Download File - CTE Classes for Ms. Moss

Syllabus for Marketing Concepts
Instructor:
Ms. Darcie Moss
Course Dates:
3rd Trimester 2/19 – 6/11, 2015 Location: Renaissance High School
What is Marketing?
Contact: [email protected]
Let’s get this down from the start.
55 minute class M - F
Here is Mrs. Moss’s description
 Marketing is the process of planning, pricing, promoting, distributing and selling ideas, goods, or services that motivate
customers to buy what satisfies their wants or needs.
 The marketing process must create profitable exchanges. Current best practices a) target customers based on lifestyles and
demographics, plus b) focus on maintaining a close relationship WITH them.
 The seven functions of marketing research, track, analyze and support trends in consumer attitudes and buying behaviors.
Marketing is far more than what the common American sees, hears or reads through advertisements.
 Marketing is a bachelors Degree with a program that falls under the business school at many major universities
 DECA (formerly Distributive Education Club of America) is the nation’s largest marketing academic club (HS & College)
Course Description, Content & Grading
 Marketing Concepts is designed to give students exposure to four broad business marketing principals.
 There are two selling models: 1) business to consumer (B2C), and 2) business to business (B2B)
 This class focuses on B2C where marketers fight for consumers’ “disposable and discretionary dollars”
 Disposable income pays one’s bills (needs); discretionary income fulfills their wants
 The discretionary dollar is estimated at 5%-7% of a household’s annual gross income (ex: $3-$4,000 on $60,000)
 Each student is assigned a text book
Book remains in classroom for daily use. Book be signed out for nightly use, but doing so makes student responsible for the $100
replacement cost. District known to withhold diplomas for outstanding fines so bring your book back if checked out
 80% of course grade is derived from three equally weighted categories
1. Coursework: In class reading, note taking, worksheets, presentations
2. Effort: Timely attendance, productive participation, class rule adherence, artistic or marketing “flare”
3. (c) Projects: four during 12+ week terms. “team graded”, meaning same score for all members
 20% is derived from the cumulative assessments
1. Mid term, ch 1,2,3 (marketing basics & econ), 31 (branding) & 17 (sales promotions) is 100 questions
2. Final, chapters 12-15 on personal selling, Pricing, careers
 Students absent from class responsible for work.
Absence of completed work causes 80% of course grade to be challenged. Excessive absences impacts team projects.
 Below are marketing principals covered the 16 week term
Timeline
Dates
Topic Name
Week 1
2/19- 20
Syllabus & What products are my brands
Week 2-3 2/23-3/6
Functions of Marketing: corporate activities surrounding product or service from “creation
to consumption”. Note MME Mar 3-5.
Week 4
3/9-3/13
Planning & segmenting to find target markets
Week 5-6 3/16- 3/24 Economic impacts to business cycle; leading economic indicators
Week 6
3/25- 3/27 Mix of Marketing’s “Four P’s”
Week 7
3/30- 4/3
Branding & Packaging
Week 8
4/13-4/17 Promotions & Finding the right promotional Mix
Week 9
4/20-4/24 Can You Tell The Difference Project (Display board, Branding & Labeling Report; PPT on taste test)
Week 10 On 4/28
Hallway Event “Can You Tell the Difference”
On 4/29
Input Data from taste test surveys into PPT to support or disclaim percentage estimated to tell difference
4/30-5/1
Presentations of Can You Tell Results to class
Week 11
On 5/4
Mid Term review - Monday
Week 12
On 5/6
MID TERM WEDNESDAY (medical or funeral verification is student to be absent)
5/4-5/8
Marketing Careers – Research all week
Week 13
5/11-5/13 Marketing Career oral presentations – Monday & Tuesday. Mid Term review Wed 5/13
Week 14
5/14-5/26 Pricing. “Pricing Strategies” poster due 5/26. Senior walk is the morning of Wednesday 5/20
Week 15-16 5/27 – 6/8 Personal Selling. 6/8 Video showing text book strategies. Final is 6/9-10-11 on pricing math & selling
 Lab for MSFT or Google documents occurs 1 day/week depends on availability (yearbook same hour is tough)
 Unit 1 covers three key concepts s
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Marketing functions
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Marketing plan with Analysis of Strengths-Weaknesses-Opportunities-Threats
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Marketing Mix *
Consider these as cornerstones to future chapters. Students who miss this information can falter on projects & quizzes
 The Marketing Mix * is the main principal of course, and involves four components:
 Product
 Place
 Price
 Promotion
 Promotion, the last of the 4 P’s breaks further down into four sub categories:
 Publicity (which is free)
 Personal Selling
 Advertising
o Broadcast Media = TV and Radio. TV being the most expensive, and Radio being very effective.
