EDU 261 Week 2
UNIT 1 Plan
Denise Lefort
BUS 115 Introduction to Business
UNIT 5 PLAN: Marketing: Developing Relationships
Rationale for Overall Unit: To teach the student about marketing, to analyze the overall market, then how to develop a strategy and marketing mix including the details of product, price, place and promotion as well as integrating social media for developing their marketing plan as part of their overall business plan project.
Hours: 9 (3 weeks, 6 classes)
_____________________________________________________________________________________
Topic 1: Consumer Driven Marketing (Chapter 11)
Hours: 3 (2 classes)
Rationale: To teach the student about the basic marketing concepts, strategies of marketing and the marketing mix using marketing research and environmental analysis.
Objectives:
· Define marketing
· Define Value of Marketing
· Select a Target Market
· Develop a Market Strategy Using Segmentation
· Develop a Marketing Mix
· Understand Marketing Research
· Describe Environmental Influences
Goals:
· Student will distinguish between the four major ways to segment the market and then compare these segmentations to identify their most viable target market.
· Student will then select the target market and describe this target and why you chose it to your classmates. Integrate this into your marketing mix strategy.
· Student will then fully develop their marketing mix of product, price, place and promotion
· Student will engage in marketing research using the internet to define and then develop their strategies that align with the results of their research.
Unit Topic Sequence and Lesson Plan:
1. Define Marketing
2. Creating Value with Marketing
3. Define Target Market and Perform a Market Analysis
- Total Market Approach
- Market Segmentation
a. Demographics
b. Geographic
c. Psychographic
d. Behavioristic
4. Marketing Mix
- Product
- Price
- Place
- Promotion
5. Marketing Research
- Defining your total market
a. Primary Data
b. Secondary Data
c. Online Marketing Data
6. Environmental Influences
- Identify environmental influences and perform an industry analysis
a. Political and Legal Forces
b. Social Forces
c. Competitive and Economic Forces
d. Technological Forces
Assessments:
Chapter Quiz
Segment the market and identify your target market
Analyze and define potential market
Develop Your Marketing Mix Strategy
Use Market Research to Analyze the Market
Conduct an Industry Analysis to identify environmental influences
In Class Activity of Developing the Marketing Mix Price and Promotion
Post Chapter quiz
Evaluation:
Target Market Worksheet
Research Data on Market Analysis and Potential Market using Census.gov
Marketing Strategy Written up
Market Research Conducted using Internet and Web Sites
Industry Analysis Done using Web sites and research and bls.gov
Quiz 3 pre and post
Written Market Analysis
Final Business Plan Project and Presentation
Materials and Resources:
Classroom and computer
Videos from Internet
Web sites and Internet
Power Point and Word
Topic 2: Dimensions of Marketing Strategy (Chapter 12)
Hours: 3 (2 classes)
Rationale: To teach students about the role of the product and how to develop products as well as how to define price and specify promotion and its strategies. To understand the distribution strategy and marketing channels.
Objectives:
· Describe types of products and how they are developed and classified
· Define the various pricing strategies
· Identify the promotional mix and how to develop a promotional strategy
· Define the distribution channels
Goals:
· Students will identify their specifics of their product or service
· Students will develop and define their pricing strategy
· Students will develop a promotional strategy for their product or service
· Students will understand the distribution channels and identify theirs for their business
Topic 3: Digital Marketing and Social Media and Networking (Chapter 13)
Hours: 3 (2 classes)
Rationale: Understand what digital media and marketing is and how to integrate it into the overall marketing plan for the business.
