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SDC Marketing Crosswalk with TN Standards in the Marketing Management Program of Study
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C31H00C31H01C31H02C31H03
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Marketing & Management 1: PrinciplesMarketing & Management 2: Advanced StrategiesSocial Media & AnalyticsAdvertising & Public Relations
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Module 1: Explain the role of marketing in organizations and society and how it impacts individuals
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1.1 Define Marketing1
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1.2 Identify evidence of marketing in everyday life (Marketing in Action)1
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1.3 Demonstrate a clear understanding of the marketing concept2
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1.4 Describe the role of marketing in building/managing customer relationships2, 24
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1.5 Describe how different types of organizations, such as non-profits, consumer product (B–C) firms and business-to-business (B–B) use marketing1
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1.6 Explain how marketing creates value for the consumer, the company, and society1
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Module 2: Identify the primary marketing activities of an organization
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 2.1 Explain why the customer is the cornerstone of marketing 53, 4
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2.2 Briefly explain the concepts of segmentation and targeting54
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2.3 Define and communicate an organization's value proposition in a competitive marketplace53
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2.4 Evaluate examples of value propositions53, 4
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2.5 Describe the marketing mix33
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2.6 Explain how organizations use the marketing mix (often called the four Ps) to market to their target customers33
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2.7 Explain the role of a marketing plan as a guiding document for marketing activities43
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Module 3: Determine market segments and target customers
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3.1 Explain the purpose of segmentation and targeting in marketing54, 5
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3.2 Describe several segmentation approaches54, 5
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3.3 Explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing64, 5
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3.4 Explain how targeting influences each element of marketing mix63-5
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Module 4: Explain how a marketing strategy supports an organizations corporate strategy
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4.1 Evaluate how marketing strategies align with corporate strategies21-23
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4.2 Explain the inputs and components of a marketing strategy21-23
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4.3 Show how common analytic tools are used to inform the organization’s strategy6
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4.4 Give some examples of corporate strategies, including market penetration strategy, market development strategy, product development
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4.5 Explain how the development and maintenance of customer relationships are an essential part of an organization’s marketing strategy24VariousVariousVarious
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Module 5: Apply principles of ethics and social responsibility in marketing
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5.1 Describe the types of ethical and social responsibility issues that marketing must address921-23, 25-26
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5.2 Explain the laws that regulate marketing921-23, 25-26
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5.3 Explain how ethical dilemmas in B2B marketing differ from those in consumer marketing21-23, 25-26
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5.4 Describe measures companies take to ensure ethical behavior1021-23, 25-26
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5.5 Explain how demonstrating corporate social responsibility can impact marketing21-23, 25-26
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Module 6: Use marketing information and research to develop marketing strategies for organizations
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6.1 Explain the role of marketing information in helping organizations understand and reach customers2019-20
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6.2 Describe key types of marketing information including internal data, competitive intelligence and marketing research2019-20
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6.3 Outline a standard process for using marketing information and research to address an organization’s strategic questions2119-20
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6.4 Recognize alternative methods for conducting marketing research, including primary and secondary research methods2019-20
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6.5 Identify major sources of available marketing data2019-20
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6.6 Explain how Customer Relationship Management (CRM) systems can help organizations manage and gain customer insights from242119-20
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6.7 Use marketing information to inform the marketing strategy2119-20
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Module 7: Use information about consumer behavior to inform marketing strategy and tactics
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7.1 Describe the stages of the buying process
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7.2 Explain the different buying processes for low-involvement and high-involvement products
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7.4 Explain the B2B buying process and key factors influencing B2B purchasing decisions11, 12
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7.3 Describe the major factors that influence consumer purchasing decisions
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Module 8: Create a product or service positioning statement that aligns with a value proposition & a target segment
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8.1 Define positioning and differentiation, and explain why they are important to marketing a product or service3
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8.2 Explain the process of selecting a positioning and differentiation strategy3
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8.3 Develop and evaluate positioning statements based on defined criteria3
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8.4 Explain repositioning and the associated risks and complexities of repositioning a product or service3
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8.5 Describe the process of implementing a positioning strategy3
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Module 9: Analyze elements of a brand and explain how the brand-building process contributes to success of products or services
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9.1 Describe the elements of brand and how brands add value to an organization’s products and services26
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9.2 Define brand equity and its role in measuring brand strength26
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9.3 Explain how marketers use brand positioning to align marketing activities and build successful brands263
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9.4 Explain the importance of name selection in the success of a brand
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9.5 Discuss the role of packaging in the brand-building process
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9.6 Explain key strategies for developing brands including brand ownership, brand and line extensions, co-branding and licensing the brand-26
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Module 10: Make product marketing decisions based on product life cycle and product portfolio structure
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10.1 Explain what a product is and the importance of products in the marketing mix25
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10.2 Discuss the product life cycle and its implications for marketing2514
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10.3 Explain product portfolio management and how it relates to the organization's marketing strategy and tactics25
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10.4 Describe the new-product development process25
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10.5 Identify the challenges associated with marketing a new product successfully25
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Module 11: Use pricing strategies to enhance marketing of products and services
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11.1 Discuss how price affects the value of an organization's products or services13-15
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11.2 Explain the primary factors to consider in pricing13-15
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11.3 Compare common pricing strategies13-15
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11.4 Explain price elasticity and how it can be used to set price1313-15
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11.5 Explain the use of competitive bidding for B2B pricing
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Module 12: Evaluate how to use distribution channels to market an organizations products and services effectively
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12.1 Explain what channels of distribution are, why organizations use them, and how they affect the marketing of products or services19
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12.2 Describe common distribution channels19
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12.3 Describe types of retailers and explain how they are used as a channel of distribution19
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12.4 Explain how a channel of distribution can influence consumers' buying decisions19
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Module 13: Demonstrate how organizations use integrated marketing communication (IMC) to support their marketing strategies
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13.1 Explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy28166-12
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13.2 Discuss how to develop effective messaging for marketing communications296-12
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13.3 Explain factors to consider when selecting marketing communication methods to execute the strategy286-12
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13.4 Describe common methods of marketing communication, their advantages and disadvantages286-12
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Module 14: Demonstrate how organizations use digital and social marketing to support their marketing strategies
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14.1 Define Social Media1, 2, 514-18
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14.2 Discuss Social Media and Technology Trends4, 8, 1014-18
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14.3 Explain Marketing Research and Consumer-Created Content18614-18
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14.4 Explain Social Media Strategy5, 11, 12, 15, 1614-18
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14.5 Use Social Media to Solve Business Challenges914-18
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14.6 Create a social media strategy7, 13, 1414-18
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Module 15: Identify issues organizations face and approaches they use when marketing to different countries and cultures
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14.1 Describe globalization and the major benefits and challenges it poses for multinational organizations penetrating global markets17
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14.2 Describe common approaches used by organizations to compete successfully on a global scale17
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14.3 Explain the importance of understanding how demographic, cultural and institutional factors shape the global marketing environment17
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Module 16: Develop a marketing plan
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15.1 Identify the key elements of the marketing plan4
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15.2 Present a marketing plan7, 308, 17
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15.3 Explain how the marketing plan is used by marketing and the overall organization4
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