BE53 – Marketing II
Career & Technical Education
Course #: BE53
Course Name: Marketing II
Prerequisites: BE52 – Marketing I
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 II Units and Understanding Statements
Unit 1: Channels of Distribution

Students will analyze the concept of, and its importance to the movement and inventory of goods.
Unit 2: Physical Distribution
 Students will distinguish between the various forms of transportation services.
Unit 3: Stock Handling & Inventory Control
 Students will evaluate the functions of storage and inventory control.
Unit 4: Price Planning & Strategies
 Students will evaluate the forms, goals, and market positioning used in pricing.
Unit 5: Marketing Research
 Students will determine the importance, functions, and trends in market research.
Unit 6: Product Planning & Strategies
 Students will investigate the concepts of product mix, strategy, development and life cycle.
Unit 7: Entrepreneurship
 Students will imagine owning their own business and examine the numerous risks and advantages.
Unit 8: Risk Management
 Students will investigate the risks that can cause a business to fail.
Unit 9: Business Plan
 Students will design a business plan for a business venture of their own.
Unit 10: Business Finance
 Students will analyze the function of finance from a business and consumer perspective.
Unit 11: Career Planning
 Students will investigate college and career options and set college and career goals.
Unit 12: Personal Financing and Investing
 Students will differentiate the various investment options.
Unit 13: Money, Banking and Monetary Policy
 Students will examine the purpose of banking as it relates to the Federal Reserve System and monetary policy.
1
BE53 – Marketing II
Career & Technical Education
COMMON CORE STANDARDS
The following Reading and Writing performance objectives are integrated throughout the entire course:
Reading:
 11-12.RST.2 Determine the central ideas or conclusions of a text; summarize complex concepts, processes, or information presented in a
text by paraphrasing them in simpler but still accurate terms.
 11-12. RST.9 Synthesize information from a range of sources (e.g., texts, experiments, simulations) into a coherent understanding of a
process, phenomenon, or concept, resolving conflicting information when possible.
Writing:
 11-12.RST.8 Gather relevant information from multiple authoritative print and digital sources, using advanced searches effectively; assess
the strengths and limitations of each source in terms of the specific task, purpose, and audience; integrate information into the text
selectively to maintain the flow of ideas, avoiding plagiarism and overreliance on any one source and following a standard format for
citation.
Speaking and listening
 11-12.RST.3 Evaluate a speaker’s point of view, reasoning and use of evidence and rhetoric, assessing the stance, premises, links
among ideas, word choice, points of emphasis, and tone used.
 11-12.RST.4 Present information, findings, and supporting evidence, conveying a clear and distinct perspective, such that listeners can
follow the line of reasoning, alternative or opposing perspectives are addressed, and the organization, development, substance, and style
are appropriate to purpose, audience, and a range or formal and informal tasks.
Language
 11-12.L.5 Demonstrate understanding of figurative language, word relationships, and nuances in word meanings.
 11-12.L.5a Interpret figures of speech (e.g., hyperbole, paradox) in context and analyze their role in the text
 11-12.L.5b Analyze nuances in the meaning of words with similar denotations
2
BE53 – Marketing II
Career & Technical Education
BE53 Marketing II Processes - Suggested Teaching Timeline
First Semester
August
Unit 1: Channels of
Distribution
Sept.
Oct.
Second Semester
Nov.
Dec.
Jan.
Feb.
March
April
May
3 weeks
Unit 2: Physical Distribution
4 weeks
Unit 3: Stock Handling &
Inventory Control
Unit 4: Price Planning &
Strategies
Unit 5: Marketing Research
Unit 6: Product Planning &
Strategies
2 weeks
2 weeks
2 weeks
3 weeks
4 weeks
1 week
Unit 7: Entrepreneurship
3 weeks
Unit 8: Risk Management
1 week
Unit 9: Business Plan
3 weeks
Unit 10:Business Finance
2 weeks
Unit 11:Career Planning
2 weeks
3
BE53 – Marketing II
Career & Technical Education
First Semester
August
Unit 12:Personal Financing &
Investing
Unit 13:Money, Banking and
Monetary Policy
Sept.