Objectives:
· Define digital media and marketing
· Identify various digital marketing and social networking strategies for business
· Show how to use digital media in the marketing strategy mix
· Identify various social media and how to integrate this into the marketing stratgey
Goals:
· Students will work together to develop ideas for digital marketing and social media
· Students will hear from or view a speaker on social media marketing
· Students will write a social marketing strategy
UNIT 1 Plan
Denise Lefort
BUS 115 Introduction to Business
UNIT 5 PLAN: Marketing: Developing Relationships
Rationale for Overall Unit: To teach the student about marketing, to analyze the overall market, then how to develop a strategy and marketing mix including the details of product, price, place and promotion as well as integrating social media for developing their marketing plan as part of their overall business plan project.
Hours: 9 (3 weeks, 6 classes)
_____________________________________________________________________________________
Topic 1: Consumer Driven Marketing (Chapter 11)
Hours: 3 (2 classes)
Rationale: To teach the student about the basic marketing concepts, strategies of marketing and the marketing mix using marketing research and environmental analysis.
Objectives:
· Define marketing
· Define Value of Marketing
· Select a Target Market
· Develop a Market Strategy Using Segmentation
· Develop a Marketing Mix
· Understand Marketing Research
· Describe Environmental Influences
Goals:
· Student will distinguish between the four major ways to segment the market and then compare these segmentations to identify their most viable target market.
· Student will then select the target market and describe this target and why you chose it to your classmates. Integrate this into your marketing mix strategy.
· Student will then fully develop their marketing mix of product, price, place and promotion
· Student will engage in marketing research using the internet to define and then develop their strategies that align with the results of their research.
Unit Topic Sequence and Lesson Plan:
1. Define Marketing
2. Creating Value with Marketing
3. Define Target Market and Perform a Market Analysis
- Total Market Approach
- Market Segmentation
a. Demographics
b. Geographic
c. Psychographic
d. Behavioristic
4. Marketing Mix
- Product
- Price
- Place
- Promotion
5. Marketing Research
- Defining your total market
a. Primary Data
b. Secondary Data
c. Online Marketing Data
6. Environmental Influences
- Identify environmental influences and perform an industry analysis
a. Political and Legal Forces
b. Social Forces
c. Competitive and Economic Forces
d. Technological Forces
Assessments:
Chapter Quiz
Segment the market and identify your target market
Analyze and define potential market
Develop Your Marketing Mix Strategy
Use Market Research to Analyze the Market
Conduct an Industry Analysis to identify environmental influences
In Class Activity of Developing the Marketing Mix Price and Promotion
Post Chapter quiz
Evaluation:
Target Market Worksheet
Research Data on Market Analysis and Potential Market using Census.gov
Marketing Strategy Written up
Market Research Conducted using Internet and Web Sites
Industry Analysis Done using Web sites and research and bls.gov
Quiz 3 pre and post
Written Market Analysis
Final Business Plan Project and Presentation
Materials and Resources:
Classroom and computer
Videos from Internet
Web sites and Internet
Power Point and Word
Topic 2: Dimensions of Marketing Strategy (Chapter 12)
Hours: 3 (2 classes)
Rationale: To teach students about the role of the product and how to develop products as well as how to define price and specify promotion and its strategies. To understand the distribution strategy and marketing channels.
Objectives:
· Describe types of products and how they are developed and classified
· Define the various pricing strategies
· Identify the promotional mix and how to develop a promotional strategy
· Define the distribution channels
Goals:
· Students will identify their specifics of their product or service
· Students will develop and define their pricing strategy
· Students will develop a promotional strategy for their product or service
· Students will understand the distribution channels and identify theirs for their business
Topic 3: Digital Marketing and Social Media and Networking (Chapter 13)
Hours: 3 (2 classes)
Rationale: Understand what digital media and marketing is and how to integrate it into the overall marketing plan for the business.
Objectives:
· Define digital media and marketing
· Identify various digital marketing and social networking strategies for business
· Show how to use digital media in the marketing strategy mix
· Identify various social media and how to integrate this into the marketing stratgey
Goals:
· Students will work together to develop ideas for digital marketing and social media
· Students will hear from or view a speaker on social media marketing
· Students will write a social marketing strategy