High School Block:

Marketing 120

Knowledge of marketing techniques and strategies enables learners to develop marketing plans that appeal to the consumer, by identifying and reflecting on the various wants, needs, and experiences of the target audience. Understanding the purpose of marketing and strategies used to evoke an emotional response in consumers can help prepare learners to interact positively with digital media. Learners will develop skills to decode data and data visualizations to support critical thinking when interacting with information that surrounds them. Engaging with different marketing approaches will encourage learners to improve communication and negotiation skills, transferable skills outside of the classroom and beyond graduation.

CONTEXTS AND CONCEPTS

Concepts

Fundamentals

  • Marketing Mix (4Ps)
  • Industrial vs. consumer marketing
  • data analytics and digital marketing

Strategies

  • Netukulimk
  • Amazon, Apple

Trends and Challenges

  • Social change through a marketing campaign
  • Facial recognition software
  • Green washing to attract consumers
  • Negative marketing campaigns
  • By consumers
  • Business to business

Making Connections

  • Data analytics and digital marketing
  • Career-connected skills
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GRADE 12

Strand: Fundamentals

Big Idea: Background Information

Skill Descriptor: Describe the marketing process and marketing concepts.

Global Competencies: CTPS, CM

Achievement Indicators:

  • Define the details and scope of marketing
  • Distinguish between industrial and consumer goods and services
  • Explain Marketing Mix
  • Compare a goods and a service
  • Reflect on how the changing power of the consumer impacts marketing

Skill Descriptor: Compare the development over time of marketing methods and activities.

Global Competencies: CM, CTPS, SASM, SGC

Achievement Indicators:

  • Explain how marketing changes due to regional influences
  • Examine how personal worldviews among consumers influence marketing
  • Describe the changes in marketing method due to growth of information technology
  • Compare the application and implementation of marketing in different economic systems

Big Idea: Getting Started

Skill Descriptor: Demonstrate the importance of market research to a business.

Global Competencies: CTPS, CM

Achievement Indicators:

  • Describe the importance of marketing research for healthy business relationships
  • Distinguish between primary and secondary data
  • Describe the use of data mining to gather consumer information
  • Examine tools and techniques that can be used to identify consumer and market data

Skill Descriptor: Explain how marketing influences consumers and competition.

Global Competencies: CM

Achievement Indicators:

  • Examine buying behaviour and decision-making process
  • Summarize the factors that motivate purchasing decisions
  • Explain how marketing affects competition between products

Strand: Strategies

Big Idea: Decision-making

Skill Descriptor: Analyze product distribution decision-making.

Global Competencies: CM, CTPS, SGC

Achievement Indicators:

  • Apply the product life cycle to different types of products
  • Explain how products are positioned in terms of demographics and lifestyles
  • Describe the characteristics of effective packaging and labelling
  • Examine the importance of branding
  • Explore potential environmental impacts of Netukulimk on product distribution practices

Big Idea: Influences

Skill Descriptor: Examine factors that influence product pricing.

Global Competencies: CM, CL, ICE, SGC

Achievement Indicators:

  • Discuss factors that influence pricing
  • Discuss the benefits of buying local
  • Identify pricing strategies used to promote the sale of products
  • Examine how distribution is influenced by global events

Strand: Trends and Challenges

Big Idea: Societal Influences

Skill Descriptor: Describe how societal factors relate to marketing.

Global Competencies: CTPS, SGC, CL

Achievement Indicators:

  • Examine how changes in information technology influence marketing
  • Describe ways in which marketing activities have been influenced by climate action
  • Discuss how the Mi’kmaq concept of Netukulimk relates to sustainable business practices
  • Identify the processes that empower consumers to express feedback
  • Explore the role of celebrity endorsements and influencers in modern marketing
  • Describe an effective marketing campaign

Big Idea: Local and Global Influences

Skill Descriptor: Evaluate the process of marketing at various levels.

Global Competencies: CM, CTPS, SASM

Achievement Indicators:

  • Determine ways to target consumer markets and industrial markets
  • Describe the factors in the development of the multinational marketplace
  • Analyze the marketing strategies and activities of international corporations
  • Reflect on the challenges associated with marketing nationally and internationally

Big Idea: Ethics and Law

Skill Descriptor: Examine how sustainable practices in various countries impact marketing practices

Global Competencies: CL, CTPS, SGC

Achievement Indicators:

  • Discuss appropriation vs. appreciation
  • Compare packaging laws in a variety of countries
  • Analyze the impact of laws on how and where a product can be marketed
  • Examine the ethical responsibility of a spokesperson when promoting a product
  • Explore the expectations around culturally responsive products

Strand: Making Connections

Big Idea: Digital Influences

Skill Descriptor: Interpret the effects of changes in information technologies on marketing strategies.

Global Competencies: CTPS, CM

Achievement Indicators:

  • Summarize changes in marketing influenced by advancements in technology
  • Investigate the significance of branding
  • Analyze the role of social media in the development and marketing of a product or service
  • Explore the use of mining data as a source of marketing information

Big Idea: Data Literacy

Skill Descriptor: Analyze how data is used in the marketing process.

Global Competencies: CM, CTPS

Achievement Indicators:

  • Describe how data collection, visualization, and interpretation reflects consumers’ worldview
  • Explore how social media uses consumer information
  • Examine the concept of mining data through the lens of a consumer

Big Idea: Career Connected

Skill Descriptor: Analyze skills related to career pathways in marketing.

Global Competencies: CL, CTPS, ICE, SASM

Achievement Indicators:

  • Discuss marketing career opportunities
  • Consider how social media influences public perception of a career pathway
  • Examine the perception of digital stories by employers
  • Examine skills in marketing-related careers
  • Demonstrate how marketing strategies are used to showcase personal skills and achievements
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