BE52 – Marketing I
Career & Technical Education
Course #: BE52
Course Name: Sales and Marketing I
Prerequisites: None
Grade Level: 9-12
Level of Difficulty: Average
# of Credits: 2 semesters – 1 Credit
The following is a Career and Technical Education (CTE) class under the Marketing Program.
Marketing I Units and Understanding Statements
Unit 1: Marketing Is All Around Us

Students will be able to examine the scope of marketing.
Unit 2: Basic Marketing Concepts
 Students will state the marketing concept, explain the marketing mix and define what constitutes a market.
Unit 3: Communication
 Students will understand communication skills essential in the business world and daily life.
Unit 4: Interpersonal Relationship Skills
 Students will evaluate key personal traits, interpersonal skills and elements of teamwork which are critical for job success.
Unit 5: Management Skills
 Students will assess the basic management functions of planning, organizing, and controlling as well as different management
structures including vertical and horizontal management.
Unit 6: Preparing for the Sale
 The student will distinguish between the three basic sales situations: business-to-business, retail and telemarketing.
Unit 7: Initiating the Sale
 Students will construct an approach using the first two steps of the sales process to determine customer needs.
Unit 8: Presenting the Product
 Students will simulate the essential steps in the sales process by presenting the product and overcoming objections.
Unit 9: Closing the Sale
 The students will investigate the last three phases of the sales process by closing the sale, suggestion selling, and relationship
marketing.
Unit 10: Using Math in Sales
 Students will evaluate the sales process by recording the transaction using technology.
Unit 11: Promotional Concepts and Strategies
 Students will assess the promotional mix by using the four basic types of promotion: advertising, selling, sales promotion, and
public relations.
Unit 12: Visual Merchandising and Display
 Students will discuss the importance of visual merchandising as a promotional strategy.
Unit 13: Advertising
 Students will differentiate the different types of advertising available to promote a business.
Unit 14: Preparing Print Advertisements
 Students will analyze the components of advertising with print ads.
1
Career & Technical Education
BE52 – Marketing I
Unit 15: The Free Enterprise System
 Students will understand the operation of the United States free enterprise system as it relates to the role of government and the
power of consumers.
Unit 16: Global Economies
 Students will analyze different global economic systems and concepts.
Unit 17: Business and Social Responsibility
 Students will distinguish the purpose of business ethics, government regulations, and social responsibility.
Unit 18: International Trade
 Students will differentiate the role of government in relation to international trade and the benefits of trading.
.
2
BE52 – Marketing I
Career & Technical Education
COMMON CORE STANDARDS
The following Reading and Writing performance objectives are integrated throughout the entire course:
Reading:
 9-10.RST.1 Cite specific textual evidence to support analysis of science and technical texts, attending to the precise details of
explanations or descriptions.
 9-10.RST.8 Assess the extent to which the reasoning and evidence in a text support the author’s claim or a recommendation for solving a
scientific or technical problem.
Writing:
 9-10.WHST.5 Develop and strengthen writing as needed by planning, revising, editing, rewriting, or trying a new approach, focusing on
addressing what is most significant for a specific purpose and audience.
 9-10.WHST.9 Draw evidence from informational texts to support analysis, reflection, and research.
Speaking and Listening
 9-10.SL.1 Initiate and participate effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse
partners on grades 9-10 topics, texts, and issues building on others’ ideas and expressing their own clearly and persuasively.
 9-10.SL.4 Present information, findings, and supporting evidence clearly, concisely, and logically such that listeners can follow the line of
reasoning and the organization, development, substance, and style are appropriate to purpose, audience, and task.
Language
 9-10.L.6 Acquire and use accurately general academic and domain-specific words and phrases, sufficient for reading, writing, speaking,
and listening at the college and career readiness level, demonstrate independence in gathering vocabulary knowledge when considering a
word or phrase important to comprehension or expression.
Math
 HS.A-CED.1 Create equations and inequalities in one variable and use them to solve problems.
 7.RP.3 Use proportional relationships to solve multistep ratio and percent problems.
3
Career & Technical Education
BE52 Marketing I Processes - Suggested Teaching Timeline
First Semester
August
Sept.