o Print Media
= “ads” which have potential of greatest reach for dollar
o Social media
= greatest impact for ages 13 - 34
 Sales Promotions
o note it is plural here, meaning various types
o coupons, quantity discounts, sweepstakes, trials, bundling
Assigned Tables - Group Projects:
 Students in week 1 complete their first team project on “the Functions of Marketing”
 helps analyze how business activities surrounding a product
 Definitions on page 6 and should be read together by group
 Requires students to select a product and detail on a banner of how the seven marketing functions apply it.
 Weekly effort graded on productive collaboration, time management, division of labor, simple concise writing,
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effective graphics and demonstration of deep thought when explaining how each function applies to the product.
Due end of 7th day (end of wk 2)
Team scored = Banner and relevant content. Same grade for all.
A seven minute presentation occurs day 5 of week 2. This is “group graded”, meaning separate student scores.
 Students in week 9-10 complete their second team project called “Can You Tell the Difference”
 Students select a national brand from a list of products
 Students identify a generic or private label brand to compare
 Students make a hypothesis what percentage of taste testers will pick the national brand
 Students research both products for corporate structure, trademarks, slogan, character & nutrition on package
 Students prepare a tri fold display board about the basic item to be tasted (say a marshmallow) with product info
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on the brand and private labels.
Teacher supplies tri fold board, national brand product and Kroger generic. If students want a private label (like
Kirkland from Costco) then students must supply the competitive product for their taste test.
Tri-fold display board must accurately reflect brand colors, labels, pricing, & packaging. This is part of team grade.
Students create a survey for participants to complete with 4 items (one being the participant’s preferred taste).
Student groups hold a “hallway event” where students and staff are asked to taste “product A or B”
Taste testers complete survey questions students design .
Students compare results to their initial estimates,
Students complete a power point to communicate results.
Students present their findings to course during week 10
All classmembers, except seniors who have graduated week before, in a Personal Selling (spoof) video on text book strategies
Page 3
Course Connections
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Marketing provides students opportunities to extend their learning from Business Communications, Leadership or
Computer Applications classes
Water is the cross-curricular thread and should be considered by student whenever possible.
Vocational (work-based) components - none, course is not currently career & technical audited or funded
Academic Credit
Elective
Post Secondary Credit
n/a
Certifications
n/a
Leadership Opportunities
BPA or Optimists Club
Classroom Management & Expected Student Behavior
Housekeeping
 Books, binders & supplies away daily - neatly, not thrown.
 Clean tables, pick up floor, toss garbage in bins,
 Chairs need to be put on tables each day at end of last period for ease of custodians to vacuum (participation pts)
 Dismissal held on this item.
Food / Sticky beverages
 Lunch to be eaten in lunchroom.
 Bringing food/lunch 3rd hour is a loss of attendance pts and a referral)
Bathroom passes
 None during directed discussion / thinking routines / lecture
 One student gets pass at a time
 Class is under an hour - think ahead, use your passing time
 Referrals issued if teacher deems requests to leave class as excessive
School Cell phone policy is to be followed
 School policy is “always red” – thus no cell phone usage in class.
 Students who find they are above the school cell phone policy are warned with phone requested to be placed in box/envelope
 Stage 2 cell behavior is beyond teacher’s responsibility while reporting offenders to any school policy is teacher’s responsibility.
 Please avoid using cell phones in class because you feel you have the right. The end, period.
Inappropriate behavior
 First addressed direct to student
 If behavior not adjusted, teacher phones guardian by end of day and files paperwork within 48 hrs.