Oct.
Second Semester
Nov.
Dec.
Jan.
Feb.
March
April
May
2 weeks
1 week
4
BE53 – Marketing II
Career & Technical Education
Unit 1: Channels of Distribution
Students will analyze the concept of, and its importance to the movement and inventory of goods
Knowledge and Skills
Knowledge:
 The concept of channel of distribution
 Who channel members are
 The different non-store retailing methods
 How channels of distribution differ for
consumer and business-to-business
products
 The key considerations in distributing
planning
 When to use multiple channels of distribution
 How to compare the costs and control
involved in having direct sales force versus
using independent sales agent
Arizona CTE Standards
3.0 Explain the concepts and processes of
distribution
3.1 Explain the nature and scope of
distribution
3.2 Explain channels of distribution
3.3 Explore information systems for order
fulfillment
3.7 Explore distribution management
Economic Standard
Strand 5 Concept 3
PO 6. Explain the effects of
monetary policy on
unemployment, inflation, and
economic growth.
Resources
 ME text Ch.#21-22
 Internet
 MarkEd Video:
Channels of
Distribution
 SBE Lab
PO 7. Determine how
investment in factories,
machinery, new technology,
and the health, education, and
training of people can raise
future standards of living.
Skills:
 Analyze the nature and scope of distribution
 Recognize and compare the benefits of using
different channel members
 Identify and match appropriate
intermediaries
 Compare how distribution varies between
consumer and business-to-business
products
 Identify and write distribution plans
 Compare and contrast the use of multiple
channels of distribution
 Compare and contrast various modes of
transportation

Recognize the benefits of direct sales forces
and independent sales agents
5
BE53 – Marketing II
Career & Technical Education
Unit 2: Physical Distribution
Students will distinguish between the various forms of transportation services.
Knowledge and Skills
Knowledge:
 The nature and scope of physical distribution
 How transportation systems are used to
move products
 The different kinds of transportation services
 The concept and function of inventory
storage
 The types of warehouses
 How distribution planning works for
international markets
Skills:
 Explain and design the shipping process
 Identify the steps in the receiving process by
checking in delivered merchandise
 Evaluate the warehouse and stock handling
techniques of business
 Summarize the distribution management
system
 Investigate the types of inventory control
systems
 Identify transportation systems and services
that move products from manufacturers to
consumers

Evaluate the nature of warehousing
Arizona CTE Standards
3.0 Explain the concepts and processes of
distribution
3.4 Explain the shipping process
3.5 Explain the receiving process
3.6 Evaluate the warehouse and stock
handling techniques
Economic Standard
Strand 5 Concept 3
PO 6. Explain the effects of
monetary policy on
unemployment, inflation, and
economic growth.
Resources
 ME Text
 Internet
 Glencoe Marketing
Series: Sports &
Entertainment Text
 SBE Lab
PO 7. Determine how
investment in factories,
machinery, new technology,
and the health, education, and
training of people can raise
future standards of living.
6
BE53 – Marketing II
Career & Technical Education
Unit 3:
Stock Handling & Inventory Control
Students will evaluate the functions of storage and inventory control.
Knowledge and Skills
Knowledge:
 The need for a stock handling process
 How merchandise is received and checked
 The methods and procedures used to mark
merchandise
 The procedures used for transferring
merchandise
 The concept of inventory management
 Different types of inventory systems
 Unit and dollar control of inventory
 How to calculate stock turnover
 The concept of stock management of basic,
model stock, and never-out lists
 The impact of technology on inventory
systems
Arizona CTE Standards
3.0 Explain the concepts and processes of
distribution
3.3 Explore information systems for order
fulfillment
3.8 Evaluate the types of inventory
control systems
Economic Standard




Resources
ME textbook
Video: Stock
Handling
Internet
School Based
Enterprise Lab
Skills:
 Explain the nature and scope of stock
handling processes
 Assess the receiving process
 Formulate information systems for order
fulfillment
 Evaluate the types of inventory control
systems
 Compare retail and wholesale sales methods
 Explain how UPC codes assist in marking
merchandise.
