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QuarterUnit / ModuleTopics & Key StandardsConcepts / Skills / VocabularyProjects / Assessments / Activities
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Q1
Introduction to Marketing & the Marketing Environment
Nature of marketing, role in economy, marketing environment (PESTLE, SWOT)
Marketing orientation, customer focus, environmental scanningCase studies of companies; environmental scan for local business
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Q1Consumer Behavior & Market SegmentationConsumer behavior, market analysis componentsNeeds vs wants, decision process, segmentation basesSurvey local students/customers, segment groups, present findings
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Q1Marketing Research & Information ManagementMarketing research, information managementPrimary vs secondary data, sampling, survey design, data analysisField survey, collect and analyze data, write a report
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Q2Product & Service PlanningProduct / Service Development & ManagementProduct life cycle, branding, packaging, featuresDevelop concept for a new product, include branding & prototype
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Q2Distribution / PlaceDistribution strategies, channels, logistics, supply chainIntermediaries, direct vs indirect channelsMap distribution of a product in Indiana; role play channel selection
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Q2Pricing Strategies & MethodsPricing strategies and methods
Cost-based pricing, value-based pricing, competition-based, psychological pricing
Price a product line; test price sensitivity; adjustment exercise
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Q3
Promotion & Integrated Marketing Communications
Promotion and sellingAdvertising, sales promotion, public relations, digital marketingCreate an ad campaign (print, digital, social); media planning
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Q3Sales & Personal SellingPersonal selling, customer relationship managementProspecting, objections, closing, follow-upRole-play sales calls; simulate CRM follow-up activity
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Q3Digital Marketing & E‑MarketingInternet / specialty marketingSEO, SEM, email marketing, social media, e-commerceCreate a small e‑commerce mock site; social media campaign plan
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Q4Ethics, Law & Social Responsibility in MarketingMarketing law, ethics, consumer protection, regulationTruth in advertising, copyright, consumer privacyCase studies; write ethical decision essays
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Q4Global Marketing & Specialty MarketingInternational marketing, niche & specialty marketsCultural adjustment, global strategy, localizationResearch a global brand’s adaptation in different countries
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Q4Capstone Project & ReflectionSynthesize all marketing domainsPlanning, execution, presentation
Groups develop full marketing plan (product, price, place, promotion) for a service or product; present to 'board'
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