21st Century Instructional Guide for Career Technical Education
Marketing II Course
Business and Marketing Cluster
Fashion Marketing Concentration
Hospitality and Tourism Marketing Concentration
Management and Entrepreneurship Concentration
Marketing Concentration
Real Estate Marketing Concentration
Sports, Entertainment and Recreation Marketing Concentration
Title: / Marketing II (WVEIS 0425)Standard Number:
ME.S.MKT2.1 / Promotion
Students will demonstrate the principles of promotion.
Essential
Questions: / How does promotion influence your decision to buy a product?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.1.1 / discover promotion and its role in the economy. / Develop a product and link it to the economy, GDP, and job growth; develop pictographs to define promotion. Choose five well-known businesses for students to analyze promotional mix (advertising, visual merchandising, sales promotion, personal selling, publicity, public relations). Select products and/or services for students to analyze the impact on the economy of the success/failure of the products. Have students explain how promotional efforts led to the success/failure of the products.
ME.O.MKT2.1.2 / distinguish the role of an advertising agency. / Conduct a field trip to an advertising agency; divide class into groups creating advertising agencies with client, media, research, and creative services to develop an advertising campaign for a company or a product/service.
ME.O.MKT2.1.3 / recognize the nature and scope of public relations and publicity. / Organize a marketing education open house; sponsor a charitable event or cultural activity; give teacher appreciation gifts to promote school store and/or DECA; participate in DECA’s Public Relations Project event; write a news release.
ME.O.MKT2.1.4 / demonstrate the promotional mix to products and services. / Use newspapers to do a news release; create packaging for soap with a target market; make packaging for eggs and test presentations on developed products; research PR scandals. Create a promotional campaign for a product/service/company incorporating advertising, sales promotion, visual merchandising, personal selling, publicity, and public relations; prepare a PowerPoint presentation analyzing the promotional mix utilized by local businesses.
ME.O.MKT2.1.5 / differentiate among the advantages and disadvantages of each type of advertising media. / Create charts with advantages and disadvantages; conduct online research and prepare a presentation using various types of media; conduct a WebQuest.
ME.O.MKT2.1.6 / develop a print advertisement for a product or service using effective headlines, copy, illustrations, color, and typeface. / Using magazines and newspapers, find ads and label the parts analyzing the differences between magazine and newspaper ads; use Publisher or other software to design print ads; create a billboard for DECA week; contact local newspapers or education representatives to give class presentation. Write various magazines and newspapers requesting rate cards then analyze the impact of design on the price of advertisements.
ME.O.MKT2.1.7 / draw displays using principles of design. / Build displays for a school-based enterprise or a business in the community utilizing the principles of design; conduct a field trip to the local mall to have students meet with a display artist and critique the effectiveness of displays; create shoe box displays.
ME.O.MKT2.1.8 / prepare a broadcast advertisement. / Create television and radio commercials; prepare a podcast; visit a local radio or television station to record public service announcements or advertisements for DECA week.
ME.O.MKT2.1.9 / compute media costs. / Write to magazines, newspapers, radio and television stations, billboard companies, and other media requesting rate cards and then analyze the cost of different media; prepare a promotional budget using past sales, future sales, or objective/task methods; calculate cost per thousand of media.
ME.O.MKT2.1.10 / choose elements of visual merchandising. / Create shoe box displays; conduct field trips to critique displays; use the M&M color research product and digital camera scavenger hunt; do online research and prepare reports of Paco Underhill and his theories as presented in his book, WHY WE BUY.
Standard Number:
ME.S.MKT2.2 / Pricing
Students will analyze pricing procedures.
Essential
Questions: / How does pricing procedures affect the economy, consumers’ buying behavior, and how businesses price products?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.2.1 / determine various pricing techniques. / Develop a scavenger hunt to match pricing techniques to products; research pricing techniques using a WebQuest; visit a local mall and have students photograph examples of pricing techniques such as unit pricing, price skimming, penetration pricing, odd/even pricing, promotional pricing, etc., then have students use pictures to create a PowerPoint presentation to compare various pricing strategies.
ME.O.MKT2.2.2 / demonstrate the factors affecting selling price. / Conduct on-line research to find factors which have affected the upsurge in the price of gasoline, then prepare reports; graph the impact of price on supply and demand; invite manager of a local business to discuss factors affecting prices.
