PR
Author – David Meerman Scott
The McGraw-Hill 36-Hour Course: Online Marketing
Author – Lorrie Thomas
Social Marketing Diva website
http://www.thesocialmarketingdiva.com/marketing-strategies-course-resources/
password protected: berkeley
Videos
Blogs
eBooks
Articles
Links
REQUIREMENTS – ASSIGNMENTS, GRADING, & FINAL PROJECT
All evaluated and graded material will be returned to students by the next class meeting.
Course Assignments (including reading assignments, in-class assignments, problem sets,
and other homework):
• Email all assignments—documents (or links where appropriate)—to me at
kagorges@berkeley.edu
• Assignments are due Wednesday 11:59pm before the next class.
Grading/Evaluation
Students will be evaluated on attendance, class participation, online participation, and a final project. Attendance is
critical – we cover a lot of material in a short amount of time. Participation in class discussions (in class and online)
relate to your final grade.
Evaluation component breakdown:
Participation 25%
Attendance 25%
Assignments 20%
Final Project 30%
• Participation = 25%
Participation criteria are as follows:
Exemplary (90 -100%)
Participates regularly and actively and contributes in ways that help advance concepts introduced and
discussed in class; does not dominate the discussion or try to comment on everything for the sake
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
2
of talking; encourages others to participate
Uses specific examples to support responses and invites further discussion;
Contributions are relevant and demonstrate a thorough understanding and reflection regarding the
question or concept being presented.
Accomplished (80 - 90%)
Participates regularly and actively;
Uses specific examples to support responses;
Contributions are relevant and demonstrate a thorough understanding regarding the question or concept
being presented.
Competent (70 – 80%)
Participates regularly but not as active in contributing;
Communicates ideas, opinions, and conclusions clearly and completely;
Uses specific examples to support response
Developing (60 – 70%)
Does not participate regularly or actively contribute;
Communicates ideas but fails to provide examples to support response;
Contribution does not demonstrate an understanding of the question or concept being presented
Does not participate (<60%)
Indifferent or hinders the discussion and limits the ability to submit a final and representative response
•
Attendance = 25%
Attendance is also an important component of this course. Regular attendance is expected and considered
mandatory. Students are allowed ½ day unexcused session absence from class for the duration of the 4 week/8
session (each class has a morning session and an afternoon session) course without direct penalty to the grade.
For each absence over 1/2 unexcused absences, the final grade will be reduced by 5 percentage points. For
example, if a 90% is earned as a final percentage total but a student misses 1 sessions, the total points will be
reduced by 5 percentage points to 85%.
Exceptions: an absence is unexcused if no arrangements have been made with me beforehand or afterwards to
make up for the lost contribution. Please get in touch with me as soon as you know you will be absent to plan for
making it up to avoid any penalty.
Attendance and Tardiness Policy:
If students miss class for any reason, the burden is on the students to make up the work and to make a decision
whether they can continue in the course:
• Refund policy: http://extension.berkeley.edu/info/enrollment.html#refunds
• Withdrawal and Incomplete Policies: http://extension.berkeley.edu/info/grades.html
• XB Deadlines: http://extension.berkeley.edu/info/enrollment.html#xb
For students who feel that they can make up the work, instructors will provide any materials that were handed out
in class (handouts, slides, notes etc.) and remind the students of the assignments that are due. It is not the
instructor's responsibility to make up the instructional time with the student in the form of a personal tutorial or
personal lecture. Students who missed class should obtain lecture notes from the other students who were present
that day; it is recommended that students exchange contact information with a few other students for this purpose
on the first day of class.
•
Assignments = 20%
Email all assignments—documents or links—to me at kagorges@berkeley.edu
•
Extra Credit Opportunities (must be started and completed during the course period and
agreed to by me before beginning):
o
o
o
o
Website completion with copy
Completed blog entries
Newly operating Facebook page/Twitter account with content for 3 weeks
Email newsletter sent and mailing list of >25 established
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
3
FINAL PROJECT = 30%
A final project is required to earn full credit for this course. The final project applies what you
learned about small business and entrepreneurial marketing (if you are taking the class for a real
business, then apply learning to your organization). The assignments for each week of the course
contribute to and inform the final project. The project will bring the previous assignments together
into a presentation that can be used as the basis for an investment pitch or a sales presentation
or marketing presentation.
