Mandan Public Schools

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1 Mandan Public School District Marketing Education Curriculum

2 Table of Contents Table of Contents...2 Preface...4 Writing Committee Members...5 Vision, Mission, Slogan and Philosophy...5 Philosophy of the...5 Codes Standard 1 Distribution...7 Standard 2 Marketing Information Management...8 Standard 3 Pricing...9 Standard 4 Product/Service Management...9 Standard 5 Promotion...10 Standard 6 Selling...11 Standard 7 Business Administration...12 Course Descriptions...18 Principles of Marketing...18 Principles of Finance...18 Marketing I...19 Marketing II...21 Marketing III...23 Marketing IV...24 Sports and Entertainment Marketing

3 Appendix A st Century Skills 12 th Grade...28 Appendix B th Grade Essential Skills

4 Preface The Committee revised and updated the. The Committee included the current draft of the North Dakota Marketing Education standards and benchmarks in the curriculum. This updated curriculum will provide Mandan Public School students with the best possible curriculum to assist our students in their career planning and career decision-making. The is articulated in two ways. First, the curriculum is presented based on the current draft of the North Dakota Marketing Education Content Standards. The committee identified each benchmark specific student skill and determined the degree to which each benchmark should be addressed in each course. The following IDM coding system was used to convey this: I Introduce D Develop M Master. The is also articulated according to the 21 st Century Skills. The committee identified which 9-12 Marketing Education benchmarks address specific 21 st Century Skills. These 21 st Century Skills and the match to 9-12 Marketing Education Content Standards can be seen in Appendix A. The IDM matrix lists all of the 9-12 Marketing Education courses that are available to students at Mandan High School. Please read the course descriptions to learn more about the course content. Thanks to the Committee for their time, effort, and professionalism in working on this curriculum. is fortunate to have such dedicated hardworking professionals who teach our students Marketing Education courses. Dr. Gaylynn Becker District Curriculum/Data Director 4

5 2011 Writing Committee Members Name Building Area Amber Aberle Mandan High School Marketing D Aulan Bussman CTE Director Mandan High School CTE Director Dr. Gaylynn Becker CAB Curriculum Director Vision, Mission, Slogan and Philosophy Mandan Public School District s vision is Empowering excellence. Its mission is Empowering every student to lead a productive life and positively contribute to society. Its slogan is Mandan Schools: Where the Best Begin. The principal objective of the Board shall be to provide maximum educational opportunities for their students to develop in accordance with their individual needs, abilities, and level of maturity. Teachers shall make efforts to aid students to achieve their maximum development mentally, physically, socially, spiritually, and emotionally so that they may properly adjust to our complex democratic society. The district shall back up its educational program with supporting services necessary for students health, safety, and personal well being. Philosophy of the is: Mandan Public School has set forth a mission statement that includes the need of all students and these needs shall be met by the school. It is not only important to provide a strong education, but to all the students the opportunity to explore the interests of the vocational courses provided by and to include those provided by marketing education. There are many rewarding careers in the fields of marketing, management, and entrepreneurship; therefore, it is important that students are provided knowledge in marketing education as well as the opportunity to explore careers and develop skills that allow Marketing Education also provides students with a program of youth activity of DECA. Mandan Public Schools provides DECA as an integral part of the curriculum and is open to all marketing education students. The purpose of DECA is to enhance the education by providing marketing related activities and leadership development based directly on classroom study. DECA s activities focus on 5

6 competition, on the local, state, and national level, in specific occupational skills, leadership development, soft skills, and management training. Marketing Education Objectives Marketing Education is offered so that students will be able to: 1. Develop an understanding of marketing, management, and entrepreneurship. 2. Develop academic concepts, technology applications, communication, and interpersonal skills, economics, and professional development associated with marketing education. 3. Develop an understanding of the functions of marketing which includes the following: Distribution, Financing, Marketing-Information Management, Pricing, Product/Service Management, Promotion, and Selling. I Introduce D Develop M Master Codes Anything beyond the mastery level we assume that reinforcement will occur in the more advanced courses. 6

7 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Standard 1: Distribution Recognize the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services. Topic 1: Acquire foundational knowledge of distribution to understand I D D M M D its role in marketing. Introductory Discover the nature and scope of distribution. I D D M M D Explain the nature of channels of distribution. I D D M M D Differentiate the relationship between customer service and distribution. I D D M M D Describe the use of technology in the distribution function. I I I D D I Identify legal considerations in distribution. I I I D D I Examine ethical considerations in distribution I I I D D I Topic 2: Manage distribution activities to minimize costs and to I I I D D I determine distribution strategies Coordinate distribution with other marketing activities. I I I D D I Recognize the nature of channel-member relationships. I I I D D I 7

