Practical Arts |
High School
Course Information
Marketing I
Marketing I introduces the student to the field of marketing. This course of study includes emphasis on marketing principles and an introduction to marketing careers. Topics covered include the fundamentals of marketing: (product development, pricing strategies, promotional systems, and physical distribution), human relations communications; free enterprise economics; marketing operations; e-commerce; and management skills. Learning activities may include role-playing of class techniques, advertising layouts, promotional campaigns, team management projects, leadership training, community involvement and guest speakers on marketing careers.
| Subject: | Practical Arts |
| State Number: | 04011 |
| Course Credits: |  Full Credit (1.0) Course |
| Course Options: |
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| NCAA: |
Unit 1
Unit Description: Marketing is a tool used by companies, organizations, and people to shape our perceptions and persuade us to change our behavior. The most effective marketing uses a well-designed strategy and a variety of techniques to alter how people think about and interact with the object in question. Less effective marketing can cause people to turn off, tune out, or not even notice the product.
Marketing is an ever present force in modern society and it can work amazingly well to influence what we do and why we do it. In this unit, you will learn about the marketing concept, the importance of marketing and the fundamentals of marketing.
Unit MLS:
Communications 6: Participate in group discussions
Economics 1: Distinguish between economic goods and services.
Marketing Concepts 20: Describe marketing functions and related activities
Economics 4: Determine economic utilities created by business activities
Marketing Concepts 22: Explain the concept of market and market identification
Marketing Concepts 31: Develop customer/client profile
Marketing Concepts 22: Explain the concept of marketing strategies
Marketing Concepts 19: Explain marketing and its importance in a global economy
Unit 2
Unit Description: Identify how to segment a target market specific to a business or organization.
Unit MLS:
Marketing Concepts 3: Analyze researched information and statistics
Marketing Concepts 4: Reach resonated conclusions to identify target markets
Marketing Concepts 5: Examine social beliefs, influences, and behavior
Marketing Concepts 6: Analyze group dynamics
Marketing Concepts 7: Recognize factors influencing perception
Marketing Concepts 8: Identify sources of attitude formation
Marketing Concepts 9: Assess methods used to evaluate attitudes
Marketing Concepts 10: Identify basic social and cultural groups
Marketing Concepts 11: Determine behavioral patterns of social and cultural groups
Marketing Concepts 12: Analyze effects of others on individual behavior
Marketing Concepts 13: Recognize factors affecting personality
Marketing Concepts 14: Investigate factors affecting purchasing decisions
Marketing Concepts 23: Identify market segments
Marketing Concepts 24: Select target market
Marketing Concepts 25: Explain the nature of marketing planning
Marketing Concepts 28: Identify ways to segment markets for marketing communications
Marketing Concepts 29: Describe the nature of target marketing in marketing communications
Marketing Concepts 32: Profile target customer
Marketing Concepts 33: Determine market needs
Unit 3
Unit Description: In order to market your business successfully, it is important to have a good understanding of economics and the impact it has on businesses globally. In this unit, you will learn the concepts of economic resources, economic activities, types of economic systems and what factors contribute to economic strength or weakness in an economic system.
Unit MLS:
Communications 6: Participate in group discussions
Economics 2: Explain the concept of economic resources
Economics 3: Describe the concepts of economics and economic activities
Economics 5: Explain the principles of supply and demand
Economics 6: Describe the functions of prices in markets
Economics 7: Explain the role of business in society
Economics 8: Describe types of business activities
Economics 9: Explain the organizational design of a business
Economics 10: Discuss the global environment in which businesses operate.
Economics 11: Describe factors that affect the business environment
Economics 12: Explain how organizations adapt to today’s markets.
Economics 13: Explain the types of economic systems
Economics 14: Explain the concept of private enterprise
Economics 15: Identify factors affecting a businesses profits
Economics 16: Determine factors affecting business risk
Economics 17: Explain the concept of competition
Economics 18: Describe the market structures
Economics 19: Describe the concept of price stability as an economic measure.
