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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 Marketing functions Marketing plan with Analysis of Strengths-Weaknesses-Opportunities-Threats 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, 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 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 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 Assignments 4 days late are not accepted Student to manage own time & load to achieve grade desired 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)