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Planning Guide Sheets

Section 5


The following planning guide sheets were developed for each of the performance indicators in the Marketing Principles course guide. Each guide sheet identifies a Knowledge and Skill Statement (standard), a Performance Element (topic), a Performance Indicator, a Curriculum Planning Level, SCANS crosswalk, 21st Century Skills crosswalk, Objectives, a Sample Activity, and a listing of resources. The LAPs and presentation software packages identified in the resource listing can be purchased separately from MBAResearch to support instruction.



A sample activity is provided for each performance indicator. These activities can be used to reinforce concepts, practice skills, extend knowledge, and/or assess student performance. Considerations made in developing the activities are as follows:

  • The activities should promote critical thinking, decision-making, and teamwork.

  • A variety of activities should be developed to appeal to different learning and teaching styles and to maintain student interest.

  • The activities should reflect the intent of the performance indicators; e.g., concept-oriented activities should be developed for concept-oriented performance indicators.

  • The activities should enable students to integrate and apply academic content.

  • The activities should encourage the use of technology.

  • The activities should be viewed as examples that can be used for instructional assistance. They should not be considered mandatory or all inclusive.

  • The activities should be developed from the student’s point of view; i.e., the activities are for a student to complete, rather than instructional directions for a teacher to implement.


Skill Statement

Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives



Understand marketing’s role and function in business to facilitate economic exchanges with customers.

Performance Indicator

Explain marketing and its importance in a global economy (MK:001,





Information 5; Interpersonal 11; Systems 15; Thinking Skills 12; Personal

Qualities 15

21st Century Skills

Global Awareness 1; Critical Thinking and Problem Solving Skills 1, 3


a. Define the following terms: marketing and marketing concept.

b. Identify marketing activities.

c. Categorize items that are marketed.

d. Explain where marketing occurs.

e. Explain the elements of the marketing concept.

f. Explain the role of marketing in a private enterprise system.

g. Describe ways in which consumers and businesses would be affected if marketing did not exist.

h. Explain how marketing benefits our society.


Identify ways in which local businesses apply the marketing concept domestically and abroad, and determine how this affects the businesses’ customers. Write an article depicting your findings, and compete with classmates to have the best paper selected for publication in the school/local paper.
Keep a journal for one day to identify how marketing affects your life. Start the journal the moment that you wake up. When finished, underline areas that are impacted by global marketing. Discuss your journal entries with the class.
Locate an article about global marketing in the newspaper or on the Internet. Summarize the article, and present it to the class.

Develop a list of ways that a school-based enterprise or a local business could apply the marketing concept. Write a one-page report of your recommendations and provide a rationale for those recommendations. Submit the paper to your teacher for feedback.



MBAResearch and Curriculum Center. (2011). Have it your way (Marketing) [LAP: MK-004]. Columbus, OH: Author.

MBAResearch and Curriculum Center. (2011). Have it your way (Marketing): Instructor copy [LAP: MK-004]. Columbus, OH: Author.


Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 5-10). Mason, OH: South-Western Cengage Learning.

Brown, B.J. & Clow, J.E. (2006). Introduction to business (pp. 196-205). Woodland Hills, CA: Glencoe/McGraw-Hill.

Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 4-11, 16-25]. Mason, OH: Thomson/South-Western.

Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s edition (2nd ed.) [pp.17-22, 46-48]. Tinley Park, IL: Goodheart-Willcox Company, Inc.

Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp. 236-238]. Mason, OH: South-Western Cengage Learning.

Etzel, M.J.; Walker, B.J.; & Stanton, W.J. (2007). Marketing (14th ed.)

[pp. 3-24]. New York: McGraw-Hill/Irwin.

Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2009). Marketing essentials

(pp. 4-19, 116). Woodland Hills, CA: Glencoe/McGraw-Hill.

Grewal, D. & Levy, M. (2008). Marketing (pp. 4-7, 12-14, 20-26). New York:McGraw-Hill Irwin.

Ivancevich, J. M., & Duening, T. N. (2007). Business principles, guidelines, and practices (2nd ed.) [pp. 374-376]. Mason, OH: Thomson.

Lamb, C.W., Jr.; Hair, J.F., Jr.; & McDaniel C. (2003) Essentials of marketing (3rd ed.) [pp. 6, 9-14, 18-20]. Mason, OH: South-Western.

Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing: Marketing strategy planning approach (16th ed.) [pp. 4-27]. New York: McGraw-Hill/Irwin.

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