department of college and career readiness introduction to … to... · 2016-10-24 · 2 | page...

1|P a g e

Department of College and Career Readiness

Introduction to Marketing Curriculum

5.0 Credits

Unit Two

2|P a g e

Introduction to Marketing

Course Description

Introduction to Marketing is the first course in a sequence of three marketing courses. Students in this course will be exposed to each of the seven marketing functions one at a time. They will go in depth in four units that include material on utilizing the 4 P’s of Marketing and targeting customers using the most appropriate methods possible. Students will complete hands-on marketing projects while strengthening their math and language arts skills as well.

3|P a g e

Introduction to Marketing

Pacing Guide Unit Topic Suggested Timing

Unit 1 Introduction to Marketing Functions & Marketing in Society approx. 9 weeks

Unit 2 Selling & Promotion approx. 9 weeks

Unit 3 Distribution, Pricing, and Math in Marketing approx. 9 weeks

Unit 4 Product Service Management & Market Information Management approx. 8 weeks

4|P a g e

Educational Technology Standards 8.1.12.A.1, 8.1.12.B.2, 8.1.12.C.1, 8.1.12.D.1, 8.1.12.E.1, 8.1.12.F.1

Ø Technology Operations and Concepts

• Create a personal digital portfolio which reflects personal and academic interests, achievements, and career aspirations by using a variety of digital tools and resources.

Ø Creativity and Innovation • Apply previous content knowledge by creating and piloting a digital learning game or tutorial.

Ø Communication and Collaboration

• Develop an innovative solution to a real world problem or issue in collaboration with peers and experts, and present ideas for feedback through social media or in an online community.

Ø Digital Citizenship • Demonstrate appropriate application of copyright, fair use and/or Creative Commons to an original work.

Ø Research and Information Literacy

§ Produce a position statement about a real world problem by developing a systematic plan of investigation with peers and experts synthesizing information from multiple sources.

Ø Critical Thinking, Problem Solving, Decision Making • Evaluate the strengths and limitations of emerging technologies and their impact on educational, career, personal and or

social needs.

5|P a g e

Career Ready Practices

Career Ready Practices describe the career-ready skills that all educators in all content areas should seek to develop in their students. They are practices that have been linked to increase college, career, and life success. Career Ready Practices should be taught and reinforced in all career exploration and preparation programs with increasingly higher levels of complexity and expectation as a student advances through a program of study. CRP1. Act as a responsible and contributing citizen and employee Career-ready individuals understand the obligations and responsibilities of being a member of a community, and they demonstrate this understanding every day through their interactions with others. They are conscientious of the impacts of their decisions on others and the environment around them. They think about the near-term and long-term consequences of their actions and seek to act in ways that contribute to the betterment of their teams, families, community and workplace. They are reliable and consistent in going beyond the minimum expectation and in participating in activities that serve the greater good. CRP2. Apply appropriate academic and technical skills. Career-ready individuals readily access and use the knowledge and skills acquired through experience and education to be more productive. They make connections between abstract concepts with real-world applications, and they make correct insights about when it is appropriate to apply the use of an academic skill in a workplace situation. CRP3. Attend to personal health and financial well-being. Career-ready individuals understand the relationship between personal health, workplace performance and personal well-being; they act on that understanding to regularly practice healthy diet, exercise and mental health activities. Career-ready individuals also take regular action to contribute to their personal financial well-being, understanding that personal financial security provides the peace of mind required to contribute more fully to their own career success. CRP4. Communicate clearly and effectively and with reason. Career-ready individuals communicate thoughts, ideas, and action plans with clarity, whether using written, verbal, and/or visual methods. They communicate in the workplace with clarity and purpose to make maximum use of their own and others’ time. They are excellent writers; they master conventions, word choice, and organization, and use effective tone and presentation skills to articulate ideas. They are skilled at interacting with others; they are active listeners and speak clearly and with purpose. Career-ready individuals think about the audience for their communication and prepare accordingly to ensure the desired outcome.