Oct.
BE52 – Marketing I
Second Semester
Nov.
Dec.
Jan.
Feb.
March
April
May
Participate in DECA Leadership
Activities
Unit 1: Marketing is All Around
Us
Unit 2: Basic Marketing
Concepts
2 weeks
2 weeks
Unit 3: Communication
1 week
Unit 4: Interpersonal
Relationship Skills
1 week
1 week
Unit 5: Management Skills
2 weeks
1 week
Unit 6: Preparing for the Sale
1 week
Unit 7: Initiating the Sale
1 week
Unit 8: Presenting the Product
1 week
Unit 9: Closing the Sale
1 week
Unit 10:Using Math in Sales
1 week
4
BE52 – Marketing I
Career & Technical Education
First Semester
August
Unit 11:Promotional Concepts
and Strategies
Unit 12:Visual Merchandising
and Display
Sept.
Oct.
Second Semester
Nov.
Dec.
Jan.
Feb.
March
April
May
2 weeks
1 week
2 weeks
Unit 13:Advertising
1 week
Unit 14:Preparing Print
Advertisements
Unit 15:The Free Enterprise
System
1 week
1 week
2 weeks
Unit 16:Global Economies
1 week
Unit 17:Business and Social
Responsibility
1 week
3 weeks
Unit 18:International Trade
3 weeks
5
BE52 – Marketing I
Career & Technical Education
Unit 1: Marketing Is All Around Us
Students will be able to examine the scope of marketing.
Knowledge and Skills
Knowledge:
 The meaning of marketing
 The foundations of marketing
 The functions of marketing
 The benefits of marketing
 The meaning of economic utility
 The five economic utilities and how to
distinguish the four that are related to
marketing
 The importance of marketing careers to the
US economy
 The benefits of working in marketing
 Employment opportunities for people trained
in marketing
 Examples of jobs within marketing
occupational areas and at different skill
levels
Arizona CTE Standards
Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.2 Describe marketing functions
4.8 Use problem-solving strategies
4.9 Explain the importance of marketing
plans
4.24 Prepare a multi-media promotion
based on research
6.0 Apply selling concepts
6.9
Address the needs of individual
personalities
6.10 Establish a relationship with
clients/customers
4.0
Economic Skills
Resources
 Marketing
Essentials
Textbook Chapter 1
 Kuder Navigator
system utilizing
Navigator to upload
resumes and
explore job search
functions to
supplement ECAP
Skills:
 Describe marketing functions
 Explain the importance of marketing plans
 Examine traditional, non-traditional and
entrepreneurial occupational choices
 Research marketing career opportunity
information
 Review common marketing job descriptions
 Examine industry trends in marketing
occupations
 Complete self assessment of aptitudes and
interests and how they apply to careers
 Investigate the level of education needed for
certain marketing careers
 Research employment opportunities through
the use of technology
 Use word processing software to prepare
letters, memorandums, and reports
6
BE52 – Marketing I
Career & Technical Education
Unit 2: Basic Marketing Concepts
Students will state the marketing concept, explain the marketing mix and define what constitutes a market.
Knowledge and Skills
Knowledge:
 The marketing concept
 The difference between customers and
consumers
 What a market is and how it can be
described
 What target marketing is and how it can be
described
 The four P’s of the marketing mix
 What market segmentation is and the four
methods used to segment a marketing
 The current demographic, psychographic,
and geographic trends
Skills:




Explain the importance of marketing plans
Present the marketing plan
Describe cultural/ethnic differences
Create a product prototype
1.0
1.1
1.2
4.0
4.8
4.9
8.0
8.6
Arizona CTE Standards
Analyze factors that influence
consumer behavior
Describe how personal values
influence consumer behavior
Describe how diversity influences
purchasing decisions made by
consumers
Examine concepts, research, and
information needed to develop and
implement a marketing plan
Use problem-solving strategies
Explain the importance of marketing
plans
Examine fundamental management
concepts that affect business decision
making
Describe cultural/ethnic differences
Economic Skills
Resources
 Marketing
Essentials textbook
chapter 2
 Glencoe Marketing
Series Sports &
Entertainment
Marketing chapter 1
(World of marketing
and chapter 3 The
sports market)
7
BE52 – Marketing I
Career & Technical Education
Unit 3: Communication
Students will understand communication skills essential in the business world and daily life.
