HS Marketing and Advertising Business and Technology

Transcription

1 Scope And Sequence Timeframe Unit Instructional Topics 1 Week(s) 4 Week(s) 9 Week(s) 2 Week(s) 2 Week(s) Course Description Marketing and Advertising is an instructional program that describes the creation, execution, transmission, and evaluation of commercial messages concerned with the promotion and sales of products and services. Major emphasis is placed on advertising, media relations, promotional plans and activities, visual merchandising, civic consciousness, and leadership development. Course Rationale The objectives of the Business/Technology Department are to encourage students to develop marketable skills and to gain business knowledge for personal or business application. The courses are developed to enable students to seek employment immediately after graduation, to provide a background for college bound students, and to gain a general understanding of the business world for personal use. The four key marketing decisions effect successful product development. The five parts of the promotional mix are essential to any successful promotion plan. The world of advertising and sales promotion is constantly changing with use of technology. The long term benefits of ethical behavior in business is critical. Key Resources Marketing Essentials, Glencoe Board Approval Date May 23, 2013 DECA Introduction The World of Marketing Promotion Ethics Unit: DECA Introduction Application Project Course Details 1. What is DECA? 1. Marketing is all around us 2. Basic marketing concepts 1. Promotional concepts and strategies 2. Visual Merchandising & Display 3. Advertising 4. Print Advertising 1. Legal and Ethical Issues 1. Advertising & Sales Promotion Final Project This unit explains the benefits and opportunities that DECA provides for high school students. DECA helps build successful professionals. DECA offers a variety of business opportunities. DECA provides a program for college and career connections. How can DECA create successful professionals? Why to DECAs business opportunities help me? How does DECA help me prepare for college and/or my career? Given a sample competitive event, student can demonstrate DECA skills. Given a class discussion, students can explain DECAs opportunities for high school and the future. DECA Professional Organization Duration: 1 Week(s) Key Term: Career Development Conference (CDC) Career and Technical Student Organization (CTSO) Career Cluster Topic: What is DECA? Duration: 1 Week(s) The student will understand benefits and opportunities of DECA. The student will participate in the DECA competitive events program. The student will have an understanding of the mission and purpose of DECA. Page 1

2 The student will learn of all the benefits of getting fully involved in the co-curricular organization of DECA. The student will receive all the information necessary to get started and involved in DECA. The student will gain an understanding of all the competitive events associated with DECA and their relation to marketing, management and entrepreneurship. The student will have an opportunity to participate in practice events. Unit: The World of Marketing This unit addresses the overview of marketing. Duration: 4 Week(s) Marketing is an important part of our culture and economic system. A marketing plan is the foundation of a successful business operation. The functions of marketing are broad in range and important to business success. Why is marketing an important part of our culture and economic system? How does a marketing plan affect a businesses success? Why are all the functions of marketing important to the success of a business? Given an essay question, the student will explain their understanding of marketing in our culture and economic system. Through a marketing plan, the students will demonstrate the appropriate elements. Given a poster project, the students will showcase the different functions of marketing. Consumer Market Customer Profile Demographics Discretion Income Disposable Income Distribution Finance Functions of Marketing Geographic Goods Market Market Segmentation Market Share Marketing Marketing Concept Marketing Information Management Marketing Mix Marketing Plan Marketing Strategy Mass Marketing Organizational Market Pricing Psychographics PEST Analysis Product Service Management Promotion Sales Forecast Selling Services Situation Analysis SWOT Analysis Target Market Utility Topic: Marketing is all around us The student will cite examples of utilities. The student will compare and contrast consumer and organizational markets. The student will create a campaign theme tying all part of the promotional mix together to create one clear and concise campaign. Page 2

3 The student will describe how marketers use knowledge of the markets to sell products. The student will describe the benefits of marketing. The student will describe the marketing core function. The student will describe the scope of marketing. The student will explain the concept of utility. The student will explain the importance of target markets. The student will explain the marketing concept. The student will explain how each component of the marketing mix contributes to successful marketing. Topic: Basic marketing concepts The student will analyze a target market. The student will differentiate between mass marketing and market segmentation. The student will explain the basic elements of a marketing plan. The student will explain the concept of market segmentation. The student will identify the factors in a PEST analysis. The student will learn how to conduct a SWOT analysis. The student will list the three key areas of an internal company analysis. Unit: Promotion Duration: 9 Week(s) Page 3

