Course Code: 5421
COURSE DESCRIPTION: This course introduces marketing concepts and examines
the economic, marketing, and business fundamentals, in addition to the marketing
functions of selling, promotion, and distribution. The standards listed are core
standards and those standards reflecting the needs of the local business
community. This is the basic course in the marketing curriculum and should be
taken before the specialized courses.
OBJECTIVE: Given the opportunity to participate in essential learning experiences
in the classroom including the use of the necessary equipment, supplies, and
facilities, the student, given the necessary number of instructional hours, will be
able to perform the following core standards for a course offering one unit of credit.
COURSE CREDIT: 1 unit
RECOMMENDED GRADE LEVEL: 10-12
COMPUTER ACCESS IS REQUIRED.
A. SAFETY AND ETHICS
1. Identify major causes of work-related accidents in offices.
2. Describe the threats to a computer network, methods of avoiding
attacks, and options in dealing with virus attacks.
3. Identify potential abuse and unethical uses of computers and
4. Explain the consequences of illegal, social, and unethical uses of
information technologies, e.g., piracy; illegal downloading;
licensing infringement; and inappropriate uses of software,
hardware, and mobile devices.
5. Differentiate between freeware, shareware, and public domain
copyright laws, fair use laws, and ethics pertaining to scanned and
downloaded clip art images, photographs, documents, video,
recorded sounds and music, trademarks, and other elements for
use in Web publications.
7. Identify netiquette including the use of email, social networking,
blogs, texting, and chatting.
8. Describe ethical and legal practices in business professions such as
safeguarding the confidentiality of business-related information.
Revised July 2008
B. EMPLOYABILITY SKILLS
1. Identify positive work practices, e.g., appropriate dress code for the
workplace, personal grooming, punctuality, time management, and
2. Demonstrate positive interpersonal skills, e.g., communication,
respect, and teamwork.
C. STUDENT ORGANIZATIONS
1. Explain how related student organizations are integral parts of
career and technology education courses.
2. Explain the goals and objectives of related student organizations.
3. List opportunities available to students through participation in
related student organization conferences/competitions, community
service, philanthropy, and other activities.
4. Explain how participation in career and technology education
student organizations can promote lifelong responsibility for
community service and professional development.
D. MARKETING, SALES, AND SERVICE CLUSTER
1. Distinguish between clusters of study and courses required.
2. Explain the objectives of the marketing course as it relates to the
marketing education program.
E. BUSINESS AND MARKETING FUNDAMENTALS
1. Explain the concept of marketing.
2. Explain market and examine the seven functions.
3. Explain marketing and its importance to the economy.
4. Explain the marketing functions and their related activities.
5. Explain market identification and marketing mix.
6. Develop a SWOT analysis.
7. Describe the elements of a marketing plan.
F. ECONOMIC FUNDAMENTALS AND FREE ENTERPRISE
1. Define important economic terms.
2. Discuss economic resources.
3. Examine factors of production.
4. Discuss the basic economic questions.
5. Define supply, demand, and equilibrium.
6. Explain the supply and demand theory.
7. Define free enterprise systems.
8. Describe the types of business ownership.
9. Define the phases of the business cycle.
Revised July 2008
G. COMMUNICATION AND INTERPERSONAL SKILLS
1. Demonstrate effective verbal and nonverbal communication.
2. Determine interpersonal skills needed to develop sound customer
relations, written communication, and teamwork.
3. Identify technology used to facilitate marketing communication.
4. Identify personal and professional goals.
H. PROFESSIONAL DEVELOPMENT
1. Utilize resources that can contribute to career decision making.
2. Demonstrate the skills needed for a job.
3. Determine career trends and opportunities in marketing.
4. Prepare a resume and cover letter.
1. Describe the purpose and importance of selling.
2. Explain business ethics in selling.
3. Define buying motives.
4. Demonstrate the selling process.
5. Explain appropriate ways to handle difficult customers.
6. List steps to handle customer/client complaints.
7. Identify online shopping techniques for sales and purchasing.
8. Explain the process of calculating sales transactions.
1. Summarize the channels of distribution.
2. Classify the channel members.*
3. Summarize direct and indirect channels.
4. Classify the activities of physical distribution.
5. Summarize transportation systems.
6. Classify the storage of products.
7. Describe the methods of handling merchandise and inventory control.
8. Explain legal and ethical considerations in distribution.
1. Explain the role of promotion as a marketing function.
2. Discuss the types of promotion.
3. Identify the elements of the promotional mix.
4. Describe the use of business ethics in promotion.
5. Explain the use of brands and trademarks.
6. Explain the types of advertising media.
7. Explain publicity and public relations activities.
8. Explain concept and purpose of visual merchandising and display.
9. Create a promotional plan.
Revised July 2008