Marketing
H5.3
20% of course time (20 hours)
Principal focus:
The focus of this topic is to develop an understanding of the nature and role of marketing in a business and the main elements involved in the development and implementation of
successful marketing strategies.
Outcomes
Resources
H1.2 critically analyses the role of business in Australia
Sites with good approaches to marketing
H2.1 describes and analyses business functions and operations and their impact on business success
include:
H3.2 evaluates the effectiveness of management in the organization and operations of business and its responsiveness
The Sydney Morning Herald for all the latest
to change
information, including the marketing page on
H4.1 critically analyses the social and ethical responsibilities of management
Thursdays and Icon on Saturdays.
H5.1 selects, organizes and evaluates information and sources for usefulness and reliability
Amazon.com Earth's biggest selection the
H5.2 plans and conducts an investigation into business to present the findings in an appropriate business format
worldwide retailer of books, CD-ROMs etc.
H5.3 communicates business information, ideas and issues, using relevant business terminology and concepts in
Triple j triple j triple j web site for radio
appropriate forms.
station Triple J
The village web site for Triple M
Learn to
National Rugby League for the latest from the
use existing business case studies to investigate and communicate ideas and issues related to marketing. The focus of
National Rugby League
these case studies will be to:
Coca Cola the headquarters for Coke
•
analyzes and evaluate marketing strategies for a product or service
American Express Australia home has some
•
analyze the marketing plan of a business
good business ideas
•
construct a marketing plan for a single product/service (real or imaginary).
The small business site is the site for the Small
Major Assessment:
Business Show, essential viewing for all
Imagine that you have developed a new golf ball that floats, glows in the dark, and contains a computer chip that can analyze
students of business studies
information about its flight.
BRW the Business Review Weekly site
As the marketer of this new product write a plan which includes:
Commonwealth Bank of Australia Ð try other
 a SWOT analysis for the business and product
bank sites too
 outline the target market for the product
Australian Olympic Committee for a wide
 explain 3 marketing activities that you could use to promote your product
range of information. Also has good educational
 explain how your plan will achieve the financial objectives of your company
materials on marketing.
1
Students learn about:
nature and role of markets and marketing (5% 1 hour)
•
the role of marketing in the firm and in society
•
types of markets — resource, industrial, intermediate, consumer,
mass, niche
•
production–selling–marketing orientation
•
the marketing concept — customer orientation, relationship
marketing
•
marketing planning process
Teaching and learning strategies
Diagnostic discussion “What is Marketing”. Write a mindmap. Diagnostic quiz
http://quizlet.com/3595673/hsc-business-studies-marketing-flash-cards/
http://www.learnmarketing.net/test.htm
Marketing is "a social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others". Discuss.
Teacher defines and students discuss market types, customer orientation, relationship marketing, marketing
activities and the marketing planning process. Rewrite mindmap. Write a short response to the question
“What is marketing?”
elements of a marketing plan (25% 5 hours)
•
situational analysis including SWOT and product life cycle
Analyse a Gatorade marketing plan and determine which elements are addressed and which are not. Suggest
•
establishing market objectives
improvements. Mindmap the components of a marketing plan.
•
identifying target market
Imagine that you have developed a new golf ball that floats, glows in the dark, and contains a computer chip
•
developing marketing strategies
that can analyze information about its flight. As the marketer of this new product write a plan which
•
implementation, monitoring and controlling — developing a
includes:
financial forecast, comparing actual and planned results, and
 a SWOT analysis for the business and product
revising the marketing strategy
 outline the target market for the product
market research process (5% 1 hour)
 explain 3 marketing activities that you could use to promote your product
•
determining information needs, data collection (primary and
ENERGO is a new fruit-based drink that contains high levels of caffeine and sugar. The manufacturer would
secondary), data analysis and interpretation
like the drink to be seen as a healthy product. Market research results show that 75% of 8–12 year olds
customer and buyer behavior (15% 3 hours)
would like ENERGO sold at their school canteen. Outline ONE method of primary data collection that could
•
types of customers — people, households, firms, educational
have been used to obtain this market research result. Short answer.
institutions, government, clubs and societies, religious organizations
•
the buying process — buyers and users
Create an animoto clip of the main influences on customer choice. Use a text and the internet to collect
•
factors influencing customer choice — psychological, sociocultural, appropriate ideas, images and music to build the short movie.
economic, government
2
Students learn about:
Suggested teaching and learning strategies
developing marketing strategies (35% 7 hours)
•
market segmentation and product/service differentiation
Scenario: Students identify the segments within a school population. What characteristics do you choose
to identify the segments? What different types of musical and film products and services would you offer
to the different segments? How would you differentiate these products from their competitors?
The four Ps
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product and service
–
positioning
–
branding
–
packaging
•
•
•
•
Define the key terms and discuss: product line, mix, lifecycle, positioning, branding and packaging
Watch three competitive ads and discuss how they are positioning their brands and products differently
from each other http://www.youtube.com/watch?v=KeC3kPU-ZoA
http://www.youtube.com/watch?v=gQzwSQcuBOo
http://www.youtube.com/watch?v=p0NTP8VP9E0
A business sells a perfumed hair gel under the KoolTop brand. It now wants to market a cheaper nonperfumed hair gel. Describe ONE advantage and ONE disadvantage of marketing the non-perfumed hair
gel under the KoolTop brand.
price including pricing methods — cost, market and competition-based
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pricing strategies/tactics — skimming, penetration, loss leaders, price Web and text research: create a list of pricing strategies with paraphrased definitions and examples of
applications. Discuss and refine.
points
Possible starting point: http://www.learnmarketing.net/Price.htm
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price and quality interaction
promotion
Constructive learning exercise. Student creates a mindmap of marketing communications tactics. Teacher
–
elements of the promotion mix — personal selling, advertising,
asks open and closed questions to build the map. Finally, student suggests an appropriate mix for
below-the-line promotions, public relations
Gatorade. Compare work with Riley, T. (2007) Business Case Study: Gatorade in Business Studies
–
the communication process including opinion leaders and word of
Review 13(3) pp. 13-16. Revise mindmap.
mouth
place/distribution
Teacher description of the role and types of distribution
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distribution channels and reasons for intermediaries
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channel choice including intensive, selective, exclusive
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physical distribution issues including transport, warehousing,
inventory
environmental effects on distribution — technology, local government
Retake the quiz http://quizlet.com/3595673/hsc-business-studies-marketing-flash-cards/
3
Students learn about:
ethical and legal aspects (15% 3 hours)
•
environmentally responsible products
•
other issues including creation of needs, impacts of
retail developments, sugging (selling under the guise
of research)
•
role of consumer laws in dealing with
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deceptive and misleading advertising
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price discrimination
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implied conditions
–
warranties
–
resale price maintenance.
Suggested teaching and learning strategies
Suggested teaching and learning strategies
Discuss and complete Q. 25 of the 2009 HSC exam.
Read and discuss the PowerPoint Marketing-Ethical.
Do past exam multiple choice, short answer and extended response questions related to marketing.
4