The final project will be due on the last day of class. Each student will have 10 minutes to give
their presentation and will receive 10-15 minutes of suggestions from the rest of the class.
Presentations will also be handed in via email, disk, or dropbox if necessary (Contact Kathryn
Gorges if you need dropbox to hand yours in.) Late projects will not be accepted. The final
project presentation includes all of the following:
The Final Project Presentation
1. My product/service
o Tagline
2. The problem we solve
(better than anyone else)
o Very simple picture or diagram – 3-5 elements
o Almost no text
3. Distinct value we deliver
o Get to the point
o Be specific
o Must be different
o People must want to pay for it
4. How much $ potential is there – really?
o {NOTE: for purposes of this class DO NOT spend much time on this slide}
o Don’t be conservative
o Don’t be crazy
o Have some rationale that makes sense – bottom up based on demand is more
credible
o Should be based on market validation – talking directly to people, finding out how
much they’d value this – what difference would it make – would they use it? Buy it?
Recommend it?
o How many people are already using it? Paid?
5. How do you make money?
o This is your business model – how does the money flow into your business?
o Good to think of 3 revenue streams
o What are the target market segments it comes from? {specifically for this class}
6. Secret Sauce
o {NOTE: for purposes of this class DO NOT spend much time on this slide}
o What is your secret sauce? Your proprietary algorithm? Architecture? Device?
Market approach?
7. How do you stack up to competition
o There is ALWAYS competition – people live without your product now – what are
they doing instead? That’s your competition
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
4
o Keep it VERY simple
8. Go To Market Strategy – make this 3-5 slides
o How will you let the market know about the amazing value your product/service
delivers?
o How will that produce market share?
o What will it take to do that?
o {NOTE: for purposes of this class be more complete on this section than for an
investor pitch}
o What are your top 3 tactics to get your target segments’ attention: Email? Online or
offline ads? PR? Social Media? Viral video? LinkedIn? Webinars? Organic SEO?
9. Your team is the perfect one – why?
o {NOTE: for purposes of this class focus on this slide as a description of your brand
experience and business culture – why is YOUR business the best to buy this from?}
o Why you and your team? What’s special about you all?
o Why now?
o Why are you better than just taking the idea and finding another team to do it?
10. Your timeline and ask (maybe)
o {NOTE: for purposes of this class DO NOT spend much time on this slide}
o How long will it take you to reach significant revenues?
o What will it take to do that? Will more money invested make a difference? How and
when?
o What do you want someone to order if this is a sales presentation?
11. One of your resources for this pitch
12. Additional documentation
o If your marketing strategy is complex or unusual, include additional documentation
o You can also include product or service details as backup materials if you feel the
need to do that
Ø Please feel free to include more information about the marketing aspects of your
presentation – you may not have time in a 10 minute presentation to cover those, but
including them will improve your grade.
I will be looking for grasp of course material to be incorporated into the final project.
The object of the final project is to apply thinking from class lectures and reading to solidify your
new knowledge and turn it actionable strategy. There is no wrong or right approach to this project
- marketing requires innovative thinking and creativity – let your mind go and have fun with this
project!
Every business is different, so every final project format will vary. Focus on quality demonstration
of learning, not quantity of pages.
Include your assumptions as to market size and revenues—try to stay as close to reality as
possible so as to be useful to your business. Include as much marketing strategy as you can,
even if your circumstances prevent it because of a small budget. You could find that you would
have more success by seeking additional funding if you explore the possible impact of marketing
activities you wouldn’t otherwise have considered.
Grading Scale for Final Course Grade (and Final Project Criteria):
•
Grading will not be on a curve: it is possible for everyone to get an A.
