Marketing 2 (Sales) (#5520)

Transcription

1 AASD MARKETING CURRICULUM Marketing 2 (Sales) (#5520) Description This course offers students the opportunity to learn marketing skills needed in the fast-paced world of retailing. In this course, the student will learn that retailing is a significant and vital component to the United States economy and is quickly becoming an integral part of the global economy. Throughout the course, the student will be made aware of the importance of retailing in its various forms as the final step in getting products and services to consumers in the market place. Credits.5 Prerequisites Junior/Senior Textbooks/Resources Farese, Kimbrell, and Woloszyk. Marketing Essentials 2006 Glencoe/McGraw-Hill. ISBN Required Assessments Sales Demonstration / Resume Board Approved October 2005 Revised October 2008 AASD Marketing Goals for K-12 Students Develop and maintain students to think critically. Acquire broad understanding of, and skills in, marketing so that they can transfer their skills and knowledge between and among industries. Understand and use technology to perform marketing activities. Understand the importance of interpersonal skills in diverse societies. Develop a realistic understanding of work. Develop an understanding and appreciation of business ethics. Utilize a variety of types of interactions with the business community. Board Approved October 2008 Page 1

2 AASD Marketing Standards for Students in Marketing 2 (#5520) I. Channel Management A. Acquire foundational knowledge of channel management to understand its role in marketing. B. Manage channel activities to minimize costs and to determine distribution strategies. II. Market Planning A. Employ marketing information to develop a marketing plan. B. Assess marketing strategies to improve return on marketing investment (ROMI). III. Pricing A. Develop a foundational knowledge of pricing to understand its role in marketing. IV. Product/Service Management A. Acquire a foundational knowledge of product/service management to understand its nature and scope. B. Generate product ideas to contribute to ongoing business success. C. Apply quality assurances to enhance product/service offerings. D. Employ product-mix strategies to meet customer expectations. E. Position products/services to acquire desired business image. F. Position company to acquire desired business image. V. Selling A. Acquire a foundational knowledge of selling to understand its nature and scope. B. Product knowledge to communicate product benefits and to ensure appropriateness of product for the customer. C. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales. VI. Lifework Development A. Apply work-based skills and knowledge to potential jobs and the changing activities in marketing. B. Analyze work-based experiences in marketing and interpret how these experiences influence education and occupation options. C. Demonstrate knowledge of change in the field of marketing and describe how to adapt to new marketing technology and changing requirements in the marketing workplace. Board Approved October 2008 Page 2

3 AASD Marketing Standards for Students in Marketing 2 (#5520) (continued) VII. VIII. Marketing Technology Organizational Leadership A. Identify, use, and analyze database and spreadsheet information related to marketing. B. Use presentation software and electronic media for marketing communications and activities. C. Use communication technologies to perform marketing-related activities. D. Discuss the importance of business ethics and practices in the use of marketing and communication technologies. E. Discuss applications of technology appropriate to each marketing function: buying, pricing, selling, promotion, risk-management, marketing information management, distribution, finance, product/service planning. F. Develop marketing applications that use technology. G. Discuss and recognize the importance of technologies appropriate to marketing. A. Use leadership behaviors to plan and implement a marketing project or DECA activity. B. Demonstrate supervisory behavior and delegate responsibility and authority in a marketing or DECA activity. C. Develop a personnel policy and plan for a marketing department, enterprise, or DECA Chapter. D. Describe various employee evaluation or appraisal techniques and select one appropriate to given marketing or DECA activity. E. Design training programs for new and incumbent marketing employees or DECA members. Board Approved October 2008 Page 3

4 1. Utilize information technology tools to manage and perform productivity, staff growth and merchandising responsibilities. a. researches current examples of the three basic economic systems. b. compares performance of retail stores. c. interprets how the business cycle effects retail stores. d. conducts product show and tell. e. conducts contests to motivate employees. f. examines ways to involve staff in company activities. g. analyzes the impact of technology on retailing. IV. Product/Service Management A, B; V. Selling A, B, C; VIII. Marketing Technology A, B, C, D, E 2. Acquire an understanding of a. coordinates a promotional mix for a local business. marketing s role and function in b. composes a press release. business to facilitate work c. develops a public relations event. among departments. d. coordinates a promotional plan for the school store or credit union. e. distinguishes between retailing and marketing. f. rates the importance of merchandising to retailers. Objectives are lined to the following AASD Marketing standards: II. Market Planning A Board Approved October 2008 Page 4 Worksheets Web Search Classroom Discussion Role play Observation checklist Certified Skill Evaluation Marketing portfolio School store and credit union workers DECA competitive events Case problems Written assessment School store evaluation Credit union evaluation SCHOOL STORE Handbook School store unit test Quarterly employee evaluations Read invoices Tracking inventory Balance cash registers Provide good customer service Coordinate monthly promotions PROFESSIONAL DEVELOPMENT Resumé writing Interview process

