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MARKETING AND MANAGEMENT I – PRINCIPLES

Marketing and Management I – Principles focuses on the study of marketing

concepts and their practical application. Students will examine risks and
challenges marketers face to establish a competitive edge. Subject matter
includes economics, marketing foundations/functions and human resource
leadership development. Skills in communication, mathematics, economics
and psychology are reinforced in this course.

Recommended Credits: 1/2 – 3*

Recommended Grade Levels: 10th, 11th, 12 th

Course Substitution: Economics

*Note 1: *Note 1: Standards to be completed for ½ credit are identified with

one asterisk (*). Additional standards to be completed for 1 credit
are identified with two asterisks (**).

A paid, credit-generating work-based learning component is recommended for

advanced students for up to 2 additional credits. This standard is identified by
three asterisks (***).

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Marketing and Management Principles I

*STANDARD 1.0

The student will demonstrate an understanding of the marketing foundations and the impact on
individuals and businesses.

**STANDARD 2.0

The student will demonstrate an understanding of economic concepts and principles in a global
economy.

*STANDARD 3.0

The student will demonstrate an understanding of selling.

**STANDARD 4.0

The student will analyze promotional tools.

**STANDARD 5.0

The student will analyze distribution strategies.

*STANDARD 6.0

The student will examine human resource skills needed for career success.

*STANDARD 7.0

The student will examine the importance of price planning in product development.

*STANDARD 8.0

The student will demonstrate organizational and leadership skills.

*STANDARD 9.0

The student will understand the importance of academic integration in the area of marketing.

***STANDARD 10.0

The student will demonstrate Marketing and Management I Principles in a work-based learning
experience.

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Marketing and Management Principles I

COURSE DESCRIPTION: A study of marketing concepts and principles and their practical
application. Students will examine risks and challenges marketers face to establish a
competitive edge. Subject matter includes economics, marketing foundations/functions with
emphasis on selling, promotion, product/service management, pricing and distribution. In
addition, this course will explore human resource and leadership development.

STANDARD 1.0

The student will demonstrate an understanding of marketing foundations and the impact on
individuals and business.

LEARNING EXPECTATIONS

The student will:

1.1 Analyze the benefits of marketing and their importance.
1.2 Examine marketing functions and related activities.
1.3 Differentiate the target markets.
1.4 Assess the concept of market segmentation.
1.5 Evaluate the marketing mix and its contribution to successful marketing.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
1.1 Compares and contrasts the effects of marketing activities.
1.2 Categorizes activities for each of the marketing functions.
1.3 Distinguishes the characteristics of the target markets as it relates to industrial and
consumer markets.
1.4 Distinguishes among geographic, demographic, psychographic, and behavioral
segmentation.
1.5 Analyzes the components of the marketing mix.

INTEGRATION/LINKAGES

Mathematics, Social Science, Language Arts, Science, Technology, DECA

SAMPLE PERFORMANCE TASKS

• Develop a demographic profile of a class.

• Create a visual presentation of the marketing mix for a product.

STANDARD 2.0

The student will demonstrate an understanding of economic concepts and principles in a global
economy.

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LEARNING EXPECTATIONS

The student will:

2.1 Differentiate between the types of economic systems including the interrelationship of
business, government and individuals.
2.2 Assess economic concepts globally.
2.3 Analyze the free enterprise system.
2.4 Examine economic indicators and business cycles.
2.5 Demonstrate a knowledge of international trade.
2.6 Evaluate the relationship of cost/profit to supply and demand.
2.7 Evaluate the effects of monetary and fiscal policies on economic decisions.
2.8 Examine the relationship of values/beliefs to economic goals.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
2.1 Compares and contrasts the ways economic systems answer the basic economic
questions utilizing resources available.
2.2 Categorizes the economic concepts of the various economic systems.
2.3a Debates the role of government regulations in business.
2.3b Compares the types of businesses in a free enterprise system.
2.4 Compares and contrasts the impact of the economic indicators on the business cycle
including employment, growth, and inflation factors.
2.5 Evaluates the advantages and disadvantages of international trade.
2.6 Distinguishes the impact of productivity in relation to cost/profit, supply, demand, and
national income.
2.7 Evaluates the effect of cultural beliefs on economic decisions in a country.
2.8 Debates the effects of monetary policies on international trade agreements.

INTEGRATION/LINKAGES

Mathematics, Social Studies, Language Arts, Science, Technology, DECA

SAMPLE PERFORMANCE TASKS

• Role-play a voluntary free-trade scenario.

• Prepare a supply and demand curve for a product in the school store, identifying
equilibrium, and price. Give a rationale for the curve.
• Choose a country and compare its economy to that of the United States.