ME.O.MKT2.2.3 / distinguish between market share and market position. / Conduct online research to identify market leaders in a variety of categories—cookies, laundry detergent, paper towels, fast food, chips, and computers; calculate market share and market position.
ME.O.MKT2.2.4 / discover the psychological effects of pricing on the buying behavior of consumers. / Team with a local business to conduct marketing research on the psychological effects of pricing preparing a report to present to the business; observe shoppers at a grocery store recording the possible effects of psychological pricing; interview fellow students to ascertain the effects of psychological pricing on their back-to-school and/or Christmas shopping accumulating data to present a report.
ME.O.MKT2.2.5 / compute the selling price of a product or service. (e.g., break-even point, markup, and markdown) / Calculate price using a variety of methods (on retail method, on cost method, price lining, discount pricing, etc.); create a pricing formulas book then use the formulas to compute price; conduct a fundraiser and compute break-even point, retail price, markup, and markdowns; perform pricing calculations to determine a selling price; and utilize the marketing math workbook for Marketing Essentials to compute price. Conduct a class fundraiser setting selling price, then manipulate the price and track changes in sales.
ME.O.MKT2.2.6 / determine how products are priced at different stages of the product life cycle. / Conduct on-line research to identify products at different stages of the product life cycle and create a collage of products at various stages; develop a print ad timeline of a product at various stages in the life cycle comparing how the product is priced and promoted in each stage; bring in products from each stage of the product life cycle; monitor ads/brand loyalty.
ME.O.MKT2.2.7 / determine how legal and ethical considerations affect price. / Create a chart of laws and government agencies charged with enforcement explaining their impact on price; research price-related corporate scandals; debate the sale of cigarettes and research the effects of price on sales; do comparative pricing; and conduct taste tests.
Standard Number:
ME.S.MKT2.3 / Risk Management
Students will reduce marketing risks.
Essential
Questions: / How can a business reduce its risks?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.3.1 / characterize types of risks businesses encounter. / Research various types of business risk and prepare a podcast, PowerPoint, or movie to report on findings; invite an insurance agent to speak on risks businesses face; research the impact of Hurricane Katrina on businesses in Louisiana and Mississippi.
ME.O.MKT2.3.2 / determine methods to prevent, reduce, control, or transfer risks. / Invite an insurance agent to speak with students on ways businesses can handle risk; use insurance company provided videos; contact local police/security companies to speak with class; review and write policy manuals to include loss prevention; explore the impact of theft on prices; visit a local business to observe security measures.
Standard Number:
ME.S.MKT2.4 / Purchasing
Students will identify purchasing procedures used by a business.
Essential
Questions: / How can a business determine proper levels of inventory to purchase products?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.4.1 / characterize purchasing. / Use a poster project or pictograph; interview purchasing agent/buyer and contrast duties of each; create a help wanted ad for a purchasing agent and buyer detailing duties and qualifications necessary for the job.
ME.O.MKT2.4.2 / contrast new-task buying, modified rebuying, and straight rebuying purchases. / Invite a purchasing agent/buyer to speak with class; simulate an activity or use the school store to make purchases using all three situations.
ME.O.MKT2.4.3 / choose proper inventory levels for products. / Invite guest speaker; visit WalMart to learn about inventory control; turn room into a “school supply store” tagging students’ desks, chairs, file cabinets, etc. with prices; have students complete a physical inventory; perform calculations to maintain a perpetual inventory; and compute shrinkage or overage.
ME.O.MKT2.4.4 / compute purchasing discounts (2/10 net 30) and extensions. / Compute pricing/purchasing calculations; prepare invoices; check school store invoices for payment; utilize Marketing Essentials marketing math workbook to make calculations; prepare an invoice for purchases through the school store or for items purchased from a business using the purchasing discount.
ME.O.MKT2.4.5 / prepare purchase orders and invoices. / Obtain samples from a simulated or school store; create a flowchart of products through purchasing fundraisers; and prepare purchase orders and invoices.
Standard Number:
ME.S.MKT2.5 / Finance
Students will identify the principles of finance.
