MARKETING ESSENTIALS HIGH SCHOOL · • Presentation Software • Multimedia software • Word Processing Software • Smart Board • Coloring utensils, construction paper, various

Planned Course of Study

MARKETING ESSENTIALS

HIGH SCHOOL

NORTHWESTERN LEHIGH SCHOOL DISTRICT

6493 ROUTE 309

NEW TRIPOLI, PA 18066

NORTHWESTERN LEHIGH SCHOOL BOARD

2018

Willard Dellicker, President

Todd Hernandez, Vice President

John Casciano, Secretary

Phillip Toll, Treasurer

Joseph Fatzinger

Todd Leiser

Marci Piesciencski

Alan Rex

James Warfel, Ed.D.

John E. Freund III, Esq., Solicitor

ADMINISTRATION

Dr. Mary Anne Wright, Superintendent

Jennifer Holman, Assistant Superintendent

Andrea Edmonds, Director of Pupil Services

Luann E. Matika, Director of Human Resources

LeAnn M. Stitzel, Director of Curriculum and Technology

Aileen Yadush, High School Principal

Donald Allen, High School Assistant Principal

William Dovico, Middle School Principal

Amy Stauffenberg, Middle School Assistant Principal

Jill Berlet, Elementary Principal

Maria Pulli, Elementary Principal

INTRODUCTION

The Marketing Essentials curriculum guide contains planned course formats for the Northwestern Lehigh School District. The content of this document describes the objectives, activities, assessments, content, time frame, and standard alignment that serve as a guide to the specific units of study offered in Marketing Essentials. The Marketing Essentials curriculum guide is the product of much diligent work on the part of the following members of the FCS/Business/Technology Task Force:

Eric Taddei

This document reflects their efforts to establish a well-defined and organized approach to teaching in the Northwestern Lehigh School District.

Approved by Northwestern Lehigh School District Board of Education

May 2018

LEVEL OF MASTERY DESCRIPTIONS Recognition (R) Students will be able to recall concepts. Application (A) Students will be able to apply ideas/skills to a curricular

concept. Inference (I) Students will be able to evaluate and synthesize materials or

concepts

4 Please note: The activities, assessments, materials and time frame are meant to be used as a guide for educators, and are not meant to be all-inclusive.

Marketing Essentials – Unit 1 Objective Standard

Alignment &/or Anchor

Level of Mastery

Suggested Activity and Assessment

Materials Time Frame

Describe the basic concepts of marketing.

*See Academic Standards at the end of this document ** See NBEA Standards at the end of this document

R • Students will prepare teacher generated projects using the Internet.

• Students will prepare oral presentations using office applications.

• Students will demonstrate their knowledge through group/class projects and discussions

• Students utilize available resources/merchandise to demonstrate how and why consumers choose to use discretionary income.

• Students create a script, and utilize media applications.

• Teacher generated projects. Assessment: Test, Quizzes, Projects, Team Work, Presentations, Homework

• Computers with Internet access.

• Presentation Software

• Multimedia software

• Word Processing Software

• Smart Board • Coloring utensils,

construction paper, various arts and craft materials

• Text Book • Web applications

10 days

Explain the marketing mix.

R, A

Define the six core standards of marketing.

R

Define specific marketing interests. (Product, Sports, Entertainment, Travel, Hospitality, Fashion, etc.)

R

Explain the value of specified marketing interest to the economy.

R, A

Describe the impact of advances in technology on marketing.

R, A




Level of Mastery



Explain the central focus of the marketing concept.


R, A • Utilizing the Internet to list steps for assisting customers over the phone, researching product data charts, mission statements, and gather information about competitors (marketing intelligence)


• Students will demonstrate their knowledge through group/class projects

• Students will demonstrate their knowledge by creating collages.

• Students will demonstrate their knowledge by creating a budget for an event or the production of a product.

