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Career and Technical Education Partnership of New JerseyModel Program of Study Curriculum Document for the career cluster ofMARKETINGIntroductionCareer and Technical EducationPartnershipof New JerseyMarketing Career ClusterCourse Sequence 1: Principles of MarketingCurriculum ExemplarAuthor: Timothy P. KellyEditors: Ellen Karch, Kellyann Boyer, and Amy DawsonProject Coordinator: Til F. DallavalleDraft v1.0: June 7, 2012Unit I:Unit II:Unit III:Unit IV:Unit V:Unit VI:Unit VII:Unit VIII:Unit IX:Foundations of MarketingMarketing and SocietySellingPromotionDistributionPricing StrategiesBrand, Product, and Service MarketingMarket ResearchCareers in Marketing4 weeks4 weeks4 weeks4 weeks4 weeks4 weeks4 weeks4 weeks3 weeks35weeksCourse PhilosophyPrinciples of Marketing is the 1st in a sequence of 3 classes designed as a Program of Studywithin the scope and guidelines of New Jersey Career and Technical Education. The course andprogram are consistent with a vision to prepare students to succeed as global citizens and forcareer opportunities of the 21st century and to support healthy economic growth within the State.This class is focused on providing students with a foundation in basic marketing principles whichwill serve as a foundation for more advanced learning as the program builds towards culmination.The course curriculum inculcates UbD principles as well as Problem Based Learning assignmentsin each unit providing rigorous and relevant laboratory experiences designed to fomenttransferrable skills to real life situations. At completion of the course sequence students will havedemonstrated mastery of an introductory University Course in marketing.Created for New Jersey school districts through the New Jersey Department of Education, Office of Career and Technical Education and theCareer and Technical Education Partnership of New Jersey Grant Project for the Marketing Career Cluster.1

Career and Technical Education Partnership of New JerseyModel Program of Study Curriculum Document for the career cluster ofMARKETINGUnit OverviewContent Area: Principles of MarketingUnit Title: I. Foundations of MarketingTarget Course/Grade Level: Grades 9 - 12Unit SummaryThe fundamental principles of marketing are summed up by the ―Four P‘s‖: product, price, place,and promotion. These categories represent means of clarifying ways of providing utility toconsumers in the effort to satisfy their needs and wants while pursuing a profit motive.Primary interdisciplinary connections: Language arts: written communications. Psychology.Business Ethics.21st century themes: Financial, economic, business, and entrepreneurial literacy.Unit Rationale: Students will benefit from understanding the importance of marketing incontemporary societyLearning TargetsStandardsNew Jersey Core Content Standards: 9.4 Career and Technical EducationContent StatementsCommunication Skills: All clusters rely on effective oral and written communicationstrategies for creating, expressing, and interpreting information and ideas that incorporatetechnical terminology and information.CPI #Cumulative Progress Indicator (CPI)9.4.12.N.(1).1 Evaluate and summarize the concepts, strategies, and systems used to obtain andconvey ideas and information in this pathway.9.4.12.N.(1).2 Research the concepts and strategies marketers use to communicate informationabout products, services, images, and/or ideas to achieve desired outcomes.Standards 9.4 Career and Technical Education All students who complete a career andtechnical education program will acquire academic and technical skills for careers in emergingand established professions that lead to technical skill proficiency, credentials, certificates,licenses, and/or degrees.Content Statements:Problem-Solving and Critical Thinking: Critical and creative thinking strategies facilitateinnovation and problem-solving independently and in teams.Created for New Jersey school districts through the New Jersey Department of Education, Office of Career and Technical Education and theCareer and Technical Education Partnership of New Jersey Grant Project for the Marketing Career Cluster.2

