Tahoma High School
Syllabus for Marketing
Instructor: Mike Jackson 425-413-6239 [email protected]
Course Summary
Marketing is a business class designed to help prepare you for a post-secondary education degree or
certificate and give you the skills that you can use in your future career. This introductory course
encompasses the following topics: merchandising, sales, advertising, communication, listening, and
leadership development. Information on classroom instruction, study guides, and other resources will
be located at our Tahoma Marketing Program SWIFT site.
You will develop leadership skills through involvement in DECA (An Association of Marketing
Students- formerly known as Distributive Education Clubs of America). You can attend local, state,
and national events to learn more about marketing and compete in classroom and community related
events. Membership is required. Pick two events to compete in so you double your chances to make
it to International competition. Go to DECA Events List and check out the many events that you can
choose to compete in. You will be required to compete at the DECA Area Conference on January 10th
from 8:15-2:45
Classroom instruction will be varied to include lecture-discussion, group projects, videos, role-plays,
decision-making exercises, and guest speakers from the business community. You will be using the
Marketing Essentials textbook. We only have one classroom set of books, if you would like to
checkout a Marketing Essentials text, these can be checked out before or after school. The cost of
the text is $64.00. It is your responsibility to take care of this textbook or you will replace it.
Assessment Strategies
Of course you want to know how you will be graded! Since everyone learns differently, I choose to
assess people in different ways:
 You will have the standard vocabulary and end of chapter tests.
 Classroom projects and presentations
 During classroom presentations, you and/or your group will be peer evaluated.
Note: You will be given a RUBRIC (a sheet that breaks down how you will be evaluated) at the
beginning of the unit that we are studying. That way you will know how you will be evaluated on
your work/presentation at the end of the unit.
Grading Criteria
The emphasis in the Marketing Program is on performance and daily participation. My philosophy is
one of “learning by doing” therefore; the grading scale will reflect this philosophy. Each assignment,
test, quiz, or project will be assigned a point value.
Extra Credit will only be allowed if you have a B or better in my class!
Unit Outline
Hours
Unit 1:
Unit 2:
Unit 3:
Unit 4:
The Essentials of Marketing
Economics
Selling
Promotion
Total Hours
25
25
30
10
90
Procedures and Expectations
 You will use language appropriate for the business setting. Please, no abusive or vulgar
language. Name-calling and harassment of any form will not be tolerated and could be
grounds for failure/dismissal.
 Projects and presentations must be school appropriate. You will receive failing grade for the
project or presentation if it is inappropriate for the classroom setting. If you have to ask, it is
probably not appropriate.
 You will be given time, in class, to finish your work. There will only be homework for you if you
choose to not use your time wisely in class.
 You must receive permission (use your handbook) before you leave the classroom for any
reason and you must get your handbook signed by Mr. Jackson.
 You will come to class prepared and ready to learn. Bring paper, notebook, pen, pencil, and
your admit slip if you were absent the previous day. DO NOT ask permission to leave class to
get your admit slip.
 It is your responsibility to make arrangements for make-up tests, find out what assignments
are missing, and when the assignments are due. Generally, for each excused day of absence
you may take an additional day to turn in your missed work. You can also retake a test or redo
an assignment or presentation if you did not receive the grade you like (within the quarter).
 You will follow the Academic Integrity Policy in this class.
Attendance and Tardiness
Assisting students in establishing lifelong habits of reliability and promptness is an instructional
objective in this particular course. Progress toward this goal will be measured, at least in part, by
tracking student attendance. Therefore, a student’s grade or credit in this class may be adversely
affected by reason of tardiness or absence. See handbook for THS rules.
There are presentations or classroom participation assignments that cannot be made up. Your grade
will be affected if you miss those days.
Please have your parents read this syllabus. You will be given a signature sheet to turn in
The next pages are the standards that are set by State of Washington. These are the requirements
for this class. Please keep these and check them off as you learn them.
Vocabulary: This is the vocab that we will use in class. You are responsible to study these on your
own
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marketing
goods
services
marketing concept
utility
market
consumer market
industrial market
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market share
target market
customer profile
marketing mix
SWOT analysis
environmental scan
marketing plan
executive summary
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situation analysis
marketing strategy
sales forecasts
performance standard
market segmentation
demographics
disposable income
discretionary income
UNIT 1 The Essentials of Marketing
Performance Assessments:
Students will prepare and present a SWOT analysis and report on business.
Unit 1 Final Assessment
Embedded Leadership Activities
21st Century interdisciplinary theme: financial, economic, business & entrepreneurial literacy
21st Century Skills:
1.A.2 Create new and worthwhile ideas (both incremental and radical concepts)
1.A.3 Elaborate, refine, analyze and evaluate their own ideas in order to improve and maximize
creative efforts
1.B.1 Develop, implement and communicate new ideas to others effectively
1.B.3 Demonstrate originality and inventiveness in work and understand the real world limits to
adopting new ideas
Develop a poster for a CTSO that incorporates a SWOT.
STANDARDS AND COMPETENCIES
Standard/Unit:
PS 1: Identify the key concepts and functions of Marketing.
