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

PRESCRIBED LEARNING OUTCOMES

• describe the changing nature of marketing
• describe the elements of marketing research
• evaluate the social implications of advertising
• select and develop a promotional mix for a product or service

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

SUGGESTED INSTRUCTIONAL STRATEGIES

• Have students use principles of design and the AIDA formula (Attention, Interest, Desire, Action) to create simulated advertising presentations for products or services and specific target populations. Examples of presentations include radio advertisements; video commercials; television advertisements and infomercials; web site, newspaper, and magazine advertisements; and coupons and flyers.
• Provide students with a case study and ask them to examine and report on how marketing techniques can have unintended social implications (e.g., cigarette advertising and health issues, cosmetics packaging and environmental issues).
• Suggest that students use a variety of sources to identify and critique examples of stereotyping and bias in marketing products, services, or ideas. Explore with students how a culture is influenced by marketing practices and messages.
• During a field trip to visit members of a local business sector, have students identify and evaluate marketing strategies used by various businesses (e.g., in-store displays, window displays, music) to promote sales and to attract specific customers (e.g., cultural, age, or gender groups).
• Outline and discuss with students historical changes in marketing, such as those brought about by mass production (e.g., large factories producing high volumes), increased competition (e.g., roadside stands to big-box retailers), and science and research (e.g., databases). Form groups and have each group research changes in the marketing of a specific product over time. Ask groups to prepare one-page summaries of their findings.
• Brainstorm existing products or services provided by local businesses and choose one that might benefit from a market research study. As a class, plan, design, and carry out market research that will provide information on consumer preferences with respect to that product or service. Then have students, individually or in groups, analyse the data and recommend new marketing initiatives, justifying them to the class.

SUGGESTED ASSESSMENT STRATEGIES

• As students discuss historical changes in marketing, note the extent to which they relate historical development in production methods, competition, and technology to changes in marketing processes and the marketing mix (e.g., product management, pricing strategies, distribution, promotion).
• Ask students to suggest promotional mixes they would develop for several products (e.g., new soft drink, electric car, fitness club). Have them develop charts to present the advertising, sales promotion, and publicity strategies they would use for each product and give reasons for their choices. Check their work for accuracy of classification and evidence that they understand the components of a promotional mix and the purpose of each component.
• Following a case study about the social implications of marketing techniques, have students each bring two advertisements to class that give superficial and implied messages about products. Ask them to provide a brief evaluation of each advertisement in terms of what it tells them about the benefits of the product, the strategy the advertiser used to influence consumer decision making, and the message implied (e.g., cultural and gender stereotyping). Review students' work and assess the extent to which they recognize:
  • how advertisers try to affect consumer decisions
  • potential effects of advertising on consumer attitudes, values, and purchasing decisions

RECOMMENDED LEARNING RESOURCES

• 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.

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