Career and Technical Education Partnership of New JerseyModel Program of Study Curriculum Document for the career cluster ofMARKETINGCPI #Cumulative Progress Indicator (CPI)9.4.12.N.(2).3 Facilitate decision-making by evaluating and selecting tools, strategies, andsystems used in this industry to access, process, maintain, evaluate, anddisseminate informationIndustry StandardsStandard D: Practical Business SkillsStandard E: Career Awareness and AcquisitionStandard C: Computer/Technology ApplicationsUnit Essential QuestionsHow can comprehension andimplementation of marketing conceptsprovide success in the business world?Unit Enduring UnderstandingsMarketing is an art and a science.Marketing-related careers employ over10% of American workers and caninfluence one‘s life in myriad ways.The 4 P‘s of marketing, an essentialindustry standard, (product, price, place,promotion), are a fundamentalunderpinning of all marketing processesUnit Learning TargetsStudents will understand that .The 4 P‘s of marketing are fundamental to effective practice in this discipline.Marketing is defined as the process of planning and executing the conception, pricing,promotion, and distribution of ideas, goods, and services to create exchanges that satisfyindividual and organizational objectives.Marketing is an active process that requires developing, adapting, and applying a varietyof skills and strategies to construct meaning from increasingly challenging and practicalproblems that deal with relevant issues that promote career development and intellectualgrowth.The marketing concept is a focus on customers' needs and wants while generating a profit.Consumers react differently to products perceived as needs versus wants.Three benefits of marketing are new and improved products, lower prices, and addedvalue (utility).A marketing plan is a written document that directs the marketing activities of a companyfor a specific period of time.Marketing is a complex field of study aimed at assessing changing consumer needs andwants and profitably developing products and services that satisfy these needs and wantswhile adhering to environmental and ethical standards.Market segmentation classifies people in a given market into smaller groups. Fourmethods of segmenting a market are demographics, geographics, psychographics, andbuying behavior.Created for New Jersey school districts through the New Jersey Department of Education, Office of Career and Technical Education and theCareer and Technical Education Partnership of New Jersey Grant Project for the Marketing Career Cluster.3

Career and Technical Education Partnership of New JerseyModel Program of Study Curriculum Document for the career cluster ofMARKETINGA target market is identified by four factors: demographics, geographics, psychographics,and behavior.Evidence of LearningSummative Assessment: End of unit written exam. (See Appendix C for example)PBL assignment students will follow directions in a teacher-developed case regarding a newtype of teen-oriented apparel (or comparable). Students will use the 4 P‘s in developing asimple marketing plan.Equipment needed: Computer, Smartboard or ELMOTeacher Resources: Internet, Textbook, www.deca.org mFormative AssessmentsDaily ―do now‖/warm-up responses.Shared responses to Essential Questions.Ability to demonstrate proficiency in keyInterim quizzes.unit concepts in class discussions.Written and reading-based homework.Student Portfolio of key work products.Lesson PlansLesson Plan ExampleTimeframeLesson 1: Marketing Mix Assignment45 mins.(See appendix)Lesson 2: Consumer Behavior45 mins.(See appendix)Teacher Notes: Special Populations: This unit was developed with consideration of special needs students inmind. Some of the relevant accommodations that can be implemented in this unit include:Assistive technologiesExtended time intervalsSeating/testing venue accommodationGraphic organizer and study guide provisionIndividualized instruction per IEPDetailed rubricsIn this unit, an example of application of graphic organizers for special populations could beapplied to ―The 4 P‘s of Marketing‖ by arranging the components into squares/domains.Curriculum Development ResourcesTextbook.Internet.Contributions from NJ CTE teachers and educational professionals.Standards from NJ post-secondary educators.Requirements from career and workplace related leaders (NJAMA).Created for New Jersey school districts through the New Jersey Department of Education, Office of Career and Technical Education and theCareer and Technical Education Partnership of New Jersey Grant Project for the Marketing Career Cluster.4

Career and Technical Education Partnership of New JerseyModel Program of Study Curriculum Document for the career cluster ofMARKETINGUnit I - Lesson 1Marketing Mix ProjectOverview: The Marketing Mix is a vital concept in marketing and one that forms the core of anymarketing plan. In this concluding project lesson, students integrate concepts from all theprevious lessons in the module. Students will begin with analyzing the Marketing Mix for any ofthe products referenced in the Knowledge@Wharton article, and then design a marketingstrategy for a related product. Though this lesson is designed as an in-class project, it can also beconducted as a take-home project.NBEA Standard(s):Marketing, IV. The Marketing MixCommon Core Standard(s):1. CCR Standard for Reading: Read closely to determine what the text says explicitly andmake logical inferences from it.2. CCR Standards for Listening: Prepare for and participate effectively in a range ofconversations and collaborations with diverse partners, building on each other‘s ideas andexpressing their own clearly and persuasively. Evaluate a speaker‘s point of view,reasoning, and use of evidence and rhetoric.3. CCR Standards for Speaking: Present information, findings and supporting evidence insuch a way that listeners can follow the line of reasoning, and the organization,development and style are appropriate to the task, purpose and audience.Objectives/Purposes: In this lesson, students will: 1) analyze the marketing mix of a product,and 2) design the marketing mix for a product.Knowledge@Wharton Article: ―The Crowded, Caffeinated Soft Drink Sector: Who WillBubble Up to the Top?‖Other Resources/Materials: Internet accessCreated for New Jersey school districts through the New Jersey Department of Education, Office of Career and Technical Education and theCareer and Technical Education Partnership of New Jersey Grant Project for the Marketing Career Cluster.5