Knowledge and Skills
Knowledge:
 The six primary elements of communication
 How to arrange the setting for a business
meeting
 How to use listening skills to improve your
understanding of messages
 Three blocks to listening with understanding
 Three skills that will help you read with
understanding
 The three most common purposes for
speaking
 The four basic patterns for organizing a
formal speech
 The four-step method for training
 Parliamentary procedure and its purposes
 Proper telephone skills
 The three basic considerations in writing
Skills:
 Practice the fundamentals of communication
 Foster positive working relationships
 Explore the nature of staff communication
 Analyze group working relationships
 Determine strategies related to customer
relations
 Participate as a team member
 Conduct formal/informal research to collect
appropriate topical information
 Organize information and develop an outline
career portfolio
 Write business communication using
appropriate format for the situation (CC
Standard 9-10.WHST.5)
 Using appropriate technology, prepare a
draft document (i.e. business letter, email,
memo, etc.) using established rules for
grammar, spelling and sentence construction
(CC Standard 9-10.WHST.9)
Arizona CTE Standards
4.0
Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.1
Describe the impact of quality business
communications on the success of a
marketing organization
6.0 Apply selling concepts
6.9
Address the needs of individual
personalities
6.10 Establish a relationship with
clients/customers
8.0 Examine fundamental management
concepts that affect business decision
making
8.4
Determine personal characteristics of
effective leaders
8.5
Compare and contract leadership and
management styles
Economic Skills
Resources
 Marketing
Essentials
textbook chapter 8
 Kuder Navigator
8
BE52 – Marketing I
Career & Technical Education
Unit 4: Interpersonal Relationship Skills
Students will evaluate key personal traits, interpersonal skills and elements of teamwork which are critical for job success.
Knowledge and Skills
Knowledge:
 The importance of understanding others
 How personal traits can be more effective in
relations with other people
 How personal skills relate to successful
interpersonal relations
 How interpersonal skills may be used in
marketing
 The importance of teamwork in the business
world
 Six aspects of successful teamwork
Skills:
 Interpret verbal and nonverbal
communication
 Examine barriers to effective communication
 Assess client communication skills through
role plays
 Critique characteristics of an effective team
player
 Determine characteristics of effective teams
 Survey techniques to involve each member
of the team
 Practice teamwork required for the marketing
field
 Evaluate the fundamentals of communication
 Originate positive working relationships
 Explore the nature of staff communication
 Analyze group-working relationships
 Determine strategies related to customer
relations
 Validate your positive contributions as a
member of a team
Arizona CTE Standards
4.0
Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.1
Describe the impact of quality business
communications on the success of a
marketing organization
6.0 Apply selling concepts
6.9
Address the needs of individual
personalities
6.10 Establish a relationship with
clients/customers
8.0 Examine fundamental management
concepts that affect business decision
making
8.4
Determine personal characteristics of
effective leaders
8.5
Compare and contract leadership and
management styles
8.11 Evaluate the nature of leadership
Economic Standard
Resources
 Marketing
Essentials textbook
Chapter 10
 Personality
assessment (i.e.
colors)
9
BE52 – Marketing I
Career & Technical Education
Unit 5: Management Skills
Students will assess the basic management functions of planning, organizing, and controlling as well as different
management structures including vertical and horizontal management.
