UNIT PLAN
Teacher: Miss Hannah Lockard
Grade: 9-12
International Business: Unit 5, Chapter 16
Approximate Time Required: 8 days
Introduction: The following unit covers the information found in one chapter (chapter 16) in an
International Business course. Global marketing and consumer behavior are the two main
components of this unit.
Purpose of this Unit: This unit is a continuation of material that focuses on the types of
influences that effect business practices and activities worldwide. The content being offered will
introduce the students to new terminology, different cultures and values, and how they affect
marketing practices in different countries.
This unit is aligned with the following Pennsylvania Department of Education Standards and the
following National Business Education Standards.
PENNSYLVANIA AND NATIONAL BUSINESS EDUCATIONS STANDARDS
Reading, Writing, Speaking, and Listening
Standards
 1.1.9. E: Demonstrate an appropriate rate of
silent reading based upon specific grade level
texts.
 1.6.9. A: Listen critically and respond to
others in small and large group situations.
Pennsylvania Department of Education
Respond with grade level appropriate
Academic Standards
questions, ideas, information or opinions.
Business, Computer and Information
Technology
 15.7.12.L: Identify worldviews and their
impact on global business
 15.7.12.N. Identify business strategies
related to international business
National Business Education Association
(NBEA) National Standards
International Business
VIII. International Marketing
Apply marketing concepts to international
business situations
A. Foreign Markets and Consumer Behavior
 Describe what a company must consider
when marketing a product/service in other
countries
 Illustrate how social, cultural, technological,
geographic, and political factors influence
consumer buying behavior in different
cultures
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Contrast international consumer marketing
and business markets
 Evaluate market potential for a product or
service in a foreign market
 Describe how consumer behavior and
foreign markets and affect the elements of
the marketing mix
 Describe how cultural differences may affect
the way a product is advertised and/or
marketed in different countries
 Explain the influences of the international
business environment on the implementation
of the elements of the marketing mix in
several countries
 Propose a strategy for marketing a product or
service into a foreign market
C. Product Development
 Identify the difference between a product and
a service
 Describe how to modify a product to sell in
another country
 Explain how product packaging is affected
by culture and how it may need to be altered
before the product is marketed in a new
environment
 Explain the marketing mix elements for a
service company that sells in several
countries
 Explain how social, cultural, and political
factors affect the new product development
process
E. Pricing Strategies
 Identify elements that should be considered
in determining the price of a product
G. Transportation and Shipping
 Describe major transportation methods used
for international business activities
 Describe situations in which each
transportation method would be most
appropriate
H. Promotional Activities
 Identify the target market and message
conveyed in advertisements from
international businesses
 Identify promotion strategies that can be
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Danielson’s Framework
used to promote products internationally
Analyze the influence of social and cultural
factors that affect promotions in international
markets
Create a sales presentation for a product that
is appropriate for an international market
Modify an advertisement or promotional
activity to address a new target market
Identify factors that impact the choice
between advertising that is customized for an
international market or standardized for a
worldwide market
Domain 1: Planning and Preparation
 1a: Demonstrating Knowledge of Content and
Pedagogy
 1b: Demonstrating Knowledge of Students
 1c: Setting Instructional Outcomes
 1d: Demonstrating Knowledge of Resources
 1e: Designing Coherent Instruction
Domain 2: Classroom Environment
 2a: Creating an Environment of Respect and
Rapport
 2b: Establishing a Culture for Learning
 2c: Managing Classroom Procedures
 2d: Managing Student Behavior
 2e: Organizing Physical Space
Domain 3: Instruction
 3a: Communicating With Students
 3b: Using Questioning and Discussion
Techniques
 3c: Engaging Students in Learning
 3d: Using Assessment in Instruction
 3e: Demonstrating Flexibility and
Responsiveness
Domain 4: Professional Responsibilities
 4a: Reflecting on Teaching
 4b: Maintaining Accurate Records
 4c: Communicating with Families
 4d: Participating in a Professional
Community
 4e: Growing and Developing Professionally
 4f: Showing Professionalism
1. Objectives: Upon completion of this unit, the students will be able to
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Describe the nature of markets (Chapter 16, Section 1)
Identify trends that influence global marketing opportunities (Chapter 16, Section 1)
List the four elements of the marketing mix (Chapter 16, Section 2)
Describe a marketing plan and its use in global marketing (Chapter 16, Section 2)
Explain the international marketing environment (Chapter 16, Section 3)
Identify factors that influence consumer behavior in different countries (Chapter 16,
Section 3)
Describe the methods used in segment markets and identify a target market (Chapter 16,
Section 3)
2. Content
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Chapter 16, Section 1: Marketing Around the World
a) International Markets
i) Consumer Markets
ii) Organizational Markets
b) Global Marketing Opportunities
i) Expanded communications, technology, changing political situations, increased
competition, changing demographics
ii) The marketing process
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Chapter 16, Section 2: The Marketing Mix and the Marketing Plan
a) The Marketing Mix
i) Product
ii) Price
iii) Distribution
iv) Promotion
v) Marketing of services
b) The Marketing Plan
i) Company Goals; Description of customers and their needs; Competitors; Economic,
Social, Legal, and Technological Trends; Financial and Human Resources; Time line;
Methods for Measuring Success
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Chapter 16, Section 3: Planning Global Marketing Activities
a) The Marketing Environment
i) Geography, Economic conditions, social and cultural influences, political and legal
factors
