Marketing 1 is the first course of a two-year program that provides a foundation to the scope and importance of marketing in the global economy. The class focuses on the marketing mix, product development, public relations, and market management. The emphasis is on oral and written communications, problem solving, and critical thinking skills as they relate to marketing functions. Student are involved in the development of a market research project.

ESSENTIAL QUESTIONS

• What is the scope of marketing?
• What are the the seven marketing core functions?
• How does the marketing concept relation to the scope of marketing?
• Why does the definition of marketing change over time?
• How do customer relationships help businesses employ the marketing concept?
• What are the benefits of marketing?
• What is the concept of Utility?
• How does marketing play a big role within the economy?
• What is the difference between consumer and organizational markets?
• What is the importance of a target market?
• How does each component of the marketing mix contribute to successful marketing?

CONTENT OBJECTIVES

Students will be able to . . .

• understand the marketing skills, marketing core functions and the basic tools of marketing.
• apply the marketing core functions to a company using collaboration and critical thinking 21st century skills.
• understand how the economic utilities relates to marketing.
• identify the dynamics of a market and the elements of the marketing mix that are essential when selling a product to its specific target market.

ESSENTIAL QUESTIONS

• How would a company go about conducting an internal and external analysis?
• What are the major differences between a SWOT and PEST analysis?
• How effective is a Matrix?
• What are the basic elements of a market plan?
• What is the concept of market segmentation?
• What is the difference between mass marketing and market segmentation?

CONTENT OBJECTIVES

Students will be able to . . .

• read and analyze a market plan.
  • identify the company’s target market.
  • perform an internal and external analysis of a company based on a market plan.
  • discuss the company’s marketing strategies that is an essential part of the market plan.
  • construct all six parts of a market plan.
• discuss the major differences between disposable and discretionary income.

ESSENTIAL QUESTIONS

• What is the role of promotion in business and marketing?
• What are the types of promotions that companies offer?
• How do public relations and publicity differ?
• How does the concept of the promotional mix effect a company?
• Why is promotion an important marketing function?
• When is product promotion used versus institutional promotion?
• What are the benefits of a promotional tie-in?
• How does Neuromarketing play an important role in promotions and advertising?
• What is Ambush marketing?
• What Ambush marketing strategies benefit a company when sponsorships aren’t an option?
• What is Product Placement?
• How effective is Product Placement in films and tv series?

CONTENT OBJECTIVES

Students will be able to . . .

• create a successful product promotion aligned to a specific target market/customer profile.
  • use aspects of the promotional mix to guide them through the promotion to reach their identified target market.
• create a successful institutional promotionaligned to a specific company’s target market/customer profile.
  • research the various options and strategies for a promotional tie-in.
  • create a promotional tie- in to ensure their understanding of institutional promotions.
• identify social media platforms that are specifically used for business purposes.
  • conduct research on each platform discussing the advantages and disadvantages of both.
  • construct a social media page as a form of a promotion for a company.
• identify and analyze product placement in a film or movie clip.

ESSENTIAL QUESTIONS

• What is an Entrepreneur?
• What are opportunity costs?
• How does an opportunity play an essential role as an Entrepreneur?
• What are implicit and explicit costs and how do they relate to an opportunity cost?
• What methods are used to determine the financial value of a new and existing business?
• What makes an effective e- commerce site gain traffic sales?
• What are the essential resources needed to begin a business?
• What are the different types of business ownerships and how what are their advantages and disadvantages?
• How does a market plan benefit your vision for the business?
• What are the major challenges that you will face and how can one overcome them without liquidation or bankruptcy?
• What are common ethical issues that entrepreneurs encounter?

CONTENT OBJECTIVES

Students will be able to . . .

• understand what an entrepreneur is and how they use opportunity costs to make a decision on this business venture.
• identify if they have the characteristics it takes to become an entrepreneur.
  • Students will research various websites to discuss whether or not they have what it takes to own a business venture of their own.
• collaboratively create a business venture of their choice using their previous knowledge and understanding of a market plan.
  • construct a market plan that is tailored to their specific business and target market.
  • perform an internal and external analysis using their understanding of a SWOT and PEST analysis.
• effectively create a social media platform that will best promote and advertise their business.
• analyze a film that demonstrates an entrepreneur and the rise of an empire business.

ESSENTIAL QUESTIONS

• How does a business proposal play an intricate role in product development?
• What are the seven steps of product development?
• How does product innovation and product development differ?
• What is a prototype?
• What role does a prototype play in the product development process?
• What important steps occur in the testing the product stage?
• What does it mean for a company to be sustainable?
• What are the parts of the product life cycle?

CONTENT OBJECTIVES

Students will be able to . . .

• successfully complete the Product Development Cycle for a new product.
  • create a prototype of a new product using the stages of product development.
• understand the idea of product innovation by analyzing a Ted Talk.
• test their prototypes by using the consumer base that is accessible to them.
  • analyze a full consumer report to identify the importance of test marketing.
• analyze and understand a company’s sustainability report.
• create and graph a product’s life cycle from the introduction phase to the decline stage.

ESSENTIAL QUESTIONS

• How do companies discuss a base price for their products?
• What are the pricing strategies that are used to determine a base price?
• How does cost, competition and demand oriented relate to the baseline price?
• What are the strategies that are used to adjust the base price?
• How does supply and demand curve play an important role to pricing?

CONTENT OBJECTIVES

Students will be able to . . .

• identify the pricing strategies that are used to determine a base price.
  • assess a slide set of products and determine how their items are priced.
• apply these strategies to create their own pricing catalogue for a particular brand.
• identify the strategies that are used to adjust the base price.
  • research psychological pricing and it’s effects on competing brands.