JA Marketing Principles 2

JA Marketing Principles 2 curriculum cover
JA Marketing Principles 2, part of the JA High School Experience courses, is a one-semester teacher-led course in which high school students learn about marketing in the world around them and potential careers in the field. Volunteers engage with students through a variety of activities that includes subject matter guest speaking and coaching or advising for case study and project course work.





Students will:

Learn the necessary concepts applicable to state and national educational standards.

Apply these standards-based concepts to the real world.

Synthesize elective concepts through cumulative, tangible deliverables (projects).

Analyze a business situation or principle through the use of a case study.

Demonstrate the skills necessary for future career pathway success.

Pillars of Student Success Entrepreneurship:
High
Financial Literacy:
Moderate
Work Readiness:
High
Program Implementation Program Grade-Level
Classroom Based Grades 9-12
Program Concepts Program Skills
Brand image, Budget, Building relationships, Competitive analysis, Changing retail, Discussion guides, E-commerce, Executive summary, How to find a job, Interviews, Job applicants, Listen and take notes, Market research, Market research process, Market snapshot, Market strategy, Marketing and business occupations, Marketing career categories, Marketing objectives, Marketing plan, Metrics, Mission statement, Observations, Online advertising, Online presence, Online shopping habits, Positioning, Problem solving steps, Product description, Purpose of a marketing plan, Qualitative research, Quantitative research, Reasons for marketing plans, Recruiters, Retail locations, Retail marketing, Sales jobs, Sales careers, Sales department, Sales staff, Sales training, Search engine optimization, Secrets of success, Selling, Situational analysis, 6 steps of market research, SMART marketing objectives, Social media, Sources of quantitative information, Store success, SWOT analysis, Target market, The role of marketing, The size of marketing companies, Types of retail, Ways to influence sales, Websites and content Analyze a real world situation, Apply ideas to real life situations, Apply information to real world situations, Compare and contrast, Complete a job search, Complete research, Create a budget, Define a problem, Evaluate information, Participate in an interview, Participate in discussions, Present to groups, Research information, Research using the Internet, Role play in a business situation, Self evaluate, Self reflection, Think creatively, Think critically, Work in groups

Program Sessions

1.1 What Is Market Research?

THEME 1: MARKET RESEARCH

1.1 What Is Market Research?

Students learn how market research allows companies to gather, analyze, and interpret information to make strategic decisions about their product line and how it is marketed.



Students will:

Examine the reasons market research is conducted.

Learn key steps in the process of conducting market research.

Research the methods businesses use to conduct market research.

Demonstrate how market research benefits companies.



1.2 Types of Market Research

THEME 1: MARKET RESEARCH

1.2 Types of Market Research

Students learn about primary (qualitative) and secondary (quantitative) research and the contribution they make to marketing.


Students will:

Define qualitative and quantitative market research.

Evaluate the purposes of qualitative and quantitative market research.

Examine methods of quantitative market research.

Apply quantitative market research methodology to a business scenario.



1.3 Tools for Market Research

THEME 1: MARKET RESEARCH

1.3 Tools for Market Research

Students understand a product's market and create a marketing plan. They learn about the different types of research tools used to gather data on demographics and lifestyles.



Students will:

Examine methods of qualitative market research.

Identify an appropriate research tool to design a qualitative research study.

Conduct a qualitative research study (in-depth interview).

Analyze the results of qualitative research.



1.4 Market Research Process

THEME 1: MARKET RESEARCH

1.4 Market Research Process

Students learn about market research tools used to gather data on demographics and lifestyles. Through gaining an understanding of the market, students can create a marketing plan.




Students will:

Identify steps in the market research process used to measure brand identity.

Research how brands have handled image problems in the past.

Perform market research related to brand identity.

Present quantitative data to a "marketing department" and give recommended solutions to an identified brand identity problem.

Exhibit polished and effective presentation technique.



2.1 The Purpose of a Marketing Plan

THEME 2: MARKETING PLAN

2.1 The Purpose of a Marketing Plan

Students learn the importance of a marketing plan to describe a company's marketing strategies and how those strategies will be implemented.



Students will:

Explain the role of essential purpose of a marketing plan in business.

Review and analyze a company's marketing plan.

Research and develop a market snapshot for a marketing plan.



2.2 Elements of a Marketing Plan

THEME 2: MARKETING PLAN

2.2 Elements of a Marketing Plan

Students learn the elements of a marketing plan and how they combine to provide a roadmap for implementing marketing strategies.





Students will:

Define the essential components of a marketing plan.

Develop approaches for creating a marketing plan.

Examine successful mission statements and explain their role in marketing plans.

Create a written product description for a marketing plan.



2.3 Developing a Marketing Plan

THEME 2: MARKETING PLAN

2.3 Developing a Marketing Plan

Students gain experience in developing a marketing plan, including a situational analysis that is a key element of any plan.




Students will:

Review the approaches to developing and writing the elements of a marketing plan.