8 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Standard 2: Marketing Information Management Implement the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions. Topic 1: Acquire foundational knowledge of marketing-information I D D M M I management to understand its nature and scope. Introductory Describe the need for marketing information. I D D M M I Explain the nature and scope of the marketing-information management I D D M M I function Examine the role of ethics in marketing-information management. I D D M M I Demonstrate the use of technology in the marketing-information I D D M M I management function. Postsecondary Assess marketing-information needs. I I I I Develop marketing-information management system. Topic 2: Employ marketing information to plan marketing activities. I D D M M D Explain the concept of marketing strategies. I D D M M D Explain the concept of market and market identification. I D D M M D Explore the nature of marketing planning. I D D M M D Develop marketing plans. I D D M M D Explain the role of situational analysis in the marketing-planning process. I I I I Explain the nature of sales forecasts. I I I I Topic 3: Collect marketing information to ensure accuracy and I D D M I adequacy of data for decision-making Evaluate information collected for marketing decision-making. I D D M I Explain the nature of marketing research in a marketing-information I D D M I management system. Topic 4: Process marketing information to draw conclusions and/or to I I D D I resolve issues Describe techniques for processing marketing information. I I D D I Interpret descriptive statistics for marketing decision-making. I I D D I 8

9 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Standard 3: Pricing Recognize concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers perceptions of value. Topic 1: Develop a foundational knowledge of pricing to understand its role in marketing. I I I D D D I Explain the nature and scope of the pricing function. I I I D D M I Describe the role of business ethics in pricing. I I I D D D I Connect the use of technology in the pricing function. I I I I D D I Explain legal considerations for pricing. I I I I D D I Topic 2: Employ pricing strategies to determine prices. I I I I D D I Identify factors affecting pricing decisions. I I I I D D I Standard 4: Product/Service Management Understand the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities. Topic 1: Develop an understanding of quality assurances about I I I D D I products and services Describe the uses of grades and standards in marketing. I I I D D I Explain warranties and guarantees. I I I D D I Identify consumer protection provisions of appropriate agencies. I I I D D I Topic 2: Acquire a foundational knowledge of product/service I I D D I management to understand its nature and scope Explain the nature and scope of the product/service management function. I I D D I Identify the impact of product life cycles on marketing decisions. I I D D I 9

10 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Describe the use of technology in the product/service management function. I I D D I Explain business ethics in product/service management. I I D D I Topic 3: Generate product ideas to contribute to ongoing business I D D M M I success Identify product opportunities. I D D M M I Identify methods/techniques to generate a product idea. I D D M M I Topic 4: Employ product-mix strategies to meet customer expectations. I I D M M I Explain the concept of product mix. I I D M M I Describe the nature of product bundling. I I D M M I Topic 5: Position products/services to acquire desired business image. I I I D D I Describe factors used by marketers to position products and businesses. I I I D D I Explain the nature of branding. I I I D D I Explain the role of customer service in positioning image. I I I D D I Develop strategies to position product/business. I I D D Build brand. I I Standard 5: Promotion Examine the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome. Topic 1: Acquire a foundational knowledge of promotion to understand its nature and scope Explain the role of promotion as a marketing function. I D D M M I Explain the types of promotion. I D D M M I Identify the elements of the promotional mix. I D D M M I Discuss the use of technology in the promotional function. I D D M M I Describe the use of business ethics in promotion. I D D M M I Describe the regulations of promotion. Topic 2: Advertise to communicate promotional messages to targeted I D D M M I audiences Explain the types of advertising media. I D D M M I Identify components of advertisements. I D D M M I 10

11 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Develop advertising strategies. I D D M M I Describe considerations in using databases in advertising. I I D D I Topic 3: Manage promotional activities to maximize return on I I D D promotional efforts Explain the nature of a promotional plan. I I D D Coordinate activities in the promotional mix. D D M M Standard 6: Selling Understand the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities. Topic 1: Acquire a foundational knowledge of selling to understand its I I I D D I nature and scope Explain the nature and scope of the selling function. I I I D D I Associate the role of customer service as a component of selling I I I D D I relationships Explain company selling policies. I I D D Describe the use of technology in the selling function. I I I D D I Explain key factors in building a clientele. I I Explain key factors in building a clientele. I I Describe the nature of selling regulations. I I Topic 2: Acquire product knowledge to communicate product benefits I I D D and to ensure appropriateness of product for the customer Acquire product information for use in selling. I I D D Analyze product information to identify product features and benefits. I I D D Topic 3: Employ sales processes and techniques to enhance customer I I D D relationships and to increase the likelihood of making sales Demonstrate the selling process. I I D D 11