Economics 20: Discuss the measure of consumer spending as an economic indicator
Economics 21: Discuss the impact of a nation’s unemployment rate
Economics 22: Explain the concept of Gross Domestic Product
Economics 23: Describe the economic impact of inflation on business
Economics 24: Explain unemployment and inflation tradeoffs
Economics 25: Explain the economic impact of interest rate fluctuations
Economics 26: Determine the impact of business cycles on business activities
Unit 4
Unit Overview: Students will understand the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve the desired outcome.
Missouri Learning Standards: You will know you have achieved the learning goal when you can:
Promotion 1: Explain the role of promotion as a marketing function
Promotion 2: Explain the types of promotion
Promotion 3: Identify the elements of the promotional mix
Promotion 4: Describe the use of business ethics in promotion
Promotion 5: Explain the nature of a promotional plan
Promotion 6: Coordinate activities in the promotional mix
Promotion 7: Explain types of advertising media
Promotion 8: Explain components of advertisements
Promotion 9: Explain the importance of coordinating elements in advertisements
Promotion 10: Identify types of public-relations activities
Promotion 11: Explain how businesses can use tradeshow/exposition participation to communicate with targeted audiences
Promotion 12: Explain the nature of word-of-mouth (WOM) strategies
Promotion 13: Explain considerations in developing viral marketing campaigns
Promotion 14: Develop viral marketing strategies
Promotion 15: Explain the use of celebrities/influencers as a WOM strategy
Promotion 16: Select celebrity/influencer to deliver promotional message
Promotion 17: Develop referral program to build brand/promote products
Promotion 18: Explain the use of product placement
Promotion 19: Identify opportunities for product placement
Promotion 20: Discuss types of direct marketing strategies
Promotion 21: Describe the use of advergaming
Promotion 22: Explain the nature of online advertisements
Promotion 23: Explain the nature of e- mail marketing strategies
Promotion 24: Describe mobile advertising strategies
Promotion 25: Identify effective advertising headlines
Promotion 26: Describe copy strategies
Promotion 27: Describe the nature of effective Internet ad copy
Promotion 28: Identify promotional messages that appeal to targeted markets
Promotion 29: Analyze the impact of color in advertisements
Promotion 30: Describe the elements of design
Promotion 31: Explain the use of illustrations in advertisements
Promotion 32: Explain type styles used in advertisements
Promotion 33: Describe effective advertising layouts
Promotion 34: Explain the impact of color harmonies on composition
Promotion 35: Check advertising proofs
Promotion 36: Evaluate storyboards
Promotion 37: Critique advertisements
Promotion 38: Determine advertising reach of media
Promotion 39: Read media schedule
Promotion 40: Calculate media costs
Promotion 41: Choose appropriate media outlets
Promotion 42: Select placement of advertisements
Promotion 43: Develop a media plan
Promotion 44: Write a press release
Promotion 45: Create a public-service announcement
Promotion 47: Analyze costs/benefits of company participation in community activities
Promotion 48: Explain current issues/trends in public relations
Promotion 50: Create promotional signage
Promotion 51: Collaborate in the design of slogans/taglines
Promotion 52: Analyze considerations in designing a frequency/loyalty marketing program
Promotion 53: Analyze use of specialty promotions
Promotion 54: Develop strategy for creating a special event
Promotion 55: Set up cross-promotions
Promotion 56: Explain the use of advertising agencies
Promotion 57: Propose community issues for company involvement
Promotion 58: Explain the use of visual merchandising in retailing
Promotion 59: Distinguish between visual merchandising and display
Promotion 60: Place merchandise for impact
Promotion 61: Use cross-merchandising techniques
Promotion 62: Analyze types of display arrangements
Promotion 63: Create and maintain displays
Unit 5
Unit Description: Students will understand the concepts and strategies needed to comm
unicate information about product, services, images, and/or ideas to achieve a desired outcome.