Knowledge and Skills
Knowledge:
 How horizontally organized companies differ
from traditionally organized companies
 The three levels of management
 How a self-managing team functions
 The three functions of management
 The management techniques used by
effective managers
 How to motivate employees through a
system of rewards
Skills:
 Examine the five management functions:
planning, organizing, directing, staffing ad
controlling
 Illustrate the methods a marketing
organization can use to effectively manage
its economic resources
 Analyze the roles of support staff,
supervisors, managers and technology in
achieving business goals
 Determine personal characteristics of
effective leaders
 Compare and contrast leadership and
management styles
 Investigate the concept of management
 Justify the role of management in achieving
quality
 Compare the types of marketing business
ownership including sole proprietorship,
partnership and corporations
 Analyze management strategies related to
business risk
 Evaluate the nature of leadership
8.0
8.1
8.3
8.4
8.5
8.7
8.8
Arizona CTE Standards
Examine fundamental management
concepts that affect business decision
making
Define the five management
functions: planning, organizing,
directing, staffing, and controlling
Describe the roles of support staff,
supervisors, managers, and
technology in achieving business
goals
Determine personal characteristics
of effective leaders
Compare and contract leadership
and management styles
Describe the concept of
management
Discuss the role of management in
achieving quality
Economic Standard
Resources
 Marketing
Essentials Chapter
11
 Internet
 Motivating
Employees
10
BE52 – Marketing I
Career & Technical Education
Knowledge and Skills
Skills continued:







Arizona CTE Standards
Economic Standard
Resources
Research a leader in management as a
potential employer
Demonstrate interviewing skills, including
pre-interview preparation and post-interview
follow-up
Conduct formal/informal research to collect
appropriate topical information
Apply active listening skills
Demonstrate appropriate technologies for a
formal presentation in marketing
Prepare and deliver presentations
Conduct formal/informal research to collect
appropriate topical information
11
BE52 – Marketing I
Career & Technical Education
Unit 6: Preparing For The Sale
The student will distinguish between the three basic sales situations: business-to-business, retail and telemarketing.
The goals for selling are discussed.
Knowledge and Skills
Knowledge:
 The definition and goals of selling
 The various sales situations encountered in
the business world
 The definition of feature-benefit selling
 How customers make decisions and the
difference between rational and emotional
buying decisions
 Sources for developing product information
 Prospecting sources and methods
 How leads are developed
 Preparation for the sale in business-tobusiness selling and retail selling
Skills:
 Explain the importance of sales forecasting
 Role play the steps of the sale
 Formulate the key factors in building a
clientele
 Develop a rapport with client/customer
 Forecast client/customer needs
Arizona CTE Standards
1.0
Analyze factors that influence
consumer behavior
1.3
Analyze customer buying decisions
4.0 Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.17 Explain methods and sources of
prospecting for new customers
6.0 Apply selling concepts
6.1
Explain the importance of sales
forecasting
6.2
Discuss the nature and scope of
selling
6.3
Determine key factors in building a
clientele
6.4
Analyze product information to
identify product features and
benefits
6.5
Assess customer/client needs
6.6
Analyze support activities needed
for selling
6.7
Analyze technology for use in sales
functions
6.8
Facilitate customer buying decisions
7.0 Examine sales pathways
7.1
Compare retail and wholesale sales
methods
7.2
Examine business to business sales
7.3
Discuss telemarketing sales
techniques
7.4
Examine internet sales
Economic Standard
Resources
 Marketing
Essentials chapter
12
12
BE52 – Marketing I
Career & Technical Education
Unit 7: Initiating the Sale
Students will construct an approach using the first two steps of the sales process to determine customer needs.
Knowledge and Skills
Knowledge:
 The seven steps of a sale
 The importance and purposes of the
approach in the sales process
 How business-to-business sales
representatives conduct the initial approach
 The three initial approach methods used by
retail sales people
 Why determining needs is an essential step
in the sales process
 Three methods used for determining needs
Skills
 Analyze product information to identify
product features and benefits
 Assess customer/client needs
 Analyze support activities needed for selling
 Analyze technology for use in sales functions
 Address the needs of individual personalities
 Establish relationship with client/customer
 Assess client/customer needs
 Examine business to business sales
 Discuss telemarketing sales techniques
 Examine internet sales
 Demonstrate approach methods
Arizona CTE Standards
6.0 Apply selling concepts
6.5
Assess customer/client needs
6.9
Address the needs of individual
personalities
6.10 Establish a relationship with
clients/customers
7.0 Examine sales pathways
7.2
Examine business to business sales
7.3
Discuss telemarketing sales
techniques
7.4
Examine internet sales
7.5
Demonstrate approach methods
Economic Standard
Resources
 Marketing
Essentials Chapter
13
 Glencoe Marketing
Series - Retail
Merchandising
softbound booklet
Chapter 3 (Store
based retailing)
 Glencoe ECommerce chapter
3 (Retailing on the
internet)
13
BE52 – Marketing I
Career & Technical Education
Unit 8: Presenting the Product
Students will simulate the essential steps in the sales process by presenting the product and overcoming
objections.
