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Marketing & Management 1: Principles
Marketing and Management I: Principles focuses on the study of marketing concepts and their practical applications.
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Course Standards
Role of Marketing
1) Define marketing and describe the marketing benefits derived from each economic utility (form,
time, place, possession, and information). Discuss how each benefit adds value to products and
services.
2) Describe each marketing core function (i.e., channel management, marketing information
management, market planning, pricing, product service management, promotion, and selling)
and supply examples of how each of these functions support the marketing concept.
Marketing Mix
3) Examine the marketing mix; select a product or service and construct a visual representation
with details and examples illustrating each of the four P’s (product, place, price, and promotion)
of that particular product or service.
4) Analyze the elements of a marketing plan and retrieve sample templates or exemplars from real
companies (use local sources or Internet searches of prominent businesses). Discuss common
elements of each marketing plan and identify the different objectives that the companies
outlined in each plan, citing specific textual evidence.
5) Explain the concept of market segmentation. Cite textbook(s) and case studies in a discussion of
how market segmentation is used as a company strategy to increase its market share.
6) Conduct a SWOT analysis on a company and/or student organization, identifying its most
significant strengths, weaknesses, opportunities, and threats. Highlight the techniques or
specific results of market segmentation by including demographic, psychographic, and
geographic data in the analysis.
7) Using the same company as in the SWOT analysis, produce a marketing plan with the objective
of increasing the company’s market share by targeting a non-traditional customer. Outline
specific marketing strategies, implementation plans, and evaluation standards. Explain the
measures that will be used to quantify and/or qualify the results of plan implementation (e.g.,
employing website metrics to track the response rate for a fundraising campaign).
Economics
8) Explain the concept of economy, delineating between micro and macroeconomic principles, and
discuss how scarcity and factors of production require nations to make economic choices.
Compare and contrast how the various economic systems (traditional, market, command,
mixed) try to answer the questions: “What to produce? How to produce it? For whom to
produce?”
9) Explain how the following economic indicators are used in a market economy for business
analysis and marketing decisions: gross domestic product (GDP), standard of living, inflation
rates, interest rates, unemployment rate, productivity rates, stock market reports, and
consumer price index (CPI). Demonstrate the ability to retrieve and interpret figures from public
websites such as the International Monetary Fund (IMF), World Bank, and the Federal Reserve
System in order to assess the overall economic health of nations and markets.
10) Produce a graphic illustration of the business cycle (recession, depression, recovery, and peak)
and describe what happens to the economy at each stage of the business cycle. Cite examples of
businesses that could flourish in each stage of the cycle.
11) Explain the characteristics of the free enterprise system. Argue for or against the claim that
private ownership, competition, risk, and the profit motive benefit society. Critique the
arguments of others and cite evidence to develop original claim(s) and counterclaim(s).
12) Distinguish between price and non-price competition; provide five non-price examples of
competition for customers.
13) Explain the theory of supply and demand by diagramming a recent purchase of both an elastic
and non-elastic product. Use the price paid at the time of the purchase as the equilibrium price;
show the impact on price due to an increase or decrease in demand or supply.
14) Explain the role of government in the private enterprise system. Identify federal regulatory
agencies and laws that protect workers. Cite textual evidence from news media or textbook(s)
to support an identification of examples of events that led to the creation of a specific piece of
legislation and how changes in laws impact trade with both domestic and foreign customers. (TN
International Marketing and the Global Marketplace
15) Discuss the concept of U.S. protectionism and cite a recent example from news media in which
this principle has been referenced, critiqued, or defended. Identify major trade barriers and
trade alliances, such as the North American Free Trade Agreement (NAFTA), and craft an original
argument for or against U.S. protectionism. Support reasoning with evidence and make
recommendations to maintain or remove sanctions affecting a given industry or country.
16) Understand the impact of international organizations and treaties, including but not limited to
the North American Free Trade Agreement (NAFTA), World Trade Organization (WTO), General
Agreement on Tariffs and Trades (GATT), and the European Economic Community (EEC). Explain
the benefits to nations derived from forming these associations, and discuss whether benefits
flow equitably to all countries involved.