6|P a g e

CRP5. Consider the environmental, social and economic impacts of decisions. Career-ready individuals understand the interrelated nature of their actions and regularly make decisions that positively impact and/or mitigate negative impact on other people, organization, and the environment. They are aware of and utilize new technologies, understandings, procedures, materials, and regulations affecting the nature of their work as it relates to the impact on the social condition, the environment and the profitability of the organization. CRP6. Demonstrate creativity and innovation. Career-ready individuals regularly think of ideas that solve problems in new and different ways, and they contribute those ideas in a useful and productive manner to improve their organization. They can consider unconventional ideas and suggestions as solutions to issues, tasks or problems, and they discern which ideas and suggestions will add greatest value. They seek new methods, practices, and ideas from a variety of sources and seek to apply those ideas to their own workplace. They take action on their ideas and understand how to bring innovation to an organization. CRP7. Employ valid and reliable research strategies. Career-ready individuals are discerning in accepting and using new information to make decisions, change practices or inform strategies. They use reliable research process to search for new information. They evaluate the validity of sources when considering the use and adoption of external information or practices in their workplace situation. CRP8. Utilize critical thinking to make sense of problems and persevere in solving them. Career-ready individuals readily recognize problems in the workplace, understand the nature of the problem, and devise effective plans to solve the problem. They are aware of problems when they occur and take action quickly to address the problem; they thoughtfully investigate the root cause of the problem prior to introducing solutions. They carefully consider the options to solve the problem. Once a solution is agreed upon, they follow through to ensure the problem is solved, whether through their own actions or the actions of others. CRP9. Model integrity, ethical leadership and effective management. Career-ready individuals consistently act in ways that align personal and community-held ideals and principles while employing strategies to positively influence others in the workplace. They have a clear understanding of integrity and act on this understanding in every decision. They use a variety of means to positively impact the directions and actions of a team or organization, and they apply insights into human behavior to change others’ action, attitudes and/or beliefs. They recognize the near-term and long-term effects that management’s actions and attitudes can have on productivity, morals and organizational culture.

7|P a g e

CRP10. Plan education and career paths aligned to personal goals. Career-ready individuals take personal ownership of their own education and career goals, and they regularly act on a plan to attain these goals. They understand their own career interests, preferences, goals, and requirements. They have perspective regarding the pathways available to them and the time, effort, experience and other requirements to pursue each, including a path of entrepreneurship. They recognize the value of each step in the education and experiential process, and they recognize that nearly all career paths require ongoing education and experience. They seek counselors, mentors, and other experts to assist in the planning and execution of career and personal goals. CRP11. Use technology to enhance productivity. Career-ready individuals find and maximize the productive value of existing and new technology to accomplish workplace tasks and solve workplace problems. They are flexible and adaptive in acquiring new technology. They are proficient with ubiquitous technology applications. They understand the inherent risks-personal and organizational-of technology applications, and they take actions to prevent or mitigate these risks. CRP12. Work productively in teams while using cultural global competence. Career-ready individuals positively contribute to every team, whether formal or informal. They apply an awareness of cultural difference to avoid barriers to productive and positive interaction. They find ways to increase the engagement and contribution of all team members. They plan and facilitate effective team meetings.

8|P a g e

Differentiated Instruction Strategies to Accommodate Students Based on Individual Needs

Time/General

• Extra time for assigned tasks

• Adjust length of assignment

• Timeline with due dates for reports and projects

• Communication system between home and school

• Provide lecture notes/outline

Processing

• Extra Response time

• Have students verbalize steps

• Repeat, clarify or reword directions

• Mini-breaks between tasks

• Provide a warning for transitions

• Reading partners

Comprehension

• Precise step-by-step directions

• Short manageable tasks

• Brief and concrete directions

• Provide immediate feedback

• Small group instruction

• Emphasize multi-sensory learning

Recall

• Teacher-made checklist

• Use visual graphic organizers

• Reference resources to promote independence

• Visual and verbal reminders

• Graphic organizers

Assistive Technology

• Computer/whiteboard

• Tape recorder

• Spell-checker

• Audio-taped books

Tests/Quizzes/Grading

• Extended time

• Study guides

• Shortened tests

• Read directions aloud

Behavior/Attention

• Consistent daily structured routine

• Simple and clear classroom rules

• Frequent feedback

Organization

• Individual daily planner

• Display a written agenda

• Note-taking assistance

• Color code materials

9|P a g e

Enrichment Strategies Used to Accommodate Based on Students Individual Needs: • Adaption of Material and Requirements

• Evaluate Vocabulary

• Elevated Text Complexity

• Additional Projects

• Independent Student Options

• Projects completed individual or with Partners

• Self Selection of Research

• Tiered/Multilevel Activities

• Learning Centers

• Individual Response Board

• Independent Book Studies

• Open-ended activities

• Community/Subject expert mentorships

10|P a g e

Assessments Suggested Formative/Summative Classroom Assessments • Timelines, Maps, Charts, Graphic Organizers

