• 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
    Dual Credit
    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.
    Standards
    PMK-1.1
    Distinguish between economic goods and services
    PMK-1.2
    Investigate the concept of economic resources
    PMK-1.3
    Discuss the concepts of economies and economic activities
    PMK-1.4
    Analyze the role of business in society

    PMK-1.5
    Critique marketing and its importance in a global economy
    PMK-1.6
    Explain the nature of global trade Core Standard 2 Students apply and adapt the importance of the marketing concept to the competitive market.
    Standards
    PMK-2.1
    Connect factors affecting a business’s profit
    PMK-2.2
    Assess factors affecting business risk
    PMK-2.3
    Explain the concept of competition Domain – Marketing Strategies Core Standard 3 Students integrate positive relationships with customers in order to enhance company image.
    Standards
    PMK-3.1
    Determine strategy, image and position
    PMK-3.2
    Identify company’s brand promise
    PMK-3.3
    Determine ways of reinforcing the company’s image through employee performance
    PMK-3.4
    Demonstrate a customer-service mindset
    PMK-3.5
    Recognize and explain to customer inquiries
    PMK-3.6
    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.
    Standards
    PMK-4.1
    Apply the nature and scope of the product/service management function
    PMK-4.2
    Identify the impact of product life cycles on marketing decisions
    PMK-4.3
    Define business ethics in product/service management
    PMK-4.4
    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.
    Standards
    PMK-5.1
    Explain the role of promotion as a marketing function
    PMK-5.2
    Compare and contrast the types of promotion
    PMK-5.3
    Identify the elements of the promotional mix
    PMK-5.4
    Describe the use of business ethics in promotion
    Core Standard 6 Students evaluate promotional channels used to communicate with targeted audiences.
    Standards
    PMK-6.1
    Differentiate types of advertising media, both traditional and electronic
    PMK-6.2
    Use word-of-mouth channels used to communicate with targeted audiences
    PMK-6.3
    Explain the nature of direct marketing channels
    PMK-6.4
    Identify communications channels used in sales promotion

    PMK-6.5
    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.
    Standards
    PMK-7.1
    Recognize and explain the nature and scope of the pricing function
    PMK-7.2
    Describe the role of business ethics in pricing
    PMK-7.3
    Investigate the use of technology in pricing function
    PMK-7.4
    Explain legal considerations for pricing
    PMK-7.5
    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.
    Standards
    PMK-8.1
    Recognize and explain the nature and scope of channel management
    PMK-8.2
    Review the relationship between customer service and channel management
    PMK-8.3
    Identify the nature of channels of distribution
    PMK-8.4
    Assess relationship between channels of distribution to time, place, and possession utility
    PMK-8.5
    Explain legal considerations in channel management
    PMK-8.6
    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.
    Standards
    PMK-9.1
    Analyze the need for marketing information
    PMK-9.2
    Identify information monitored for marketing decision making
    PMK-9.3
    Investigate the nature and scope of the marketing information management function
    PMK-9.4
    Explain the role of ethics in marketing-information management
    PMK-9.5
    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.
    Standards
    PMK-10.1
    Investigate the nature of marketing research
    PMK-10.2
    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.
    Standards
    PMK-11.1
    Identify methods used to design marketing research studies (i.e. descriptive,

    exploratory, and casual)
    PMK-11.2
    Assess options businesses use to obtain marketing-research data (i.e. primary and secondary research)
    PMK-11.3
    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.
    Standards
    PMK-12.1
    Identify data-collection methods
    PMK-12.2
    Diagnose characteristics of effective data-collection instruments
    Core Standard 13 Students connect marketing-information to develop a marketing plan
    Standards
    PMK-13.1
    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.
    Standards
    PMK-14.1
    Define the nature and scope of selling
    PMK-14.2
    Assess the key factors of building a clientele and the role of customer service in selling
    PMK-14.3
    Differentiate company selling policies from selling regulations
    PMK-14.4
    Apply and adapt the ethics of selling
    PMK-14.5
    Review the use of technology in selling
    Core Standard 15 Students integrate sales processes and techniques to enhance customer relationships and increase sales.
    Standards
    PMK-15.1
    Make and support data-driven decisions using the sales processes and techniques
    PMK-15.2
    Define motivational theories that effect buying behavior