MARKETING CLUSTER CONTENT STANDARDS
Content
Concepts Performance Standards/Performance Indicators
Standards
Culminating Designs, develops and implements a marketing plan that promotes a product, service,
Activity idea or organization, is sensitive to societal and industry ethics and meets a consumer
need in the domestic or international community.
BLK-1.0 Market BLK-1.1 Conducts market research and analysis that is sensitive to cost and BLK-1.1
Research/Analysis time constraints by using the marketing research process to
Applies prepare a research report. Language Arts Content Standards:
marketing
principles to The following steps are included in the marketing research process: Reading: Conventions and Skills: Use knowledge of the conventions of language and
make informed 1. Formulate Problem/Market Research Question. texts to construct meaning for a range of literary and informational texts for a variety of
decisions in a 2. Determine Research Design. purposes
diverse, 3. Determine Data Collection Method.
dynamic, 4. Design Data Collection Forms. LA.9.1.2 Use a variety of strategies to gain information from print and online
global 5. Design Sample and Collect Data. resources, both primary and secondary, as part of a research plan to support a thesis
marketplace. 6. Analyze and Interpret the Data.
7. Prepare the Market Research Report. LA.10.1.2 Independently use a variety of strategies to gain information from print and
online resources, both primary and secondary, as part of a research plan to support a
thesis
Writes a Market Research Report that may include the following
analyses depending upon the findings of the marketing research Writing: Conventions and Skills: Use the writing process and conventions of language
process: and research to construct meaning and communicate effectively for a variety of
purposes and audiences using a range of forms
LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
purposes and audiences, such as:
• narratives or scripts with a theme and details that contribute to a mood or tone
• poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays
• research papers that state and support a thesis
• functional writing including forms, applications, and questionnaires
• pieces to reflect on learning and to solve problems
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.1 Use accurate and useful research information in writing
Mathematics Content Standards:
Data Analysis, Statistics, and Probability: Fluency with Data: Pose questions and
collect, organize, and represent data to answer those questions
PA.11.1 Design a study that compares two samples, collect data, and select the
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appropriate representation (double bar graph, back-to-back stem and leaf plot, parallel
box and whisker plots, scatter plot) to compare the sets of data
Data Analysis, Statistics, and Probability: Probability: Understand and apply basic
notions of chance and probability
AII.14.2 Calculate probabilities of events under different relationships (e.g., inclusion,
disjoint, complementary, independent, dependent, with replacement, without
replacement)
Market Market Environment Analysis Market Environment Analysis
Environment Writes a market environment analysis that applies knowledge of
Analysis macro environmental factors, uncovers trends that will influence Language Arts Content Standards:
marketing decisions, and justifies the identification of
opportunities and threats. Writing: Conventions and Skills: Use the writing process and conventions of language
and research to construct meaning and communicate effectively for a variety of
The market environment analysis may include the following purposes and audiences using a range of forms
external environmental factors:
Demographics (Including Cultural Trends)
Economic Environment LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
Natural Environment purposes and audiences, such as:
Technological Environment • narratives or scripts with a theme and details that contribute to a mood or tone
Political Environment (Government/Special Interest Groups) • poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays
• research papers that state and support a thesis
• functional writing including forms, applications, and questionnaires
• pieces to reflect on learning and to solve problems
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.1 Use accurate and useful research information in writing
Social Studies Content Standards:
Economics: Resources, Markets, and Government-Understand economic concepts and
the characteristics of various economic systems
SS.9PD.8.1 Describe the economic functions of government, including providing
public goods and services, maintaining competition, redistributing income, correcting
for externalities, and stabilizing the economy
SS.10.8.3 Explain the purpose and/or role of government programs and policies,
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including unemployment, minimum wage, and Social Security, and their effect on the
nation's economy
History: United States History-Understand important historical events during the 20th
century
SS.9PD.10.3.2 Describe social, political, economic, and technological factors (e.g.,
governance, corruption, fiscal policies, wages, sanitation, class differences, health
problems, transportation) of growth in 19th and 20th century American cities (e.g., New
York, Chicago, St. Louis)
Consumer Consumer Market Analysis Consumer Market Analysis
Market Writes a consumer market analysis that applies market research
Analysis information to evaluate how buyer characteristics influence Language Arts Content Standards:
buying behavior.