 Assess technology options for inventory
management.
7
BE53 – Marketing II
Career & Technical Education
Unit 4: Price Planning & Strategies
Students will evaluate the forms, goals, and market positioning used in pricing
Knowledge and Skills
Knowledge:
 The different forms, importance, and goals of
price
 The difference between market share and
market position
 The four market factors that affect price
planning
 The nature and scope of pricing
 What demand elasticity is in relation to
supply and demand theory
 The government regulations that affect price
planning
 How a firm’s net profit or loss is related to
pricing
 How to calculate dollar and percentage
markup based on cost or retail
 How to calculate markdown in dollars and
how to determine sale price and maintained
markup
 The general procedure for figuring discounts
Arizona CTE Standards
2.0 Analyze economic principles and pricing
strategies
2.9 Explore the nature and scope of
pricing
2.10 Explain legal considerations for
pricing
2.11 Select an approach for setting a base
price
2.12 Determine the cost of the product
(POI, markup, price, etc.)
2.13 Explain factors affecting pricing
decisions
2.14 Identify strategies for pricing new
products
4.0 Examine concepts, research, and
information needed to develop and
implement a marketing plan.
4.22 Research pricing based on
competition and costs
Economic Standard
Concept 2: Microeconomics
PO1: Describe how the
interdependence of both
households and firms is
affected by trade, exchange,
money, and banking.
Resources
 ME text
 Video: Pricing
 SBE Lab
PO2:Describe how markets
function
PO3: Describe how
government policies influence
the economy
Skills:
 Select three basic pricing concepts involving
cost, demand, and competition
 Compare and contrast concepts of pricing
forward vs. pricing backward
 Compare and contrast idea of one-price
policy vs. a flexible-price policy
8
BE53 – Marketing II
Career & Technical Education
Knowledge and Skills
Skills (cont.)
 Evaluate two polar pricing policies for
introducing a new product
 Classify various pricing techniques and steps
in setting prices
 Select an approach for setting a base price
 Explain legal consideration for pricing
 Compare and contrast the price planning
 Construct and interpret supply and demand
graphs

Determine the cost of a product
Arizona CTE Standards
Economic Standard
Resources
9
BE53 – Marketing II
Career & Technical Education
Unit 5: Marketing Research
Students will determine the importance, functions, and trends in market research.
Knowledge and Skills
Knowledge:
 The importance of marketing research
 The function of a marketing information
system
 The four important areas of marketing
research
 The important trends affecting marketing
research
 The limitations of marketing research
Skills:
 Evaluate the types of marketing research
used today
 Practice the steps for market research
 Implement a customer questionnaire
 Demonstrate the use of technology in
reporting and analyzing research data
 Conduct formal/informal research to collect
appropriate topical information
 Use questioning techniques to obtain needed
information from an audience
 Practice ethical behavior in the completion of
marketing projects
Arizona CTE Standards
4.0 Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.4 Explore the nature and scope of
marketing information management
4.5 Describe strategies of marketing
information gathering
4.6 Identify technology used in gathering
marketing information
4.7 Use information analysis techniques
4.8 Use problem-solving strategies
4.16 Evaluate the types of marketing
research used today
4.18 Practice the steps for marketing
research
4.19 Implement a customer questionnaire
4.20 Demonstrate the use of technology in
reporting and analyzing research data
4.21 Research a customer base
Economic Standard
Resources
 DECA Guide
 ME Text
 City Records
 Guest Speaker:
City demographers
office
10
BE53 – Marketing II
Career & Technical Education
Unit 6: Product Planning & Strategies
Students will investigate the concepts of product mix, strategy, development and life cycle.
