Courses

Favors Marketing Solutions offers the following courses.

Unless otherwise reflected, all courses are priced individually at a flat rate fee of $295.

A discounted rate for all courses taken collectively is available at a 10-course rate.

Individual courses are one-week courses.

Visit the “Pricing” tab to purchase a course.

Tentative Marketing Planning Small Business Course

Enroll in the Tentative Marketing Plan Template Course!

The Tentative Marketing Plan Template Small Business Course targets emerging small businesses who need the researching and planning processes necessary for creating the tentative marketing plan. The course runs 16 weeks, and it is different from the writing workshops housed under the “Workshops” tab. The same learning goals apply.

The Tentative Marketing Plan Template Small Business Course follows a template format in which students research, prepare, and write content for different areas of a standard marketing plan.

Sections of the marketing plan template include the business summary, market analysis, competitor analysis, SWOT analysis, marketing strategy, marketing channels, customer conversion tools, and marketing goals. The content you create in this workshop will inform social media and digital marketing considerations as well as event planning research. However, you will not create a social media, digital marketing, and/or event plan in this writing workshop.

The writing workshop course includes lectures, tutorials, and in-session writing and/or remote/virtual learning. This is a 16-week writing workshop course.

This course falls under a flat-fee structure and is priced competitively. It includes the Tentative Marketing Plan Template Workbook in the pricing. There is a required source to complete the workbook elements. The required source is The Regina Y. Favors Website: A Tentative Marketing Plan—Initial & Extended, Includes Event Planning Considerations, February 2023, Condensed Version.

Both texts are included in the purchase of the course.

See the “Pricing” tab for more information. You may also click the link to access the course.

Digital Marketing for Small Businesses Courses (In Progress)

The Digital Marketing for Small Businesses course targets small to mid-size business interested in creating a digital marketing program for their companies and/or products and services.

The course will help you understand the mechanics of digital marketing, the branding theory behind traditional marketing, and the practical steps you will need to take to ensure you reach your intended online customer.

Not all customers are the same, but understanding who your target audience is will help you brand your products and/or services appropriately.

The curriculum for the course focuses on theory and practical application, includes event planning considerations, and culminates in a final project.

Visit the “Academy” tab to review the event planning presentation and downloadable document for more information. In addition, visit the “Publications/Case Studies” to review the titles central to this curriculum.

Digital Marketing Curriculum (DMC) (In Progress)

The curriculum for the Digital Marketing for Small Businesses Course moves the student and/or workshop participant from theory to practical application and includes a sample event plan. The core curriculum is twelve (12) courses, following a core twelve-week module format, with the 13th week representing the finals week. The digital marketing curriculum requires that you have set marketing goals and have created a tentative marketing plan.

DMC 100: Orientation, Introduction to the Course

This module is an orientation feature of the course, which introduces you to the Marketing Goals Worksheet. There is both a video and a downloadable document. The goal is to begin the process of establishing marketing goals for your product and/or service. The video is less than 30 minutes.

DMC 101: Introduction to Digital Marketing ($295)

This module introduces the concept of digital marketing. Digital marketing is defined as the creation and deployment of digital ads to promote brands and connect with potential customers using the form of digital communication.

Sample digital ads and lessons learned from two digital advertising campaigns will be useful for understanding the basics of digital marketing. To create the digital marketing plan, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept introduction module.

DMC 102: Creating a Tentative Marketing Plan ($295)

This module explores the strategy of creating a tentative marketing plan using a guided text. Before you can run a digital advertising campaign, you must have a tentative marketing plan that focuses on the principles of marketing. The digital marketing plan supports the marketing plan for your company, product, and/or service.

Without establishing the business foundation, setting marketing goals, researching the intended market, creating a competitor analysis, understanding the SWOT, defining the marketing strategy, and establishing financial considerations, it would be difficult to measure success when running a digital ad campaign.

The tentative marketing plan considers the buyer’s persona, customer segment, and the competitor benchmark. Determining the digital assets and the content strategy you will use (paid media, earned media, or owned media) is established within the tentative marketing plan, which further guides how you will establish a goal hierarchy and leverage assets. This is a one-week project. This is a concept introduction module.

DMC 103: Brand Theory in Marketing ($295)

This module explores the theory behind brand management, utilizing a core text that focuses on research, theory, and practice. The module provides an overview of brand management during the period of 1985 to 2006.

It reviews the seven brand approaches: economic, identity, consumer-based, personality, relational, community, and cultural. It also reviews the taxonomy of brand management. The course references popular brand management approaches, moving from theory to practical. To understand the brand theory in marketing, you will need to establish marketing goals and have a tentative marketing plan. This course considers the implications of the brand plan. This is a one-week project. This is a concept introduction to concept exploration module.

DMC 104: Building Brand Awareness Basics ($295)

Building Brand Awareness Basics focuses on how to build brand awareness using social media marketing through the creation of digital ads. This module explores how to create and establish a brand identity for your product and/or service. Brand identity is defined as the manner by which a company presents itself to the public and online to create and perpetuate a brand image.

This might include the brand name, a tagline or slogan, colors and graphic styles, logo, voice and tone, and style and typeface. This module references copyright, patent, and trademark considerations and utilizes the government agencies as case studies. To best define your brand identity, you will need to establish marketing goals and have a tentative marketing plan. This course finalizes the brand plan. This is a one-week project. This is a concept exploration to concept application module.