Knowledge and Skills
Knowledge:
 Product presentation
 How products are selected for the
presentation
 What to say during the product presentation
 Four techniques that will make a lively and
effective product presentation
 Difference between objections and excuses
 The five buying decisions upon which
common objections are based
 The general four-step method for handling
customer objections
 Specific methods of handling objections and
when each should be used
Skills:




Arizona CTE Standards
6.0 Apply selling concepts
6.6
Analyze support activities needed
for selling
6.11 Demonstrate product presentation
methods
6.12 Demonstrate handling customer
objections and questions
7.0 Examine sales pathways
7.5
Demonstrate approach methods
Economic Standard
Resources
 Marketing
Essentials chapter
14
 Glencoe - Retail
Merchandising
softbound booklet
Analyze technology for use in sales functions
Establish relationship with client/customer
Formulate product presentation methods
Devise a plan for handling of customer
objections and questions
14
BE52 – Marketing I
Career & Technical Education
Unit 9: Closing the Sale
The students will investigate the last three phases of the sales process by closing the sale, suggestion selling, and
relationship marketing.
Knowledge and Skills
Knowledge:
 The buying signals that a customer sends
 The rules for closing a sale
 The specialized methods of closing a sale
 Why suggestive selling is important
 The rules of effective suggestion selling
 Specialized suggestion selling methods
 The concept of relationship marketing and
how it is related to the sales process
Skills:
 Examine the handling of customer objections
and questions
 Role play the methods of closing a sale
 Implement suggestion selling
Arizona CTE Standards
5.0 Demonstrate retail sales techniques
5.5 Demonstrate methods of credit sales
6.0 Apply selling concepts
6.7
Analyze technology for use in sales
functions
6.8
Facilitate customer buying decisions
6.10 Establish a relationship with
clients/customers
6.13 Demonstrate methods of closing a
sale
6.14 Demonstrate suggestion selling
Economic Standard
Resources
 Marketing
Essentials chapter
15
 Glencoe - Retail
Merchandising
softbound booklet
15
BE52 – Marketing I
Career & Technical Education
Unit 10: Using Math in Sales
Students will evaluate the sales process by recording the transaction using technology.
Knowledge and Skills
Knowledge:
 The three general functions of all cash
registers
 The arrangement of currency and coins in a
cash register drawer
 The two methods of making change
 The two most important rules for
safeguarding money at the cash register
 The general content of sales checks and the
basic ways of generating them
 The various types of sales transactions
 The math calculations necessary to fill out
sales checks
Skills:
 Compare retail and wholesale sales methods
 Calculating business to business and retail
sales transactions
 Calculate a percent to a decimal and multiply
whole numbers and fractions (Math CC
Standard 7.RP.3)
 Solve mathematical equations related to
final cost of product(s) (Math CC Standard
HS.A-CED.1)
 Create a spreadsheet to prepare effective
tables and graphs to communicate numerical
data for marketing
Arizona CTE Standards
5.0 Demonstrate retail sales techniques
5.1
Practice proper cash register POS
System (Point of Sale)
5.2
Display proper cash handling skills
5.3
Explain the use of the debit card
system for sales
5.4
Describe and classify products
including convenience goods,
specialty goods, and impulse goods
5.5
Demonstrate methods of credit
sales
5.6
Discuss fraud and security issues
related to retail sales
5.7
Calculate mark-up and discount
pricing
Economic Standard
Resources
 Marketing
Essentials Chapter
16
 CTE Math coach
 Campus Resource
Officer for retail
security issues.
