Grade 10: Marketing

This sub-organizer contains the following sections:
Prescribed Learning Outcomes
Suggested Instructional Strategies
Suggested Assessment Strategies
Recommended Learning Resources

PRESCRIBED LEARNING OUTCOMES

It is expected that students will:

describe and evaluate the marketing mix for a variety of products
outline factors contributing to product value
create and implement a marketing plan for a product or service
defend techniques used to market products or services globally
evaluate how trends in society affect employment in the marketing sector and in education

To view the prescribed learning outcomes for Marketing in other grades click on an icon below.

SUGGESTED INSTRUCTIONAL STRATEGIES

Students examine the marketing mix of products (a combination of price, product, place, and promotionthe "4 Ps" of marketing) to increase their problem-solving skills and recognize marketplace opportunities.

Ask each student to monitor the marketing of a particular product or service and provide examples of pricing strategies used to promote sales (e.g., loss leaders, competitive pricing).
Suggest that students conduct a class or community survey to determine needs for new products or services (e.g., for specific target populations). Then ask them to use a variety of technologies to prepare, present, and defend marketing plans, incorporating the 4 Ps and including for each plan:
- identification of target market
- design or simulation of product or service
- package design to enhance product image
- determination of cost of raw materials
- design of promotional mix
- financial projections for short- and long-term sales
Invite students to use the Internet, CD-ROMs, or print materials to research trends in education and employment opportunities in marketing. Then have them generate questions for a guest speaker from the marketing sector.
Have the class identify Canada's major trading partners and discuss the importance of international marketing to the Canadian market. As an extension, provide opportunities for students to interview business owners to discuss import and export strategies with Canada's major trading partners.
Discuss the concept of product value. Encourage students to explore internal and external factors influencing product value (e.g., internalproduct differentiation, marketing mix, production costs; externalsupply, economic conditions, legal and ethical restrictions). Have each student then select a product and create a report that describes and evaluates the marketing mix used for the product.
As a class, discuss the question: Do ethics have any place in marketing?

SUGGESTED ASSESSMENT STRATEGIES

Students demonstrate their understanding of marketing mix and the role of marketing in business by applying their skills and ideas in real and simulated settings, and by reflecting on decisions they make in these situations.

Have students work in groups to assess the value of different products in various industries. Have groups record their responses to the question: Why do people choose one brand over another? Check their work and note the extent to which students recognize:
- how different products appeal to the needs or wants of target populations
- various marketing techniques used to sell products to specific target markets
- factors that contribute to the value of various products
With students, develop criteria for an effective marketing plan. As they work in groups to develop their plans, have them use the criteria as a checklist and include justifications for the decisions they make. Review their work and record whether strategies selected are effective and whether students:
- identify needs or wants
- identify target markets
- identify strategies that reflect the 4 Ps of marketing
- justify their selections
Have students research the impact of modern technology on jobs in the marketing sector. Review their work for evidence that they recognize:
- the influence of technology on the workplace
- the educational requirements for jobs in the marketing sector
- that changes in society and the industry affect the nature of jobs in marketing

RECOMMENDED LEARNING RESOURCES

Print Materials

An Introduction to the Stock Market - A Canadian Perspective
Media Messages
World of Business

Video

10 Basics of Business Etiquette
Secrets of Selling
Supermarket Persuasion

Multimedia

Exploring Business

Note: It is anticipated that existing classroom and school materials will also be used to support the prescribed learning outcomes until additional learning resources are identified.

Revised: October 29, 1997

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