Marketing & Advertising
Course Description
Today we live in a consumer society. In an average day we see hundreds, if not
thousands, of advertising messages. Whether they’re on TV, the radio, a billboard, or
even the back of a bus ticket, products and services are being sold to us more than ever
before. Marketing efforts shape the way we live our lives from the time we are small
children. Marketers must understand behavior in order to be effective in those efforts.
This course will examine the process by which consumer goods and services are brought
to the market. Students will analyze existing markets to identify problems and
opportunities, develop and modify products, establish and manage distribution, set prices,
study buyer behavior, and undertake promotional efforts, especially advertising.
The advertising focus of this course is designed for all students interested in learning
what has been the process to develop these advertising messages. Students will learn to
attract attention to their product or service by being able to identify and apply a variety of
advertising techniques and strategies.
This course will also give students an opportunity to gain insight into Sports Marketing
and International Marketing.
Course Objectives
Upon completion of this course, students will be able to:
Marketing:
1. Develop an understanding of marketing terms, concepts, principles and practices
and apply them to their role as a consumer and/or business leader.
2. Understand consumer and organizational behavior.
3. Develop knowledge and tools necessary to design and implement effective
marketing programs.
4. Analyze various market research methods, including both primary and secondary
research.
5. Understand the advantages, disadvantages, opportunities and tradeoffs involved in
different marketing strategies and choices.
6. Be familiar with the basic as well as leading edge/innovative concepts of
marketing, including: market segmentation; product positioning; managing
products over the life cycle and product portfolio analysis; marketing performance
metrics; marketing-mix decisions such as advertising and branding; and the
critical market analyses essential to product planning, such as customer and
competitor analyses and forecasting.
7. Appreciate ethical implications of marketing decisions
8. Develop the ability to combine formal analysis and creativity in designing and
implementing effective marketing programs.
9. Prepare a marketing plan.
Advertising:
1. Explain how advertising an integral component of the marketing mix is; and
describe the effect of advertising on marketing functions.
2. Compare and contrast advertising media.
3. Differentiate between advertising to a target audience (such as a market segment)
and to the mass market.
4. Classify advertisements. (such as price or non-price; targeted audience or mass
market; product or institutional)
5. Identify and evaluate elements of the advertisement that attract attention, develop
interest, create desire, and produce action.
6. Analyze advertisements for effectiveness.
7. Compare and contrast outcomes of self-regulation and government regulation on
the advertising industry; and incorporate regulations in a plan to protect the
consumer from false and/or misleading advertising.
8. Use technology to develop and present advertising.
9. Plan, design, and present advertisements.
Course Content
Marketing
A.
B.
C.
D.
Marketing Concept of the 21st Century
a. Historical Development
b. Customer needs and wants
Implementing the Marketing Concept
a. Identify the Market
b. Develop a Marketing Mix
Marketing’s Impact on Society
a. Social responsibility
 Government agencies and consumer protection
 Code of Ethics
o Responsibilities of the Marketer
Planning and Marketing Strategy
a. Defining and Understanding the Customer
 Consumer Behavior
o Demographics
o Psychographics
o Geographical
o Behavioral
 Buying Motivates
 Buying Behavior
E.
Marketing Information and Research
a. Sources of Information (Internal/External)
b. Secondary data sources
 Trade and Professional Association
 Business publications
 Commercial data and information services
c. Primary Data Sources
 Surveys
 Observations/Focus Groups
 Test Markets
d. Marketing Information Systems/Technology
e. Marketing Research Process
F. Market Segmentation
a. Differentiating market segments
 Target markets
 Mass Markets
G. Developing a Marketing Strategy
a. Marketing Mix Alternative (4 P’s)
 Product
o Stages of product life cycle
o Classifications of products
 Convenience, Shopping, Specialty Goods
o Product design, packaging
o Product lines
o Brand Development
 Place (distribution)
o Channels of Distribution
 Manufacturer
 Wholesaler
 Retailer
 Middle-man
o Models of Transportation
 Railroad, Truck, Ship, Plane
o Storage and Product Handling
 Warehouse and Distribution Centers
 Price
o Elasticity of demand
o Price Objectives
 Maximize profits
 Increase sales
 Maintain image (prestige pricing)
 Break-even analysis
o Establish a Selling Price

 Skimming price
 Penetration price
o Pricing Policies
 Price Flexibility
 Price Lines
 Geographic Pricing
 Discounts and Allowances
o Credit
 Types of Credit (consumer/trade)
 Credit policies
 Credit approval
 Collections
o Legal and Ethical Considerations
 Price fixing
 Price discrimination
 Unit pricing
 Unfair trade practices law
 Price advertising
Promotion
o Role of promotion in marketing
 Inform, persuade, create need, create emotion, brand
loyalty
o Pros & Cons of the various types of Promotion
 Personal selling
 Advertising
 Direct Marketing
 Sales Promotion
 Public Relations
Advertising
A) Advertising and its purpose
B) Types: Organization and Product
C) Types of medium and their advantages/disadvantages
a. Television
b. Radio
c. Outdoor
d. Direct mail
e. Magazines
f. Newspapers
g. Internet
D) Criteria for selecting media
a. Cost
b. Reach
c. Frequency
d. Lead time
E) Creative Formats and Appeals
a. Slice of life
b. Fantasy
c. Musical
d. Technical expertise
e. Testimonial
f. Lifestyle
g. Mood or image
h. Character
i. Scientific evidence
j. Humor
k. Sex
l. Celebrity
F) Gauging Advertising, Effectiveness
a. Choosing evaluation techniques
 Focus groups
 Recall testing
 Recognition testing
b. Laws and Regulations Regarding Advertising
 Deceptive advertising
 Unfair advertising
 Substantiation of Advertising Claims
c. Controversial Advertising
 Tobacco
 Alcohol
 Drugs
Resources
Textbook: Marketing Your Personal Finances 2nd Edition, James L. Burrow, Thomson
South-Western, 2006
Accompanying Student Workbook
http://www.swlearning.com/marketing/gitm/gitm.html#1
Great Ideas for Teaching Marketing
http://www.mark-ed.com/ MarkEd Resources Center
http://www.marketingteacher.com/Lessonstore.htm Marketing Teacher.com
http://www.business.gov/topics/research_resources/ Business.gov Research Resources
http://www.entrepreneur.com/ Entrepreneur.com
http://www.sba.gov/ United States Small Business Association
http://www.merlot.org/Home.po
MERLOT (Multimedia Educational Resource for Learning and Online Teaching
http://www.adcracker.com/index.htm Ad Cracker
http://www.lawpublish.com/sitemap.html Advertising Law Resource Center
http://www.marketingpower.com/ American Marketing Association
http://www.knowthis.com/ Marketing Virtual Library
http://scriptorium.lib.duke.edu/eaa/
The Emergence of Advertising in America: 1850 – 1920; Duke University
Suggested Strategies
Cooperative Group Strategies
Field Trips
Online Simulations
Internet Research
Collaborative Work with Art and Technology departments
Guest Speakers
Contests
Promotional Plans and Collaboration with School Store and Athletics/Activities
Case Study Analysis and Evaluation
Evaluation
Tests/Quizzes
Products of Performance: Projects, Presentations, Simulations
Group and Class Participation
Rubric