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CTE/Business and Marketing Education Curriculum Marketing II
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Core Standards of the Course

Strand 1
Students will have an understanding of fundamental marketing principles.

Standard 1:
Students will understand the 4 P’s of marketing:

Standard 2:
Students will understand the 7 marketing functions:

Standard 3:
Students will understand target market and market segmentation:


Strand 2
Students will gain an understanding of marketing research.

Standard 1:
Students will understand the purpose of primary research.

Standard 2:
Students will understand methods to collect primary data: survey, observation, focus groups, experimental.

Standard 3:
Students will understand the purpose of secondary research.

Standard 4:
Students will understand methods to collect secondary data: internal company data, internet sources, federal and state government sources, trade organizations.

Standard 5:
Students will understand the marketing research process.

  1. Defining the problem
  2. Obtaining data
  3. Analyzing data
  4. Recommending solution/strategy
  5. Implement solution/strategy

Standard 6:
Students will understand methods to analyze and present research data: charts, graphs, and percentages.


Strand 3
Students will understand the components of a marketing campaign.

Standard 1:
Students will identify target market in preparation for a marketing plan.

Standard 2:
Students will compare and contrast promotional strategies from the promotional mix.

  1. Advertising
  2. Public relations
  3. Personal selling
  4. Sales promotion

Standard 3:
Students will research to understand promotion schedules.

Standard 4:
Students will understand marketing budgets.

  1. Students will understand how various media rates are set including: cost per, frequency, lead time, reach, prime time and impression.
  2. Students will understand the criteria and rationale for selecting different types of promotion.

Standard 5:
Students will understand how to coordinate group members.

  1. Students will learn how to divide group responsibilities.

Performance Objectives:
Students will create a marketing plan.

  1. Students will identify target market and create plan accordingly to that target market.
  2. Students will select promotional strategies from the promotional mix: advertising, public relations, personal selling, and sales promotion.
  3. Students will create a promotion schedule.
  4. Students will determine a marketing budget.

Strand 4
Students will learn how to organize and promote a marketing pitch.

Standard 1:
Students will learn components to delivering a presentation including: attention-getting introduction, main points, and call to action.

  1. Students will learn how to respond to questions.
  2. Students will learn how to persuade the audience to take action.

Standard 2:
Students will learn how to select the appropriate visual aids for their presentation.

Standard 3:
Students will understand how to coordinate group members.

  1. Students will learn how to divide group responsibilities.

Performance Objectives:
Students will organize and promote a marketing pitch.

  1. Students will deliver a presentation to include: attention-getting introduction, main points, and call to action.
    • Students will appropriately respond to questions.
    • Students will learn how to persuade the audience to take action.

  2. Students will use the appropriate visual aids for their presentation.

Performance Objectives:
Students will demonstrate the ability to work with others.



UEN logo http://www.uen.org - in partnership with Utah State Board of Education (USBE) and Utah System of Higher Education (USHE).  Send questions or comments to USBE Specialist - Laura deShazo and see the CTE/Business and Marketing Education website. For general questions about Utah's Core Standards contact the Director - THALEA LONGHURST .  
Email:  thalea.longhurst@schools.utah.gov

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