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
5
GRADE
GRADE
POINTS PER
UNIT
RECOMMENDED DESCRIPTION
PERCENTAGE
BREAKDOWN
A+
A
A-
4.0
4.0
3.7
94 – 100%
94 – 100%
90 – 93%
Excellent: The grade of “A+,” when awarded at the instructor’s discretion,
represents extraordinary achievement, but does not receive grade point
credit beyond that received for the grade of A.
Your Final Project includes all the marketing techniques covered with
tactics, the overall strategy with objectives, the market opportunity would
be clear and the plan understandable by someone other than the author
(the document stands on its own).
B+
B
B-
3.3
3.0
2.7
86 – 89%
83 – 85%
80 – 82%
Good
Your Final Project includes all the marketing techniques covered with
tactics, the overall strategy with objectives, the plan would be
understandable but may require some explanation by the author (the
documents mostly stands on its own).
C+
C
C-
2.3
2.0
1.7
76 – 79%
73 – 75%
70 – 72%
Fair: Each course in a certificate program must be completed with a
grade of C or better, although some programs have higher requirements.
Your Final Project includes all the marketing techniques covered with
tactics, the overall strategy with objectives, and may be understandable
(the document doesn’t stand on its own entirely).
D+
D
D-
1.3
1.0
.7
66 – 69%
63 – 65%
60 – 62%
Barely passed
Your Final Project includes most of the marketing techniques covered,
some strategy, and isn’t understandable.
F
0.0
< 60%
Failed
Your Final Project has only a few techniques, little or no strategy, and
isn’t understandable.
P
Passed at a minimum level of C-minus or 70%
NP
Not Passed – anything below a C-minus or below 70%
Grading Options & Deadlines for Choosing Grading Options:
For Professional Post-Graduate courses numbered X400-499, the grading options are as follows:
§
§
§
§
CLG—credit letter grade (DEFAULT STUDENT GRADING OPTION)
P/NP—pass/not pass
NC—not for credit
W—withdrawal (must be student-initiated)
The default grading option for courses numbered X400–499 is a letter grade. Students are permitted to change their
grading option in X400-499 level courses anytime before the final meeting. The change from not for credit to credit
may be made only if the instructor has recorded the student's academic progress throughout the course. If a student
doesn’t inform the instructor of their grading option, they will automatically be assigned a letter grade. If the student
stops attending class, has not officially withdrawn, and has not informed the instructor of their grade option, the student
will be assigned an “F” as a final grade for the course.
Additional Information and Policies on Credit, Grades, Incompletes, Withdrawals, Final
Grade Reviews/Appeals and Transcripts:
http://extension.berkeley.edu/info/grades.html
Classroom Decorum:
•
Turn off cell phones
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
6
•
•
No laptops
Ground rules for discussion – mutual respect with an emphasis on learning what others have to say.
Academic Honesty and Student Conduct:
•
•
•
UC Berkeley Extension’s Policy on Academic Honesty and Student Conduct:
http://extension.berkeley.edu/info/policies.html#conduct
Permissible collaborations: Discussion, brainstorming, ideas, clarifications
Impermissible collaborations: None of the assignments are collaborative
Other Extension Policies: Including Privacy, Nondiscrimination, Sexual Harassment, Safety and Security,
Classroom Recording: http://extension.berkeley.edu/info/policies.html
INSTRUCTOR BIOGRAPHY
President of Marketing Possibility Consulting and also known as the Social Marketing Diva, Kathryn blends social
media and traditional marketing communications with core business strategy to create integrated marketing strategies
for small and medium-sized businesses. She specifically leverages the vision and value at the heart of the business
into quality customer relationships and conversations.
Kathryn brings over 17 years of experience in high tech marketing and sales to her marketing consulting business.
She consults as CMO and co-founder of three startups and also with medium and small businesses in the Silicon
Valley area. Kathryn helps businesses clarify their brand and business persona to use in building conversations with
customers and prospects through all facets of marketing and social networking. She also develops social media
marketing plans, teaches all aspects of engaging online, and can conduct online campaigns for clients.