Essential
Questions: / How can a business improve its cash flow?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.5.1 / compare financial statements for a business. (e.g., balance sheet, income statement, cash flow) / Write to a company requesting its most recent financial report then analyze by computing operating, current, liquidity, and total debt to net worth ratios. Prepare financial statements.
ME.O.MKT2.5.2 / outline the purposes, types, and importance of credit. / Invite a banker to speak with class; research information contained in a credit report; prepare a PowerPoint presentation contrasting types of credit; research laws affecting credit including consumer rights.
ME.O.MKT2.5.3 / compute simple interest cost. / Have students choose three possible automobiles to purchase and use a spreadsheet to compute the payment on each using several interest rates and terms of payment.
Standard Number:
ME.S.MKT2.6 / Product/Service Planning
Students will identify the aspects of produc/service planning.
Essential
Questions: / How do businesses/ manufacturers determine what products are needed and wanted by consumers and where to distribute the products?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.6.1 / determine the purpose of product planning. / Watch American Inventor or Big Idea and chart the process for developing new products; create a timeline of technology, transportation, and communications innovations from 1900 to the present; visit the Coca Cola website to analyze different product offerings by country; contact a local speaker; conduct surveys and taste tests.
ME.O.MKT2.6.2 / differentiate product mix, line, item, width, and depth. / Utilize Proctor and Gamble website to analyze product mix, line, item, width, and depth; invite sales manager for a local automobile dealership to discuss the business’s product mix.
ME.O.MKT2.6.3 / point out extended product features such as warranties and credit. / Analyze, compare, and contrast product warranties; write a full product warranty and a limited product warranty; invite store manager to discuss the impact of offering credit on store sales.
ME.O.MKT2.6.4 / research the functions of product packaging and labeling. / Analyze labels and research laws which affect labeling; create egg packaging and test; choose a product, identify target market, and create a new package and label; research the negative effects of “wasteful” packaging.
ME.O.MKT2.6.5 / differentiate the elements of branding. / Create a classroom bulletin board with a collage of brand names, slogans, logos, and trade characters; create and produce a prototype of a new product employing elements of branding; interview store managers about the impact of generic/private/national brands on sales and profit; research trademark, patent, and copyright laws; and create and play a branding flash card game.
ME.O.MKT2.6.6 / diagram the various stages of the product life cycle. / Trace the history and create a timeline of the record player, stereo, 8 track tape player, cassette tape player, CD, and mp3 players; research coming innovations as to how consumers will listen to music; choose a product and create a chart noting the impact of various stages of the product life cycle on advertising, price, and sales.
ME.O.MKT2.6.7 / research product legislation. / Create a concentration game with product laws and agencies; create a PowerPoint presentation explaining the roles of agencies such as the CPSC, FDA, FTC, EPA, etc., and other laws such as the Magnussen-Moss Warranty Act.
Standard Number:
ME.S.MKT2.7 / Marketing Research
Students will define the nature and scope of marketing research.
Essential
Questions: / How can market research be used by businesses to determine the types of products and services to offer to its customers?
Objectives: / Students will / Learning Plan & Notes to Instructor:
ME.O.MKT2.7.1 / relate the importance and purpose of marketing research. / Study Teen savings vs. USA Today weekend; create a project on ads and analyze psychological research factors; invite speaker from a marketing research company; use the Internet to study how marketing research is used; find current trends in food, fashion, automobile, travel, and entertainment.
ME.O.MKT2.7.2 / debate the function of a marketing information system. / Prepare reports on ethical issues of maintaining consumer databases; invite the manager of a local grocery store to speak on the impact of loyalty cards on sales; use MySpace or retail zip codes as a database.
ME.O.MKT2.7.3 / demonstrate various marketing research techniques. / Have students assume the role of marketing researcher and conduct product, sales, advertising, or market research using an appropriate technique such as survey, observation, or experiment. Report results and recommendations; conduct a taste test or a focus group.
ME.O.MKT2.7.4 / classify examples of primary and secondary data. / Divide students into groups giving them a business problem. Have students compile a list of primary and secondary data which would help the business to solve the problem. Report findings. Interview local business managers/owners to determine how primary and secondary data is used to solve problems. Use Census.gov and do research.