Topic: Decision Making in the Marketplace

Prescribed Learning Outcomes:

Business Communication

It is expected that students will:

• create effective business communications by integrating a variety of technologies

Economics

It is expected that students will:

• analyse the effects of competition in the marketplace

Marketing

It is expected that students will:

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

OVERVIEW

The teacher developed a unit to assess students' understanding of marketing practices and the role of marketing in consumer purchase decisions. Evaluation was based on:

• oral presentations, including a taste test and product and marketing descriptions
• packaging/marketing evaluations

PLANNING FOR ASSESSMENT AND EVALUATION

• The teacher provided students with a review of marketing theory related to the four P's of marketing: product, pricing, place, and promotion. The teacher then introduced the concept of the promotional mix: advertising, publicity, sales promotion, and selling.

• Students worked in pairs to examine the distribution channels and marketing strategies of two competing products. For the study, each pair chose a brand-name food product that would interest other students in the class, then selected a competing no-name or store-brand food product.

• The pairs then developed class presentations to outline the promotional mix used for each of their products. Students planned their presentations with their partners, each taking responsibility for one of the products. The pairs visited several stores to examine packaging, displays, and pricing for each product. They gathered examples of advertising and other promotional materials, and researched and compared the marketing and distribution processes for different products. Each pair also used a variety of research resources and strategies (library; the Internet; and other business communications, such as e-mail, fax, business letters).

• For each presentation, the pairs brought samples of their products and conducted a blind taste test with the class. Following the taste test, each member of the pair shared research findings for one product (without revealing product names). Then students unveiled the product packaging.

• After the presentations, students submitted written evaluations in which they: evaluated the effect of current advertising and marketing strategies on consumer decision making and product competitiveness; examined the effectiveness of the marketing strategies used for their chosen products; suggested changes to the promotional mix in order to increase consumer demand for the products; and provided support for their suggestions.

DEFINING THE CRITERIA

The teacher reviewed the prescribed learning outcomes, explained the requirements of each task, and discussed key criteria with students.

Oral Presentation

Presentation

To what extent do students:

• use a variety of communication technologies to gather and present information
• use communication technologies effectively to enhance presentation
• present information clearly and in a logical sequence
• ensure validity of the taste test

Product and Marketing Description

To what extent does the student:

• present information clearly
• identify the product's competitors
• clearly present information about the product's promotional mix

Packaging/Marketing Evaluation

To what extent does the student:

• present information clearly and logically
• accurately refer to components of the promotional mix
• link marketing approaches to factors that influence consumer demand for the product
• justify suggestions

ASSESSING AND EVALUATING STUDENT PERFORMANCE

The teacher evaluated students' demonstrations of the learning outcomes using rating scales. Students had copies of the scales as they prepared their work.

The teacher assigned both partners the same mark using criteria related to the overall presentation, and evaluated individual students' presentations using criteria for the product and marketing descriptions.

Oral Presentation

Presenter: ____________________  Partner: _____________________ Product: ____________________
Overall Presentation
Criteria	Rating	Comments
uses a variety of communication tools and processes
communication tools effectively enhance meaning
information is clearly presented
ideas flow logically from one to the next
processes are in place to ensure valid research results
Product and Marketing Description
Criteria	Rating	Comments
presents information clearly:
logically organized
uses appropriate vocabulary
speaks fluently; makes eye contact
identifies and describes the product's competitors
provides details about the product's promotional mix (including advertising, publicity, sales promotion, and sales)
describes effect of competition on product's promotional mix

Key:

5-Strong; criteria fully demonstrated.
4-Competent; criteria adequately demonstrated.
3-Developing; criteria partially demonstrated.
2-Limited; some evidence of criteria.
1-Not evident.

Packaging/Marketing Evaluation

Rating	Criteria
Outstanding	Goes beyond the task requirements to provide details and explanations of the concepts presented. The information is relevant, accurate, clear, and logically organized. Shows an in-depth understanding of the promotional mix and how advertising, publicity, sales promotion, and sales influence consumer purchase decisions. Links marketing approaches to factors that influence consumer demand for the product. Synthesizes information from the lessons and other sources in order to provide a reasoned justification for proposed changes.
Good	Provides relevant details and explanations of the concepts presented. Information is clearly presented, accurate, and well organized. Shows an understanding of the promotional mix and relates it to consumer decisions and demands. Relates suggested changes to the promotional mix to appropriate marketing concepts and consumer demands.
Satisfactory	Provides relevant and appropriate basic information, although presentation may lack organization or clarity. Understands basic concepts of the promotional mix and relates them to consumer decisions and demand (not always accurately). Suggestions may be justified, but the justification may not be related to relevant marketing concepts or consumer demands.
Needs Improvement	Has not completed requirements of the assignment.

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