SBM Workshop 2: Creating customers and growth

Overview

In this second workshop we examine the process of creating customers. This involves understanding how small businesses develop marketing strategies, and the crucial role played by personal selling and sales management. 

Small group analysis will be undertaken to assess the current marketing and sales strategies being followed by a small business. Attention will be given to the development of a business generating system. 

In the second part of the workshop the focus will shift to the process of growth in the small firm. This will examine the nature of growth, how growth is managed, and the need to view growth as a process that is inherently risky and needs considered management.

Small group activities will focus on the application of concepts and theories to a small business project using Action Learning Tasks (ALT). In this workshop, the ALT 2 Marketing, sales and service, and ALT 8 Industry awareness and the business cycle will be commenced.

Textbooks

Mazzarol, T. and Reboud, S. (2017), Small Business Management: 3rd edn, Tilde University Press, Melbourne. ISBN: 978-0-7346-1224-3. Chapters 5 and 6.

Mazzarol, T. and Reboud, S. (2017), Small Business Management: Workbook, Tilde University Press, ISBN: 978-0-7346-1226-7.

Lecture notes

Action Learning Tasks

  • Small Business Diagnostic 
  • ALT 2 Marketing, sales and service
  • ALT 8 Industry awareness and the business cycle