12 Principles of Marketing Principals of Finance Marketing I Marketing II Marketing III Marketing IV Sports and Entertainment Standard 7: Business Administration Acquire foundational knowledge of the concepts and strategies along with key soft skills for successful business administration. Topic 1: Business Law Understand business s responsibility to know, I I I I I I I abide by, and enforce laws and regulations that affect business operations and transactions Explain types of business ownerships. I I D D M M Describe legal issues affecting businesses. I I D D I Interpret the nature of legally binding contracts. I I I I D D I Topic 2: Communication Skills Demonstrate the concepts, strategies, I I D D M M I and systems used to obtain and convey ideas and information. Introductory Apply written directions to achieve tasks. I I D D M M D Explain the nature of effective verbal communications. I I D D M M D Ask relevant questions. I I D D M M D Apply active listening skills. I I D D M M D Interpret others nonverbal cues Participate in group discussions. I I D D D D D Follow directions. I I D D D D D Follow directions Defend ideas objectively. I I D D D D D Handle telephone calls in a businesslike manner. I I I I D D Explain the nature of effective written communications. I I D D M M Write business letters. I I I D D Write informational messages. I I I D D Write inquiries. I I I D D Explain the nature of staff communication. I D D M M Participate in a meeting. I D D M M Write persuasive messages. I D D M M I Prepare simple written reports. I I D D M M D Topic 3: Economics Identify the economic principles and concepts I I D D D D I fundamental to business operations. Introductory Explain the role of business in society. I I D D M M Describe types of business activities. I I D D M M 12

13 Distinguish between economic goods and services. I I D D D D Explain the concept of economic resources. I I I I I I Describe the concept of economic scarcity and economic activities. I I I I I I Determine economic utilities created by business activities. I I I I I I Explain the principles of supply and demand. I I D D M M Describe the concept of price. I I D D M M Explain the types of economic systems. I I D D D D Determine the relationship between government and business. I I D D D D Explain the concept of private enterprise. I I I I I I I Identify factors affecting a business s profit. I I I I D D I Determine factors affecting business risk. I I I I D D I Explain the concept of competition. I I D D M M I Explain the concept of productivity. I I D D M M I Describe the nature of taxes. I I D D D D I Describe businesses market opportunities. I I D D Determine the impact of business cycles on business activities. I I I I D D Explain the nature of international trade. I I I I I I I Identify impacts of specialization/division of labor on productivity. I I I I I I Explain the concept of organized labor and business. I I I I I I Explain measures used to analyze economic conditions. I I D D D D Describe the concept of price stability as an economic measure. I I D D D D Discuss the measure of consumer spending as an economic indicator. I I I I D D Discuss the impact of a nation s unemployment rates. I I I I I I Describe the economic impact of inflation on business. I I I I I I Explain the economic impact of interest-rate fluctuations. I I I I I I Discuss the impact of cultural and social environments on world trade. I I I I I I Topic 4: Emotional Intelligence Understand techniques, strategies, I I D D D D and systems used to foster self-understanding and enhance relationships with others. Introductory Describe the nature of emotional intelligence. I I D D D D I Explain the concept of self-esteem. I I D D D D Recognize personal biases and stereotypes. I I I I I I Assess personal strengths and weaknesses. I I I I D D Identify desirable personality traits important to business. I I I I D D Maintain positive attitude I I I I D D Demonstrate interest and enthusiasm. I I I I D D I Demonstrate responsible behavior. I I I I D D I Demonstrate honesty and integrity. I I D D D D I Exhibit self-confidence. I I D D M M D Demonstrate ethical work habits. I I D D D D I Demonstrate initiative. I I D D M M I Demonstrate self-control. I I D D M M I

