Business and Society
Marketing Dynamics
Marketing
Lesson Plan
Performance Objective
The student knows the nature of business and shows its contribution to society.
Specific Objective
• Students can explain the contributions that marketing makes to business and society.
• Students can explain the role of business in society.
• Students can describe the types of business activities.
• Students can explain the organizational design of businesses.
• Students can discuss the global environment in which businesses operate.
• Students can depict factors that affect the business environment.
• Students can express how organizations adapt to today’s markets.
Terms
•
•
•
•
•
•
•
•
•
•
Marketplace – exists wherever a product is sold to a customer
Business – all of the activities involved in producing and marketing goods and services
Production – the process of creating, growing, manufacturing or improving goods and services
Nonprofit Organization – operated to serve a purpose
Public Sector – includes schools, libraries, federal, state and local government
Private Sector – businesses not associated with any government agency
Factors of Production – needed to produce goods and services. Land, labor, capital
Command Economy – one person or central ruling party makes all decisions on how the countries
resources will be used
Market Economy – Ability to own property, start businesses, make unlimited profit with no
government intervention
Mixed Economy – Same qualities as market economy, but with government intervention in safety and
security matters
Time
When taught as written, this lesson should take approximately one to two days to teach.
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.347(c) Knowledge and Skills
Copyright © Texas Education Agency, 2014. All rights reserved. Page 1
(2) The student knows the nature of business and shows its contribution to society. The student is
expected to:
(A) comprehend the ramifications of business conduct;
(B) distinguish ways that businesses contribute to their community;
(C) explain contributions that marketing makes to business and society;
(D) portray the role of business in society;
(E) describe types of business activities;
(F) explain the organizational design of businesses;
(G) discuss the global environment in which businesses operate;
(H) depict factors that affect the business environment; and
(I) express how organizations adapt to today's markets.
Interdisciplinary Correlations:
English-English I
110.31(b) Knowledge and Skills
(1) Reading/Vocabulary Development. Students understand new vocabulary and use it when reading
and writing.
(11) Reading/Comprehension of informational text/procedural texts. Students understand how to
glean and use information in procedural texts and documents.
Math-Algebra I
111.32(b) Knowledge and Skills
(1) Foundations for functions. The student understands that a function represents a dependence one
quantity on another and can be described in a variety of ways. The student it expected to:
(E) Interpret and make decisions, predictions, and critical judgments from functional
relationships.
Occupational Correlation (O*Net – www.onetonline.org/)
Job Title: Marketing Managers
O*Net Number: 11-2021.00
Reported Job Titles: Marketing Director, Marketing Manager, Vice President of Marketing, Business
Development Manager, Marketing Coordinator, Account Supervisor, Business Development Director,
Commercial Lines Manager, Commercial Marketing Specialist, Market Development Manager
Tasks: Formulate, direct and coordinate marketing activities and policies to promote products and services,
working with advertising and promotion managers. Identify, develop, or evaluate marketing strategy, based
on knowledge of establishment objectives, market characteristics, and cost and markup factors. Direct the
hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
Soft Skills: Reading Comprehension, Active Listening, Critical Thinking
Accommodations for Learning Differences
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
Copyright © Texas Education Agency, 2014. All rights reserved. Page 2
Preparation
• Review and familiarize yourself with the terminology, website links, and proper keyboarding
techniques.
• Have materials and websites ready prior to the start of the lesson.
Instructional Aids
•
•
Display for Presentation, websites for assignments and class discussion
Textbook or charts
Introduction
Learner Introduction
ASK: Ask students why they think companies have a strong commitment to support charities?
SAY: Explain that many companies feel that it is their obligation to give back to others and use their company resources
to help those less fortunate, help the environment, or get involved in community activities.
ASK: Ask students if they think the companies are obligated to be socially responsible?
SAY: Explain that some companies follow the laws as they should and do nothing beyond that.
ASK: Ask students if they were choosing between two companies to do business with, one with a social commitment
and one that did nothing, which one would they choose?
SAY: Explain that some people won’t care what the company does but many others want to deal with a company that
shows that they are socially responsible. It makes them feel that they will be treated fairly if the company shows socially
responsibility.
Outline
MI
Outline
I. Marketing contributes to business
A. Facilitating exchange relationships
B. Higher Sales
C. Business reputation
D. Target marketing
II. How marketing contributes to society
A. Education of consumers
B. Competition
C. Improved products
D. Reduced prices
E. Increased social awareness.
III. Business Functions
A. All of the activities involved in producing
and marketing goods and services.
B. Production
C. Marketing
D. Marketplace
E. Management
Instructor Notes
Marketing makes many
contributions to a successful
business. It is marketing that allows
the business to expand their market
and to promote their name
throughout the community, region,
country or world.
Marketing contributes to society by
increasing competition, lowering
prices and making consumers are of
their choices. Competition forces
business to operate more efficiently.
Business encompasses a broad range
of activities. Each activity is vital to
the success of a business.
Copyright © Texas Education Agency, 2014. All rights reserved. Page 3
IV. Business Types
A. Large vs. small
1. Small businesses
B. Domestic vs. Global
1. Internet and Global Market
2. Many companies who are successful
domestically have international
competition. They must compete
globally to continue to be profitable.
C. Profit vs. Nonprofit.
1. A business operated to make a profit
for the business owners.