Knowledge and Skills
Knowledge:
 The nature and scope of product planning
 The concept of product mix
 The different product mix strategies
 The steps in new product development
 The product life cycle
 The concept of product positioning
 The purpose of category management
 The nature, scope, and importance of
branding in product planning
 How to classify branding strategies
 The principal functions of product packaging
 The main functions of labels
 The different types of warranties and
importance to product planning
 The major provisions of product safety
legislation
 Consumer responsibilities and rights related
to product performance
Skills:
 Explore the nature and scope & sequence of
product/service management
 Justify the impact of product life cycles on
marketing decisions
 Examine quality assurance
 Illustrate the concept of a product mix
 Describe factors related to positioning &
branding
 Weigh the differences between warranties &
guarantees
Arizona CTE Standards
4.0 Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.10 Explore the nature and scope of
product/service management
4.11 Explain the impact of product life
cycles on marketing decisions
4.12 Explain quality assurance
4.13 Explain the concept of a product mix
4.14 Describe factors related to positioning
and branding
4.15 Explore retail product considerations
9.0 Examine legal issues in sales
9.1 Explain warranties and guarantees
9.3 Relate the use of sales contracts and
contract law
Economic Standard
Concept 4:
PO 2. Describe the effects of
international trade on the
United States and other
nations:
a. How people and nations
gain through trade
b. How the law of
comparative advantage
leads to specialization
and trade
c. Effects of protectionism,
including tariffs and
quotas on international
trade and on a nation’s
standard of living
d. How exchange rates
work and how they affect
international trade
e. How the concepts of
balance of trade and
balance of payments are
used to measure
international trade
f. Factors that influence the
major world patterns of
economic activity
including the differing
costs of production
between developed and
developing countries
Resources
 Textbook
 Case study sample
packages from text
 Internet to
research solutions
or templates for
strategies
11
BE53 – Marketing II
Career & Technical Education
Knowledge and Skills
Skills (cont.)
 Discuss consumer laws & regulatory
agencies
 Defend the use of sales contracts and
contract law
 Identify procedures for gathering information
using technology
Arizona CTE Standards
Economic Standard
g. Economic connections
among different regions,
including changing
alignments in world trade
partners
h. Identify the effects of
trade agreements(e.g.,
North American Free
Trade Agreement)
Resources
12
BE53 – Marketing II
Career & Technical Education
Unit 7: Entrepreneurship
Students will imagine owning their own business and examine the numerous risks and advantages.
Knowledge and Skills
Knowledge:
 The meaning of entrepreneurship
 How to identify the risks involved in
entrepreneurship
 The advantages and disadvantages of
entrepreneurship
 How to identify the personal characteristics
and skills necessary for entrepreneurs
 The scope of small business in the American
economy
 How to discuss business ownership
opportunities
 How to identify forms of business ownership
 The legal steps to take in establishing a
business
Skills:
 Investigate career options for
Entrepreneurship
 Compare/contrast the forms of business
ownership
 List the factors, including personal traits,
which contribute to the success of a small
marketing company
 Analyze the relationship of customer service
and customer satisfaction on the success of
a marketing business

Assess the importance of small business in
various economies
Arizona CTE Standards
8.0 Examine fundamental management
concepts that affect business decision
making
8.4 Determine personal characteristics of
effective leaders
8.9 Compare the types of business
ownership including sole
proprietorship, partnership, and
corporations
8.10 Analyze management strategies
related to business risk
8.11 Evaluate the nature of leadership
Economic Standard
Concept 2
PO 1. Describe how the
interdependence of both
households and firms is
affected by trade, exchange,
money, and banking:
c. role of entrepreneurs in a
market economy and how
profit is an incentive that
leads entrepreneurs to
accept risks of business
failure
Resources
 Textbook
 Glencoe Manual:
Opening your own
business
 DECA Inc.
