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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. • demonstrate problemsolving and decisionmaking skills as they apply in human relations, market information management, or product service planning GRADE LEVEL-10-12 Essential Questions • • • • • 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? • • • • • • 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? • • • • • • • • • • • • • • • • • • • • • • • • • • 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 • Marketing basics unit exam Free enterprise system Competition Price competition Nonprice competition Monopoly Risk Profit Supply Demand Equilibrium Surplus Shortage Capital Scarcity Productivity Inflation • 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 • • • 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 • • 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 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 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 • • • • 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 • 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. • • 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). • 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 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 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 • Pricing unit exam • Marketing research projectdesigning questionnaire and collecting data Marketing research exam • 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 • • • • 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 • • • • • • • • • • • • • • • • • • • • • 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