16
BE52 – Marketing I
Career & Technical Education
Unit 11: Promotional Concepts and Strategies
Students will assess the promotional mix by using the four basic types of promotion: advertising, selling, sales
promotion, and public relations.
Knowledge and Skills
Knowledge:
 The role of promotion in marketing
 The concept of promotional mix
 The characteristics of personal selling and
advertising
 The nature and scope of publicity
 The characteristics of sales promotion
 The concept of trade promotions
 The different kinds of consumer sales
promotions
 The nature and scope of public relations
 The different audiences for public relations
 The duties of public relations specialists
 How to prepare a news release
Skills:
 Critique the elements of a promotional mix
 Compare and contrast the types of
advertising media
 Analyze the career of a public relations
specialist
 Report the components of a public relations
plan
Arizona CTE Standards
Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.23 Develop a sales promotional plan
4.24 Prepare a multi-media promotion
based on research
4.25 Present the marketing plan
10.0 Demonstrate advertising, public
relations, and visual merchandising
strategies3
10.1 Explain the role of promotion
10.2 Discuss the components of a
promotional mix
10.3 Compare types of advertising media
(i.e., radio, television, outdoor)
10.7 Explain the roles of departments in
an advertising agency
10.8 Examine the role of a public
relations specialist
10.10 Outline the components of a public
relations plan
11.0 Demonstrate business and financial
management practices needed by
marketing entrepreneurs
11.1 Interpret financial information
needed for decision making and
planning
11.2 Monitor and adjust business
operations based on financial
performance
11.3 Explain the purpose and importance
of credit
4.0
Economic Standard
Resources
 Marketing
Essentials text
chapter 17
 Glencoe Marketing
Series Fashion
Marketing chapter
12.2 (Fashion
Advertising and
Promotion)
 Glencoe Marketing
Series Sports &
Entertainment
Marketing chapter 8
(Sports promotion)
17
BE52 – Marketing I
Career & Technical Education
Unit 12: Visual Merchandising and Display
Students will discuss the importance of visual merchandising as a promotional strategy.
Knowledge and Skills
Knowledge:
 The concepts of visual merchandising and
display
 The important display features that contribute
to a business’s image
 The various types of displays
 The steps used in designing and preparing
displays
 The artistic considerations involved in display
preparation
 The maintenance consideration for displays
Skills:
 Construct a display to promote a product
 Recommend various aspects of visual
merchandising based on business image
 Explain the role of merchandising and visual
merchandising
 Analyze the artistic elements of graphics,
signage, color, lighting, and sound
 Justify the importance of display
maintenance
Arizona CTE Standards
10.0 Demonstrate advertising, public
relations, and visual merchandising
strategies
10.6 Explain the roles of merchandising
and visual merchandising
Economic Standard
Resources
 Marketing
Essentials text
chapter 18
 Glencoe Fashion
Marketing chapter
12.1 (Visual
merchandising and
display)
 Glencoe Marketing
Series – Retailing
chapter 9 (store
design and visual
merchandising)
 Field trip to the mall
18
BE52 – Marketing I
Career & Technical Education
Unit 13: Advertising
Students will differentiate the different types of advertising available to promote a business.
Knowledge and Skills
Knowledge:
 The concept and purpose of advertising
 The different types of advertising media
 How various media rates are set
 The costs of print media
 The standards for selecting promotional
media
 How advertising campaigns are developed
 The creation of advertising headlines
 The preparation of advertising copy
 The selection of advertising illustrations
 The significance of advertising signatures
 The importance of advertising layouts
 The principles of preparing an ad layout
 The advantages and disadvantages of using
color in advertising
 How typefaces and type sizes can be
changed to add variety and emphasis to print
advertisements
 How to check advertising proofs
Arizona CTE Standards
6.0 Apply selling concepts
6.7
Analyze technology for use in sales
functions
7.0 Examine sales pathways
7.4
Examine internet sales
10.0 Demonstrate advertising, public
relations, and visual merchandising
strategies
10.4 Analyze the components of
advertisements
10.9 Compare costs of advertising
methods
Economic Standard
Economic Concept 5:
Personal finance
PO 2: Analyze how
advertising influences
consumer choices
Resources
 Marketing
Essentials text
Chapter 19
 Internet examples
(Super bowl
commercials)
Skills:
 Compare the types of advertising media (i.e.
radio, television, outdoor, online)
 Analyze the components of advertisements
 Investigate the roles of the various
departments of an advertising agency
 Compare costs vs potential profit of
advertising methods
19
BE52 – Marketing I
Career & Technical Education
Unit 14: Preparing Print Advertisements
Students will analyze the components of advertising with print ads.