 Internet for
research into
entrepreneurship
options
Concept 4
PO 1. Analyze the similarities
and differences among
economic systems:
c. Characteristics of the
mixed-market economy of
the United States,
including such concepts
as private ownership,
profit motive, consumer
sovereignty, competition,
and government
regulation
13
BE53 – Marketing II
Career & Technical Education
Unit 8: Risk Management
Students will investigate all of the risks that can cause a business to fail.
Knowledge and Skills
Knowledge:
 The nature and scope of risk management
 The various types of business risks
 The way business handle risks
Skills:
 Identify the responsibilities of marketing
professionals to create/maintain a safe
marketing work environment
 Explain the need for common safety rules in
a marketing workplace
 Identify ergonomics strain injuries commonly
experienced within the marketing profession
 Analyze management strategies related to
business risk
 Assess effective security and safety
precautions, policies and procedures
Arizona CTE Standards
5.0 Demonstrate retail sales techniques
5.6 Discuss fraud and security issues
related to retail sales
9.0 Examine legal issues in sales
9.1 Explain warranties and guarantees
9.2 Discuss consumer laws and
regulatory agencies
9.3 Relate the use of sales contracts and
contract law
Economic Standard
Resources
 Textbook
 Internet
 EPA website for
business cases
14
BE53 – Marketing II
Career & Technical Education
Unit 9: Business Plan
Students will design a business plan for a business venture of their own.
Knowledge and Skills
Knowledge:
 The purpose and importance of a business
plan
 The major sections of a business plan
 How to describe and analyze a proposed
business situation
 How to develop a business’s organization
plan
 How to provide details related to goods or
services to be offered
 How to develop a marketing plan
 How to describe the elements found in the
financial section of a business plan
 How to identify sources of equity capital
 How to identify sources of debt capital
Arizona CTE Standards
4.0 Examine concepts, research, and
information needed to develop and
implement a marketing plan
4.2 Describe marketing functions
4.23 Develop a sales promotional plan
4.25 Prepare a multi-media promotion
based on research
8.0 Examine fundamental management
concepts that affect business decision
making
8.8 Discuss the role of management in
achieving quality
Economic Standard
Resources
 Textbook
 Internet for
business plan
template
Skills:
 Students will prepare a business plan which
will include:
o Create a multi-media promotion
based marketing plan
o Determine financing needed to start
a business
o Describe sources of financing for
businesses
o Forecast financial growth based
upon organizations future plans
o Interpret financial information for
decision making and planning
15
BE53 – Marketing II
Career & Technical Education
Unit 10: Business Finance
Students will analyze the function of finance from a business and consumer perspective.
Knowledge and Skills
Knowledge:
 The purpose of preparing financial
documents
 How to develop a personal financial
statement
 How to determine start-up costs for a
business
 How to estimate business income and
expenses
 How to prepare an income statement
 How to calculate payroll and other expenses
itemized on an income statement
 How to prepare a balance sheet
 How to prepare a cash flow statement
Skills:
 Interpret financial information for decision
making and planning
 Monitor and adjust marketing business
operations based on financial performances
 Examine the purpose and importance of
credit
 Describe how to obtain business credit
 Create a balance sheet and profit and loss
statement to prepare business loan
Arizona CTE Standards
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
11.5 Describe sources of financing for
business
Economic Standard
Concept 3: Macroeconomics
PO1: Determine how inflation,
unemployment, and gross
domestic product statistics are
used in policy decisions.
PO2: Explain the effects of
inflation and deflation on
different groups (e.g.,
borrowers v. lenders, fixed
income/cost of living
adjustments).
PO3: Describe the economic
and non-economic
consequences of
unemployment
PO4: Analyze fiscal policy and
its effects on inflation,
unemployment, and economic
growth.
PO5: Describe the functions of
the Federal Reserve System
(e.g., banking regulations and
supervision, financial services,
monetary policy) and their
influences on the economy.
PO6: Explain the effects of
monetary policy on
unemployment, inflation, and
economic growth.
PO7: Determine how
investments in factories,
machinery, new technology,
and the health, education, and
training of people can raise
future standards of living.