Kathryn has spoken at conferences, workshops, meetings, and corporations on topics ranging from the future of
marketing and social media to the application of high availability systems in the financial industry. She loves speaking
and will happily make herself available. Her presentations, workshops, and coaching sessions consistently get
excellent reviews—and she loves presenting information that is empowering to people. Kathryn teaches Marketing
Strategies for Entrepreneurs and Small Business Owners at UC Berkeley Extension San Francisco
(http://extension.berkeley.edu/cat/course2207.html).
Kathryn has held marketing and sales leadership positions at IBM, Amdahl, Stratus, and Tandem and has served in
executive roles on non-profit boards and community organizations. She has a Masters in Philosophy from Stanford
University, a BS in Mathematics from William and Mary, and an MBA from Santa Clara University.
http://www.linkedin.com/in/kathryngorges
http://www.thesocialmarketingdiva.com
http://twitter.com/kagorges
http://twitter.com/SocialMktgDiva
http://www.facebook.com/SocialMarketingDiva
kathryn@theSocialMarketingDiva.com
831.325.6158
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
7
SCHEDULE
NOTE: All assignments with a Ø in front are to be turned in via email – as one of the following:
Word document, Powerpoint, Keynote, jpeg, or scanned.
Class One – November 17, 2012
Morning:
Introduction to Small Business and Entrepreneurial Marketing
Introductions
Class Overview/Syllabus Review
The REAL Meaning of Marketing
Matching Your Ideas to Your Market: Solving Real Problems
Afternoon:
Identifying, Creating, and Building Your Brand Experience and Value Proposition
Customer and Market Research - Online Surveys
CLASS ONE ASSIGNMENTS:
o Refer to the resources webpage: http://www.thesocialmarketingdiva.com/marketing-strategiescourse-resources/
• Classroom 1: Marketing and Branding Resources
•
Read the references and watch the videos
o Reading: The New Rules of Marketing and PR Introduction, Foreword and Chapter 1 2, and 3
o Reading: The 36-Hour Course to Online Marketing Preface, Introduction and Chapter 1
Ø Download, complete, and turn in the worksheets (from the website page for this week) for your
own business or the business you’ve chosen as your focus for this course.
o Business Model Canvas – to draft an overall view of how your idea will connect with
customers, require resources, and make money
o Market Alignment Worksheet – to match your talents and inspirations to customers’
wants and needs
o Target Market Definition – to describe who you think might be your best first target
segment. This is a worksheet best duplicated for each target segment you will have.
o SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis – to understand
your business in relationship to the market and how to capitalize on your strengths and
protect yourself from threats.
o Communicating Your Value – to start to articulate what unique differentiator you have
in the language of the value to your customer and the problem your solving in their lives.
The Value Proposition portion of this 2 page worksheet is critical.
o Building Your Brand – to start intentionally creating an integrated brand experience
that will carry the communication of your value to your customer throughout the
touchpoints.
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
8
Ø Ask 5 – 10 people about your idea for your business. Formulate your questions to be openended and to find out about what people think, what they’re related problems are, and what
they really want. Turn in a summary of your findings.
Ø Create an online survey and send it to your friends, co-workers, or customers:
http://www.surveymonkey.com/ The focus of your survey can be to understand problems
people have that you may want to develop a product or service for, or to find out what people
are using today, or to ask about people’s preferences for certain brands and why, or some
other topic that is compelling to you in the context of your business. Turn in a summary of
your findings.
Ø Ask 3-5 clients, friends, and/or family the following questions and be prepared to discuss these
in the next class:
o What are my greatest strengths?
o What are my weaknesses?
o What can you count on me for?
o What can you not count on me for?
o What unique difference am I suited to make in the world?
Ø Write down and turn in a draft of your:
o Elevator Pitch (30 seconds to a minute)
o Tag line (3-10 words) – you can turn in a bunch of ideas – I’m not looking for perfection,
but for a start
Class Two – December 1, 2012
Morning:
Reading and Homework Review
Elevator Pitch Practice Session
Local Search and SEO
Measuring Marketing Success with Web Analytics
GUEST SPEAKER: 10:00am – 12:00pm — Celeste Bishop, SEO
Afternoon:
Search Engine Marketing and Online Advertising
Online Presence Strategy
Websites versus Online Business Strategy
Websites and Blogs
GUEST SPEAKER: 1:30pm – 2:30pm — Allan Chao Founder of StartupV8.com (and former
Marketing Strategies for Entrepreneurs and Small Business student!)