14 Explain the use of feedback for personal growth. I I D D M M I Adjust to change. I I I I D D I Lead change. I I I I D D I Demonstrate adaptability. I I D D M M I Develop an achievement orientation. I I D D M M I Show empathy for others. I I D D M M I Explain the nature of effective communications. I I D D M M D Treat others fairly at work. I I D D M M D Use appropriate assertiveness. I I D D M M D Participate as a team member. I I D D M M D Explain the nature of positive customer/client relations. I I D D M M I Demonstrate a customer service mindset. I D D M M I Develop cultural sensitivity. I D D M M I Foster positive working relationships. I I D D M M I Explain the concept of leadership. I I D D M M I Reinforce customer service orientation through communication. I D D M M I Respond to customer inquiries. I D D M M I Use conflict resolution skills. I I D D M M I Handle difficult customers. I I I D D I Interpret business policies to customers/clients. I I I D D I Handle customer/client complaints. I I I D D I Persuade others. I D D M M I Explain the impact of political relationships within an organization. I I I D D I Use consensus-building skills. I D D D D Explain ethical considerations in providing information. I I I D D Topic 5: Financial Analysis Identify tools, strategies, and systems I I D D D D used to maintain, monitor, control, and plan the use of financial resources. Introductory Explain forms of financial exchange (cash, credit, debit, electronic fund I I D D D D transfer, etc.) Identify types of currency (paper money, coins, banknotes, government I I D D D D bonds, treasury notes, etc.) Describe functions of money (medium of exchange, unit of measure, store of I I D D D D value) Describe sources of income (wages/salaries, interest, rent, dividends, transfer I I D D D D payments, etc.) Explain the time value of money. I I D D D D Explain the purposes and importance of credit. I I D D D D Explain legal responsibilities associated with financial exchanges. I I D D D D Explain the concept of accounting. I I D D D D Explain the need for accounting standards. I I I D D Maintain petty cash records. I I D D D D

15 Describe types of financial-service providers. I I I I I I Discuss considerations in selecting a financial-services provider. I I I I I I Describe the concept of insurance. I I I I D D Explain types of investments. I I I I I I Establish investment goals and objectives. I I D D D D Maintain daily financial transactions. I I D D D D Record and report sales tax. I I I I D D Describe the nature of cash flow statements. I I D D D D Explain the nature of balance sheets. I I D D D D Describe the nature of profit-and-loss statements. I I D D D D Topic 6: Human Resource Management Describe the tools, I I D D D D techniques, and systems that businesses use to plan, staff, lead, and organize its human resources Orient new employees. I I D D Topic 7: Information Management Explain tools, strategies, and I I I I D D systems needed to access, process, maintain, evaluate and disseminate information to assist business decision-making. Introductory Identify ways that technology impacts business. I I I I D D Demonstrate basic functions. I I D D Demonstrate basic web-search skills. I I D D D D D Demonstrate basic word processing skills. I I I I I I I Demonstrate basic presentation applications. I I I I I I I Demonstrate basic database applications. I I I I I I I Demonstrate basic spreadsheet applications. I I I I I I I Demonstrate collaborative/groupware applications. I I I I I I I Describe current business trends. I I I I I I I Describe the nature of business records. I I I I I I I Maintain customer records. I I I I D D Monitor internal records for business information. I I I I D D Topic 8: Operations Distinguish the processes and systems I I I I D D implemented to monitor, plan, and control the day-to-day activities required for continued business functioning. Introductory Describe health and safety regulations in business. I I I D D Follow instructions for use of equipment, tools, and machinery. I I I D D Follow safety precautions. I I I D D Maintain a safe work environment. I I I D D Explain procedures for handling accidents. I I I D D Handle and report emergency situations. I I I D D Explain routine security precautions. I I I D D

16 Report noncompliance with business health and safety regulations. I I I D D Explain the nature and scope of purchasing. I I I D D Place orders/reorders. I I I D D Explain the concepts of production. I I I D D Describe production activities. I I I D D Maintain inventory of supplies. I I I D D Describe crucial elements of a quality workplace culture. I I I D D Use time-management principles. I I I D D Develop project plans. I I I D D Manage projects. I I D D Explain the nature of overhead/operating costs. I I D D Explain employee s role in expense control. I I D D Identify resources needed for projects. I I D D Identify routine activities for maintaining business facilities and equipment I I D D Topic 9: Professional Development Discover concepts, tools, and I I I I D D I strategies used to explore, obtain, and develop in a business career. Introductory Maintain appropriate personal appearance. I I I I D D I Demonstrate orderly and systematic behavior. I I I I D D I Determine vision. I I I I D D I Set personal goals. I I I I D D I Make decisions. I I I I D D I Demonstrate problem-solving skills. I I I I D D I Assess personal interests and skills needed for success in business. I I I I D D I Analyze employer expectations in the business environment. I I I I D D Explain the rights of workers. I I I I D D Utilize job-search strategies. I I I I D D Identify sources of career information. I I I I D D Identify tentative occupational interest. I I I I D D Explain employment opportunities in business. I I I I D D Complete a job application. I I D D D D Interview for a job. I I I I I I Write a follow-up letter after job interview. I I I I I I Write a letter of application. I I I I I I Prepare a resume. I I D D D D Describe techniques for obtaining work experience (e.g., volunteer I I D D D D activities, internships) Explain the need for ongoing education as a worker. I I I I I I Explain possible advancement patterns for jobs. I I I I I I Demonstrate appropriate creativity. I I I I I I Identify skills needed to enhance career progression. I I I I I I Utilize resources that can contribute to professional development (e.g., I I I I I I