STANDARD 3.0

The student will demonstrate an understanding of selling

LEARNING EXPECTATIONS

The student will:

3.1 Understand the concepts and techniques of selling.
3.2 Analyze the factors that influence customer buying decisions.
3.3 Demonstrate the selling process and techniques used in marketing and management.

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PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
3.1 Analyzes the profile of a successful salesperson.
3.2 Appraises steps in customer decision-making.
3.3 Compares and contrast the techniques used in a sales presentation.

INTEGRATION/LINKAGES

Mathematics, Social Science, Language Arts, Science, Technology, DECA

SAMPLE PERFORMANCE TASKS

• Perform a sales presentation.

• Create an outline for a sales training manual.
• Collect and organize product information to satisfy customer needs.

STANDARD 4.0

The student will analyze promotional tools

LEARNING EXPECTATIONS

The student will:

4.1 Examine the types of the promotions in marketing and management.
4.2 Distinguish between institutional and promotional advertising.
4.3 Differentiate between different types of advertising media.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
4.1 Analyzes the components of a promotional mix.
4.2 Compares and contrasts the use of institutional and promotional advertising.
4.3 Evaluates the advantages and disadvantages of advertising media.

INTEGRATION/LINKAGES

Mathematics, Social Science, Language Arts, Science, Technology, DECA, Art and Design

SAMPLE PERFORMANCE TASKS

• Design an advertisement for a product or a service.

• Obtain local advertising rates from radio, television and newspaper companies.

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STANDARD 5.0

The student will analyze distribution strategies

LEARNING EXPECTATIONS

The student will:

5.1 Distinguish channels of distribution and channel members.
5.2 Examine the nature and scope of physical distribution.
5.3 Compare and contrast stock handling and inventory control.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
5.1 Compares the channels of distribution for the consumer and industrial market.
5.2 Analyzes the components of transportation and storage facilities.
5.3 Differentiates the stock-handling process from inventory control systems.

INTEGRATION/LINKAGES

Mathematics, Social Science, Language Arts, Science, Technology, DECA

SAMPLE PERFORMANCE TASKS

• Trace channel of distribution for a consumer product.

• Maintain an inventory in the school store or for a sales project.

STANDARD 6.0

The student will examine human resource skills needed for career success

LEARNING EXPECTATIONS

The student will:

6.1 Categorize opportunities available for a career in marketing.
6.2 Distinguish techniques necessary for acquiring a marketing job.
6.3 Analyze the importance of communication skills in marketing.
6.4 Appraise appropriate interpersonal skills needed in marketing careers.

PERFORMANCE INDICATORS: EVIDENCE STANDARDS IS MET

The student:
6.1 Compares and contrasts marketing careers from entry-level to management.
6.2 Examines proper job application and interview procedures.
6.3 Relates the verbal, nonverbal, and written communication skills needed in marketing.
6.4 Categorizes interpersonal skills specific to marketing employees and their customers.

INTEGRATION/LINKAGES

Mathematics, Social Science, Language Arts, Science, Technology, DECA

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SAMPLE PERFORMANCE TASKS

• Role-play a job interview.

• Describe three interpersonal skills that make each of the following careers successful:
marketing management, retail salesperson, cashier, buyer.
• Schedule a guest speaker.

*STANDARD 7.0

The student will examine the importance of price planning in product development

LEARNING EXPECTATIONS

The student will:

7.1 Evaluate the importance of branding, packaging, and labeling.
7.2 Examine pricing strategies.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
7.1 Analyzes the branding, packaging and labeling elements.
7.2 Demonstrates pricing strategies.

INTEGRATION/LINKAGES

Mathematics, social Science, Language Arts, Science, Technology, DECA

SAMPLE PERFORMANCE TASKS

•Examine a product and analyze the type of branding used, the function of the package and the
label elements
•Calculate the price of a product using a pricing strategy

STANDARD 8.0

The student will demonstrate organizational and leadership skills

LEARNING EXPECTATIONS

The student will:

8.1 Demonstrate a knowledge of DECA.
8.2 Utilize critical thinking in decision-making situations.
8.3 Identify and develop personal characteristics needed in leadership situations.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
8.1 Relates his/her knowledge of DECA through a written or an oral evaluation.
8.2 Solves problems using role-play, team decision-making and DECA projects.

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8.3 Accepts task/project responsibilities in the class or DECA activities.

INTEGRATION/LINKAGES

SCANS, National Marketing Education Standards, Marketing Education Advisory Committee,

Chamber Partnerships, English, Speech, Mathematics, Business Communications

SAMPLE PERFORMANCE TASKS

• Join and participate in DECA.

• Make a passing score on an oral or written evaluation on DECA and leadership.
• Compete in regional, state, and national DECA competitive events.
• Run for state or national DECA officer.
• Participate in group projects.
• Organize a DECA project.