Unit MLS or MIGS:
Promotion 1: Explain the role of promotion as a marketing function
Promotion 2: Explain the types of promotion
Promotion 3: Identify the elements of the promotional mix
Promotion 4: Describe the use of business ethics in promotion
Promotion 5: Explain the nature of a promotional plan
Promotion 6: Coordinate activities in the promotional mix
Promotion 7: Explain types of advertising media
Promotion 8: Explain components of advertisements
Promotion 9: Explain the importance of coordinating elements in advertisements
Promotion 10: Identify types of public-relations activities
Promotion 11: Explain how businesses can use tradeshow/exposition participation to communicate with targeted audiences
Promotion 12: Explain the nature of word-of-mouth (WOM) strategies
Promotion 13: Explain considerations in developing viral marketing campaigns
Promotion 14: Develop viral marketing strategies
Promotion 15: Explain the use of celebrities/influencers as a WOM strategy
Promotion 16: Select celebrity/influencer to deliver promotional message
Promotion 17: Develop referral program to build brand/promote products
Promotion 18: Explain the use of product placement
Promotion 19: Identify opportunities for product placement
Promotion 20: Discuss types of direct marketing strategies
Promotion 21: Describe the use of advergaming
Promotion 22: Explain the nature of online advertisements
Promotion 23: Explain the nature of e- mail marketing strategies
Promotion 24: Describe mobile advertising strategies
Promotion 25: Identify effective advertising headlines
Promotion 26: Describe copy strategies
Promotion 27: Describe the nature of effective Internet ad copy
Promotion 28: Identify promotional messages that appeal to targeted markets
Promotion 29: Analyze the impact of color in advertisements
Promotion 30: Describe the elements of design
Promotion 31: Explain the use of illustrations in advertisements
Promotion 32: Explain type styles used in advertisements
Promotion 33: Describe effective advertising layouts
Promotion 34: Explain the impact of color harmonies on composition
Promotion 35: Check advertising proofs
Promotion 36: Evaluate storyboards
Promotion 37: Critique advertisements
Promotion 38: Determine advertising reach of media
Promotion 39: Read media schedule
Promotion 40: Calculate media costs
Promotion 41: Choose appropriate media outlets
Promotion 42: Select placement of advertisements
Promotion 43: Develop a media plan
Promotion 44: Write a press release
Promotion 47: Analyze costs/benefits of company participation in community activities
Promotion 48: Explain current issues/trends in public relations
Promotion 49: Create a public-relations campaign
Promotion 50: Create promotional signage
Promotion 51: Collaborate in the design of slogans/taglines
Promotion 52: Analyze considerations in designing a frequency/loyalty marketing program
Promotion 53: Analyze use of specialty promotions
Promotion 54: Develop strategy for creating a special event
Promotion 55: Set up cross-promotions
Promotion 56: Explain the use of advertising agencies
Promotion 57: Propose community issues for company involvement
Promotion 58: Explain the use of visual merchandising in retailing
Promotion 59: Distinguish between visual merchandising and display
Promotion 60: Place merchandise for impact
Promotion 61: Use cross-merchandising techniques
Promotion 62: Analyze types of display arrangements
Promotion 63: Create and maintain displays
Promotion 64: Develop promotional calendar
Promotion 65: Plan/Schedule displays/themes with management
Promotion 66: Plan a promotional strategy
Promotion 67: Persuade others
Unit 6
Unit Description: Students will understand the concepts and strategies needed to comm
unicate information about product, services, images, and/or ideas to achieve a desired outcome.
Unit MLS or MIGS:
Communications 1: Explain the nature of effective verbal communication
Communication 2: Interpret others’ nonverbal cues
Communications 3: Give verbal directions
Communication 4: Employ communication styles appropriate to target audience
Communication 6: Participate in group discussions.
Communication 9: Explain the nature of effective communication.
Communication 10: Adapt communication to the cultural and social differences among clients.
Unit 7
Unit Description: Students will examine the pricing function and factors impacting pricing decisions.
Unit MLS or MIGS:
PI:001 Explain the nature and scope of the pricing function (SP) LAP-PI-001
PI:002 Explain factors affecting pricing decisions (SP) LAP-PI-003
Unit 8
Unit Description:.
Students will examine selling and customer service processes, techniques, and activities used to enhance business image and increase sales.
