JEFFERSON TOWNSHIP PUBLIC SCHOOLS COURSE OF STUDY MARKETING I

Transcription

1 JEFFERSON TOWNSHIP PUBLIC SCHOOLS COURSE OF STUDY MARKETING I 2011

2 TABLE OF CONTENTS Course Overview Units of Study Sample Student Learning Activities Suggested Teaching Strategies and/or Activities Teacher Assessment of Student Learning Bibliography and Resources

3 MARKETING I COURSE OVERVIEW Marketing I is a business course that helps students understand the world of marketing, management and merchandising. The course is a prerequisite for Marketing II. The course includes instruction in salesmanship, advertising, retailing and job orientation. Areas of study include the fundamentals and importance of marketing, understanding of the free enterprise system and global economics, legal and ethical issues and social responsibilities of business, promotional concepts and strategies, and technology applications for marketing. Learning is accomplished through classroom instruction and practical experience. The students participate in civic events, service projects (eg DECA Thanksgiving Food Drive), fundraising, and competitions. These activities focus on the implementation of marketing and management principles using a combination of community service learning and classroom work. The goal is to nurture a teamwork mindset developing responsible employee attitudes and behavior. The development of positive working relationships will carry over to post-graduate employment and give our students significant advantages in their careers. The school store and DECA competitions are used as practical experience. The DECA chapter enables members to compete with other students in various marketing, management and merchandising areas. DECA promotes business awareness, practical use of business skills and student recognition. DECA is a co-curricular activity.

4 I. THE WORLD OF MARKETING UNITS OF STUDY Big Idea: Marketing covers a range of aspects in business and society and contributes to their benefit. 1. Marketing Is All Around Us What is Marketing and the Marketing Concept? Why and how is Marketing beneficial to society and the economy? How do you think marketers decide where to advertise their products? 1. Define marketing. NJCCCS: A, B, C,9.1.12E 2. Explain the four foundations of marketing. NJCCCS: A, B, C,9.1.12E, C 3. List the seven functions of marketing. NJCCCS: A, B, C,9.1.12E 4. Understand the marketing concept. NJCCCS: A, B, C,9.1.12E 5. Analyze the benefits of marketing. NJCCCS: A, B, C,9.1.12E 6. Apply the concept of utility. NJCCCS: A, B, C,9.1.12E 7. Describe the concept of market. NJCCCS: A, B, C,9.1.12E 8. Differentiate consumer and industrial markets. NJCCCS: A, B, C,9.1.12E 9. Describe market share. NJCCCS: A, B, C,9.1.12E 10. Define target market. NJCCCS: A, B, C,9.1.12E 11. List the components of the marketing mix. NJCCCS: A, B, C,9.1.12E 2. The Marketing Plan What is a SWOT analysis and what is its place in a marketing plan? What is market segmentation? Why is a marketing plan important to the success of a business?

5 1. Conduct a SWOT analysis. NJCCCS: A, 2. List the three key areas of an internal company analysis. NJCCCS: A, 3. Identify the factors in an environmental scan. NJCCCS: A, B, 4. Explain the basic elements of a marketing plan. NJCCCS: A, 5. Explain the concept of market segmentation. NJCCCS: A, B, C, D, E 6. Analyze a target market. NJCCCS: A, B, C, D, E 7. Differentiate between mass marketing and market segmentation. NJCCCS: A, B, C, D, E II. PROMOTION Big Idea: Promotional strategies integrate the most appropriate mix of advertising, sales promotion, personal selling and publicity for communication when selling goods and services or developing a business image. 1. Promotional Concepts and Strategies What is the role of promotion in business and marketing? What are the five basic types of promotion? How do I write a news release? 1. Explain the role of promotion in business and marketing. NJCCCS: A, 2. Identify the various types of promotion. NJCCCS: A, B, 3. Distinguish between public relations and publicity. NJCCCS: A, 4. Write a news release. NJCCCS: A, 5. Describe the concept of the promotional mix. NJCCCS: A, 6. Define sales promotion. NJCCCS: A, 7. Explain the use of promotional tie-ins, trade sales promotions, and loyalty marketing programs. NJCCCS: A,