Resources
 Textbook
 Store lab records
16
BE53 – Marketing II
Career & Technical Education
Unit 11: Career Planning
Students will investigate college and career options and college and career goals.
Knowledge and Skills
Knowledge:
 Assess values, lifestyle goals, interests,
skills, and attitudes
 Appraise personality traits
 Visualize work environment and relationship
preferences
 Complete a career assessment
Look for a career research resources
 Match needs, wants, and potential
qualifications with a realistic and satisfying
career
 Develop a plan to reach career goals
 Locate job leads from a variety of sources
 Best ways to contact job leads
 Expand a list of job leads
 Know the legal document to have before
starting work
 Write a letter of application and completer an
application form
 Write a resume and cover letter
 Prepare for and know how to conduct
properly during a job interview
 Follow up a job interview
Skills:
 Explain traditional/nontraditional/entrepreneurial occupational
choices
 Research marketing career opportunity
information
 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
college and career readiness
Arizona CTE Standards
1.0 Analyze factors that influence consumer
behavior
1.1 Describe how personal values
influence consumer behavior
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
8.0 Examine fundamental management
concepts that affect business decision
making
8.3 Describe the roles of support staff,
supervisors, managers, and
technology in achieving business
goals
8.6 Describe cultural/ethnic differences
Economic Standard
Resources
 KUDER
 Internet
 Textbook
17
BE53 – Marketing II
Career & Technical Education
Unit 12: Personal Financing & Investing
Students will differentiate the various investment options.
Knowledge and Skills
Knowledge:
 What is financial planning workbook
 Budget money
 Put money to work for you
 The nature and scope of consumer credit
 Making money work for optimum return
Skills:
 Complete financial goal setting
 Create a financial plan
 Utilize the strategies for budgeting your
money
 Determine the key investment principles
 Identify credit sources

Compare/contrast the costs vs. the benefits
of using credit
Arizona CTE Standards
11.0 Demonstrate business and financial
management practices needed by
marketing entrepreneurs
11.3 Explain the purpose and importance
of credit
11.4 Describe how to obtain business
credit
Economic Standard
Concept 5: Personal Finance
Decision making skills foster a
person’s individual standard of
living. Using information
wisely leads to better informed
decisions as consumers,
workers, investors and
effective participants in
society.
Resources
 NEFE
 Internet
PO 1. Explain how education,
career choices, and family
obligations affect future
income
PO 3. Determine short- and
long-term financial goals and
plans, including income,
spending, saving, and
investing.
PO 4. Compare the
advantages and
disadvantages of using various
forms of credit and the
determinants of credit history.
PO 5. Explain the risk, return,
and liquidity of short- and longterm saving and investment
vehicles.
PO 6. Identify investment
options, (e.g., stocks, bonds,
mutual funds) available to
individuals and households
18
BE53 – Marketing II
Career & Technical Education
Unit 13: Money, Banking and Monetary Policy
Students will examine the purpose of banking as it relates to the Federal Reserve System and monetary policy.
Knowledge and Skills
Knowledge:
 Three uses of money
 Understand the sources of money’s value
 Understand banking history in the United
States
 Why the Federal Reserve Act of 1913 led to
further reform
 The structure of the Federal Reserve System
 How the Federal Reserve serves the federal
government
 How the Federal Reserve regulates the
banking system
 Understand the Federal Reserve’s role in
regulating the nation’s money supply
Arizona CTE Standards
Economic Standard
Economic Concept 3:
Macroeconomics
PO 5: Describe the functions
of the Federal Reserve
Resources
 Prentice Hall
Economics
Principles in Action
chapter 10 and
chapter 16
 Econ EdLink
 Virtual Economics
Skills:
 Analyze the nature and scope of financing
 Distinguish sources of financing for
businesses
 Forecast financial growth based upon
organization’s future plans
 Differentiate economic indicators and trends
(GDP, CPI, etc.)
 Evaluate the functions of the Federal
Reserve and how it pertains to business
finance
19