Knowledge and Skills
Knowledge:
 How advertising campaigns are developed
 The creation of advertising headlines
 The preparation of advertising copy
 The selection of advertising illustrations
 The significance of advertising signatures
 The importance of advertising layouts
 The principles of preparing an ad layout
 The advantages and disadvantages of using
color in advertising
 How typefaces and type sizes can be
changed to add variety and emphasis to print
advertisements
 How to check advertising proofs
Arizona CTE Standards
10.0 Demonstrate advertising, public
relations, and visual merchandising
strategies
10.4 Analyze the components of
advertisements
Economic Standard
Economic Concept 5:
Personal finance
PO 2: Analyze how
advertising influences
consumer choices
Resources
 Marketing
Essentials text
chapter 20
Skills:
 Analyze the components of print
advertisements
 Creation of a print ad layout utilizing
technology
 Write an effective headline, copy and use
appropriate illustrations
 Explain the roles of the various departments
of an advertising agency

Create slogans, logos and signatures
20
BE52 – Marketing I
Career & Technical Education
Unit 15: The Free Enterprise System
Students will understand the operation of the United States free enterprise system as it relates to the role of
government and the power of consumers.
Knowledge and Skills
Knowledge:
 Basic principles of a free enterprise system
 The role of competition
 The importance of risk and profit
 The roles government plays in our free
enterprise system
 The supply and demand theory
Skills:
 Discuss the nature of economics and
economic activities
 Evaluate the principles of supply and
demand
 Justify the concept of competition
 Contrast and connect similarities and
differences of the roles of government and
the free enterprise system
Arizona CTE Standards
Examine fundamental management
concepts that affect business decision
making
8.9
Compare the types of business
ownership including sole
proprietorship, partnership, and
corporations
8.10 Analyze management strategies
related to business risk
8.0
Economic Standard
Concept 2: Microeconomics
PO 1: Describe how the
interdependence of both
households and firms is
affected by trade, exchange,
money, and banking
PO 2: Describe how markets
function
PO 3: Describe how
government policies influence
the economy
Concept 3: Macroeconomics
PO 1: Determine how
inflation, unemployment, and
gross domestic product
statistics are used in policy
decision
PO 2: Explain the effects of
inflation and deflation on
different groups
Resources
 Marketing
Essentials Chapter
3
 Virtual Economics
lessons
 Econ EdLink
lessons
 NCEE materials
 ASU’s Student
Economics
Association
presentations
21
BE52 – Marketing I
Career & Technical Education
Unit 16: Global Economics
Students will analyze different global economic systems and concepts.
Knowledge and Skills
Knowledge:
 What is economics
 The factors of production
 The three basic economic questions
 The difference between a market economy,
command economy, and mixed economy
 Different types of economic philosophies
 The goals of an economy
 The various measurements used to analyze
an economy
 The four phases of the business cycle
Skills:
 Compare marketing and its importance to a
global economy
 Describe the methods a marketing
organization can use to effectively manage
its economic resources
 Describe the political, economic and sociocultural, and technological differences
 Discuss the concept of competition
 Relate the impact of business cycles on
business activities
 Describe economic indicators and trends
(GDP, CPI, etc.)
 Predict the three basic economic questions
2.0
2.1
2.2
2.3
2.4
2.5
2.6
4.0
4.3
Arizona CTE Standards
Analyze economic principles and
pricing strategies
Describe the nature of economics
and economic activities
Explain the principles of supply and
demand
Discuss the concept of competition
Explain the concept of productivity
Describe economic indicators and
trends (GDP, CPI, etc.)