Writing: Conventions and Skills: Use the writing process and conventions of language
The consumer market analysis may include: and research to construct meaning and communicate effectively for a variety of
Buyer characteristics which may include the following purposes and audiences using a range of forms
factors:
Cultural LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
Social purposes and audiences, such as:
Personal • narratives or scripts with a theme and details that contribute to a mood or tone
Psychological • poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays
• research papers that state and support a thesis
• functional writing including forms, applications, and questionnaires
• pieces to reflect on learning and to solve problems
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.1 Use accurate and useful research information in writing
Social Studies Content Standards:
Historical Understanding: Change, Continuity, and Causality-Understand change
and/or continuity and cause and/or effect in history
SS.9MHH.1.1 Describe the multiple social, political, and economic causes and effects
of change in modern Hawaii
History: Modern Hawaiian History-Understand important historical events in Modern
Hawaiian History
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Standards
SS.9MHH.3.5 Describe the political, social and economic effects of the plantation
system on life in Hawaii, including ethnic tension, the evolution of Hawaii pidgin
English, the school system, and the establishment of labor unions
Customer Customer Profile
Profile Creates a customer profile that applies knowledge of and analyzes
influences affecting buying decisions.
The customer profile may include discussion and analysis of:
Buying roles
Types of buying behavior
Buyer decision-making process
Develops a decision-making model that illustrates the phases in
the buying decision process.
Situation Situation Analysis Situation Analysis
Analysis Writes a situation analysis that examines current market
conditions in which the product or service will be competing. Language Arts Content Standards:
The situation analysis may include: Writing: Conventions and Skills: Use the writing process and conventions of language
A comparison of features/benefits of products/services and research to construct meaning and communicate effectively for a variety of
currently offered to the market(s) by competitors. purposes and audiences using a range of forms
Identification of specific external and internal factors
affecting the current competitors and their market(s). LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
Documents and analyzes market shares, detailed sales, purposes and audiences, such as:
marketing expenditures and sales statistics of primary • narratives or scripts with a theme and details that contribute to a mood or tone
competitors. • poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays
Selects a viable target market. • research papers that state and support a thesis
Utilizes market research information to provide a justification • functional writing including forms, applications, and questionnaires
for the selection of the target market based on an identified • pieces to reflect on learning and to solve problems
business opportunity.
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.1 Use accurate and useful research information in writing
Social Studies Content Standards:
Economics: Resources, Markets, and Government-Understand economic concepts and
the characteristics of various economic systems
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SS.9PD.8.1 Describe the economic functions of government, including providing
public goods and services, maintaining competition, redistributing income, correcting
for externalities, and stabilizing the economy
Marketing Strategy BLK-1.2 Develops viable marketing mix strategies based on an assessment BLK-1.2
Proposal of market research results. Students will select, explain, and
justify product service planning and management, pricing,
distribution, and marketing communication strategy decisions for
the identified target market based on market research
information, and support for the goals and expected outcomes of
the marketing plan.
Product/Service Planning: Product/Service Planning
Describes a product and/or product mix and its features/benefits.
Delineates the strengths and weakness of the product in relation to Language Arts Content Standards:
its position on the product life cycle and in the market
Creates a complete product service plan that includes branding, Writing: Conventions and Skills: Use the writing process and conventions of language
labeling, packaging, and extended product features. and research to construct meaning and communicate effectively for a variety of
Forecasts strategies for future product viability. purposes and audiences using a range of forms
LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
purposes and audiences, such as:
• narratives or scripts with a theme and details that contribute to a mood or tone
• poems using a range of poetic techniques and figurative language in a variety of forms
• literary, persuasive, and personal essays
• research papers that state and support a thesis
• functional writing including forms, applications, and questionnaires
• pieces to reflect on learning and to solve problems
Mathematics Content Standards:
Data Analysis, Statistics, and Probability: Probability: Understand and apply basic
notions of chance and probability
PA.14.2 Calculate probabilities for simple events under different relationships (e.g.,
inclusion, disjoint, complementary, independent, dependent, with replacement, without
replacement)
Pricing:
Researches and applies pricing concepts and techniques. Pricing
Explains price elasticity and sensitivity to product and the effects
of both on buying. Language Arts Content Standards:
Reading: Conventions and Skills: Use knowledge of the conventions of language and
texts to construct meaning for a range of literary and informational texts for a variety of
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purposes
LA.9.1.2 Use a variety of strategies to gain information from print and online
resources, both primary and secondary, as part of a research plan to support a thesis
LA.10.1.2 Independently use a variety of strategies to gain information from print and
online resources, both primary and secondary, as part of a research plan to support a
thesis
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.1 Use accurate and useful research information in writing
Distribution:
Explains how and where the product will be distributed and sold
in the marketplace.