• Teacher-created Unit Assessments, Chapter Assessments, Quizzes

• Teacher-created DBQs, Essays, Short Answer

• Accountable Talk, Debate, Oral Report, Role Playing, Think Pair, and Share

• Projects, Portfolio, Presentations, Prezi, Gallery Walks

• Homework

• Concept Mapping

• Primary and Secondary Source analysis

• Photo, Video, Political Cartoon, Radio, Song Analysis

• Create an Original Song, Film, or Poem

• Glogster to make Electronic Posters

• Tumblr to create a Blog

11|P a g e

Interdisciplinary Connections

English Language Arts • Journal writing • Close reading of industry-related content • Create a brochure for a specific industry • Keep a running word wall of industry vocabulary Social Studies • Research the history of a given industry/profession • Research prominent historical individuals in a given

industry/profession • Use historical references to solve problems World Language • Translate industry-content • Create a translated index of industry vocabulary • Generate a translated list of words and phrases related to

workplace safety

Math • Research industry salaries for a geographic area and

juxtapose against local cost of living • Go on a geometry scavenger hunt • Track and track various data, such as industry’s impact on the

GDP, career opportunities or among of individuals currently occupying careers

Fine & Performing Arts • Create a poster recruiting young people to focus their studies

on a specific career or industry • Design a flag or logo to represent a given career field Science • Research the environmental impact of a given career or

industry • Research latest developments in industry technology • Investigate applicable-careers in STEM fields

12|P a g e

New Jersey Student Learning Standards

9.3– Career and Technical Education • 9.3.MK.6 Select, monitor and manage sales and distribution channels. • 9.3.MK.9 Communicate information about products, services, images and/or ideas to achieve a desired outcome

Pathway: Marketing Merchandising (MK-MER)

• 9.3.MK‐MER.5 Determine and adjust prices to maximize return and meet customers’ perceptions of value. Common Career Technical Core (CCTC)

Career Cluster Marketing

MK 09 – Communicate information about products, services, images and/or ideas to achieve a desired outcome.

• MK 09.1 – Acquire a foundational knowledge of promotion to understand its nature and scope. • MK 09.4 – Discuss the use of public relations activities to communicate with targeted audiences. • MK 09.5 – Explain the use of trade shows/expositions to communicate with targeted audiences. • MK 09.7 – Evaluate long-term and short-term results of promotional efforts.

MK 10 – Use marketing strategies and processes to determine and meet client needs and wants.

• MK 10.1 – Acquire a foundational knowledge of selling to understand its nature and scope. • MK 10.2 – Acquire product knowledge to communicate product benefits to ensure appropriateness of product for the customer. • MK 10.3 – Explain sales processes and techniques to enhance customer relationships and to increase the likelihood of making

sales.

13|P a g e

Common Core State Standards (CCSS)

CCSS - English-Language Arts Craft and Structure:

• CCSS.ELA-LITERACY.RL.11-12.5 Analyze how an author's choices concerning how to structure specific parts of a text (e.g., the choice of where to begin or end a story, the choice to provide a comedic or tragic resolution) contribute to its overall structure and meaning as well as its aesthetic impact.

Production and Distribution of Writing:

• CCSS.ELA-LITERACY.W.11-12.4 Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.

Range of Writing:

• CCSS.ELA-LITERACY.W.11-12.10 Write routinely over extended time frames (time for research, reflection, and revision) and shorter time frames (a single sitting or a day or two) for a range of tasks, purposes, and audiences

Common Core State Standards (CCSS)

CCSS - Mathematics • CCSS.MATH.CONTENT.HSS.IC.B.6 Evaluate reports based on data.

14|P a g e

Course: Introduction to Marketing Unit: 2- Selling and Promotion Grade Level: 9-12

Unit Overview: Students will understand the importance of personal selling as the final step in the purchase of products. Then, they will assess the role of promotion as an additional method to communicate information about a product.