2. Service organizations=Nonprofit
organization
D. Public vs. Private
1. Public sector businesses
2. Private sector businesses
E. Consumer vs. Industrial
1. Industrial market =business to
business
2. The industrial market =demand for
consumer goods.
3. Derived Demand
4. Industrial Marketers
V. Global Economies
A. Command Economies
B. Market Economies
C. Mixed Economies
VI. Global Markets Affected By
A. Expanded Communications
B. Technology
C. Changing Political Situations
D. Increased Competition
E. Changing Demographics
VII. Business Environment
A. Businesses expand during recovery or
prosperity and cut back during recessions.
B. Inventories are cut back during recession
causing ripple effect.
C. Consumers stop spending during
recession.
D. Government policies and programs
influence cycles.
It is up to management to ensure
that the resources available to the
company are used optimally.
While small businesses may be the
most popular type of business,
large businesses and corporations
are responsible for employing the
majority of American’s and have
the largest percentage of market
share.
The majority of businesses are
operated to make a profit.
However there are many nonprofit
corporations that are operated to
serve a purpose.
The public sector contains
businesses that are run the
government. Private sector
businesses are operated by private
citizens or groups for a profit.
It is important for industrial
markets to keep a close eye on
consumer demand. If demand rises
without warning, companies will
sell out of their products. If demand
decreases, companies may be left
with unsold products.
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Copyright © Texas Education Agency, 2014. All rights reserved. Page 4
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
Ask students to find a company that is socially responsible and the company’s website. Ask students if they
think most companies are as socially active? Ask students what other ways the company is socially
responsible? Discuss why the company tries to improve the lives of people around the world. Ask students to
compare the company with other companies in the same industry. Does social commitment make them want
to choose that company over their competitors’?
Independent Practice
Corporate Social Responsibility Worksheet
1. Each student will choose two companies to research what they do to be socially responsible. They
may choose two from the list or use two of their own choosing.
2. Research what the company does that is socially responsible. Find the company’s mission
statement and if their mission statement reflects their actions.
3. Students will complete the Corporate Social Responsibility Research handout.
This project will be evaluated using the assigned rubric.
Review
Have students complete their posters and presentations to class.
Evaluation
Informal Assessment
Instructor should observe the work ethic of individuals involved in class discussions and the independent practice
activity
Formal Assessment
Students will be evaluated on their Guided Practice Research and their Corporate Social Responsibility Worksheet.
Enrichment
Extension
Social Responsibility Essay
Research a corporation that failed after practicing unethical and illegal accounting practices. Provide details
on what practices the company was accused of and what happened to the executives of the company. How
did this affect the major accounting firms that were responsible for auditing the company’s accounting books
and certifying that the company was operating ethically and legally? What were the ramifications of the
company’s actions for themselves and for their employees and investors? Discuss how this company’s
unethical practices had a ripple effect to other companies and the toll that it took on the accounting firms.
Copyright © Texas Education Agency, 2014. All rights reserved. Page 5
Marketing Dynamics
Business and Society
Marketing
Corporate Social Responsibility
Choose two companies to compare.
Corporation #1
1.
Name of corporation that you have chosen?
2.
Provide a brief description of the corporation.
3.
What is the company’s mission statement?
4.
How does the company exhibit social responsibility? (community service projects, environmental
projects, projects that they support, etc)
Are the company’s actions consistent with their mission statement? Why or why not?
Copyright © Texas Education Agency, 2014. All rights reserved. Page 6
Corporation #2
5.
Name of corporation that you have chosen?
6.
Provide a brief description of the corporation.
7.
What is the company’s mission statement?
8.
How does the company exhibit social responsibility? (community service projects, environmental
projects, projects that they support, etc)
9.
Are the company’s actions consistent with their mission statement? Why or why not?
10.
Compare and contrast the two companies that you have chosen. Is one company more socially
responsible than the other? Explain why or why not? Provide details.
Copyright © Texas Education Agency, 2014. All rights reserved. Page 7
Marketing Dynamics
Business and Society
Marketing
Corporate Social Responsibility Worksheet
Rubric
20
15
10
5
Research
Research was
completed in
detail with facts
and data listed
regarding
corporation.
Research was
completed with
some facts and
data from
company’s
website present.
Research was
conducted and
some
information is
present from
website.
Research was
very minimal
with little
information
present.
Neatness
Paper is
completed
neatly and
completely and
is easily read..
Paper is easily
read but has a
few illegible
areas. .
Paper is able to
be read but is
not considered
neat or easily
readable.
Paper is not neat
and is a struggle
to read
handwriting.
Content
Covers topic indepth with
details and
examples.
Subject
knowledge is
excellent.
Includes
essential
knowledge about
the topic.
Subject
knowledge
appears to be
good.
Includes
essential
information
about the topic
but there are 1-2
factual errors.
Content is
minimal OR there
are several
factual errors.
Organization
Content is well
organized using
headings or
bulleted lists to
group related
material.
Uses headings or
bulleted lists but
the overall
organization of
topics appears
flawed.
Content is
logically
organized for the
most part.
There was no
clear or logical
organizational
structure; just
lots of facts.
Originality
Product shows a
large amount of
original thought.
Ideas are
creative and
inventive.
Product shows
some original
thought. Work
shows new ideas
and insights.
Uses other
people's ideas
(giving them
credit), but there
is little evidence
of original
thinking.
Uses other
people's ideas,
but does not give
them credit.
CATEGORY
Total Points Earned _______
Copyright © Texas Education Agency, 2014. All rights reserved. Page 8