6 2. Visual Merchandising and Display What is the importance of visual merchandising as a promotional strategy to attract potential customers? How do you create a desired business image? 1. Explain the concept and purpose of visual merchandising. NJCCCS: A, 2. Identify the elements of visual merchandising. NJCCCS: A, 3. Describe types of display arrangements. NJCCCS: A, B, 4. Understand the role of visual merchandisers on the marketing team. NJCCCS: A,, List the five steps in creating a display. NJCCCS: A, B, 6. Explain how artistic elements function in display design. NJCCCS: A, 7. Describe the importance of display maintenance. NJCCCS: A, 3. Advertising What is advertising and what is its purpose? What are the different types of media? How are advertising rates for different types of media determined? 1. Explain the concept and purpose of advertising in the promotional mix. NJCCCS: A, 2. Identify the different types of advertising media. NJCCCS: A, 3. Discuss the planning and selection of media. NJCCCS: A, 4. Identify media measurement techniques. NJCCCS: A, B, 5. Explain techniques used to evaluate media. NJCCCS: A, B, 6. Summarize how media costs are determined. NJCCCS: A,, 8.1

7 7. Explain promotional budget methods. NJCCCS: A, B,, Print Advertisements How are advertising campaigns developed? What is the role do advertising agencies play in assisting businesses with the marketing of products? What are the essential elements of a print advertisement? 1. Discuss how advertising campaigns are developed. NJCCCS: A, 2. Explain the role of an advertising agency. NJCCCS: A, B,, Identify the main components of print advertisements. NJCCCS: A,, Explain the principles of preparing an ad layout. NJCCCS: A,, List advantages and disadvantages of using color in advertising. NJCCCS: A,, Describe how typefaces and sizes add variety and emphasis to print advertisements. NJCCCS: A,, 8.1 III. MARKETING INFORMATION MANAGMENT Big Idea: Marketing Information Management focuses on planning, collecting, processing information, and implementing information for conducting research to determine marketing strategies. 1. Marketing Research Why is marketing information essential to business success? How do you gather information for marketing research? What are the methods used to conduct research? 1. Describe the purpose of marketing research. NJCCCS: A, B,, F

8 2. Explain the characteristics and purposes of a marketing information system. NJCCCS: A,, Identify procedures for gathering information using technology. NJCCCS: A,, Identify the methods of conducting marketing research. NJCCCS: A,, Discuss trends and limitations in marketing research. NJCCCS: A,, F, Conducting Marketing Research What are the methods used to collect data for marketing research? What is the difference between primary and secondary data? How do you design and conduct surveys? 1. Explain the steps in designing and conducting marketing research. NJCCCS: A, 2. Compare primary and secondary data. NJCCCS: A, B, 3. Collect and interpret marketing information. NJCCCS: A, B, 4. Identify the elements in a marketing research report. NJCCCS: A, 5. Design a marketing research survey. NJCCCS: A, B,, Administer a marketing research survey. NJCCCS: A, B, IV. SELLING Big Idea: The success of every business depends on selling. 1. Preparing for the Sale How does a salesperson prepare for the sale? What are some basic sales situations? What are pre-approach activities and why are they essential to the success of a sale?

9 1. Define selling and different types of selling situations. NJCCCS: A, 2. Explain the purpose and goals of selling. NJCCCS: A, B, ) 3. Define consultative selling. NJCCCS: A, B, C, E 4. Differentiate between rational and emotional buying motives. NJCCCS: A, 5. List three levels of customer decision making. NJCCCS: A, 6. Name sources of product information. NJCCCS: A, B,, Explain the main focus of preparation in business-to-business selling and in retail selling. NJCCCS: A, 2. Initiating the Sale What are the steps of the sale process? How do you approach a customer and determine their needs? 1. List the seven steps of a sale. NJCCCS: A, B, C, E 2. Explain the importance and purposes of the approach in the sales process. NJCCCS: A,, F 3. Demonstrate how business-to-business sales representatives conduct the initial approach. NJCCCS: A,, F, Name three methods for making the initial approach in retail sales. NJCCCS: A, 5. Explain why determining needs is an essential step in the sales process. NJCCCS: A, 6. List three methods for determining needs. NJCCCS: A, B, V. Employability and Career Development Big Idea: Employability and Career Development is helping students to acquire knowledge, concepts, skills and attitudes which will equip them to manage their careers.