Assessment: Test, Quizzes,

Projects, Team Work, Presentations, Homework



• Marketing merchandise


• Smart Board • Poster Board • Various arts and

craft materials • Spreadsheet

Software • Word Processing

Software • Text Book • Web applications

10 days

Explain the importance of understanding buyer behavior when making marketing decisions.

R, A

List and describe means of collecting marketing information for use in decision-making.

R, A

Define target market and market segment.

R

Describe how businesses use market segmentation.

R, A

Explain the importance of outstanding customer service.

R, A

Explain what it means to establish a service culture

R, A




Level of Mastery



Explain the difference between marketing tactics and strategies.


R, A • Students gather marketing intelligence on competing businesses in the area. Then they will make a presentation stating their business and its products/service offerings, their research findings, tactics they would use to differentiate themselves, and strategies they would use to implement their tactics.

• Students assess a company’s mission statement see if it is consistent with their mission statement

• Prepare a marketing plan around a less popular sport.

• Teacher generated projects Assessment: Test, Quizzes, Projects, Team Work, Presentations, Homework




• Smart Board • Magazines • Newspapers • Word Processing

Software • Text Book • Web applications

10 days

Discuss the importance of planning to stay ahead of the competition.

R, A

Explain the importance of learning from customers.

R, A

Discuss marketing strategies.

R, A

Discuss marketing tactics.

R, A

Explain how marketers determine direction and focus for a marketing plan

R, A

List and describe the components of a marketing plan.

R, A




Level of Mastery



Define product mix, product extension, and product enhancement


R, A • Students design packaging and enhancements for an existing product

• Students create a plan to increase interest in an unpopular product of choice.


• Students design posters illustrating products in each stage of the product life.

Assessment: Test, Quizzes, Projects, Team Work, Presentations, Homework



• Product packaging • Multimedia

software • Smart Board • Word Processing

Software • Desktop Publishing

Software • Poster Board • Text Book • Web applications

10 days

List and describe the components of the product mix.

R, A

Explain the high cost of sports and entertainment events

R, A

Define customizing.

R

Describe the financial impact of baby Boomers and other demographics on a selected marketing industry.

R, A

List and describe the stages of the product life cycle.

R, A

Explain how products are positioned in the market place.

R, A




Level of Mastery



Explain the relationships among supply, demand, and price.


R, A Students will demonstrate their knowledge by creating collages

Students visit a shopping mall and write a report on pricing strategies

Using the five steps in determining a price students determine the price they would charge for a product that they make if the contents and packaging for each product is 24% to 36% less than the competition.

Students prepare a presentation about concerns in the increased cost of living and elevated terrorism alert and how it affects discretionary income and safety

Assessment: Test, Quizzes, Projects, Team Work, Presentations, Homework concerns

• Computers w/t Internet access.



• Smart Board • Word Processing

Software • Spreadsheet

software • Field Trip • Guest Speaker • Text Book • Web applications

10 days

Discuss the government’s influence on pricing.

R, A

Discuss pricing strategies used by businesses to increase sales.

R, A

List five steps for determining price. R

Define the business cycle and describe its impact on sports and entertainment marketing.

R, A

Discuss the importance of monitoring consumer trends.

R, A




Level of Mastery



Identify opportunities for employment in marketing.


R Students will prepare teacher generated projects using computer applications and the Internet.

Students research a marketing career of choice and include educational requirements, possible locations of the job, job outlook and other pertinent information about the job.

Students research the pay level and treatment of union and nonunion workers in the marketing industry and possibly find major differences.

Students create a resume and cover letter addressed to a marketing management business.


Computers with Internet access.

Smart Board Word Processing

Software Spreadsheet

software Guest Speaker Text Book

10 days

Describe convention and special event management careers.

R, A

Explain the role and functions of management.

R, A

Describe the purpose of labor unions. R, A

Identify educational and training opportunities in marketing.

R

Describe ways to get and keep a job in marketing.

R, A

Explain professional development for marketing.

R, A




Level of Mastery



Describe the marketing research process.