DMC 105: Driving Traffic to Website Fundamentals ($295)

Driving Traffic to Website Fundamentals focuses on understanding the basics of digital marketing terms, utilizing a select vocabulary, which includes the following: digital marketing, call to action (CTA), conversion, conversion vs. engagement, four pillars of conversion, four types of engagement, conversion rate, impressions and related terms, and pay-per-click advertising.

The module will review a sample digital marketing campaign with sample digital ads and the lessons learned. Review of Facebook, Instagram, LinkedIn, and Pinterest ad campaign terminology will prepare students to adopt a strategic digital ad marketing campaign. To drive traffic to your website, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept exploration to concept application module.

DMC 106: Creating the Online Consumer Base ($295)

Creating the Online Consumer Base is based on the initial digital ad campaign run. This module helps you to define who your online consumer base is and how best to define your digital ad strategy to convert online consumer to customer who purchase your product and/or services.

This module will review multiple online consumer journal articles to understand consumer behavior. This module is an overview of consumer studies, which focuses on understanding the perspectives of consumers, businesses, governments, and organizations and their purchasing patterns.

Typical career options for individuals who are interested in analyzing consumer behavior through the lens of marketing and business analysis typically pursue careers as a market research analyst, marketing strategist, educator, and/or public relations professional. To create an online consumer base, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept exploration to concept application module.

DMC 107: Creating the Buyer’s Persona ($295)

Creating the Buyer’s Persona may precede or follow a digital marketing ad campaign. Given the customer type and the product and/or service, the buyer’s persona may be both realistic and aspirational. Buyer’s persona is defined as the detailed description of a customer who represents your target audience.

The description could remain the same or change based on the reach achieved during a digital ad campaign. In this module, you will learn how to define one or more buyer’s persona for your product and/or service by answering who, what, where, when, why, how, and in what way. This module will review sample buyers’ personas, extending the discussion on customer segmentation. To create a buyer’s persona, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept exploration to concept application module.

DMC 108: Creating Customers Who Buy ($295)

Creating Customers Who Buy module establishes the content creation framework that requires adopting a conversion content strategy for digital ads, blog content, video ads, and related promotional materials. To convert an online consumer to customer who purchases your product and/or service will require an understanding of digital marketing terminology, tools and strategies, and types.

There are multiple types of digital marketing, and they include the following paid search advertising strategies: content marketing, search engine optimization (SEO), search engine marketing and pay-per-click advertising, social media marketing, affiliate and influencer marketing, email marketing, mobile marketing, and video marketing. The list is not exhaustive.

This module adds the 5 C’s of digital marketing to validate the importance of designing an effective content strategy. The 5 C’s include the following characteristics for developing conversion content: clarity, creativity, connection, customization, and consistency. To create customers who buy, you will need to establish marketing goals and have a tentative marketing plan. This course explores payment systems, such as Square, to establish the infrastructure needed to create and retain customers. This is a one-week project. This is a concept application module.

DMC 109: Developing an Email Campaign ($295)

Developing an Email Campaign requires understanding your marketing goals for your product and/or service. If the goal is to build brand awareness, then presenting the appropriate image for your product and/or service may simply require a digital ad campaign run that utilizes one or more social media tools. However, if the goal is to drive traffic to your website, then the digital ad campaign will require utilizing paid search advertising.

The email campaign will require you to define your audience, establish your marketing goals, build your email list, choose an email campaign type, create a schedule, and measure results. Measurable results are tied to the initial marketing goals set. This module will review four (4) email campaign types, which include the following: email newsletters, transactional email, promotional emails, and retention emails.

The content you create for the email campaign should align with the conversion content you develop to convert online consumer to customer who purchase your product and/or services. To create the email campaign, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept application module.

DMC 110: Assessing Returning Customers ($295)

Assessing Returning Customers is based on retention efforts and strategies. In this module, you will learn how to measure returning customers by utilizing this formula for Repeat Customer Rate: to calculate, divide the number of return customers by the total number of customers, and then multiply by 100 to convert to a percentage. A good repeat purchase percentage is between 19.7% and 39.6% with the average being 27% as a benchmark according to Squarespace.

To assess return customers you may or may not need sales, but you may need consistency with online consumer visits to your website or social media page to assess return. There are four (4) levels of retention strategies to help you assess returning customers, and they are as follows: know your customer, encourage a second purchase, change customers into regular purchasers, and create customer loyalty programming. To assess returning customers, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept application module.

DMC 111: Creating the Event Plan ($295)

Creating the Event Plan requires review of existing marketing goals. Depending on the marketing goal, i.e., build brand awareness, create customers who buy, or create an email campaign list, the event plan must align with the theme of the event.

A comprehensive event plan considers multiple strategies, which include the following: determine goals and objectives, establish a feasible and realistic budget, build the appropriate team to manage areas of responsibility, align marketing goals with event theme, create an appropriate marketing and promotions plan, utilize social media marketing tools, and measure success.

In this module, you will study sample events, such as business conferences and book fairs, and prepare an event plan for your product and/or service. To create an event plan, you will need to establish marketing goals and have a tentative marketing plan. This is a one-week project. This is a concept application module.

DMC 112: Developing the Digital Ad Campaign ($295)

Developing the Digital Ad Campaign is a culmination, portfolio-based project by which you create a digital ad marketing campaign that includes event planning considerations. You will compile the marketing goals, digital ads, social media tools, budget consideration, content from the tentative marketing plan, and the product and/or service you provide to prepare for branding and promotions utilizing multiple social media platforms. This is a one-week project of lecture with the 13th week as a finals week. This is a concept application module.

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