10 1. Identifying Career Opportunities What are the factors that will affect and influence your career decisions and paths? What are different career opportunities available in the field of marketing? 1. Assess your goals, values, interests, skills, and aptitudes. NJCCCS: C, Appraise your personality. NJCCCS: C, Complete a career assessment. NJCCCS: C, Locate career research resources. NJCCCS: C, Develop a plan to reach your career goals. NJCCCS: C, Explain the importance of marketing careers to the US economy. NJCCCS: C, Finding and Applying for a Job What is the process for finding and applying for a job? How do I create a resume, fill out an application and interview for a job? 1. Identify a variety of sources for job leads. NJCCCS: C, Describe the best ways to develop job leads. NJCCCS: C, Name the legal document necessary to begin working. NJCCCS: C, Write a letter of application and complete an application form. NJCCCS: C, Write a resume and cover letter. NJCCCS: C, Prepare for an interview. NJCCCS: C, 8.1

11 SAMPLE STUDENTS LEARNING ACTIVITY Unit: SELLING/MARKETING INFORMATION MANAGEMENT Lesson Plan Title: TECHNICAL SALES PROJECT Concept/Topic to Teach: Selling (Business to Business) Objective: 1. Use sales process and techniques 2. Use the internet to research product and target market. 3. Prepare a sales presentation using PowerPoint. Standards Addressed: Standard st Century Life & Career Skills, Standard 8.1 Educational Technology Required Materials: Project Requirements Internet/Computer Lab Completion of SELLING Unit Anticipatory Set (Lead-in): How many of you have a WII? What are the product s features and benefits? How would these features and benefits be essential to the well-being of a Senior Citizen? Step-by-Step Procedures: Complete Marketing Research and Selling Unit Discuss Requirements/Grading Complete Feature Benefit Chart Research unanswered questions with regards to product and target market Prepare PowerPoint Presentation and/or other visuals Plan for Independent Practice: Students will prepare presentations independent of instructor in small groups. Closure (Reflect Anticipatory Set): Discuss each presentation. Discuss what we learned and any improvements that may be suggested. Assessment Based on Objectives: Grading is based on rubric (Presentation, Content, Knowledge of Sales Process, Mode of Dress, Preparation) Adaptations (For students with Learning Disabilities): Pair with positive partner, modify if necessary

12 Extensions (For Gifted Students): Stringent questioning, Movie Short Possible Connections to Other Subjects: Mathematics of Finance/Economics Communications Technology

13 SAMPLE STUDENTS LEARNING ACTIVITY Unit: PROMOTION Lesson Plan Title: Daffodil Days Print Ad Concept/Topic to Teach: Advertising Objective: 1. Discuss how advertising campaigns are developed. 2. Explain the role of an advertising agency. 3. Identify the main components of print advertisements. Standards Addressed: Standard st Century Life & Career Skills, Standard 8.1 Educational Technology Required Materials: Print Ad Component worksheet Internet/Computer Lab Completion of Print Ad section Anticipatory Set (Lead-in): Look at various print ads in newspapers and magazines. Identify components. Discuss why the advertiser may have placed certain elements in certain places of the ad. Step-by-Step Procedures: Lecture and class discussion on print ads Review Components of print ads Discuss Daffodil Days ( An event that DECA participates in to raise money for the American Cancer Society) Student will create a draft ad layout containing the five elements studies. Student will generate an ad layout from draft on a computer using the software package of their choice. The ad layouts will be used to advertise Daffodil Days in the school and the community. Plan for Independent Practice: Individually, students will prepare computer generated ad layouts. Closure (Reflect Anticipatory Set): Review elements, show different ad layouts. Assessment Based on Objectives: Key term quiz Test based on unit objectives Ad layout graded with rubric

