Principles of Marketing
Indiana Department of Education
Academic Standards Course Framework PRINCIPLES OF MARKETING
Principles of Marketing provides a basic introduction to the scope and importance of marketing in the global economy. Emphasis is placed on oral and written communications, mathematical applications, problem solving, and critical thinking skills as they relate to advertising/promotion/selling, distribution, financing, marketing-information management, pricing, and product/service management.
DOE Code: 5914
Recommended Grade Level: Grade 10-12
Recommended Prerequisites: None
Credits: 1 credit per semester, maximum of 2 credits
Counts as a Directed Elective or Elective for the General, Core 40, Core 40 with Academic Honors and Core 40 with Technical Honors diplomas
This course is aligned with postsecondary courses for Dual Credit:
o Ivy Tech
MKTG 101 Principles of Marketing
o Vincennes University
MGMT 280 Introduction to Marketing
This course provides the opportunity for dual credit for students who meet postsecondary requirements for earning dual credit and successfully complete the dual credit requirements of this course.
Application of Content and Multiple Hour Offerings
Intensive laboratory applications are a component of this course and may be either school based or work based or a combination of the two. Work-based learning experiences should be in a closely related industry setting. Instructors shall have a standards-based training plan for students participating in work-based learning experiences.
Career and Technical Student Organizations (CTSOs)
Career and Technical Student Organizations are considered a powerful instructional tool when integrated into Career and Technical Education programs. They enhance the knowledge and skills students learn in a course by allowing a student to participate in a unique program of career and leadership development. Students should be encouraged to participate in Business Professional of America, DECA, or Future Business Leaders of America, the CTSOs for this area.
Content Standards Domain – Economics Core Standard 1 Students establish the nature of marketing and how it functions in a marketing oriented economy and marketing’s role in the global economy.
Distinguish between economic goods and services
Investigate the concept of economic resources
Discuss the concepts of economies and economic activities
Analyze the role of business in society
Critique marketing and its importance in a global economy
Explain the nature of global trade Core Standard 2 Students apply and adapt the importance of the marketing concept to the competitive market.
Connect factors affecting a business’s profit
Assess factors affecting business risk
Explain the concept of competition Domain – Marketing Strategies Core Standard 3 Students integrate positive relationships with customers in order to enhance company image.
Determine strategy, image and position
Identify company’s brand promise
Determine ways of reinforcing the company’s image through employee performance
Demonstrate a customer-service mindset
Recognize and explain to customer inquiries
Solve conflicts with/for customers to encourage repeat business
Domain – Product/Service Management
Core Standard 4 Students establish a foundational knowledge of product/service management to understand its nature and scope.
Apply the nature and scope of the product/service management function
Identify the impact of product life cycles on marketing decisions
Define business ethics in product/service management
Use product information to identify the product features and benefits
Domain – Promotion
Core Standard 5 Students establish a foundational knowledge of promotion to understand its nature and scope.
Explain the role of promotion as a marketing function
Compare and contrast the types of promotion
Identify the elements of the promotional mix
Describe the use of business ethics in promotion
Core Standard 6 Students evaluate promotional channels used to communicate with targeted audiences.
Differentiate types of advertising media, both traditional and electronic
Use word-of-mouth channels used to communicate with targeted audiences
Explain the nature of direct marketing channels
Identify communications channels used in sales promotion
Explain communications channels used in public-relations activities
Domain – Pricing
Core Standard 7 Students connect the strategy dimensions of price as it relates to setting pricing objectives and policies.
Recognize and explain the nature and scope of the pricing function
Describe the role of business ethics in pricing
Investigate the use of technology in pricing function
Explain legal considerations for pricing
Critique factors affecting pricing decisions
Domain – Distribution/Channel Management
Core Standard 8 Students establish foundational knowledge of channel management to understand its role in marketing.
Recognize and explain the nature and scope of channel management
Review the relationship between customer service and channel management
Identify the nature of channels of distribution
Assess relationship between channels of distribution to time, place, and possession utility
Explain legal considerations in channel management
Describe ethical considerations in channel management
Domain – Marketing Information Management
Core Standard 9 Students establish foundational knowledge of marketing-information management to understand its nature and scope.
Analyze the need for marketing information
Identify information monitored for marketing decision making
Investigate the nature and scope of the marketing information management function
Explain the role of ethics in marketing-information management
Examine the regulation of marketing-information management
Domain – Market Planning
Core Standard 10 Students synthesize marketing-research activities to show command of their nature and scope.
Investigate the nature of marketing research
Recognize and explain the nature of marketing research problems/issues
Core Standard 11 Students integrate marketing-research design considerations to evaluate their appropriateness for the research problem/issue.
Identify methods used to design marketing research studies (i.e. descriptive,
exploratory, and casual)
Assess options businesses use to obtain marketing-research data (i.e. primary and secondary research)
Discuss the nature of sampling plans (i.e. who, how many, how chosen)
Core Standard 12 Students analyze data-collection methods to evaluate their appropriateness for the research problem/issue.
Identify data-collection methods
Diagnose characteristics of effective data-collection instruments
Core Standard 13 Students connect marketing-information to develop a marketing plan
Differentiate the concept of market and market identification
Domain – Selling
Core Standard 14 Students establish a foundational knowledge of selling to understand it’s nature and scope.
Define the nature and scope of selling
Assess the key factors of building a clientele and the role of customer service in selling
Differentiate company selling policies from selling regulations
Apply and adapt the ethics of selling
Review the use of technology in selling
Core Standard 15 Students integrate sales processes and techniques to enhance customer relationships and increase sales.
Make and support data-driven decisions using the sales processes and techniques
Define motivational theories that effect buying behavior