GUEST SPEAKER: 3:00pm – 4:30pm — Sheila Fruge, Fruge Consulting Inc., PPC Campaigns
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
9
CLASS TWO ASSIGNMENTS:
o Refer to the resources webpage: http://www.thesocialmarketingdiva.com/marketing-strategiescourse-resources/
• Classroom 2: Online Presence Strategy: Search Engine Optimization (SEO), Search Engine
Marketing (SEM, Pay-per-click or PPC), Website, Blog
•
Read the references, listen to the recording of the 4Ps and watch the videos
o Reading: The New Rules of Marketing and PR Chapters 5, 9 - 13, 15, and 20
o Reading: The 36-Hour Course to Online Marketing Chapters 2 – 5, 7 – 9
o Watch the “Web Marketing Checkup” Webinar. To access the online tutorial, go to:
http://www.brighttalk.com/webcast/4084 The webinar is 55 minutes long.
Ø Turn in one-half page on the keywords and SEO tactics that will apply to your business. Use
Google’s keyword research to identify the keywords that relate to your business and your value
proposition
Ø Turn in a keyword-rich blog entry – 3 paragraphs
Ø Layout and turn in the basic navigation for your business website using the worksheets on the
resources page. Make sure you have an objective and call to action for each page. Just ideas,
not the full copy.
Ø Turn in the Developing Your Persona worksheet for your blog persona with adjectives
describing tone, formality, values that reflect your brand experience. Specify on the
worksheet what type of blog works best for you and your business.
Ø Turn in one page on how you would run an online search advertising campaign – pay-per-click
(PPC) only – if you were given a budget for that purpose. Also include your objectives for the
campaign and how you would measure success. Relate this to your business for this course.
Class Three – December 8, 2012
Morning:
Reading and Homework Review
Public Relations (PR)
Advertising: Print, TV, Radio
GUEST SPEAKER: 10:00am – 11:30am — Deb Doyle, Stage2 Marketing
Afternoon:
Social Media Marketing—The Power of Conversation and the Passing of Trust
Email Marketing: Social Media Examiner Case Study
Viral Video Marketing
Podcasting and Audio Marketing
Writing Great Copy
Tracking and Evaluating your Marketing Efforts
CLASS THREE ASSIGNMENTS:
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
10
o Reading: The New Rules of Marketing and PR Chapter 4, 6 – 8, 10, 14, 16 - 19
o Reading: The 36-Hour Course to Online Marketing Chapters 6 and 10 - 12
o Watch the How to Optimize Your Email Marketing Webinar
http://www.brighttalk.com/webcast/4734 Please be advised that you must register with
BrightTalk prior to accessing the tutorial. www.brighttalk.com. Accounts are free.
o Refer to the resources webpage: http://www.thesocialmarketingdiva.com/marketing-strategiescourse-resources/
• Classroom 3: Traditional Advertising, Public Relations (PR), and Social Media
•
Read the references and watch the videos
Ø Turn in one page on how you would use media advertising (TV, print, radio, billboards, etc.)
and Public Relations. Include your rationale behind choosing one over the other or the
particular combination of both. Relate this to your business for this course. Identify your
business objectives and the measurements you would use to determine success.
Ø Create a Facebook page and Twitter account for your business. Use your keywords. Turn in a
screenshot of each.
Ø Turn in the Content Calendar Worksheet for a one-month social media content calendar.
Include themes that leverage your blog ideas into social media actions; frequency; ideas for
topics. Use your keywords.
Ø Turn in one-half page describing how your business could use email marketing to increase
revenues (directly or indirectly).
Ø Final project due next week!
