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STRANDS AND STANDARDS
MARKETING 1
Course Description
Marketing 1 explores the seven core functions of marketing which include: Marketing Planning
- why target market and industry affects businesses; Marketing-Information Management –
why market research is important; Pricing – how prices maximize profit and affect the
perceived value; Product/Service Management – why products live and die; Promotion – how
to inform customers about products; Channel Management – how products reach the final
user; and Selling – how to convince a customer that a product is the best choice. Students will
utilize knowledge in hands-on projects which may include: Conducting research, creating a
promotional plan, pitching a sales presentation, and introducing an idea for a new
product/service.
Intended Grade Level 10- Units of Credit 0. Core Code 37.01.00.00. Concurrent Enrollment Core Code 37.01.00.13. Prerequisite None Skill Certification Test Number 401 Test Weight 0. License Type CTE and/or Secondary Education 6- Required Endorsement(s) Endorsement 1 Business and Marketing (CTE/General) Endorsement 2 Business and Marketing Core Endorsement 3 N/A
STRAND 1
Students will understand the basics of marketing including the seven core functions and the 4P’s of the marketing mix.
Standard 1
Define marketing and identify the seven core functions.
- Define marketing and identify the seven core functions.
- Define the terms marketing and the marketing concept.
- Understand that marketing includes the following seven core functions:
- Channel Management
- Marketing Information Management
- Marketing Planning
- Pricing
- Product Service Management
- Promotion
- Selling
Standard 2
Understand the marketing mix or 4P’s of marketing.
- Identify the four elements of the marketing mix.
- Product
- Price
- Place
- Promotion
- Explain how each component of the marketing mix contributes to successful marketing.
Standard 1
Understand how businesses make pricing decisions.
- Assess workplace conditions with regard to safety and health and OSHA guidelines.
- Identify goals for pricing: profit, market share and competition.
- Identify factors affecting a business’s price: supply and demand, perceived value, costs and expenses (profit margin), competition.
- Explain the economic principle of break-even point.
Standard 2
Discuss how businesses use pricing strategies to attract customers. (Strategies may include: odd/even pricing, loss leaders, prestige pricing, penetration pricing, pri ce bundling, price lining, and e veryday low pricing.)
STRAND 5
Students will understand the concepts to introduce, maintain, and improve a product or service mix.
Standard 1
Explain the role of product/service management as a marketing function.
- Explain the concept of product mix including: product lines, product width and product depth.
- Understand the importance of generating new product ideas.
Standard 2
Identify the components of the product life cycle (Introduction, Growth, Maturity, and Decline).
- Identify decisions that need to be made in each stage of the product life cycles.
STRAND 6
Students will understand the process and methods to communicate information about products to achieve a desired outcome.
Standard 1
Explain the role of promotion as a marketing function.
- Define promotion.
- Identify elements of the promotional mix including: advertising, public relations, personal selling, and sales promotion.
Standard 2
Understand promotional channels used to communicate with the targeted audiences.
- Give examples of advertising media used to communicate with target audiences including: print media (outdoor, newspaper, magazine, direct mail), digital (e-mail, apps, social media), broadcast (TV and radio).
- Identify public-relations activities including a press release and publicity.
- Discuss examples of sales promotions which include: coupons, loyalty programs, rebates, samples, premiums, sponsorship, and product placement.
STRAND 7
Students will understand the role of channel members and methods of product transportation.
Standard 1
Identify methods of channel management.
- Define channel of distribution.
- Understand the roles of intermediaries including: manufacturer, agent, wholesaler/industrial distributor, retailer, and consumer/industrial user.
- Identify the methods of transportation for products including: trucks, air, ship, and rail.
STRAND 8
Students will understand how to determine client needs and wants and respond through planned and personalized communication.
Standard 1
Explain the role of personal selling as a marketing function.
- Explain the role of customer service as a component of selling relationships.
- Explain the importance preparing for the sale including: gaining product knowledge of features and benefits, identifying target market and their needs, and overcoming common objections.
- Identify needs of customers and their buying behaviors: emotional, rational or patronage.
Standard 2
Explain the steps of the selling process including:
- Approach the customer,
- Determine needs,
- Present the product,
- Overcome objections,
- Close the sale, and
- Suggestion selling.
Performance Objective
Choose 3 of the 4 marketing performance objectives.
- Conduct primary and/or secondary research and analyze results.
- Create a promotional plan that includes the following components: target market, promotional objective, advertising media selection, promotional schedule, and budget.