4 This unit explains and evaluates the different promotion methods used when marketing a product. Promotion is a mixture of elements that work together to create a clear marketing message. Companies use different promotional strategies to support their products. Visual Merchandising is an integral component of the promotional mix. Advertising is creating brand recognition and imagery. Print advertising is still used today and continues to be developed with new technologies. How does the promotional mix influence the sales success of a product? Why do companies use different promotional strategies to support their products? How is visual merchandising important to the promotion plan? What advertisements are considered successful and how is it measured? How does new technology impact print advertising? Students will create a promotional campaign for a new product. Students will list a variety of promotional methods and the benefits of each. Students will create a visual merchandising display for their favorite retailer. Students will create an advertising campaign. Students will create a print ad for a magazine and one for a digital media format. Advertising Advertising Campaign Broadcast Media Direct Marketing Incent Loyalty Marketing Programs Media News Release Print Media Promotion Promotional Mix Public Relations Publicity Sales Promotion Social Media Trade Promotions Visual Merchandising Topic: Promotional concepts and strategies The student will define sales promotion. The student will describe the concept of the promotional mix. The student will explain the elements of a news release. The student will explain the role of promotion in business and advertising. The student will explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs. The student will identify the types of promotion. The student will distinguish between public relations and publicity Topic: Visual Merchandising & Display The student will explain the concept and purpose of visual merchandising. The student will identify the elements of visual merchandising The student will describe types of display arrangements. The student will understand the role of visual merchandisers on the marketing team. The student will list the five steps in creating a display. The student will explain how artistic elements function in display design. The student will describe the importance of display maintenance. Page 4

5 Topic: Duration: 3 Week(s) Advertising The student will explain the concept and purpose of advertising in the promotional mix. The student will identify different types of advertising media. The student will discuss the planning and selection of media. The student will identify media measurement techniques. The student will explain techniques used to evaluate media. The student will summarize how media costs are determined. The student will explain promotional budget methods. Topic: Print Advertising The student will discuss how advertising campaigns are developed. The student will explain the role of an advertising agency. The student will identify the main components of print advertising. The student will explain the principles of preparing an ad layout. The student will list the advantages and disadvantages of using color in print advertising. The student will describe how typeface and size add variety and emphasis to print advertisements. Unit: Ethics This unit describes the ethical responsibility of businesses and affects that unethical behavior has on our economy. The ethical behavior of individuals has an impact on the economy. Businesses that act unethically have caused financial destruction. Decisions individuals make can effect others. How has one individual acting unethically impacted our economy? What businesses have caused financial destruction with their unethical acts? What ethical decisions have you made that affects others? Research and report on an individual who has reached notoriety because of unethical behavior. Research and report on a business that is no longer around because of unethical behavior. Personal reflection on your own ethics. How do your moral and ethics affect your daily behavior? Ethics Morals Green Marketing Whistle-Blowing Price Gouging Better Business Bureau Ponzi Scheme Government Regulatory Agencies Topic: Legal and Ethical Issues The student will explain the role of government in the private enterprise system. The student will identify federal regulatory agencies and laws that protect consumers, workers, investors and the environment. The student will provide examples of the impact of government on business. The student will provide examples of a business's social responsibilities. The student will explain the concept of business ethics. The student will apply guidelines for ethical behavior. Page 5

6 Unit: Application Project In this unit students will be given the opportunity to research careers in advertising and complete a promotional campaign project. Careers in advertising are numerous and constantly evolving. Promotional campaigns contain many aspects and coordinating them all will lead to success. What careers are available to you currently and how will they change by the time you graduate from college? How can you most effectively coordinate all aspect of a promotional plan to accomplish the objectives set forth? Advertising Campaign Fashion Promotion Plan Sports & Entertainment Promotion Plan Careers Project Advertising Campaign Sales Projections Budget Objectives Social Media Advertising Agency Topic: Advertising & Sales Promotion Final Project The student will create a complete advertising campaign. The student will research the current and future careers in the advertising industry. Page 6