Class Four – December 15, 2012
Morning:
Reading and Homework Review
Final Presentations
Afternoon:
Final Presentations
Refining Your Strategy and Expanding Your Marketing
CLASS FOUR ASSIGNMENTS:
o Reading: The New Rules of Marketing and PR Review
o Reading: The 36-Hour Course to Online Marketing Review
o Refer to the resources webpage: http://www.thesocialmarketingdiva.com/marketing-strategiescourse-resources/
• Classroom 4: Review and Final Presentations
•
Read the references and watch the videos
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
11
Note! Please email or send via dropbox your final project presentation to
kagorges@berkeley.edu by midnight Saturday, December 15, 2012
Save the Planet – NO PAPER PLEASE! Email!
E-mails to the Class:
Instructor may send the class relevant links via email. Instructor will respect the privacy of all email
addresses.
Additional Reading:
RESOURCES
UC Berkeley Library Information:
http://extension.berkeley.edu/info/geninfo.html#library
Guidelines for Written Assignments:
Please provide all written assignments in digital format
• Assignments can be in:
o MS Word .doc or .docx
o MS Excel .xls or .xlsx
o .pdf
o MS Powerpoint .ppt or .pptx
o Check with me directly for any other formats before handing in your assignment
• Resource for Style Guides and Citing Sources: http://www.lib.berkeley.edu/instruct/guides/citations.html
Tips for Success:
•
•
•
•
Review resources on the web and focus on the ones most helpful to your style and interests
Complete assignments with bullets or lists where possible: copywriting is only required for:
o Clarification to prevent misinterpretation or incomplete communication
o Creating marketing documents as part of the assignment: website copy, messages, blog entries, etc.
Spend the time each week to do the assignment and the final project will be easy
Key concept communication and practical experience with the tactic is more important in demonstrating your
understanding than long documents and essays
STATEMENT ON ACCOMODATION
Student Disability Services:
Students who require a physical, medical, or learning accommodation can contact Disability Student Services at:
http://extension.berkeley.edu/info/geninfo.html#disabled
Reasonable Accommodation for Students’ Religious Beliefs, Observations and Practices:
In compliance with Education code, Section 92640(a), it is the official policy of the University of California at Berkeley
to permit any student to undergo a test or examination, without penalty, at a time when that activity would not violate
the student's religious creed, unless administering the examination at an alternative time would impose an undue
hardship which could not reasonably have been avoided. Please contact the Extension program office for more
information.
EVALUATION OF COURSE AND INSTRUCTOR
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
12
Student Feedback Strategies:
Ø
I am available for questions or concerns about your class performance via phone.
End of Course Evaluation Process:
It is UC Berkeley Extension policy that all courses be evaluated as part of an overall campus mandate to evaluate and
improve the quality of teaching. Evaluation responses are reviewed by Extension representatives and program
directors, shared with instructors after the course ends and after final grades are turned into Extension (if applicable),
and filed in the academic department. The student evaluations are not designed to measure learning, but they do
provide feedback in a variety of areas that affect the learning process. UC Berkeley Extension retains evaluations for a
period of three years.
RIGHTS
Civility and Respect in an Atmosphere of Academic Freedom:
http://students.berkeley.edu/uga/respect.stm
UC Berkeley Extension Code of Student Conduct:
http://extension.berkeley.edu/info/policies.html#conduct
Course Copyright and Classroom Recording Policies:
http://extension.berkeley.edu/info/policies.html#recording
SAFETY AND EMERGENCY PREPAREDNESS
Emergency Numbers:
•
•
From Landline: 9-1-1
From Cell-Phone: 415-553-8090
Non-emergency Number:
•
415-553-0123
Security Desk (if applicable):
•
415-495-7333
Evacuation Procedures:
•
Please refer to map posted in the classroom.
DISCLAIMER
The syllabus and schedule is subject to change.
Marketing Strategies for Entrepreneurs and Small Business Owners, UC Berkeley Extension
BUSAD X475.5 Saturdays, November 17 – December 15, 2012 (no class November 24)
2 units in Business Administration EDP 301952
13