 Disobedient behavior is insubordinate in nature
 Doing what is asked is advised, including turning in cell phone if asked
 Insubordination carries serious disciplinary outcome
 In short, behavior is all or nothing
Assignments & Projects must be done thoroughly and per instruction,
They are not accepted otherwise
Effort recognized at 50% done. No effort to learn, also no participation points
Quizzes are given on scheduled days, typically end of unit/topic.
 No make ups unless medical notice emailed by principal or front office
 Questions are VERY important as prep for midterm and final
Late work

Student receives 10% grade reduction every day assigned work is submitted past due date
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Assignments 4 days late are not accepted
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Student to manage own time & load to achieve grade desired
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Student to see attendance & participation; grade is negatively impacted twice
Page 4
_____________________________________________________________________________________________________________
Course Outline


12 Vocational “Knowledge” classifications apply to Marketing Pathway as indicated below.
Four segments act as the cornerstones to course curriculum (X).
Segment 1
Segment 2:
Segment 3:
Segment 4:
Segment 5:
Segment 6:
Segment 7:
Segment 8:
Segment 9:
Segment 10:
Segment 11:
Segment 12:
X
X
X
X
X
Functions / Foundations of Marketing
Personal Selling
Promotion and Social Media
Pricing
Financial Analysis
Channel Management
Entrepreneurship, Risk, Management & Operations
Marketing Information Management
Strategic Market Planning
Product Service Planning
Careers, Human Resources & Management
Economics
Time Frame & Pts
Ch #
Week 1- 2-3
Day 1-10
Wk 1 ( 2 days )
Syllabus,
books & binders,
Text book page 1
Wk 3
M-Tu
W-Th-Fr
Tasks to complete or
Marketing Careers to research
Unit A: The World of Marketing
Page 1-7
We begin to make thinking VISIBLE with
room posters created over 2 weeks on
extra class or lab time
Page 1 Marketing is ALL around us TONS of info!
1.1
Wk 2
M-T
Read 1.1
Do Functions Banner
During 3 days, complete
brief work sheets (Indiv),
and as team -plan,
Organize & create
Functions banner
Text Concepts covered
Marketing & the Marketing CONCEPT
Functions of marketing (#) pg 6-7 is KEY!
separate handout defines proj requiremts
How are we Branded
(#) Team Project #1
Functions of Marketing for a Product
Banner due Friday Wk 2
1.2
1.3
Read 1.2
Read 1.3
Importance of Marketing
Economics, new or improved, utility
Fundamentals of Marketing
Market types, Market share,
Target Market, customer profile,
Marketing mix
Ch 1 150 pts
Course work, Project,
Timely Attendance &
Participation,
50 pts each
Week 4
Monday
Present Function project,
7 min max, done during
first 45 min. of class
End of class – lab (*)
Tuesday
Take quiz first 40 min.
(open note)
Read 2.1 Marketing Plan;
(*) Do wall posters
Wednesday
Complete SWOT
worksheet
Thursday – Friday
Read Mrkt Segmentation
Do worksheet 4 P’s for a
product & define to whom
such is marketed
150 pts
Week 5-6
Day 1 -2
Take Quiz on ch. 2
(open note)
Read 3.1
Day 2 -3
Finish 3.1;
Do worksheet
Ch #
2.1
Unit A Continued
Marketing Plan
SWOT – strengths, weaknesses,
opportunities and threats
Customer Analysis
Competitive Position
Socio cultural aspects
Elements of a written marketing plan
2.2
Market Segmentation
Demographics
Disposable vs. Discretionary income
Geographics
Psychographics
Consumers’ Behavioral patterns
Current trend is niche marketing
Ch #
Unit B: Economics
3.1
What is an economy
Economic Systems
Three Resources
Scarcity
Traditional, Market & Command Economies
No pure economy now = Mixed Economy
Capitalism = political & economic philosophy
Economic Indicator Hallway posters
2006 – 2014
11 economic indicators
– 1 class poster
Day 4
Read 3.2
Lab - research
Day 5-7
Complete Posters
Day 7-10
Read pg 642 - 645
Work sheet on a
Product’s life cycle
Communism = social, political & Econ philos.