STANDARD 9.0

The student will understand the importance of academic integration in the area of marketing.

LEARNING EXPECTATIONS

The student will:

Social Studies

9.1 Differentiate between the types of economic systems.

9.2 Assess economic concepts in a market economy.
9.3 Analyze the role of government in a free enterprise system.
9.4 Examine economic indicators and business cycles.
9.5 Demonstrate a knowledge of international trade.
9.6 Distinguish among geographic, demographic, psychographic and behavioral
segmentation.

Language and Fine Arts

9.7 Develop creative thinking skills.

9.8 Develop vocabulary and writing skills.
9.9 Analyze, compare, interpret, and apply basic concepts.
9.10 Express ideas and information clearly using proper terminology and grammar.

Mathematics

9.11 Perform mathematical calculations using algebraic expressions.

Technology

9.12 Examine computer applications in marketing.

9.13 Discuss the future of technology in marketing.

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Science

9.14 Evaluate environmental laws in business.

9.15 Recognize the influence of science in product development.
9.16 Analyze the use of natural resources in economic systems.
9.17 Examine the effects of recycling on the environment.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:

Social Studies

9.1 Compares the characteristics and goals of the economic system.

9.2 Compares and contrasts the economic freedoms of the Free Enterprise System.
9.3 Analyzes government regulations as related to environment, safety and business.
9.4 Appraises the effects of economic indicators and business cycles on society.
9.5 Examines international trade and its effect on the American economy.
9.6 Evaluates geographic, demographic and psychographic trends in business and their
effects on the economy.

Language and Fine Arts

9.7 Creates 2-3 solutions to a given scenario/problem.

9.8 Demonstrates the verbal, nonverbal and written communication skills needed in
business.
9.9 Presents oral and written persuasive reports.
9.10 Role-plays a given scenario requiring the verbal transfer of information.

Mathematics

9.11a Calculates sales tax.

9.11b Reads charts and graphs.
9.11c Determines invoice dates and discounts.
9.11d Calculates markup and markdown.

Technology

9.12 Prepares a report on technological impacts to the marketing process in the last ten
years.
9.13 Researches the predicted technology trends for the next ten years.

Science

9.14 Researches the environmental laws affecting a selected business.

9.15 Examines form utility as used in product development.
9.16 Compares and contrasts government uses of natural resources in economic systems.
9.17 Appraises recycling efforts used in business.

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INTEGRATION/LINKAGES

Math, Psychology, Social Studies, SCANS, Vocational Student Organizations, English, Speech,
Office Technology, Chamber of Commerce, Small Business Administration

SAMPLE PERFORMANCE TASKS

• Write a report on labor laws in the United States.

• Prepare a written report on a local business.
• Research a business on the Internet.
• Design a school recycling program.

*STANDARD 10.0

The student will demonstrate Marketing and Management I Principles in a work-based learning
experience.

LEARNING EXPECTATIONS

The student will:

10.1 Apply principles of marketing and management to a work-based situation.
10.2 Integrate time management principles in organizing his/her schedule to include school,
work, social, and other activities.
10.3 Evaluate and apply principles of ethics as they relate to the work-based experience.
10.4 Employ the principles of safety to the work-based experience.

PERFORMANCE INDICATORS: EVIDENCE STANDARD IS MET

The student:
10.1 Scores average or above on the employer performance evaluation.
10.2 Designs a plan to include his/her schedule of activities.
10.3 Records and assesses workplace events based on their ethical implications.
10.4 Applies safety rules and regulations to the work site.

INTEGRATION/LINKAGES

SCANS, National Marketing Education Standards, Community Employers, Language Arts,

Mathematics, Science

SAMPLE PERFORMANCE TASKS

• Compose and maintain a journal to include general work site experiences, time
management planning, and evaluation of ethical behavior.
• Create a training manual for a new employee outlining the safety considerations for the
job.
• Keep a report of wages and hours on the job.

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SUGGESTED RESOURCES

MarkEd – Marketing Education Resource Center

MarkEd Laps
SCANS
Marketing Essentials; Glencoe
Marketing Foundations and Functions; Southwestern
Marketing Practices and Principles; Glencoe
National Marketing Education Standards
Chamber of Commerce
Small Business Administration
Community Employers
English, Math, and Science Teachers
Secondary Social Studies Framework
Sales and Marketing Executives
Local Newspaper; Television, Radio Station
Local Retail Store
Product Warranties
Business Magazines
Local Distribution or Wholesale Company.
Career Videos
Resume Software Application Forms From Local Businesses
National DECA
DECA Guide
Tennessee Marketing and DECA Operations Guide
DECA: A Continuing Tradition of Excellence
Local Advisory Committees

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