Describe the elements and purpose of a SWOT Analysis.

Organize questions to solve a situation through a SWOT Analysis.

Apply SWOT Analysis to the development of a marketing strategy.



2.4 Market Research Process

THEME 2: MARKETING PLAN

2.4 Market Research Process

Students learn about market research tools used to gather data on demographics and lifestyles. Through gaining an understanding of the market, students can create a marketing plan.


Students will:

Describe the importance of a marketing budget as an element of a marketing plan.

Examine methods of creating a marketing budget.

Use methods of tracking, monitoring, and analyzing marketing metrics as related to ROI (return on investment).

Adjust marketing activities based on plan results.



3.1 Sales and Marketing

THEME 3: SALES AND MARKETING METHODS

3.1 Sales and Marketing

In many companies, sales and marketing function hand in hand. Marketing evaluates customer wants and needs, then develops, implements, and tweaks a plan to meet those wants and needs while generating profits. Sales has the direct link to the customer and closes the deal.


Students will:

Examine the reasons market research is conducted.

Learn key steps in the process of conducting market research.

Research the methods businesses use to conduct market research.

Demonstrate how market research benefits companies.



3.2 Retail Marketing

THEME 3: SALES AND MARKETING METHODS

3.2 Retail Marketing

Retailers market themselves to raise awareness of their stores and drive sales. Retail marketing involves selling products to consumers from a fixed location. For the purposes of this session, it does not include e-commerce or online sales.



Students will:

Explain the unique aspects of retail marketing.

Describe the characteristics of an effective retail business.

Describe the connection between store location, company brand, and product marketing strategies.

Evaluate two highly effective retail stores, and explain why they are successful with two different markets.



3.3 Online Marketing and E-Commerce

THEME 3: SALES AND MARKETING METHODS

3.3 Online Marketing and E-Commerce

The Internet has grown to become a major force in marketing and sales. Businesses and individuals who market and sell online can reach large audiences at a low cost and consumers can research and purchase products from anywhere at any time.



Students will:

Describe online marketing and e-commerce.

Distinguish the advantages and disadvantages of buying online for both seller and buyer.

Explain search engine optimization and social media marketing as a method of driving e-commerce traffic.

Create a Web page promoting e-commerce best practices.



3.4 B2B Marketing

THEME 3: SALES AND MARKETING METHODS

3.4 B2B Marketing

Business to business (B2B) marketing involves promoting the sale of one company's product or service to another company. All companies, government agencies, medical institutions, and educational systems engage in B2B activities, and B2B marketing is how they learn about and sell to each other.



Students will:

Define B2B marketing.

Describe the difference in B2B marketing and B2C (consumer) marketing.

Research ways that companies market their products and services to B2B customers.

Develop a marketing plan for a B2B company.



4.1 Planning for a Career in Marketing

THEME 4: CAREERS IN MARKETING

4.1 Planning for a Career in Marketing

Careers in marketing require skills in research, behavioral psychology, and visual arts. Marketers monitor trends and develop and promote products and services. The role of marketing in the world is increasing and marketing as a field is anticipated to grow 9 percent a year between 2014 and 2024, making this a viable career option.




Students will:

Evaluate career categories in marketing.

Evaluate anticipated future opportunities in the marketing career cluster.

Learn traits of successful marketing employees.

Compare and contrast marketing jobs to jobs in business management and administration.



4.2 Marketing Careers in the New Economy

THEME 4: CAREERS IN MARKETING

4.2 Marketing Careers in the New Economy

Today, marketing takes place in virtually every kind of company, whether small and local or a multinational behemoth. Marketing departments in large companies work with ad agencies, public relations firms, independent consultants, and others. Small companies often use independent firms and individuals to conduct research, run promotions, or hold events. This session addresses international career options in the first of two groups of marketing areas and have students research needed skills.




Students will:

Research careers in market research and analysis, product and brand management, advertising promotions, and public relations.

Compare international marketing jobs at large, medium, and small companies.



4.3 Tools for Market Research

THEME 4: CAREERS IN MARKETING

4.3 Tools for Market Research

Students understand a product's market and create a marketing plan. They learn about the different types of research tools used to gather data on demographics and lifestyles.





Students will:

List the educational requirements for marketing jobs.

Describe international jobs in retailing and customer occupations.

Develop expertise in a specific customer service sales occupation.



4.4 Marketing Career Fair

THEME 4: CAREERS IN MARKETING

4.4 Marketing Career Fair

Becoming an expert in a career area allows a job applicant to become comfortable asking and answering questions that will help determine whether a job is a good fit. In a career fair, students share what they have learned about marketing careers and evaluate areas that might be a good fit with their talents and interests.






Students will:

Discuss the job application process.

Develop explanatory materials about a job/career path.

Attend a mock career fair as both a recruiter and possible job applicant.



Case Study: Creating the Customer Experience

Students will evaluate the strengths and weaknesses of a fictional café and design a survey to gauge and improve customer experience.



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