Socialism = Key ind. & soc. services run by gov
Move toward Privatization
3.2
Understanding Economy; Leading indicators
Economic Measurement
Gross Domestic Product (normal 3% growth)
Inflation (general rise in prices)
Consumer Price Index (basket 400 goods or serv)
Pyramid of national spending
Unemployment (not working avrg 6%; full 4%)
Business Cycle (Expansion, recession, trough,
Recovery)
150 pts
Individual product life cycle posters
30.2
Understanding the Product Life Cycle
Week 7
Ch #
31-= Branding and Labeling
Week 8
Monday – Tuesday
Unit C Promotion & Social Media (pg 360-434)
Read 17.1
17.1
Wednesday - Thurs
Read and do 17.2 w/s
Pick National Brand for
Can You Tell Difference
Project.
Finish 17.2
Lab – Promotional
Treasure hunt (tentative)
Institutional Marketing – social commitment
Five Aspects of the Promotional Mix
Personal selling – Most Expensive
Advertising – Print vs. social, largest reach
Direct Marketing – Target group or prospects
Sales promotion – Activities to boost sales
Public Relations - Free, positive or negative
Thursday
Assign 5 proj tasks &
begin
make survey questions,
cover display board,
search visuals,
write concise narratives,
set up PPT for findings
Next 5 days
Complete tasks
(5 days X 60 min X 3
students = 900 minutes!
students have ample
time. Show up and do
your part of work)
Promotion & Promotional Mix
Promotion is PERSUASIVE communication.
GOAL is to motivate larger, or incremental,
purchase action
Promotional MIX
To reach promotional goals- companies
develop a combination of strategies coupled
with a cost effective allocation of resources
17.2
Types of Promotion
Sale promotions – incentives that encourage
customers to buy products or services:
try new, build awareness, increase
purchases by current customers, or
reward loyalty
Trade promotions – support from mfgrs,
wholesalers or retailers
Consumer promotions – support advertising,
personal selling & public relations.
Types
150 pts
Coupons
Premiums – low cost items given at discount
or for free, increase sales -> build loyalty
Deals – price packs or short term reductions
Incentives – lots of products-create excitement
Samples
Sponsorship
Tie-Ins
Product Placement (cups on American Idol)
Loyalty marketing vs. online loyalty
See syllabus instructions
for Can You Tell the Difference
team project
Project Basics are:
Picking brand & generic product
May percentage estimate
(hypothesis) how many surveyed
pick the national vs. generic brand.
Survey participants during a hallway
Event
Compare data to % estimated
Present findings
Point of Sale displays
Week 10
Tuesday
Hold Taste
Wednesday
Present findings first 45
minutes.
Thusday Friday
Hold “big event” in hallway
Input survey results in PPT
PPT Present estimated percentage vs. actual survey
results
Week 11
Mid Term Review
Mid Term
3 Days of Careers & Ind
Projec Pricing last 45 min.
Wednesday & first
half Thursday
Week 12-13
Use Pages indicated for
Pricing worksheet
Pricing
Return on Investment (pg 528-529)
Rate of return = net profit / investment or cost to produce
Break Even Point (pg 533)
Demand Elasticity (25.2 chart; pg 534)
Price Discrimination & Los Leader (pg 536-537)
Mark up AND Cost Plus Pricing models (pg 546)
Backward from Retail Price VS. Forward from Mfgr Cost
(figure 26.2, pg 548)
Week 14-15 (no
seniors)
Personal Selling
all-classmate spoof video of textbook tactics to sell a
product
al
Cumulative Final Exam
200 pts from 100 questions (20 per 5 weeks ) at 2 pts
Text(s)
Marketing Essentials,
marketingessentials@
glencoe.com
ISBN 0078689147
Software
MS Office 2010
Delivery system
Lecture, notes, projects, cases,
articles, videos & assessments
Projects
Functions of Marketing
(team banner);
Can You Tell the Difference;
(Taste Test ; estimate & proof a
hypothesis)
Career I like - ad,
Personal Selling Video
(all classmates)
Non-Discrimination Statement

All Career and Technical Education programs, services, activities and employment follow the district’s policies of nondiscrimination
on the basis of sex, race, color, national origin, religion, height, weight, marital status, age, disability or sexual orientation (subject
to limits of applicable law). Arrangements can be made to accommodate ESL population (English as a Second Language)