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WHS CURRICULUM MAP
CONTENT AREA-MARKETING EDUCATION
DATE-2013-2014
TEACHERLength
of Unit
2 weeks
Unit
Title/Org.
Intro. To
Marketing
Targets
Essential Learning
The advantages and disadvantages of
jobs and careers in various
occupational areas should be evaluated
(e.g., preparation, salary, benefits,
demands of job, location, work
environment)
Students will:
• survey the various
disciplines
in
marketing (i.e., traffic,
purchasing,
sales,
warehousing,
distribution, staffing,
and
customer
relations).
• demonstrate problemsolving and decisionmaking skills as they
apply in human
relations, market
information
management, or
product service
planning
Students will:
• understand the role and
characteristics of
marketing in three
different types of
economic systems:
capitalism, socialism,
and communism.
Team skills (e.g., identify goals, use
listening skills, follow directions,
communicate orally, cooperate with
others, ask questions about tasks, use
problem-solving skills, use conflict
resolution and mediation skills) are
important in future schooling and in
today's workplace
3 weeks
Economic
factors in
Marketing
Understand that the basic economic
problem confronting individuals,
societies, and nations is scarcity or the
imbalance between unlimited wants
and limited resources available to
satisfy those wants.
Numerous factors influence the supply
and demand for products (e.g., supply
- technology, cost of inputs, number of
sellers; demand - income, price of
similar products, consumers'
preferences).
The level of competition in a market is
largely determined by the number of
buyers and sellers.
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demonstrate problemsolving and decisionmaking skills as they
apply in human
relations, market
information
management, or
product service
planning
GRADE LEVEL-10-12
Essential
Questions
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Vocabulary
What is the most
crucial part of
the marketing
mix when
relating to target
markets?
When analyzing
logos and
trademarks,
which is the
most
recognizable to
the target
market?
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How does the
economic system
of a country
affect the way
companies
market their
products?
What role does
supply and
demand play in
the way
marketing
occurs?
How are
company
revenues and
profits
influenced by the
economic system
of a country?
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Culminating
Assessments
Marketing
Products
Goods
Services
Exchange
Utility (and its many
forms)
Marketing Concept
Customers
Consumers
Value
Target marketing
Marketing mix
Posititioning
Supply & Demand
Surpluses/Short-ages
Scarcity
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Marketing
basics unit
exam
Free enterprise
system
Competition
Price competition
Nonprice competition
Monopoly
Risk
Profit
Supply
Demand
Equilibrium
Surplus
Shortage
Capital
Scarcity
Productivity
Inflation
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Economic
factors in
marketing unit
exam
Length
of Unit
3 weeks
Unit
Title/Org.
Promotion/
Advertising
Targets
Essential Learning
Numerous factors influence the supply
and demand for products (e.g., supply
- technology, cost of inputs, number of
sellers; demand - income, price of
similar products, consumers'
preferences).
Students will:
• Explain the types of
promotion
• Explain the role of
promotion as a
marketing function
• Identify the elements
of the promotional mix
• Explain the types of
advertising media
• Explain components of
advertising
Specific financial and non-financial
incentives often influence individuals
differently (e.g., discounts, sales
promotions, trends, personal
convictions).
Essential
Questions
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To make informed choices, consumers
must analyze advertisements, consider
personal finances (including the
importance of savings, investment,
and use of credit), and examine
opportunity cost.
2 weeks
Buying and
Distribution
There are basic academic skills (e.g.,
communication, research, math,
science) and preparation levels (e.g.,
past work experience and training,
leadership, certification) required or
useful for various jobs and careers.
Technological change and investments
in capital goods and human
capital/resources increase
productivity.
Students will:
• Understand
fundamental business,
management, and
entrepreneurial
concepts that affect
business decision
making.
• Explain the shipping
process
• Explain the receiving
process
• Explain the nature and
scope of distribution
• Explain the nature of
channels of
distribution
• Describe the
relationship between
customer service and
distribution
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What role does
advertising play
in the American
free commerce
system?
What parts of the
promotional mix
are the most
important when
reaching out to
the target
market? Why?
What appeals to
the consumer
when it comes to
advertising and
promotion?
What does the
buying and
distribution cycle
have to do with
the pricing that is
passed on to the
consumer?
How does the
price that goods
are purchased for
affect how the
marketing mix
and programs are
established for
that good?