R Students will assist in planning and carrying out the preparation for a large meeting or convention in the community or school district.

Students develop a satisfactory survey for a tangible or intangible product such as a service.

Students determine what they need to consider when starting up a new product and present graphical data to the class.


Computers w/t Internet access.


Software Presentation

Software Multimedia

software Spreadsheet

software Text Book

10 days

Explain targeting of market segments and niche markets.

R, A

Describe data collection processes. R, A

Explain the need for data protection.

R, A

Define marketing-information management.

R

Describe the uses of marketing information.

R, A




Level of Mastery



Describe the components of promotion.


R Students select a product or business and outline a 12-month promotional plan for the business.

Students provide examples that fit under each category of advertising media (print, broadcast, electronic, outdoor)

Students create a sales presentation for a fictitious business.

Students develop a promotional plan for a business.





Software Multimedia

software Guest Speaker Text Book

10 days

List the steps involved in developing a promotional plan.

R, A

Explain the purpose and types of advertising.

R, A

Describe ways to measure the effectiveness of advertising.

R, A

Explain the value of positive publicity.

R

Describe sales promotion through the techniques of incentives and touch points.

R, A

List and explain the steps of the sales process.

R, A




Level of Mastery



Describe the nature and scope of physical distribution


R, A Students will prepare teacher generated projects and activities using computer applications and the Internet.

Students prepare a short presentation about dealing with distribution.

Students write about the latest issues impacting the transportation industry.

Students will demonstrate knowledge of stock handling techniques for receiving deliveries.

Students will demonstrate good customer service techniques in dealing with potentially new distribution customers





Software Multimedia

software Spreadsheet

software Desktop Publishing

Software Magazines Newspapers Text Book

10 days

Identify transportation and services that move products from manufacturers and consumers

R, A

Name the different kinds of transportation services

R

Explain the concept and function of inventory storage

R, A

Identify the types of warehouses

R

Describe distribution planning for international markets

R, A


Pennsylvania Department of Education Academic Standards See Academic Standards below for level descriptions

Academic Standards for the Arts and Humanities ● 9.1 Production, Performance and Exhibition of Dance, Music, Theatre, and Visual Arts

○ B. Demonstration of Dance, Music Theatre and Visual Arts (Emphasis on Visual Arts) ○ J. Technologies in the Arts

Academic Standards for Reading, Writing, Speaking, and Listening

● 1.1 Reading Independently ○ B. Word Recognition Skills ○ E. Fluency

● 1.2 Reading, Analyzing, and Interpreting Text ○ B. Fact and Opinion ○ C. Essential and Nonessential Text ○ E. Text Analysis and Evaluation

● 1.4 Types of Writing ○ A. Narrative ○ B. Informational ○ C. Persuasive

● 1.5 Quality of Writing ○ A. Focus ○ B. Content ○ C. Organization ○ D. Style ○ F. Convention

● 1.6 Speaking and Listening ○ B. Speaking Skills Presentation

● 1.8 Research ○ A. Inquiry Based Process ○ B. Location of Information and Citing Sources ○ C. Organization and Production of Final Product

● 1.9 Information, Communication, and Technology Literacy ○ A. Media and Technology Resources

Academic Standards for Mathematics

2.2 Computation and Estimation A, B, C, D, E, F

2.3 Measurement and Estimation A, C


2.5 Mathematical Problem Solving and Communication A, B, C, D

2.6 Statistics and Data Analysis A

Academic Standards, Secondary Standards Science and Technology

● 3.6.12 Technology Education ○ B, C

● 3.7.12 Technology Devices ○ D, E

● 3.8.12 Science Technology and Human Endeavors ○ C

Academic Standards for Career Education and Work

13.1.11 Career Awareness and Preparation o C. Analyze how the changing roles and individuals in the workplace relate to new opportunities within career choices o F. Analyze the relationship between career choice career preparation opportunities. o H. Review personal high school plan against current personal career goals and select postsecondary opportunities based

upon personal career interest. 13.3.11 Career Retention and Advancement

o A. Evaluate personal attitudes and work habits that support career retention and advancement. o B. Evaluate team member roles to describe and illustrate active listening techniques o C. Evaluate conflict resolution skills as they relate to the workplace o E. Evaluate time management strategies and their application to both personal and work situations. o F. Evaluate strategies for career retention and advancement in response to the changing global workplace. o G. Evaluate the impact of lifelong learning on career retention and advancement.