17) Conduct a global environmental scan by selecting a country and identifying a high-growth
industry within that country. Create a new product customization or adaption not currently on
the local market. Support product innovation based on research gathered through the scan.
Distribution and Channel Management
18) Describe the major modes of transportation involved in the distribution of goods, including
advantages and disadvantages of each, and identify the types of products best suited for
delivery via each mode of transportation.
19) Cite examples of how retail institutions’ delivery and distribution channels in other countries
differ from those in the United States. Determine how recent technological advancements have
impacted the operations of warehouses and distribution centers and illustrate the challenges
that still exist in developing countries.
Selling
20) Explain feature/benefit selling. Break down a selected product into the features and benefits
most likely to resonate with a target population, and translate five product features into five
customer benefits.
21) Role-play the position of sales associate to a fellow classmate posing as a customer. Prepare a
mock sales demonstration using the AIDA approach (Attention, Interest, Desire, and Action)
while taking one’s customer through the following steps:
a. Identify the approach
b. Determine needs
c. Present the product
d. Overcome the objections
e. Close the sale (using a variety of purchase options: cash, credit, layaway)
f. Offer suggestive selling
g. Relationship management
22) Explore customer relationship management strategies by formally or informally interviewing
managers or other employees at local businesses. Draft a plan for maintaining and
strengthening a company’s relationship with its customers by identifying frequency and types of
contacts, value-added services to be offered, and other activities, including social media
marketing, aimed at improving customer satisfaction, loyalty, and advocacy.
Product Development, Branding, Packaging, and Labeling
23) Describe the process of new product and/or service development, including what marketing
activities must occur prior to product launch. Design a chart illustrating the key steps (e.g., idea
generation, screening, development, testing, introduction, and evaluation of customer
acceptance) in new product development.
24) Discuss the nature, scope, and importance of branding in product planning. List three different
types of brands (Generic, Private, and National). Explain how branding strategies are used to
meet sales and company goals, and examine a case study of a successful or failed business
attempt at a rebranding effort. Example businesses could include Coke, JCPenney, and Old
Spice.
25) Identify the functions of labeling. Cite examples of how and why changes have been made to
product labels over the course of history.
Introduction to Promotion
26) Identify the types of promotion (such as, but not limited to, advertising, direct marketing
including social media marketing, sales promotion, personal selling, and public relations) and
describe the concept of the promotional mix. Give examples of why all elements of the
promotional mix must be coordinated. Identify the major types of advertising media and cite the
pros and cons of each.
27) Identify the main components of a print advertisement. Design an original ad layout
incorporating principles of the components most commonly found in print media.
28) Using suitable strategies from the promotional mix, create a product promotional campaign for
a local business and or student organization that includes the following steps:
a. Establish objectives
b. Identify the target market
c. Design the theme and promotional message
d. Select promotional activities and provide timeline
e. Allocate budget amounts
f. Measure results
29) Research the elements of visual merchandising and explain how artistic elements function in a
display design. Illustrate how proper and creative use of visual merchandising can drive sales,
citing successful examples.
Career Development
30) Identify career opportunities in marketing. Using real-time labor market data, research
opportunities for job growth in the field. Take a career interest inventory to assess goals and
aptitudes, and develop a career plan based on the results.
31) Using online employment resources, conduct a job search for a marketing position. Choose two
postings and create a Venn diagram illustrating the unique qualifications for each job as well as
the common qualifications between them.
32) In preparation for a future career in marketing, sales, advertising, or promotion, develop a
professional digital portfolio that can be presented to prospective employers. Content artifacts
may include cover letter, resume with technical skills attained, certifications, awards,
community service projects, membership in professional organizations, follow-up letter, and
samples of project work.
33) Participate in a mock interview with local business partners, mentors, and or through
participation in a student organization event. Prior to the interview, prepare a paper that
includes the following: tips on dress and grooming, most commonly asked interview questions,
appropriate conduct during an interview, and recommended follow-up procedures.