5 3. Implement organizational skills to improve efficiency and workflow in order to minimize loss. a. develops policies/procedures for handling shoplifters. b. researches follow up orders. c. investigates ways to coordinate activities with those of other departments/stores. d. demonstrates ways to prepare cash drawers/banks. e. demonstrates how to open/close register/terminal. Test SWOT Analysis Coordinate internal and external loss prevention plan for school store. Class discussions Loss Prevention Speaker VI. Lifework Development A, B, C; V. Selling C; VII. Marketing Technology A,B, C 4. Understand career opportunities in retailing to make career decisions. a. investigates career opportunities in retailing. b. investigates career opportunities in merchandising. c. researches the evolution of retailing. d. investigates the role of merchandisers in retailing. Class discussions Web Search WIS Careers DECA Competitive Events Written Report Group projects Career/Research paper DECA competitive events Job Shadow Opportunity Self-Assessment V. Selling C; VI. Lifework Development A, B, C; VII. Marketing Technology A,B, C Board Approved October 2008 Page 5

6 5. Acquire foundational knowledge of distribution to understand its role in retailing. a. examines distribution issues and trends. b. compares the relationship between customer service and distribution. c. uses an information system for order fulfillment. d. researches the receiving process. e. researches stock-handling techniques used in receiving deliveries. f. processes incoming merchandise. g. resolves problems with incoming shipments. h. creates receiving schedules. i. determines how to enter product descriptions into a PoS system. Class discussions Chapter Test Field Trip to distribution center Register Training Employee Handbook I. Channel Management A, B; VII. Marketing Technology C, E 6. Manage distribution activities to minimize costs and to determine distribution strategies. a. evaluates ways to ensure timely delivery of advertised merchandise. b. develops collaborative relationships with channel members. c. determines factors considered when selecting best shipping method d. develops ways to complete inventory counts. e. researches techniques to maintain inventory-control systems. f. develops a way to plan for merchandise flow (turnover, lead time, peak seasons, delivery dates, etc.). g. evaluates buyer-seller relationships. h. assesses sales and stock performance. i. evaluates inventory status/performance (stock turnover, gross margin, return on inventory, open to buy, etc.). Guest Speaker Accounting packet Develop vendor performance evaluation. I. Channel Management A, B; IV. Product/Service Management A, E Board Approved October 2008 Page 6

7 7. Employ marketing information to determine and meet customer needs. II. Market Planning A; V. Selling A, B, C a. profiles target customer. b. determines market needs. c. determines customer demand for merchandise. d. determines quality of merchandise to offer. e. determines width and depth of assortment strategies. f. develops a plan for merchandise assortment (e.g., styling, sizes, quantities, colors). g. develops seasonal assortment strategies. h. analyzes information from suppliers. i. analyzes competitors offerings. Conduct Focus Group Develop Surveys Develop/analyze SWOT Conduct Focus Group Develop Surveys Develop/analyze SWOT 8. Perform buying activities to obtain products for resale and analyze vendor performance in order to place appropriate orders. a. determines stock turnover. b. determines what and when to buy/reorder. c. researches the nature of merchandise plans (budgets). d. creates/maintains daily sales plan. e. develops plan reductions (e.g., anticipated markdowns, employee/other discounts, stock shortages). f. calculates gross margin. g. creates merchandising plans (budgets). h. evaluates vendors merchandise. i. chooses vendors. Meet with vendors and place orders Develop order forms Marketing Math packet Create planogram for school store. Guest Speakers Worksheets II. Marketing Planning A; III. Pricing A; V. Selling A, B, C Board Approved October 2008 Page 7

8 9. Manage promotional activities to maximize return on promotional efforts. a. creates a plan/schedule displays/themes that would work with a management team. b. plans promotional strategy (promotional objectives, budget, promotional mix, etc.). c. analyzes success of promotional efforts. d. investigates components of a retail image. e. creates displays. f. dismantles/stores displays/display fixtures/forms. g. creates promotional signs. h. creates point-of-sale displays and handouts. i. develops a plan for special events. j. prepares store/department for special event. Conduct Focus Group Develop Surveys Develop/analyze SWOT Projects Plan and implement school store promotion II. Marketing Planning A; III. Pricing A; V. Selling A, B, C 10. Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales. a. researches ways to establish relationships with customer/client. b. determines customer/client needs. c. demonstrates how to recommend specific product. d. demonstrates how to convert customer/client objections into selling points. e. demonstrates how to close the sale. f. demonstrates suggestion selling. g. demonstrates how to plan follow-up strategies for use in selling. h. researches how to process telephone orders. i. researches how to process returns/exchanges. j. demonstrates how to process sales transactions. k. demonstrates how to accept checks from customers. l. demonstrates how to operate register/terminal. m. develops a system to provide information about incoming merchandise to sales staff. Shift Sales Demonstrations Handbook Worksheets Customer Service Manual Case Studies II. Marketing Planning A; III. Pricing A; V. Selling A, B, C Resources and learning activities that address course objectives: Board Approved October 2008 Page 8