Relate the impact of business
cycles on business activities
Examine concepts, research, and
information needed to develop and
implement a marketing plan
Explain marketing and its
importance on the global economy
Economic Standard
Concept 1: Foundations of
Economics
PO 1: Analyze the
implications of scarcity
PO 2: Analyze production
possibilities curves to describe
opportunity costs and tradeoffs
PO 3: Describe the
characteristics of the mixedmarket economy of the United
States
PO 4: Evaluate the economic
implications of current events
from a variety of sources
PO 5: Interpret economic
information using charts,
tables, graphs, equations, and
diagrams





Resources
Marketing
Essentials textbook
Chapter 4
Virtual Economics
lessons
Econ EdLink
lessons
NCEE material
(Focus
Globalization)
Glencoe ECommerce chapter
4 (Global ecommerce)
Concept 3: Macroeconomics
PO 1: Determine how
inflation, unemployment, and
gross domestic product
statistics are used in policy
decision
PO 2: Explain the effects of
inflation and deflation on
different groups
Concept 4: Global Economics
PO 1: Analyze the similarities
and differences among
economic systems
22
BE52 – Marketing I
Career & Technical Education
Unit 17: Business and Social Responsibility
Students will distinguish the purpose of business ethics, government regulations, and social responsibility.
Knowledge and Skills
Knowledge:
 The basic functions of a business
 How to distinguish businesses from each
other based on general characteristics
 The importance of e-commerce
 The concept of derived demand
 The major types of businesses that comprise
the industrial market
 The areas in which businesses are thought
to have social responsibilities
 The ways that business activities have
impacted our environment
 The definition of ethics and how marketers
can make ethical choices
 The meaning of consumerism and a brief
history of the movement
 The current trends and concerns in the
workplace for employees
Arizona CTE Standards
Analyze factors that influence
consumer behavior
1.4
Explain the role of business in
society
2.0 Analyze economic principles and
pricing strategies
2.5
Describe economic indicators and
trends (GDP, CPI, etc.)
2.13 Explain factors affecting pricing
decisions
8.0 Examine fundamental management
concepts that affect business decision
making
8.6
Describe cultural/ethnic differences
1.0
Economic Standard
Resources
 Marketing Essentials
textbook chapter 5
Skills:
 Investigate career options in E-Commerce
marketing
 Explore the functions of business
 Discover elements that distinguish large vs.
small businesses, domestic vs. global, profit
vs. nonprofit, public vs. private
 Summarize the factors, including personal
traits, which contribute to the success of a
small marketing company
 Evaluate the role of marketing businesses on
local, state, national and international
economies
 Explain the role of business in society
 Identify federal regulatory agencies and laws
that protect consumers, workers, investors,
and the environment
23
BE52 – Marketing I
Career & Technical Education
Unit 18: International Trade
Students will differentiate the role of government in relation to international trade and the benefits of trading.
Knowledge and Skills
Knowledge:
 The interdependence of nations
 The benefits of international trade
 Government involvement in international
trade
 Balance of trade
 Trade barriers
 Trade agreement and alliances
 How businesses can get involved in
international trade
 The standard business practices involved in
importing and exporting
 The cultural, economic, and political factors
that should be considered when deciding
whether to do business abroad
Arizona CTE Standards
Analyze economic principles and
pricing strategies
2.7
Explain international trade
2.8
Determine influences on a nation’s
ability to trade
8.0 Examine fundamental management
concepts that affect business decision
making
8.2
Describe the methods an
organization can use to manage its
economic resources
2.0
Economic Standard
Economic Concept 4: Global
Economics
PO 1: Analyze the similarities
and differences among
economic systems
PO 2: Describe the effects of
international trade on the
United States and other
nations
Resources
 Marketing
Essentials textbook
chapter 6
 Virtual economics
lessons
 NCEE materials on
globalization
 EconEdLink lessons
Skills:
 Describe the benefits of international trade
 Determine influences on a nation’s ability to
trade
 Discuss the balance of trade
 Compare and contrast types of trade
barriers
 Compare significant trade agreements and
alliances
 Investigate global marketing strategies
24