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Marketing includes the processes by which businesses introduce their goods, services, and ideas to potential purchasers and exchange them for value. It is one of the core elements in the entrepreneurial private enterprise system.
Courses in marketing provide students with opportunities to examine the nature and role of marketing in local and global contexts. They learn how marketing helps businesses determine and meet customer needs, how businesses present a variety of products and services, how marketing helps individuals and firms become and remain successful, how businesses operate most effectively when individuals recognize their roles and responsibilities as consumers and producers, and how consumer decisions influence the marketplace. Students gain an understanding of the need for good customer relations and of how this attitude drives the economic system in Canada.
Organizers used to cluster learning outcomes within the marketing courses are as follows:
Marketing is the process of introducing goods and services to consumers through a marketplace. Marketing is a volatile activity, influenced by changing economic conditions as well as political, social, cultural, and legal factors. Students learn the role of marketing in the economy and how marketing affects them, both in their business lives and as consumers. The prescribed learning outcomes include:
Marketing research includes the study of market conditions and target populations and is used to help businesses effectively bring their products and services to potential customers. In Grade 11, students develop fundamental skills in this area and use a variety of research tools. They use more sophisticated tools as they move through Grade 12. When students understand the importance and the methods of marketing research, they are better able to make consumer, career, and personal decisions. The learning outcomes include:
Marketing practice applies marketing concepts to authentic business settings. Students examine how businesses offer, promote, and deliver products and services to consumers and how government regulations affect businesses. They become better informed as consumers and gain a fuller understanding of their roles and responsibilities in an economic system. The learning outcomes include:
Marketing strategies are the processes used by businesses to market their products and services to potential customers. Students practise creative problem solving and apply analytical skills to develop effective ways to meet customer needs. The analytical and problem-solving skills they learn can help them in business and personal decision making. The learning outcomes include:
Global marketing involves the exchange of goods and services between companies operating internationally. The concept of global marketing may also be applied to cultural diversity within Canadian markets. Technology allows small and medium-sized companies to compete worldwide using the Internet and other electronic communications. Students explore the nature of the world economy, which can introduce career opportunities and help students make informed economic decisions when purchasing goods and services. The learning outcomes include:
Marketing research skills are an important asset for students electing to take Entrepreneurship 12 or Management Innovation 12. Teachers are therefore encouraged to stress these skills in Marketing 11. For marketing research, teachers should consider providing a wide range of information sources and should not have students rely on a single medium. Adequate time for Internet access should also be considered in this regard.
In the past, students have contributed their knowledge and skills in establishing and running a school-based business such as a store or night club. Marketing 11 students are often called upon to provide a range of services in a school and to use their particular expertise in their final years.
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Revised: October 8, 1998
