Course Marketing Concepts is an instructional program designed for students who are interested in a career in the field of marketing and management. This course includes instructional areas designed to provide an understanding of the fundamental marketing processes and an orientation to the American free enterprise system. Major emphasis is placed on employment and advancement, human relations, communications, economic concepts, marketing operations and management, civic consciousness, and leadership development. Scope And Sequence Timeframe Unit Instructional Topics 1 Week(s) 4 Week(s) 2 Week(s) 2 Week(s) 2 Week(s) 2 Week(s) 3 Week(s) 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. Market forces drive product development. The four key marketing decisions effect successful product development. Professionals need effective communication to be successful. Key Resources Marketing Essentials, Glencoe Board Approval Date May 24, 2012 DECA Introduction The World of Marketing Economics Distribution Promotion Pricing Unit: DECA Introduction Product & Service Management Course Details 1. What is DECA? 1. Marketing is all around us 2. Basic marketing concepts 1. Political and economic analysis 2. The Free Enterprise System 3. Era project 1. Channels of distribution 2. Distribution project 1. Promotional concepts and strategies 2. Promotional mix project 3. Advertising 4. Advertising project 1. Price planning 2. Price strategies 3. Pricing project 1. Product planning 2. Branding, packaging and labeling 3. Extended product features Duration: 1 Week(s) Page 1
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 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. 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 Duration: 4 Week(s) Page 2
This unit addresses the overview of marketing. 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 business's 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. 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. Page 3
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: Economics Page 4
This unit covers different economic systems, specifically the Untied State's free enterprise system, used in nations around the world. Different cultures organize economic decision differently. Free enterprise system is the cornerstone of the United States economy. Supply and demand forces influence buying decisions. How do different countries make economic decisions? How does the free enterprise have an effect on the United States economy? Why do supply and demand forces influence buying decisions? Given two counties, students will compare and contrast their economic systems. Given an exit slip, students will describe their role in the free enterprise system. Given data, students will graph a supply a demand chart. accounting business cycle business risk command economy competition consumer price index copyright demand depression derived demand domestic business economy entrepreneurship expansion factors of production finance for- profit business global business gross domestic product (GDP) gross national product (GNP) industry inflation infrastructure management market economy monopoly nonprice competition nonprofit business patent price competition private enterprise private sector producer price index production productivity profit public sector recession recovery resources retailers scarcity supply trademark traditional economy wholesalers Topic: Political and economic analysis Duration: 1 Week(s) Chapter 3 Page 5
The student will analyze the key phases of a business cycle. The student will compare and contrast how traditional, market and command economies answer the three basic economic questions. The student will discuss how scarcity and factors of production affect the economy. The student will explain how an economy is measured. The student will explain the concept of an economy. The student will explain why most economies are mixed. The student will list the goals of a healthy economy. The student will identify examples of different political and economic philosophies. Topic: Duration: 1 Week(s) The Free Enterprise System Chapter 5 The student will compare for-profit and non-profit organizations. The student will distinguish between price and nonprice competition. The student will distinguish between public and private sectors. The student will explain the characteristics of the free enterprise system. The student will explain the theory of supply and demand. The student will list major business functions. The student will list the major types of business in the organizational market. Topic: Duration: 0 Day(s) Era project The student will present their findings and explain how the economy has played a part in our culture and history. The student will research how the economy affected different decades in US history. Unit: Distribution Page 6
This unit deals with the channels of distribution and the methods to get a product into consumer's hands. Businesses use varied methods of distributing products and services to their consumers. Intermediaries in the channel of distribution effect availability of products and services. E-commerce has a major influence on how products and services are distributed. Why do businesses use varied methods of distributing products and services? How do Intermediaries affect the channel of distribution? How has e-commerce influence the distribution of product? Given two companies, student will compare and contrast their channels of distribution. Given a company, students will explain all of the intermediaries who handle the product before the final consumer. Given an exit slip, students will explain how e-commerce has influenced the distribution of products. Agents Channel of Distribution Direct Distribution Drop Shippers E-tailing Indirect Distribution Intermediaries Rack Jobbers Retailers Wholesalers Topic: Channels of distribution Chapter 21 The student will compare different channels of distribution. The student will describe the challenges of international distribution planning. The student will explain distribution planning. The student will explain the concept of a channel of distribution. The student will explain the effect the internet has on distribution planning. The student will identify channel members. The student will name and describe the three levels of distribution intensity. Topic: Duration: 0 Day(s) Distribution project The student will participate in an activity that will assist students to explain and analyze the distribution process and systems. Unit: Promotion Page 7
