21st Century Standards Profile
Business and Marketing
Course Title: Principles of Marketing
WVEIS Code 1505
Student’s Name______________________________________________________________________________________________
School__________________________________________________Instructor____________________________________________
Course Description: This area of study provides students the understanding and skills in the functional areas of marketing: channel
management, marketing-information management, market planning, pricing, product/service management, promotion, and selling using
a project-based approach. Students acquire an understanding and appreciation of each of the marketing functions and their ethical and
legal issues. Decision matrices are employed to aid in market planning. Students will utilize problem-solving techniques and participate
in hands-on activities to develop an understanding of course concepts. Teachers should provide each student with real world learning
opportunities and instruction related to marketing and business occupations. Students are encouraged to become active members of
the student organizations, DECA or FBLA, national student organizations for those enrolled in marketing or business education. DECA
and FBLA are integral components of the program and provide curricular opportunities that enhance student achievement. Teachers
should utilize relevant DECA or FBLA activities to support experiential learning. The West Virginia Standards for 21st Century Learning
include the following components: 21st Century Content Standards and 21st Century Learning Skills and Technology Tools. All West
Virginia teachers are responsible for classroom instruction that integrates learning skills, technology tools, and content standards and
objectives.
Level of Competence:
 Above Mastery: The student demonstrates exceptional and exemplary performance with distinctive and sophisticated
application of knowledge and skills that exceed standard. The student can independently solve problems and is self-directed.

Mastery: The student demonstrates competent and proficient performance and shows a thorough and effective application of
knowledge and skills that meet standard. Application of knowledge and skills is thorough and effective and the student can work
independently.

Partial Mastery: The student demonstrates basic but inconsistent performance of fundamental knowledge and skills
characterized by errors and/or omissions. Performance needs further development and supervision.
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Standard 1: Marketing
Objectives
The student will
HSB.O.PMAR.1.1
examine marketing and its
importance in a global economy.
HSB.O.PMAR.1.2
discover marketing functions and
related activities.
Standard 2: Channel Management
Objectives
The student will
HSB.O.PMAR.2.1
discover the nature and scope of
channel management.
HSB.O.PMAR.2.2
determine the nature of channels of
distribution.
HSB.O.PMAR.2.3
examine legal considerations in
channel management.
HSB.O.PMAR.2.4
establish ethical considerations in
channel management.
Standard 3: Marketing-Information Management
Objectives
The student will
HSB.O.PMAR.3.1
determine the need for marketinginformation.
HSB.O.PMAR.3.2
examine the nature and scope of
the marketing-information
management function.
HSB.O.PMAR.3.3
predict the role of ethics in
marketing-information management
function.
HSB.O.PMAR.3.4
relate the use of technology in the
marketing-information management
function.
2
Partial
Mastery
Mastery
Above
Mastery
Content Standards and Objectives
Date
Comments
HSB.O.PMAR.3.5
determine the nature of marketing
research.
Standard 4: Market Planning
Objectives
The student will
HSB.O.PMAR.4.1
research the concept of marketing
strategies.
HSB.O.PMAR.4.2
determine the concepts of market
and market identification.
HSB.O.PMAR.4.3
choose market segments.
HSB.O.PMAR.4.4
select a target market.
HSB.O.PMAR.4.5
determine the nature of marketing
plans.
HSB.O.PMAR.4.6
examine the role of situational
analysis in the marketing planning
process.
HSB.O.PMAR.4.7
participate in a market analysis.
HSB.O.PMAR.4.8
participate in a competitive analysis.
HSB.O.PMAR.4.9
determine the nature of a sales
forecast.
HSB.O.PMAR.4.10
predict sales for a marketing plan.
HSB.O.PMAR.4.11
determine marketing goals and
objectives.
HSB.O.PMAR.4.12
develop a marketing plan.
Standard 5: Pricing
Objectives
The student will
HSB.O.PMAR.5.1
recognize the nature and scope of
the pricing function.
HSB.O.PMAR.5.2
determine the role of business
ethics in pricing.
HSB.O.PMAR.5.3
debate legal considerations for
pricing.
HSB.O.PMAR.5.4
examine factors affecting pricing
decisions.
3
Standard 6: Product/Service Planning
Objectives
The student will
HSB.O.PMAR.6.1
determine the nature and scope of
the product/service management
function.
HSB.O.PMAR.6.2
outline the impact of product life
cycles on marketing decisions.
HSB.O.PMAR.6.3
assess business ethics in
product/service management.
HSB.O.PMAR.6.4
examine the concept of the product
mix.
HSB.O.PMAR.6.5
compare factors used by marketers
to position products/services.
HSB.O.PMAR.6.6
outline the nature of product/service
branding.
HSB.O.PMAR.6.7
recognize the nature of corporate
branding.
Standard 7: Promotion
Objectives
The student will
HSB.O.PMAR.7.1
recognize the role of promotion as a
marketing function.
HSB.O.PMAR.7.2
recognize the types of promotion.
HSB.O.PMAR.7.3
classify the elements of the
promotional mix.
HSB.O.PMAR.7.4
distinguish the use of business
ethics in promotion.
HSB.O.PMAR.7.5
distinguish the regulation of
promotion.
Standard 8: Selling
Objectives
The student will
HSB.O.PMAR.8.1
examine the nature and scope of
the selling function.
recog
4
HSB.O.PMAR.8.2
recognize the role of customer
service as a component of selling
relationships.
HSB.O.PMAR.8.3
debate business ethics in selling.
HSB.O.PMAR.8.4
analyze the nature of selling
regulations.
Standard 9: Participating in a Local Student Organization
Objectives
The student will
HSB.O.PMAR.9.1
assess the purposes and goals of a
local student organization.
HSB.O.PMAR.9.2
discover the benefits and
responsibilities of participation in a
local student organization as an
adult.
HSB.O.PMAR.9.3
demonstrate leadership skills
through participation in local
student organization activities such
as meetings, programs, and
projects.
5
Profile Summary
STUDENT COMMENTS:
Student’s Signature______________________________________________________________ Date____________________
INSTRUCTOR COMMENTS:
Instructor’s Signature_____________________________________________________________ Date___________________
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