14 Adaptations (For students with Learning Disabilities): Modified test, more time for test and ad layout if necessary Extensions (For Gifted Students): Additional advertising mediums will be used to advertise Daffodil Days Possible Connections to Other Subjects: Communications Technology Community Service

15 SAMPLE STUDENTS LEARNING ACTIVITY Unit: PROMOTION Lesson Plan Title: The School Store Assignment Concept/Topic to Teach: Promotional Concepts and Strategies Objective: 1. Utilize the four point of marketing (The 4 P s) 2. Design a promotion for the school store to last for one week 3. Present advertising campaign 4. Implement plan as a team Standards Addressed: Standard st Century Life & Career Skills, Standard 8.1 Educational Technology Required Materials: Project Requirements Internet/Computer Lab Completion of PROMOTION UNIT Anticipatory Set (Lead-in): Walk class to the school store. Discuss products available. Give them the opportunity to make suggestions and improvements. Step-by-Step Procedures: Discuss Project Requirements Choose team and team leader Choose product/service to be promoted Design Promotional Plan/Ad Campaign based on requirements Present Plan to Class(Must include costs/finances) Upon approval of plan (Choose week) and implement plan Plan for Independent Practice: Students will prepare presentations independent of instructor in small groups. Closure (Reflect Anticipatory Set): Discuss each presentation. Discuss what we learned and any improvements that may be suggested. Choose products/service to be promoted and sold through school store. Assessment Based on Objectives: Promotional Plan/Ad campaign graded based on rubric

16 Unit Objectives based on Test Key Terms based on Quiz. Adaptations (For students with Learning Disabilities): Pair with positive partner, modify if necessary Extensions (For Gifted Students): Use various mediums to advertise product Possible Connections to Other Subjects: Mathematics of Finance/Economics Communications Technology

17 SUGGESTED TEACHING STRATEGIES AND/OR ACTIVITIES 1. Class Discussions 2. Cooperative Learning 3. Cross-Curricular Connections 4. Formal /Informal Writing 5. Graphic/Visual Organizers 6. Guest speakers 7. Independent/Group Project 8. Integration of Technology 9. Jigsaw 10. Lecture bursts 11. Library research for data gathering 12. Modeling/Demonstration 13. Pairs Check/Review 14. Problem-solving with decision-making 15. Reciprocal Teaching 16. Roundtable 17. Scaffolded Questioning 18. Skill-Building Activities 19. Think Aloud 20. Think-Pair-Share 21. Use of Audio Clip/Music 22. Use of Video Clip

18 TEACHER ASSESSMENT OF STUDENT LEARNING 1. Check for Completion 2. Checklist 3. Collect and Grade 4. Constructed Response 5. Cooperative learning 6. Exit Slip 7. Group work 8. In-Class Check 9. Informal Assessment 10. Maintenance of a notebook 11. Open-ended questions 12. Oral participation/discussion skills 13. Oral presentations 14. Peer/Self Assessment 15. Performance Assessment 16. Presentation 17. Projects 18. Quiz 19. Rubric 20. Student created puzzles 21. Student-constructed bulletin boards 22. Teacher observation 23. Test 24. Tests and quizzes 25. Written homework

19 BIBLIOGRAPHY AND RESOURCES Textbook Series: Marketing Essentials-Farese, Kimbrell and Woloszyk, 8 th Edition, Copyright 2006, Glencoe/McGraw Hill Publishing Com. Marketing Research Workbook Technology: HS Mobile Lab/Computer Lab Internet Resources: DECA.org American Marketing Association Federal Trade Commission Consumer Products Safety Commission Consumer Reports Adage.com Demographics.com Landor.com Bls.gov(Occupational Outlook Handbook) The marketingteacher.com Supplemental Resources: Best Practices, Volumes 1, 2 & 3 Consumer Reports The Marketing Research Magazine American Marketing Association Magazine Various ads from newspapers and magazines Marketing DVD s Current Event Articles (Marketing Trends) PowerPoint Presentations Instructor s CD Examview CD Guest Speakers