Describes inventory control policies chosen for effective
inventory management.
Promotion: Promotion
Assesses appropriate forms of communication that informs,
persuades or reminds consumers about the product (including Language Arts Content Standards:
internet/web-based options) and creates a complete and
appropriate promotional mix. Oral Communication: Conventions and Skills: Apply knowledge of verbal and
nonverbal language to communicate effectively in various situations: interpersonal,
group, and public: for a variety of purposes
LA.10.6.8 Describe the effects of style and language choice in visual media
Budget BLK-1.3 Determine the cost of the implementation of the marketing plan BLK-1.3
and expected revenues to be generated with the full
implementation of the marketing plan. Language Arts Content Standards:
Advertising and promotional plan. Oral Communication: Conventions and Skills: Apply knowledge of verbal and
Determine the costs for the advertising and promotional plan. nonverbal language to communicate effectively in various situations: interpersonal,
Develop a list of advertising and promotional materials. group, and public: for a variety of purposes
List of advertising media to be used and an estimate of cost
for each medium. LA.9.6.6 Describe how images and sound convey messages in visual media
Provide and justify revenue projections.
LA.10.6.6 Use visual and technological aids to support presentations
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Mathematics Content Standards:
Data Analysis, Statistics, and Probability: Probability: Understand and apply basic
notions of chance and probability
PA.14.2 Calculate probabilities for simple events under different relationships (e.g.,
inclusion, disjoint, complementary, independent, dependent, with replacement, without
replacement)
Evaluation Plan BLK-1.4 Utilizes control and evaluation processes to measure the success BLK-1.4
and profitability of the marketing plan.
Language Arts Content Standards:
Lists methods to track and assess expenditures relative to the
forecasted data and information. Writing: Conventions and Skills: Use the writing process and conventions of language
Writes a justification for the application of market research and research to construct meaning and communicate effectively for a variety of
indicators such as market share, and sales growth to measure purposes and audiences using a range of forms
market plan effectiveness.
Documents methods used to gather and report market research LA.9.4.6/LA.10.4.3 Use a prescribed documentation style to adhere to fair use and
findings to be used first as a benchmark, and then as a measure of copyright guidelines for citing grade-appropriate sources in papers, projects, and
the plan’s effectiveness. multimedia presentations
Mathematics Content Standards:
Data Analysis, Statistics, and Probability: Probability: Understand and apply basic
notions of chance and probability
PA.14.2 Calculate probabilities for simple events under different relationships (e.g.,
inclusion, disjoint, complementary, independent, dependent, with replacement, without
replacement)
BLK-2.0 BLK-2.1 Selects the structure, format and features appropriate to the BLK 2.1
purpose, audience and context of the written marketing plan and
Applies the materials for the oral presentation. Language Arts Content Standards:
conventions
and principles Checks the accuracy and relevance of information. Writing: Conventions and Skills: Use the writing process and conventions of language
of Develops documentation cognizant of neatness and audience and research to construct meaning and communicate effectively for a variety of
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communication appeal. purposes and audiences using a range of forms
in business and Anticipates reader’s problem/questions. LA.9.4.7 Use quotations and citations in writing while maintaining the flow of ideas
industry to Uses a variety of formatting techniques to add emphasis such as
inform and headings, subheadings, highlighting main ideas, including Oral Communication: Conventions and Skills: Apply knowledge of verbal and
influence graphics, utilizing color and motion. nonverbal language to communicate effectively in various situations: interpersonal,
marketing group, and public: for a variety of purposes
decisions.
LA.9.6.6 Describe how images and sound convey messages in visual media
LA.10.6.4 Listen to establish the strength of the evidence in support of the main
point(s)
BLK-2.2
BLK-2.2 Exhibits a control of written and oral English language rules in the
marketing plan and in materials for the oral presentation.