New Jersey Student Learning Standards (NJSLS): 9.3.MK-6; 9.3.MK-9, 9.3.MK‐MER.5; 9.3.MK-6; 9.3.MK-9

Common Career Technical Core (CCTC): MK9.1, MK9.4, MK9.5, MK.9.7, MK10.1, MK10.2, MK.10.3

Common Core State Standards (CCSS): CCSS.ELA-LITERACY.W.11-12.10, CCSS.ELA-LITERACY.W.11-12.4, CCSS.ELA-LITERACY.W.11-12.5, CCSS.MATH.CONTENT.HSS.IC.B.6

Student Learning Objectives (SLOs) Essential Questions Skills & Indicators Sample Activities Resources

15|P a g e


Understand what selling is and how it affects whether or not customers buy a product

NJSLS: 9.3.MK-MER.5; 9.3.MK-6; 9.3.MK-9 CCTC: MK10.1, 10.2,10.3 CCSS: CCSS.ELA-LITERACY.W.11-12.1.B

What is selling? How do experiences with salespeople affect whether or not customers purchase an item? How can feature benefit-selling aide in product sales? Why is selling such an important component of marketing?

Classify purchases and examine purchase behaviors among teens and among Americans

Understand what feature benefit selling is and how it can be leveraged to sell a product

Understand the importance of selling as a marketing functions

Explore rational and emotional motives and assess your own motives for buying

List items: Have student list purchases and classify them as wants, needs, products or services Article/Accountable Talk Read an article about how Americans spend their money; Use accountable talk strategies while discussing Selling: Group students by ability; Then give them sample items ( some more difficult than others) to sell. Have each group define features and benefits.

Article: http://www.businessinsider.com/how-teens-are-spending-money-2015-4 Youtube Clip: https://www.youtube.com/watch?v=NGOjFhKeLiU Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html

Students will be able to explain the sales process NJSLS: 9.3.MK-6; 9.3.MK-9

What steps must you take to sell an item?

-Understand the sales process and be able to explain it

What are methods used

Create a guide for new employees at a store of your choice explaining how to sell products

Youtube ads http://www.retailsales.net/Files/Store%20Presentation%20&%20Display.pdf

16|P a g e


CCTC: MK10.1, 10.2,10.3 CCSS: CCSS.ELA-LITERACY.W.11-12.10

-Why is listening such an important part of selling? -Why is product presentation so important? What is an objection? What methods are used to overcome objections? How can CRM bring customers back to a store?

to determine customer needs in a selling setting?

-Understand how to

determine and meet customer needs

-Present products in the best way possible

-Understand the nature of an objection

-Understand how objections can be overcome using proper methods

Understand why customers make objections Demonstrate skills to

overcome these objections and eventually close the sale

Understand how to close a sale

Role playing Help customers in our school store in order to find products that meet their needs Presentation Create a guide for presenting customers with products Presentation Issues: Set up sample items in class and have students assess whether these items are presented properly or not Role Play Have students role play these concepts in order to overcome customer objections Write a script for what to say when a customer has an objection in a retail setting

Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html Role Play Exercises DECA.org

17|P a g e


Response Activity: Have students respond to sample prompts in order to close the sale in a sales setting

Students will display an understanding of the five elements of the promotional mix

NJSLS: 9.3.MK-MER.4 9.3.MK-6; 9.3.MK-9 CCTC: MK10.1, 10.2,10.3 CCSS: ELA-LITERACY.W.11-12.7

What is the goal of promotion? How can promotional mix affect the sale of products What is an institutional promotion and what is the goal? What is a product promotion and what is its goal?

Understand the purpose of each form of promotion Determine when each element should be used for a company Classify promotions as “push” or “pull” Classify promotions as product or institutional

Create a promotional mix Group students (by ability) and assign each a product or service to promote. Have a group determine how they will leverage each element in order to promote their product. Classify: Classify promotions as push or pull strategies

Promotion Creation: Assign students a sample product; Have them come up with their own push strategies to sell the product and their own pull strategies to sell that same product

Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html Role Play Exercises DECA.org

18|P a g e


Students will be able to understand what consumer and trade promotions are and how they can be leveraged to sell a product

NJSLS: 9.3.MK-MER.4 9.3.MK-6; 9.3.MK-9 CCTC: MK9.5, MK10.1, 10.2,10.3 CCSS: CCSS.ELA-LITERACY.W.11-12.10

What is a consumer promotion? How can both trade and consumer promotions be used to sell products?

