Marketing Introduction
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Course Description

 

Core Standards of the Course

Standard 1
Students will model interpersonal communication skills needed in marketing and in life.

Objective 1
Student will observe and demonstrate the elements of effective communication.

1. Model effective Listening Skills
   
2. Identify different types of communication
   
   • Verbal, written, other non-verbal
3. Evaluate communication factors including Barriers, Obstacles, and Settings.
   
4. Explore audience considerations. i.e. Gender and Cultural considerations
   
5. Define Jargon and contrast content specialist or presentation type communication with peer to peer communication.
   
6. Demonstrate effective presentation skills, including:
   
7. Electronic presentation basics
   
8. Verbal presentation – speech and posture
   
9. Relate the goals of personal communication with goals in marketing. (Develop and sustain an image)
   

Objective 2
Identify and evaluate character traits important to business.

1. Model appropriate business personal appearance.
   
2. Contrast examples of ethical and unethical behavior or choices.
   
3. Evaluate the impact of honesty and integrity in business and in personal relationships.
   
4. Interpret a self evaluation or trait development exercise. (Example: color tests or Myers- Briggs Type Indicator.)
   
5. Define “Networking” in terms of establishing personal contacts.
   
6. Model an appropriate personal introduction including an appropriate hand shaking, personal space, and eye contact.
   
7. Relate the goals of personal communication with goals in marketing. (Develop and sustain an image)
   

Standard 2
Students will define the Marketing Concept and what role identifying products types, consumer types, and market segmentation play.

Objective 1
Students will be able to categorize Product types and identify elements of the seven functions of Marketing.

1. Define, differentiate and categorize Goods – Services – Ideas.
   
2. Identify examples of the seven functions of marketing.
   

Objective 2
Students will distinguish the four methods of market segmentation.

1. Explain factors related to Demographic segmentation included gender, income, household status, ethnicity, and education.
   
2. Contrast elements of each generation in generational Marketing
   
3. Summarize the difference between disposable & discretionary income.
   
4. Identify scenarios where Geographic segmentation would be effective.
   
5. List factors or Psychographic segmentation.
   
6. Relate and individual Behavior to consumer perceptions and shopping patterns.
   
7. List Potential data collection processes.
   

Objective 3
Students will Evaluate and classify of potential consumers.

1. Define and identify target markets
   
2. Explain the necessity of target markets in order to create a brand or product image.
   
3. Illustrate an example of Market share.
   
4. Evaluate competition in terms of market share and identifying your competitors.
   
5. Define niche marketing.
   
6. Determine and Justify scenarios in which Mass Marketing vs Target marketing would be most appropriate.
   

Standard 3
Students will be able to explain each category of the Marketing Mix or the 4 P's of Marketing.

Objective 1
Discover the elements of the PRODUCT that support the marketing concept.

1. Summarize the functions of Packaging.
   
2. Explore packaging strategies including Price bundling and Mixed bundling.
   
3. Compare elements of labels including Descriptions, Branding, Grades.
   
4. Analyze elements of developing a new product.
   
5. Consider: size or shape, naming, labeling, packaging, colors, quantities, etc...
   
6. Predict the impact of Customer Service and Warranties as an element of product success.
   
7. Explore the benefits and risks of Brand extension.
   
8. Contrast product Features with the product Benefits from a consumers prospective.
   

Objective 2
Examine the elements of the PLACE that support the marketing concept.

1. Discuss Channels of distribution and possible channel members.
   
2. Contrast pros and cons of Direct and Indirect distribution.
   
3. Explain cost vs control as it relates to distribution alternatives.
   
4. Evaluate the impact of a Stores physical location.
   
5. Prioritize or recommend store locations for various business types.
   

Objective 3
Recall elements of the PRICE that support the marketing concept.

1. Define the three Pricing Orientations. (Cost, Competition, Demand)
   
2. Assess the possible Goals of Pricing (profit, market share, prestige)
   
3. Examine considerations of pricing
   
4. List multiple forms of pricing.
   
5. Classify products by their price elasticity.
   
6. Demonstrate how a pricing strategy supports a products image.
   
7. Explore legal considerations including predatory pricing, Bait and switch, and MSRP.
   
8. Evaluate Various Pricing Strategies - Loss leaders | Captive products | Options and up selling | etc.
   

Objective 4
Explore elements of the PROMOTION that support the marketing concept.

1. Define the term promotion.
   
2. Discuss the impact Slogans and Logos have on a product.
   
3. Explore various types of promotion.
   
4. Discover consumer promotions. i.e. coupons, point of purchase, loyalty programs, production placement, tie-ins, samples, etc.
   
5. Demonstrate how incorporating multiple strategies together can reinforce each other and the product in a promotional mix.
   
6. Explore cost, production and effectiveness of: Print, Broadcast, and Online promotions.
   
7. Construct a promotion for a product or business.
   

Standard 4
Students will be able to identify key personal traits, interpersonal skills and elements of teamwork that facilitate job success and ethical action in the workplace.

Objective 1
Examine interpersonal skills necessary to build good relationships.

1. Identify Interpersonal Skills:
   
   • Self-esteem and self-awareness
   • Positive attitude
   • Initiative and Responsibility
   • Self-control
   • Creativity
   • Time Management
   • Stress Management
   • Assertiveness
   • Flexibility
2. Examine how interpersonal skills build good business relationships.
   

Objective 2
Analyze basic values and moral principles that guide behavior of individuals and groups.

1. Define ethics
   
2. Examine ethical behavior between coworkers and clients.
   
3. Demonstrate practical ethical behavior in the workplace.
   

Objective 3
Understand how to manage conflict in the workplace.

1. Examine the negotiation process.
   
2. Manage conflicts by using appropriate negotiation skills
   
3. Demonstrate effective speaking and listening skills in the negotiation process.
   

Objective 4
Understand how to use interpersonal skills to handle customer complaints, and work with a team.

1. Understand a company’s policies and procedures in responding to customers.
   
2. Demonstrate how to respond promptly and intelligently to customer concerns.
   
3. Examine the critical components of successful teamwork.
   

 

These materials have been produced by and for the teachers of the State of Utah. Copies of these materials may be freely reproduced for teacher and classroom use. When distributing these materials, credit should be given to Utah State Office of Education. These materials may not be published, in whole or part, or in any other format, without the written permission of the Utah State Office of Education, 250 East 500 South, PO Box 144200, Salt Lake City, Utah 84114-4200.

 

For more information about this core curriculum, contact the USOE Specialist, DALE STEPHENS or visit the CTE/Marketing Education Home Page. For general questions about Utah's Core Curriculum, contact the USOE Curriculum Director, MARY SHUMWAY . UEN Contact Info: 801-581-2999 | 800-866-5852 | Contact Us