Language Arts Content Standards:
Ensures the proper application of:
Grammar
Reading: Conventions and Skills: Use knowledge of the conventions of language and
Sentence structure
texts to construct meaning for a range of literary and informational texts for a variety of
Punctuation
purposes
Sentence construction
Spelling LA.9.1.1/LA.10.1.1/LA.11.1.1/LA.12.1.1 Use new grade-appropriate vocabulary,
Word usage including content area vocabulary, learned through reading and word study
Writing: Conventions and Skills: Use the writing process and conventions of language
and research to construct meaning and communicate effectively for a variety of
purposes and audiences using a range of forms
LA.10.4.2/LA.11.4.2/LA.12.4.2 Use knowledge of sentence structure, grammar,
punctuation, capitalization, and spelling to produce grade-appropriate writing in
standard English
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.12.5.2 Use a variety of sentence structures and grade-appropriate vocabulary to
achieve intended message
BLK-2.3
BLK-2.3 Prepares a written marketing plan that is in accordance with
industry expectations to be presented to an audience of Language Arts Content Standards:
practitioners.
Develops a formal written marketing plan to support facts, Writing: Conventions and Skills: Use the writing process and conventions of language
analysis and conclusions. and research to construct meaning and communicate effectively for a variety of
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Develops an executive summary that encapsulates the marketing purposes and audiences using a range of forms
plan and includes the main points of the following: LA.9.4.1/LA.10.4.1 Write in a variety of grade-appropriate formats for a variety of
Project Goals purposes and audiences, such as:
Assumptions • narratives or scripts with a theme and details that contribute to a mood or tone
Highlighted details of the marketing plan • poems using a range of poetic techniques and figurative language in a variety of forms
Recommended course of action • literary, persuasive, and personal essays
• research papers that state and support a thesis
• functional writing including forms, applications, and questionnaires
• pieces to reflect on learning and to solve problems
Writing: Rhetoric: Use rhetorical devices to craft writing appropriate to audience and
purpose
LA.9.5.2 Use a variety of structural patterns and transitional devices to organize
writing
LA.10.5.2 Use an organizational structure that creates fluency between ideas, links
ideas to the message, and creates the desired impression
Oral Communication: Rhetoric: Adapt messages appropriately to address audience,
purpose, and situation
LA.10.7.2 Use an introduction that captures interest and a conclusion that brings the
topic to a satisfactory closing
BLK-2.4
BLK-2.4 Makes an oral presentation of the marketing plan to an audience
of practitioners. Language Arts Content Standards:
Creates and delivers a presentation detailing the essential
components of the marketing plan. Oral Communication: Convention and Skills – Apply knowledge of verbal and
Organizes the presentation in a logical way. nonverbal language to communicate effectively in various situations – interpersonal,
Identifies main points and subpoints. group, and public – for a variety of purposes
Selects best presentation pattern (chronological, spatial,
topical, cause and effect, problem solution). LA.9.6.1 Organize and participate in a small group to accomplish a task or explore a
Provides supporting details (graphs, charts, examples, topic
etc.)
Plans the introduction, body and conclusion. LA.9.6.2 Give a planned oral presentation highlighting a main idea(s) with support
Includes effective transitions. (e.g., statistics, anecdotes, examples)
Adjusts the presentation to suit the audience.
Selects pertinent verbal, visual and other supporting material. LA.9.6.4 Use effective rate, volume, pitch, enunciation, and tone for a given situation
Speaks clearly, fluently, confidently, and expressively. (e.g., formal, informal; presentational, interactive) and purposes (e.g., informative,
Speak loudly enough to be heard. persuasive)
Use proper vocabulary, enunciation, pronunciation.
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Utilize oral speaking styles (keep sentences short; use LA.9.6.5/LA.10.6.7/LA.11.6.5/LA.12.6.4 Adjust dialect (e.g., standard English,
personal pronouns, contractions, and an active voice; and Hawaiian Creole, colloquialisms) to grade-appropriate audience, purpose, and situation
directly address listeners).
Establish and maintain eye contact. LA.10.6.6 Use visual and technological aids to support presentations
Stand and move effectively.
Speak with enthusiasm and sincerity. Oral Communication: Rhetoric – Adapt messages appropriately to address audience,
Responds appropriately to questions posed by practitioners purpose, and situation
and members of the audience.
LA.9.7.2 Follow a logical pattern of organization to plan a speech that informs or
Evaluates the presentation for effectiveness and identifies specific persuades
revisions that would strengthen the presentation.
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