PS 2: Understand and develop a SWOT analysis.
Competencies
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
1.13
1.14
1.15
Total
Learning
Hours for
Unit: 25
Describe the scope of marketing
Explain the economic value and benefits of marketing
Discuss the reasons for studying marketing
State the marketing concept
Explain the marketing mix
Define what constitutes a market, as well as how to identify one
Identify key methods used to reach potential customers, including developing a customer profile, target marketing,
and marketing segmentation
Describe marketing functions and related activities
Determine economic utilities created by business activities
Explain marketing and its importance in a global economy
Explain the concept of competition
Identify factors affecting a business’s profit
Explain the role of business in society
Identify factors affecting a business’s profit
Analyze product information to identify product features and benefits
UNIT 2 Economics
Performance Assessments:
Students will prepare and present information on the different economic systems.
Unit 2 Final Assessment
Embedded Leadership Activities
21st Century interdisciplinary theme: financial, economic, business & entrepreneurial literacy
21st Century Skills:
3.B.1 Demonstrate ability to work effectively and respectfully with diverse teams
7.A.2 Work effectively in a climate of ambiguity and changing priorities
Prepare a presentation on one of the economic systems, listing the pros and cons.
STANDARDS AND COMPETENCIES
Standard/Unit:
PS 3: Identify and explain various types of economic systems.
PS 4: Identify various economic measurements.
MK1: Describe the impact of economics, economic systems, and entrepreneurship on
marketing.
Competencies
Total
Learning
Hours for
Unit: 10
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
2.11
2.12
2.13
2.14
2.15
2.16
2.17
2.18
Summarize the key principles on which a modified free enterprise system is based
Explain how supply and demand interact to set prices
Identify various types of economies.
Identify various economic measurements
Discuss the role of the government and the consumer in a market economy
Identify the factors of production and relate them to the three basic questions that all economies must answer
List the goals of a healthy economy, and explain how they are measured
Describe the four phases of the business cycle
Explain the types of economic systems
Distinguish between economic goods and services
Describe the concepts of economics and economic activities
Explain the concept of productivity
Describe the concept of price stability as an economic measure
Determine the impact of business cycles on business activities
Explain the nature of global trade
Determine the relationship between government and business
Discuss the impact of cultural and social environments on world trade
Explain the nature of trade regulations
UNIT 3 Selling
Performance Assessments:
Students will prepare and present a sales demonstration using all steps of the sale.
Unit 3 Final Assessment
Embedded Leadership Activities
21st Century interdisciplinary theme: financial, economic, business & entrepreneurial literacy
21st Century Skills:
1.B.1 Develop, implement and communicate new ideas to others effectively
1.B.3 Demonstrate originality and inventiveness in work and understand the real world limits to
adopting new ideas
2.A.1 Use various types of reasoning (inductive, deductive, etc.) as appropriate to the situation
Develop and perform a skit based on a person-to-person selling situation
STANDARDS AND COMPETENCIES
Standard/Unit:
PS 5: Identify and execute the steps of the sales process.
MK 10: Use marketing strategies and processes to determine and meet client/customer needs
and wants.
Competencies
Total
Learning
Hours for
Unit: 30
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
3.13
3.14
3.15
3.16
3.17
Identify and execute the seven steps of the sales process
Explain the process and techniques of both retail and business-to-business selling
Identify ways to prepare for selling
Demonstrate appropriate techniques to initiate a sale and determine customer needs
Handle customer objections during the selling process
Demonstrate effective suggestion selling and sale closing techniques
Explain the nature and scope of the selling function
Analyze product information to identify product features and benefits
Discuss motivational theories that impact buying behavior
Explain customer/client/business buying behavior
Explain key factors in building a clientele
Explain the selling process
Explain the nature of positive customer relationships
Identify product to fill customer’s need
Handle customer/client complaints
Respond to customer inquiries
Evaluate customer experience
UNIT 4 Promotion
Performance Assessments:
Students will prepare and present a coordinated promotional campaign.
Unit 4 Final Assessment
Embedded Leadership Activities
21st Century interdisciplinary theme: financial, economic, business & entrepreneurial literacy
21st Century Skills:
1.A.1 Use a wide range of idea creation techniques (such as brainstorming)
1.A.2 Create new and worthwhile ideas (both incremental and radical concepts)
1.A.3 Elaborate, refine, analyze and evaluate their own ideas in order to improve and maximize
creative efforts
Create and present a promotional campaign.
STANDARDS AND COMPETENCIES
Standard/Unit:
PS 6: Explain different types of advertising
PS 7: Explain the promotional mix
MK COM 5: Communicate information about products, services, images, and/r ideas to
achieve a desired outcome.
Competencies
Total
Learning
Hours for
Unit: 25
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
Explain the promotional mix concept and its role in marketing
Discuss trade and consumer sales promotions
Explain the nature and scope of public relations
Write a news release
Discuss the elements of visual merchandising and the artistic aspects of creating a display
Explain the purpose and importance of advertising
Identify the different types of advertising media
Calculate media costs
Prepare print advertising