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

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.

  1. Define the terms marketing and the marketing concept.
  2. 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.

  1. Identify the four elements of the marketing mix.
    • Product
    • Price
    • Place
    • Promotion

  2. Explain how each component of the marketing mix contributes to successful marketing.

Marketing Planning

Strand 2
Students will understand how a company considers internal and external factors to understand the current market.

Standard 1:
Understand the internal and external influences of marketing planning.

  1. Define a marketing plan.
  2. Understand market position and market share.
  3. Explain how a business can use a SWOT analysis (a component of situational analysis) to plan for opportunities in the market.

Standard 2:
Understand the concept of market and market identification.

  1. Define the term market.
  2. Define the term target market.
  3. Identify examples of niche marketing.
  4. Understand how to identify an appropriate target market within a specific industry.
  5. Understand types of markets including: B2B -Business to Business; B2C-Business to Consumer.

Standard 3:
Understand the concept of market segmentation.

  1. Define the term market segmentation.
  2. Explain the commonly used types of market segmentation.
    • Demographic Segmentation
    • Geographic Segmentation
    • Psychographic Segmentation
    • Behavioral Segmentation


Strand 3
Students will understand the concepts needed to gather and evaluate information for use in making business decisions.

Standard 1:
Describe marketing information and how it influences marketing decisions.

Standard 2:
Understand and analyze marketing-research activities.

  1. Compare and contrast primary and secondary research.

Strand 4
Students will understand concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value.

Standard 1:
Understand how businesses make pricing decisions.

  1. Assess workplace conditions with regard to safety and health and OSHA guidelines.
  2. Identify goals for pricing: profit, market share and competition.
  3. Identify factors affecting a business’s price: supply and demand, perceived value, costs & expenses (profit margin), competition.
  4. 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, price bundling, price lining, and Everyday 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.

  1. Explain the concept of product mix including: product lines, product width and product depth.
  2. Understand the importance of generating new product ideas.

Standard 2:
Identify the components of the product life cycle (Introduction, Growth, Maturity, and Decline).

  1. 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.

  1. Define promotion.
  2. Identify elements of the promotional mix including advertising, public relations, personal selling, sales promotion.

Standard 2:
Understand promotional channels used to communicate with the targeted audiences.

  1. 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).
  2. Identify public-relations activities including a press release and publicity.
  3. 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.

  1. Define channel of distribution.
  2. Understand the roles of intermediaries including: manufacturer, agent, wholesaler/industrial distributor, retailer, and consumer/industrial user.
  3. 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.

  1. Explain the role of customer service as a component of selling relationships.
  2. 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.
  3. Identify needs of customers and their buying behaviors: emotional, rational or patronage.

Standard 2:
Explain the steps of the selling process including:

  1. Approach the customer
  2. Determine needs
  3. Present the product
  4. Overcome objections
  5. Close the sale
  6. Suggestion selling

Performance Objectives:
choose 3 of the 4 marketing performance Objectives

  1. Conduct primary and/or secondary research and analyze results
  2. Create a promotional plan that includes the following components: target market, promotional objective, advertising media selection, promotional schedule, and budget.
  3. Pitch a sales presentation for a product or service using the steps of the sales process.
  4. Introduce an idea for a new product/service, include description of each of the 4 P’s.


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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