Role of Marketing
1) Define marketing and describe the marketing benefits derived from each economic utility (form,
time, place, possession, and information). Discuss how each benefit adds value to products and
services.
2) Describe each marketing core function (i.e., channel management, marketing information
management, market planning, pricing, product service management, promotion, and selling)
and supply examples of how each of these functions support the marketing concept.
Marketing Mix
3) Examine the marketing mix; select a product or service and construct a visual representation
with details and examples illustrating each of the four P’s (product, place, price, and promotion)
of that particular product or service.
4) Analyze the elements of a marketing plan and retrieve sample templates or exemplars from real
companies (use local sources or Internet searches of prominent businesses). Discuss common
elements of each marketing plan and identify the different objectives that the companies
outlined in each plan, citing specific textual evidence.
5) Explain the concept of market segmentation. Cite textbook(s) and case studies in a discussion of
how market segmentation is used as a company strategy to increase its market share.
6) Conduct a SWOT analysis on a company and/or student organization, identifying its most
significant strengths, weaknesses, opportunities, and threats. Highlight the techniques or
specific results of market segmentation by including demographic, psychographic, and
geographic data in the analysis.
7) Using the same company as in the SWOT analysis, produce a marketing plan with the objective
of increasing the company’s market share by targeting a non-traditional customer. Outline
specific marketing strategies, implementation plans, and evaluation standards. Explain the
measures that will be used to quantify and/or qualify the results of plan implementation (e.g.,
employing website metrics to track the response rate for a fundraising campaign).
Economics
8) Explain the concept of economy, delineating between micro and macroeconomic principles, and
discuss how scarcity and factors of production require nations to make economic choices.
Compare and contrast how the various economic systems (traditional, market, command,
mixed) try to answer the questions: “What to produce? How to produce it? For whom to
produce?”
9) Explain how the following economic indicators are used in a market economy for business
analysis and marketing decisions: gross domestic product (GDP), standard of living, inflation
rates, interest rates, unemployment rate, productivity rates, stock market reports, and
consumer price index (CPI). Demonstrate the ability to retrieve and interpret figures from public
websites such as the International Monetary Fund (IMF), World Bank, and the Federal Reserve
System in order to assess the overall economic health of nations and markets.
10) Produce a graphic illustration of the business cycle (recession, depression, recovery, and peak)
and describe what happens to the economy at each stage of the business cycle. Cite examples of
businesses that could flourish in each stage of the cycle.
11) Explain the characteristics of the free enterprise system. Argue for or against the claim that
private ownership, competition, risk, and the profit motive benefit society. Critique the
arguments of others and cite evidence to develop original claim(s) and counterclaim(s).
12) Distinguish between price and non-price competition; provide five non-price examples of
competition for customers.
13) Explain the theory of supply and demand by diagramming a recent purchase of both an elastic
and non-elastic product. Use the price paid at the time of the purchase as the equilibrium price;
show the impact on price due to an increase or decrease in demand or supply.
14) Explain the role of government in the private enterprise system. Identify federal regulatory
agencies and laws that protect workers. Cite textual evidence from news media or textbook(s)
to support an identification of examples of events that led to the creation of a specific piece of
legislation and how changes in laws impact trade with both domestic and foreign customers. (TN
International Marketing and the Global Marketplace
15) Discuss the concept of U.S. protectionism and cite a recent example from news media in which
this principle has been referenced, critiqued, or defended. Identify major trade barriers and
trade alliances, such as the North American Free Trade Agreement (NAFTA), and craft an original
argument for or against U.S. protectionism. Support reasoning with evidence and make
recommendations to maintain or remove sanctions affecting a given industry or country.
16) Understand the impact of international organizations and treaties, including but not limited to
the North American Free Trade Agreement (NAFTA), World Trade Organization (WTO), General
Agreement on Tariffs and Trades (GATT), and the European Economic Community (EEC). Explain
the benefits to nations derived from forming these associations, and discuss whether benefits
flow equitably to all countries involved.