17 trade journals/periodicals, professional/trade associations, classes/seminars, trade shows, and mentors) Use networking techniques for professional growth. I I I I I I Demonstrate negotiation skills. I I I I Topic 10: Strategic Management Examine tools, techniques, and I I D D systems that affect a business s ability to plan, control, and organize an organization/department Explain the concepts of management. I I D D Describe the nature of managerial control (control process, types of control, what is controlled). I I D D 17

18 Course Descriptions and Course Outlines Principals of Marketing PRINCIPALS OF MARKETING Elective: Grade /2 Unit of credit, only offered in the fall This course covers personal business management, marketing, and business life. The course will cover the basics of the areas of: Distribution, Marketing Information Management, pricing, product/service management, promotion, and selling. Course consists of a relevant, practical presentation of the factors that comprise our nation s economy. Consumer information is woven throughout the course. Career guidance is emphasized whenever appropriate. Principals of Finance PRINCIPALS OF FINANCE Elective: Grade /2 Unit of credit, only offered in the spring This course covers personal finance concepts, basic accounting terminology, business finance, and business life. The course will cover the basics of the areas of: assets, liabilities, capital, checkbooks, financial systems, retirement, personal taxes, and credit. Course will consist of a relevant, practical presentation of the factors that comprise our nation s economy. Consumer information is woven throughout the course. Career guidance is emphasized whenever appropriate. Principals of Marketing Units of Study The Economy and You Owning and Operating a Business Influences on Business Marketing Human Resources Career Planning in a Global Economy Principals of Finance Units of Study Financial and Technological Resources Buying Goods and Services Credit Money Management Risk Management Personal Financial Management 18

19 Marketing I Course Description Marketing I Elective: Grades ½ Unit of credit -- 1 semester course. The purpose of this course is to provide students with an overview of marketing. The content of the course includes lab experiences in sales promotion skills, sales transaction activities, and computer simulations. Emphasis: Training for entry level marketing jobs. Marketing I-II Units of Study Marketing I Course Outline Marketing Today 1.1 What is Marketing 1.2 Business Need Marketing 1.3 Understanding the Marketing Concept 1.4 Marketing s Role Today and Tomorrow Marketing Impacts Society 2.1 The Impact of Marketing 2.2 Criticisms of Marketing 2.3 Increasing Social Responsibility Marketing Begins with Economics 3.1 Scarcity and Private Enterprise 3.2 Observing the Law of Supply and Demand 3.3 Types of Economic Competition 3.4 Enhancing Economic Utility The Basics of Marketing 4.1 Changes in Today s Marketing 4.2 Planning a Marketing Strategy 4.3 Deciphering Consumers and Competitors 4.4 Marketing s Role in Various Businesses Using Marketing Research 5.1 Understanding the need for Market Information 5.2 Finding and Managing Marketing Information 5.3 Using Marketing Research 5.4 Collecting primary Data 19

20 Marketing Begins with Customers 6.1 Understanding Consumer behavior 6.2 What Motivates Buyer s 6.3 Types of Decision Making Competition is Everywhere 7.1 Targeting Market Segments 7.2 Positioning for Competitive Advantage 7.3 Competing for Market Segments 7.4 Learning About the Competition 20

21 Marketing II Course Description Marketing II Elective: Grades ½ Unit of credit -- 1 semester course. The purpose of the course is to prepare students for jobs in marketing occupations. The job skills introduced include display of merchandise, personal salesmanship, advertising, receiving and checking merchandise, and computer applications. Emphasis: To teach career job skills and attitudes for marketing jobs. Marketing II Course Outline Marketing for E-Commerce 8.1 What is E-Commerce 8.2 The Growing Importance of E-Commerce 8.3 Impact of E-Commerce on Distribution Channels 8.4 Role of Promotion for E-Commerce The Marketing Strategy 9.1 Developing a Market Strategy 9.2 Assessing Marketing Mix Alternatives 9.3 Analyzing Product Purchases 9.4 Planning for Marketing 9.5 Developing a Marketing Plan Develop a New Product 10.1 What is a product 10.2 Components of a New Product 10.3 Product Market Classification 10.4 Developing Successful New Products Services Need Marketing 11.1 What are services 11.2 Classifying types and evaluating quality 11.3 developing a service marketing mix Products for Resale 12.1 Business-to-Business Exchange process 12.2 Making Purchasing Decisions in Business 12.3 Business Purchasing Procedures 21

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