Unit MLS or MIGS:
Performance Element: Acquire a foundational knowledge of selling to understand its nature and scope.
SE:017 Explain the nature and scope of the selling function (CS) LAP-SE-017
CR:003 Explain the nature of positive customer relations (CS) LAP-CR-003
SE:076 Explain the role of customer service as a component of selling relationships (CS) LAP-SE-076
CR:004 Demonstrate a customer service mindset (CS) LAP-CR-004
CR:005 Reinforce service orientation through communication (CS)
CR:019 Adapt communication to the cultural and social differences among clients (CS)
CR:029 Develop rapport with customers (CS)
CR:006 Respond to customer inquiries (CS)
SE:932 Explain company selling policies (CS) LAP-SE-932
CR:007 Interpret business policies to customers/clients (CS)
CR:009 Handle difficult customers (CS) LAP-CR-009
CR:010 Handle customer/client complaints (CS) LAP-CR-010
CR:001 Identify company’s brand promise (CS) LAP-CR-001
R:002 Determine ways of reinforcing the company’s image through employee performance (CS)
SE:062 Acquire product information for use in selling (CS) LAP-SE-062
SE:048 Explain the selling process (CS) LAP-SE-048
SE: 828 Explain key factors in building a clientele
SE: 106 Explain legal and ethical consideration in selling.
Unit 9
Unit Description:
Students will identify types of marketing data and determine the role of marketing-information management and marketing research in business success.
Essential Questions:
What role does marketing-information management play in marketing?
What are data important for marketing decision making?
What internal and external data are monitored for marketing decision making?
Unit MLS or MIGS:
IM:012 Describe the need for marketing data.
IM:184 Identify data monitored for marketing decision making.
IM:001 Explain the nature and scope of the marketing-information management function.
IM:010 Explain the nature of marketing research.
Unit 10
Unit Description:. Marketing careers often overlap and run together, but they can be generally divided into several different areas, including marketing research, advertising, digital marketing, direct marketing, product/brand management, sales, merchandising/buying, marketing operations, marketing management, services marketing, customer service, and public relations. In this unit, we will explore some popular careers in the field of marketing.
Unit MLS or MIGS:
Career & Prof Dev 1: Describe traits important to the success of employees in the marketing communications.
Career & Prof Dev 2: Describe employment opportunities in the marketing communications industry
Career & Prof Dev 3: Explain factors affecting teh growth and development of the marketing communications industry
Career & Prof Dev 4: Discuss the economic and social effects of marketing communications
Career & Prof Dev 5: Analyze marketing communications careers to determine careers of interest.
Career & Prof Dev 6: Identify career opportunities in retailing
Career & Prof Dev 7: Explain career opportunities in merchandising
Career & Prof Dev 8: Describe the role of merchandisers in retailing.
Career and Professional Development 9: Explain the nature of professional selling
Career & Prof Dev 10: Explain employment opportunities in professional selling.
Career & Prof Dev 11: Discuss the economic and social effects of professional selling.
Unit 11
Unit Description: E-Commerce-Marketing Cumulative Project
Unit MLS or MIGS:
MK:002 Describe marketing functions and related activities
MP:001 Explain the concept of marketing strategies
MP:003 Explain the concept of market and market identification
CM:001 Explain the nature and scope of channel management
CM:003 Explain the nature of channels of distribution
PI:001 Explain the nature and scope of the pricing function
PI:002 Explain factors affecting pricing decisions
PR:001 Explain the role of promotion as a marketing function
PR:002 Explain the types of promotion
PR:003 Identify the elements of the promotional mix
PR:007 Explain types of advertising media
CR:003 Explain the nature of positive customer relations
SE:076 Explain the role of customer service as a component of selling relationships
CR:004 Demonstrate a customer service mindset
CR:029 Develop rapport with customers
SE:062 Acquire product information for use in selling
IM:184 Identify data monitored for marketing decision making
NF:078 Obtain needed information efficiently
NF:079 Evaluate quality and source of information
NF:080 Apply information to accomplish a task
CO:094 Prepare simple written reports