Understand when samples are an appropriate promotion

Explain the difference between a consumer promotion and trade promotion

Define product

placement and find examples

Define sponsorship and

look for real life examples

Define promotional tie-ins and create examples

Define the term point of purchase display and determine how these displays influence shoppers

Product Placement • Find movie or TV

clips with examples and post them to a classroom site

• Have students pick a product and write a script where the product is placed into a TV show

Point of Purchase Display View sample displays; Assign students a product and have them create a POP display Promotion Plan Create a plan for how you will use sales promotions to sell a sample product View video clips of trade shows

Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html Role Play Exercises DECA.org Trade Shows http://www.absoluteexhibits.com/Top+100+USA+Shows

19|P a g e


Write about the importance of using trade shows to promote a product Setup a sample trade show booth based on

Understand what an advertising campaign is

NJSLS: 9.3.MK-MER.4 9.3.MK-6; 9.3.MK-9 CCTC: MK10.1, 10.2,10.3 CCSS: ELA-LITERACY.W.11-12.7 CSS.ELA-LITERACY.W.11-12.10

What is an advertising campaign and what are its goals? What makes an effective print ad? How can various advertising elements be leveraged to increase sales?

Explain what an advertising campaign is and what purpose it serves Describe and identify each of the five elements of a print ad Explain how the promotional mix should be used

Case Study Assign students sample ad campaigns to research and present to their classmates via slideshow presentation tools Ads in Class View sample print ads -assess their effectiveness in a writing assignment or via accountable talk activity Create Ad Create an ad that contains all five components; Label each component

Promotion Basics: http://www.tutor2u.net/business/worksheets/Promotion-Basics.pdf Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html Role Play Exercises DECA.org Great Ad Campaigns http://blog.hubspot.com/blog/tabid/6307/bid/32763/The-10-Greatest-Marketing-Campaigns-of-

20|P a g e


All-Time.aspx#sm.0000q34zhto0tdyctug1an19b9q21

Understand how print media and broadcast can be used to increase knowledge of a company and how has technology changed it NJSLS: 9.3.MK-MER.4 9.3.MK-6; 9.3.MK-9 CCTC: MK9.4 CCSS: ELA-LITERACY.W.11-12.7 ELA-LITERACY.W.11-12.10

What is the form of print ads used? How has technology changed advertising? When is it appropriate to use broadcast media?

Describe the changes being made to print ads Assess the use of broadcast media as a method of advertising

Research changes being made to print ads and present your findings to the class

View samples: View sample ads and have students assess the target market of each ad Write a sample broadcast media ad

Marketing Essentials Textbook: http://glencoe.mheducation.com/sites/0078769043/student_view0/unit6/index.html Broadcast media Article: http://www.briansolis.com/2010/03/the-future-of-broadcast-media-is-social/

21|P a g e


Calculate media rates and determine what effects these rates NJSLS: 9.3.MK.9, 9.3.MK.10 CCTC: MK9.1, 9.4, MK 09.7 CCSS:

How is media measured? How should businesses use media to promote their products? What media would you use to promote your own business?

Calculate media rates and determine how these rates affect promotion

Understand when each type of media is appropriate

Explain the target

markets of various types of media

Venn diagram: Create a Venn diagram comparing two different types of media; Include information on target market, rates, audience, cost, etc. Spreadsheets: Create a spreadsheet and graph to compare the costs associated with various forms of media

YouTube ads http://www.cio.com/article/2689318/social-media/how-live-tweeting-is-changing-broadcast-media.html Nielsen Explanation: http://www.nielsen.com/us/en/solutions/measurement.html Top rated TV shows: http://www.nielsen.com/us/en/top10s.html

22|P a g e

Unit 2 Vocabulary Objections Selling Observation Closing the sale Institutional promotion Product promotion Sales promotion Media Advertising Transit ads Print Ad

Copy Logo Slogan Media rates Illustration Impression Push Pull

23|P a g e

Suggested Unit Projects Choose At Least One

Create a Marketing plan for a product that you could sell in school. (Pens, pencils, candy, etc.) Using a marketing plan template, have students complete a plan for how they would go about marketing this product.

Research the current state of our economy to determine the state of it and how it compares to other similar nations. Write a summary that explains all of these comparison factors.

Suggested Structured Learning Experiences Apply selling and promotion techniques to our school store. Sell to customers and promote the store from within the school.

Shadow an entrepreneur to get a feel for all of the responsibilities that must go into this profession.

department of college and career readiness introduction to … to... · 2016-10-24 · 2 | page...

Documents