b) Consumer Behavior
i) Physical and emotional needs, geographic and demographic factors, social and
cultural factors
c) Selecting a Target market
i) Market segments
ii) Target market
3. Vocabulary
a) Consumer market – Individuals and households who are the final users of goods and
services
b) Demographics – The traits of a country’s populations such as birthrate, age distribution,
marriage rate, gender distribution, education level, and housing situation
c) Distribution – The activities needed to physically move and transfer ownership of goods
and services from producer to consumer
d) International marketing – Marketing activities among sellers and buyers in different
countries
e) Market – The likely customers for a good or service in a certain geographic location
f) Market segment – A distinct subgroup of customers who share certain personal or
behavioral characteristics
g) Marketing mix – The four major marketing elements of product, price, distribution, and
promotion
h) Organizational market – Buyers who purchase items for resale or additional production
i) Price – The monetary value of a product agreed upon by a buyer and a seller
j) Product – An item (good or service) being offered for sale that satisfies consumer
demand
k) Promotion – The marketing efforts that inform and persuade customers
l) Psychographics – Buying factors related to lifestyle and psychological influences, such
as activities, interests, and opinions
m) Target market – The particular market segment that a company plans to serve
4. Accommodation for Students
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Providing lesson objectives to the students
Individual and group activities
Providing verbal and written instructions for assignments
Adjusting lesson plans and activities as necessary
Using various teaching techniques in the classroom
Making adaptations to communicate content to all students
5. Survey Statements/Motivational Techniques
a) Notebook Check
i) Students are required to take notes during the lectures throughout the lessons
ii) Students will be rewarded points for having completed and written notes at the
conclusion of the unit.
b) Worksheets
i) Students will be required to complete worksheets throughout the unit to review
chapter content
ii) Students will not receive points for these activities. We will review worksheets as a
class. Students are permitted to use worksheets and notebooks on the unit test.
c) Miscellaneous activities to increase students learning
i) Students will complete various activities in the book during each lesson.
ii) Students will complete a WebQuest assignment
iii) Students will be provided a review for the test using a review game. Students will be
divided into teams, the winning team will receive two bonus points on the exam
6. Procedure, Activities, Evaluation
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Lecture
Discussion/Class Participation
In-class/real life examples
Note taking
Worksheets
WebQuest
Review game of unit material
Unit 3 Exam
7. Materials Used
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Computer and Attendance software
Chalkboard/Chalk
Textbook: International Business 3rd Edition
Worksheets: International Business workbook
Handouts
Overhead Projector
Computer/Internet
Transparencies – created by instructor
Examples – given by book/real-life
Review game – created by instructor
DAY-TO-DAY SCHEDULE
Overview of Lesson:
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Day 1 Lesson: Marketing Around the World
Day 2 Lesson: International markets and
marketing opportunities/The marketing mix
Introduce new unit by going over
objectives
 Highlight a few key components of the unit
in the book
 Have student read through the chapter
during class time, silently
 Evaluation of students – completion of
reading, class participation
Overview of Lesson:
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Review lesson objectives
Lecture on content in section 16-1 and 16-2
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Prompt students to take notes from
transparencies
 Give examples, ask questions and discuss
related content
 Pass out and go over the direction sheet for
the next project – Pricing, Promotion &
Advertising
 Review the lesson, prep students for
tomorrows lesson
 Evaluations of students – class
participation
Overview of Lesson:
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Day 3 Lesson: The Marketing Mix
Review lesson objectives
Display WebQuest directions on overhead
projector
 Allow students class time to work the
WebQuest assignment
 Review the lesson, prep students for
tomorrows lesson
 Evaluation of students – WebQuest
assignment
Overview of Lesson:
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Review lesson objectives
Re-display WebQuest directions on the
overhead projector
Day 4 Lesson: The Marketing Mix (continued)  Allow the rest of class time to complete the
WebQuest assignment
 Review the lesson, prep students for
tomorrows lesson
 Evaluation of students – WebQuest
Assignment
Overview of Lesson:
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Day 5 Lesson: Planning Global Marketing
Activities
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Review lesson objectives
Lecture on content in section 16-3
Prompt students to take notes from
transparencies
Give examples, ask questions and discuss
related content
Pass out worksheets for sections 16-1, 16-2
& 16-3
Allow the rest of class time for students to
complete worksheets
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Review the lesson, prep students for
tomorrows lesson
Evaluations of students – class
participation/completion of worksheets
Overview of Lesson:
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Day 6 Lesson: Project Day
Day 7 Lesson: Test Review
Day 8 Lesson: Unit 5 Test
Project time set aside for Pricing,
Promotion & Advertising project.
(Introduced during this unit)
Evaluation of students – Utilizing class time to
work on projects
Overview of Lesson:
 Conduct a review of unit materials to prep
students for test tomorrow
 Prompt students to take notes during the
review
 Allow the remaining class time for students
to finish and complete section worksheets
 Review answers to worksheets
 Evaluation of students – class participation,
completion of worksheets
Overview of Lesson:
 Allow students a few minutes at the
beginning of class to review notes for the
test
 Allow the rest of class time for students to
take the test
 Call students up one-by-one to reward
points for the notebook/project check
 Evaluation of students – completion of test,
notebook check