17) Conduct a global environmental scan by selecting a country and identifying a high-growth
industry within that country. Create a new product customization or adaption not currently on
the local market. Support product innovation based on research gathered through the scan.
Distribution and Channel Management
18) Describe the major modes of transportation involved in the distribution of goods, including
advantages and disadvantages of each, and identify the types of products best suited for
delivery via each mode of transportation.
19) Cite examples of how retail institutions’ delivery and distribution channels in other countries
differ from those in the United States. Determine how recent technological advancements have
impacted the operations of warehouses and distribution centers and illustrate the challenges
that still exist in developing countries.
Selling
20) Explain feature/benefit selling. Break down a selected product into the features and benefits
most likely to resonate with a target population, and translate five product features into five
customer benefits.
21) Role-play the position of sales associate to a fellow classmate posing as a customer. Prepare a
mock sales demonstration using the AIDA approach (Attention, Interest, Desire, and Action)
while taking one’s customer through the following steps:
a. Identify the approach
b. Determine needs
c. Present the product
d. Overcome the objections
e. Close the sale (using a variety of purchase options: cash, credit, layaway)
f. Offer suggestive selling
g. Relationship management
22) Explore customer relationship management strategies by formally or informally interviewing
managers or other employees at local businesses. Draft a plan for maintaining and
strengthening a company’s relationship with its customers by identifying frequency and types of
contacts, value-added services to be offered, and other activities, including social media
marketing, aimed at improving customer satisfaction, loyalty, and advocacy.
Product Development, Branding, Packaging, and Labeling
23) Describe the process of new product and/or service development, including what marketing
activities must occur prior to product launch. Design a chart illustrating the key steps (e.g., idea
generation, screening, development, testing, introduction, and evaluation of customer
acceptance) in new product development.
24) Discuss the nature, scope, and importance of branding in product planning. List three different
types of brands (Generic, Private, and National). Explain how branding strategies are used to
meet sales and company goals, and examine a case study of a successful or failed business
attempt at a rebranding effort. Example businesses could include Coke, JCPenney, and Old
Spice.
25) Identify the functions of labeling. Cite examples of how and why changes have been made to
product labels over the course of history.
Introduction to Promotion
26) Identify the types of promotion (such as, but not limited to, advertising, direct marketing
including social media marketing, sales promotion, personal selling, and public relations) and
describe the concept of the promotional mix. Give examples of why all elements of the
promotional mix must be coordinated. Identify the major types of advertising media and cite the
pros and cons of each.
27) Identify the main components of a print advertisement. Design an original ad layout
incorporating principles of the components most commonly found in print media.
28) Using suitable strategies from the promotional mix, create a product promotional campaign for
a local business and or student organization that includes the following steps:
a. Establish objectives
b. Identify the target market
c. Design the theme and promotional message
d. Select promotional activities and provide timeline
e. Allocate budget amounts
f. Measure results
29) Research the elements of visual merchandising and explain how artistic elements function in a
display design. Illustrate how proper and creative use of visual merchandising can drive sales,
citing successful examples.
Career Development
30) Identify career opportunities in marketing. Using real-time labor market data, research
opportunities for job growth in the field. Take a career interest inventory to assess goals and
aptitudes, and develop a career plan based on the results.
31) Using online employment resources, conduct a job search for a marketing position. Choose two
postings and create a Venn diagram illustrating the unique qualifications for each job as well as
the common qualifications between them.
32) In preparation for a future career in marketing, sales, advertising, or promotion, develop a
professional digital portfolio that can be presented to prospective employers. Content artifacts
may include cover letter, resume with technical skills attained, certifications, awards,
community service projects, membership in professional organizations, follow-up letter, and
samples of project work.
33) Participate in a mock interview with local business partners, mentors, and or through
participation in a student organization event. Prior to the interview, prepare a paper that
includes the following: tips on dress and grooming, most commonly asked interview questions,
appropriate conduct during an interview, and recommended follow-up procedures.