**Marketing NBEA Standards See NBEA Standards below for level descriptions

I. Foundations of Marketing/ Achievement Standard: Recognize the customer oriented nature of marketing and analyze the impact of marketing activities on the individual, business, and society. - Level 1, 2 and 3

II. Consumers and Their Behavior/ Achievement Standard: Analyze the characteristics, motivations, and behaviors of consumers. A. Characteristics of Consumer Behavior - Level 2, 3, and 4 B. Segmentation and Target Markets - Level 3 and 4

III. External Factors A. Ethical Issues - Level 3 and 4 B. Economic Issues - Level 3 and 4 C. Competitive Environment - Level 1 and 2 D. Stakeholders - Level 2 and 3


IV. The Marketing Mix A. Products and Services

1. Packaging - Level 2, 3, and 4 2. Branding - Level 1, 2, and 3 3. Product Mix - Level 3 4. Service Extensions - Level 3 and 4 5. Product Life Cycle - Level 3 and 4

B. Price - Level 1, 2, and 3 C. Promotion

1. Advertising - 1, 2, 3, and 4 2. Sales Promotion - Level 2 and 3 3. Personal Selling - Level 1 and 2

V. Marketing Research - Level 3 and 4 VI. The Marketing Plan - Level 3 and 4

Management NBEA Standards (per attached mapping) ***See NBEA Standards attached for level descriptions***

I. Management Functions/ Achievement Standards: Analyze the management functions and their implementation and integration

within the business environment A. Planning - Level 1, 2 and 3 B. Organizing - Level 1 C. Leading/Directing - Level 1 and 2 D. Evaluating/Controlling - Level 1

II. Business Organization/ Achievement Standard: Analyze the organization of a business A. Forms of a Business - Level 2, 3 and 4

III. Personal Management Skills/ Achievement Standard: Develop personal management skills to function effectively and efficiently in a business environment

A. Professional Growth and Development - Level 3 and 4 B. Communication Skills - Level 1, 2, and 3 C. Relationship Building - Level 1, 2, 3, and 4

IV. Ethics and Social Responsibility/ Achievement Standard: Examine the role of ethics and social responsibility in decision-making. A. Ethics - Level 1, 2, and 3

V. Human Resource Management/ Achievement Standard: Describe human resource functions and their importance to an organization’s successful operation.

A. Human Resource Planning - Level 3 and 4 B. Recruitment and Selection - Level 3 C. Employee Development - Level 3 and 4 D. Evaluation = Level 3 E. Compensation, Promotion, Benefits, and Incentives - Level 3


VI. Technology and Information Management/ Achievement Standard: Utilize information and technology tools to conduct business effectively and efficiently.

A. Technology Tools - Level 1, 2, 3, and 4 VII. Industry Analysis/ Achievement Standards: Analyze a business organization’s competitive position within the industry.

A. Competition - Level 2 and 3 B. Competitive Advantage - Level 3

VIII. Financial Decision Making/ Achievement Standard: Analyze financial data influenced by internal and external factors in order to make short and long term decisions.

A. Financial Statements - Level 3 IX. Global Perspective/ Achievement Standard: Examine the issues of managing in the global environment

A. Workplace Diversity - Level 1, 2, and 4

Documents

MARKETING ESSENTIALS HIGH SCHOOL · • Presentation Software • Multimedia software • Word Processing Software • Smart Board • Coloring utensils, construction paper, various