MADISON PUBLIC SCHOOLS
Madison High School
Global Marketing
Authored by: Timothy Maseker
Reviewed by: Lee Nittel,
Director of Curriculum and Instruction
Kathryn Lemerich,
Supervisor of Mathematics and Business Education
Approval Date: August 2012
Members of the Board of Education:
Lisa Ellis, President
Patrick Rowe, Vice-President
Kevin Blair
Tom Haralampoudis
Linda Gilbert
James Novotny
David Arthur
Shade Grahling
Superintendent: Dr. Michael Rossi
Madison Public Schools
359 Woodland Road, Madison, NJ 07940
www.madisonpublicschools.org
I.
OVERVIEW
Marketing is present in all we do and affects all aspects of our daily life. From the cereal we eat, to the clothes we
wear to the cars we drive, marketing has a profound impact on the world we live in. Global Marketing will
introduce students to all aspects of marketing including; product, promotion, advertising, distribution and sales
and the role these aspects play in the global economy. Students will be exposed to career opportunities in
marketing and this course will be particularly valuable to students considering majoring in business, marketing,
advertising or public relations in college.
This course will provide students with an understanding of the importance of marketing in our free economic
system and its affects in the global society. Students will learn various marketing principles and practices
including; market segmentation, pricing, merchandising and advertising and how these principles affect consumer
behavior and decision making.
II.
RATIONALE
Given the scope of marketing and the role it plays in our daily lives, Global Marketing was designed to
accomplish the following goals;
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III.
Students will develop an understanding of basic marketing functions and principles.
Students will elevate their awareness of how marketing influences global economic systems.
Students will understand their role in marketing and the economic system.
Students will better understand the magnitude of how marketing affects their daily lives.
Expose students to the global nature of marketing.
Introduce students to the various career opportunities in the field of marketing.
Provide students with a marketing foundation from which to further study in college or practice in the
business world.
STUDENT OUTCOMES (Link to New Jersey Core Curriculum Standards)
The following Technology, Career Education and Consumer, Family, and Life Skill Standards will be addressed
in this course of study.
8.1.12. A.3 Participate in online courses, learning communities, social networks, or virtual worlds and recognize
them as resources for lifelong learning.
8.1.12. B.1 Design and pilot a digital learning game to demonstrate knowledge and skills related to one or more
content areas or a real world situation.
9.1 21st-Century Life and Career Skills: All students will demonstrate the creative, critical thinking,
collaboration, and problem-solving skills needed to function successfully as both global citizens and workers
in diverse ethnic and organizational cultures.
9.3 Career Awareness, Exploration, and Preparation: All students will apply knowledge about and
engage in the process of career awareness, exploration, and preparation in order to navigate the globally
competitive work environment of the information age.
IV.
ESSENTIAL QUESTIONS AND CONTENT
Students enrolled in Global Marketing will demonstrate the ability to:
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Explain the principles of supply and demand.
Distinguish between economic goods and services.
Identify factors affecting a business’s profits.
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Evaluate influences on a nation’s ability to trade.
Identify the impact of cultural and social environments on world trade.
Explain marketing and its importance in a global economy.
Explain the nature of channels of distribution.
Understand the decisions behind the selection of channels of distribution.
Describe the need for marketing information and research.
Explain the purpose and nature of a sales forecast.
Explain the nature of marketing plans.
Explain the nature and scope of the product pricing function.
Identify the various factors that affect product-pricing decisions.
Identify strategies for pricing new products.
Explain the concept of product mix.
Explain the nature and purpose of branding.
Explain the role promotion plays within the marketing function.
Identify the elements of the promotional mix.
Explain the various types of advertising media.
Understand how to evaluate the effectiveness of advertising.
Explain the nature and scope of the selling function.
Analyze product information to identify product features and benefits.
Identify customer’s buying motives for use in selling.
Explain the selling process.
Identify techniques of market segmentation.
Recognize the relationship between consumer behavior and marketing.
V.
STRATEGIES
Strategies will include:
a. Guest Speakers
b. Field Trips – NYC Marketing Firm
c. Power Point Presentations
d. Student Presentations
e. Small Group Discussions/Projects
f. Debate
g. Virtual Business: Computer Simulation
h. Biography Channel/CNBS Originals DVD’s
i. Wall Street Journal case studies & analysis
j. Role playing
VI.
EVALUATION
Evaluations may include:
 Case Study Analysis
 Tests & Quizzes
 Debate: In-class discussions
 Student Presentations/Projects
VII.
REQUIRED RESOURCES
A.
Recommended Text:
Glencoe: Marketing Essentials (2006)
B. Additional Resources
Glencoe: Marketing Essentials, Teacher Classroom Resources
Glencoe: Marketing Essentials, Examview Assessment Suite
VIII. SCOPE AND SEQUENCE
Number of Weeks
Unit 1
The World of Marketing (Chapters 1&2)
Defining Marketing
Economic Utilities
Marketing Mix
The Marketing Concept
Market Segmentation
3
Unit 2
Free Enterprise System and Global Economies (Chapters 3&4)
Capitalism
Government and Consumer Functions
What is an Economy?
Understanding the Economy
International Trade
Global Marketplace
3
Unit 3
Pricing Strategies (Chapter 25)
The Steps of Price Planning
Factors Involved in Price Planning
Pricing Concepts
Setting Prices
2
Unit 4
Channels of Distribution (Chapter 21)
Distribution Planning
2
Unit 5
Advertising and Promotions (Chapter 17&18)
The Promotional Mix
Sales Promotion
Public Relations
Visual Merchandising and Display
3
Unit 6
Branding, Packaging & Labels (Chapter 31)
Branding Elements and Strategy
Packaging and Labeling
2
FINAL
Final Project & Presentation
3
TOTAL
18