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. How does the promotional mix influence the sales success of a product? Why do companies use different promotional strategies to support their products? Students will create a promotional campaign for a new product. Students will list a variety of promotional methods and the benefits of each. Advertising Consumer Promotions Direct Marketing Incentives Institutional Promotion Loyalty Marketing Programs News Release Premiums Product Promotion Promotion Promotional Mix Promotional Tie-Ins Public Relations Publicity Pull Policy Push policy Sales Promotion Social Media Trade Promotions Topic: Promotional concepts and strategies Chapter 17 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: Duration: 0 Day(s) Promotional mix project The student will create a campaign theme tying all part of the promotional mix together to create one clear and concise campaign. The student will create a unique promotional campaign. Topic: Duration: 0 Day(s) Advertising Chapter 19 The student will be exposed to and identify new trends in advertising such as viral marketing, advertising icons, product placement and endorsements. The student will discuss the planning and selection of media. Page 8
The student will explain techniques used to evaluate media. The student will explain the concept and purpose of advertising in the promotional mix. The student will identify media measurement techniques. The student will summarize how media cost are determined. The student will explain promotional budget methods. The student will identify different types of advertising media. Topic: Duration: 0 Day(s) Advertising project The student will create a complete advertising campaign. The student will present their campaign in a sales environment. Unit: Pricing This unit deals with factors effecting price and explores the different strategies for setting prices. The profit incentive for companies influence price. Cost and competition are factors of pricing products. Pricing influences the buying decisions of customers. How does the profit incentive influence prices? How does cost and competition factor into pricing products? Why does pricing influence the buying decision of customers? Given a case study, students will explain a company's profit incentive. Given a case study, students will need to set a competitive price based on the cost and competition of their product. Students will list pricing strategies and give example of a company that uses that strategy. Break-Even Point Bundle Pricing Demand Elasticity Everyday Low Prices Flexible Price Policy Geographical Pricing Loss Leader Market Position Market Share Markup One Price Policy Prestige Pricing Price Price Discrimination Price Fixing Price Lining Promotional Pricing Psychological Pricing Return on Investment Segmented Pricing Strategy Skimming Pricing Unit Pricing Topic: Price planning Duration: 1 Week(s) Chapter 25 The student will analyze demand elasticity and supply and demand theory. The student will differentiate between market share and market position. Page 9
The student will explain the importance of pricing. The student will list the four markets factors that affect price planning. The student will list the goals of pricing. The student will recognize the different forms of pricing. The student will explain how government regulations affect price planning. Topic: Duration: 1 Week(s) Price strategies Chapter 26 The student will describe pricing strategies that adjust base price. The student will explain the relationship between pricing and product life cycle. The student will explain the use of technology in the pricing function. The student will explain two polar pricing policies for introducing a new product. The student will list the steps involved in determining price. The student will name three pricing policies used to establish a base price. Topic: Duration: 0 Day(s) Pricing project The student will analyze and apply pricing principles. The student will analyze competitors pricing strategies. The student will apply appropriate pricing strategies and techniques. Unit: Product & Service Management Duration: 3 Week(s) Page 10
This unit covers the idea, planning, development and sustained growth of a new product. A company can increase or stabilize revenues by managing their product mix. Product branding influences customer loyalty. Extended product features designed to increase company revenues and create enduring customer satisfaction. How do companies manage their product mix? Why is customer loyalty influenced by branding? Why do companies offer extended product features? Given a company, students must illustrate that company's product mix. Students will pick their favorite brand name and write an essay about why they are loyal to that brand. Given an extended feature, students will explain the benefits to the company and the customer. Brand Brand Extension Brand Mark Brand Name Credit Package Product Depth Product Item Product Life Cycle Product Line Product Mix Product Modification Product Planning Product Positioning Product Width Prototype Trade Character Trade Name Warranty Topic: Product planning Duration: 1 Week(s) Chapter 30 The student will describe product positioning techniques. The student will describe the steps in product planning. The student will explain how to develop, maintain and improve a product mix. The student will identify the four stages of the production life cycle. Topic: Duration: 1 Week(s) Branding, packaging and labeling Chapter 31 The student will discuss the nature, scope and importance of branding in product planning. The student will explain how branding strategies are used to meet sales and company goals. The student will identify the various branding elements. The student will list three different types of brands. Topic: Duration: 1 Week(s) Extended product features Chapter 32 Page 11
The student will describe the importance of credit. The student will discuss how businesses use trade credit. The student will explain the consumer responsibilities and rights related to product performance. The student will explain the various sources of consumer credit. The student will explore the importance of warranties in product planning. The student will identify the major provisions of product safety regulation. The student will identify the types of credit accounts extended to consumers. The student will identify three different types of warranties. Page 12