Vocabulary
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Promotion
Advertising
Publicity
Sales promotion
Sales incentives
Licensing
Premiums
Promotional mix
Promotional
advertising
Institutional
advertising
Print media
Broadcast media
Specialty media
Advertising agencies
Headline
Copy
Illustration
Signature
Slogan
Channel of
distribution
Agents
Direct distribution
Indirect distribution
Intensive distribution
Selective distribution
Physical distribution
Common carrier
Private carrier
Contract carrier
Storage
Purchasing agent
Buyers
Consignment buying
Memorandum buying
Stock turnover
Invoice
Culminating
Assessments
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Print ad
creation
project
Radio/
television ad.
script project
Promotion/
advertising
unit exam
Buying and
distribution
unit exam
Length
of Unit
3 weeks
Unit
Title/Org.
Pricing
Targets
Individuals attempt to maximize their
profits based on their role in the
economy (e.g., producers try to
maximize profit, workers try to
maximize income, savers and
investors try to maximize return).
The level of competition in a market is
largely determined by the number of
buyers and sellers.
Essential Learning
Essential
Questions
Students will:
• Understand concepts
and strategies utilized
in determining and
adjusting prices to
maximize return and
meet customers’
perceptions of value
• Explain factors
affecting pricing
decisions
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Students will:
• 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
• Acquire product
information for use in
selling
• Analyze product
information to identify
product features and
benefits.
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Investments in capital goods and labor
can increase productivity but have
significant opportunity costs.
2 weeks
Marketing
Research
Work has social and economic
impacts on the individual, family, and
society.
Specific financial and non-financial
incentives often influence individuals
differently (e.g., discounts, sales
promotions, trends, personal
convictions).
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What is the
effect pricing has
on our beliefs
about products
and services?
With all other
things remaining
the same, is price
the most
important part of
selecting a
product or
service to
purchase?
What importance
does marketing
research play in
the overall
marketing
strategy of a new
product?
If marketing
strategy were
done away with
altogether, would
the products and
services we have
in our society be
as tailored to our
needs as they are
currently?
Vocabulary
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Price
Market share
Market position
Elastic demand
Inelastic demand
Price fixing
Price discrimination
Loss leader
Unit pricing
Markup
Cost-plus pricing
One-price policy
Skimming pricing
Penetration pricing
Psychological pricing
Prestige pricing
Price lining
Discount pricing
Seasonal discounts
Gross profit
Employee discounts
Marketing research
Marketing
information system
Database
Advertising research
Product research
Test marketing
Market research
Sales research
Primary data
Secondary data
Point-of-sale research
Experimental method
Data analysis
Culminating
Assessments
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Pricing unit
exam
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Marketing
research
projectdesigning
questionnaire
and collecting
data
Marketing
research exam
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Length
of Unit
1 week
Unit
Title/Org.
Product
Planning
Targets
Essential Learning
SS-H-3.3.1
Numerous factors influence the supply
and demand for products (e.g., supply
- technology, cost of inputs, number of
sellers; demand - income, price of
similar products, consumers’
preferences).
Students will:
• Acquire product
information for use in
selling
• Analyze product
information to identify
product features and
benefits
• Determine
customer/client needs
• Identify customer
buying motives for use
in selling
SS-H-3.4.3
Investments in capital goods and labor
can increase productivity but have
significant opportunity costs.
PL-H-4.4.3
Team skills (e.g., identify goals,
use listening skills, follow
directions, communicate orally,
cooperate with others, ask
questions about tasks, use
problem-solving skills, use
conflict resolution and
mediation skills) are important
in future schooling and in
today’s workplace.
Essential
Questions
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When deciding
what items to
include in a
product line,
how much does
marketing
research play
into the overall
plan?
Does product
research play the
most important
role in
developing a
product plan?
Does the product
line a company
produces really
sell the product
or do we, as a
society, need the
constant
advertisements
and reminders of
the products?
What makes a
product
recognizable?
Vocabulary
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Product planning
Product mix
Product line
Product item
Product width
Product depth
Product modification
Product life cycle
Product positioning
Planogram
Brand
Brand name
Brand mark
Trade name
Trade character
Trademark
National brand
Private brand
Brand licensing
Package
Label
Culminating
Assessments
•
Product
planning unit
exam