Glen
Ridge Public Schools – Curriculum Profile
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Social Studies |
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International Marketing and Advertising |
Course Description:
Grade(s): 12
International Marketing and Advertising is a course designed for students interested in the essentials of product research, development, distribution of goods and services, and promotion at the international level. The students will learn seven functions of global marketing and international advertising strategies. This course is also intended to provide students with the opportunity to learn and apply marketing and advertising principles in the field of sports and entertainment.
Prerequisites:
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Topic/Unit 1: World of International and
Advertising Approximate # of Weeks: 3
Standards: 6.1, 6.2, 6.3, 6.4, 6.5
Essential
Questions:
1.What is marketing and promotion?
2.Why is pricing and distribution so important?
3.What is the best way to contact international customers?
4.What are the four P’s of marketing?
5.Why is domestic and international marketing so different?
6.How would you identify types of advertising appeal?
7.What is trade and consumer promotion?
8.How is a product developed?
9.What methods and channels of distribution are used with multinational corporations?
10. Why are financial laws and accounting standards so important in international businesses?
11. What are the major accounting cycles?
Objectives:
Each student will be able to:
1.Explain marketing and promotion.
2.Discuss accounting and financing practices.
3.Describe market segmentation and product differentiation.
4.Analyze eight steps in international marketing plan.
5.Discuss effective ways to contact international customers.
6.Identify international advertising and marketing strategies, trade promotions, etc.
7.Explain the process of setting prices to recover costs, meet demands, and challenge competition.
8.Define channels of distribution.
9.Identify ways in which currency exchanges and inflation rates affect accounting statements.
10. Discuss financial laws and accounting standards.
11. Describe international accounting practices.
12. Identify four C’s of negotiation process.
13. Explain types of funding: state, federal bank loans, or raising capital.
Activities:
· Research various government agencies to students and have them inquire into the bidding process the agency requires.
· Join groups of two, research and report the differences between marketing, promotion and advertising.
· Research and present how ‘certain’ products are partially targeted for international markets.
· Seven students will research and present different types of advertising appeals to different countries.
· Discuss how product development occurs and what steps are involved in this process.
· Identify a list of product labelling and advertising.
· In groups of three research and present in class the concepts of exchange rates, inflation and taxes, and how it affects accounting statements in the international market place.
· Discuss how accounting cycles change/differ in different countries; what impact does this have in the international marketplace.
Topic/Unit 2: International Advertising Approximate # of Weeks: 2
Standards: 6.7, 6.5, 6.6, 6.4, 6.6, 6.1
Essential
Questions:
1.How would you define international advertising?
2.How is national advertising different from international advertising?
3.What would you say are characteristics of international advertising?
4.How would you identify different types of advertising media?
5.Explain how you would evaluate different types of media, nationally or internationally?
6.Explain promotional budget methods.
7.How has computer technology affected national and international advertising?
8.How would you assess print media, visual and computer media?
9.What is the difference between mass advertisement and targeted advertising?
10. How would you define outdoor advertising, directory advertising, and transit advertising?
Objectives:
Each student will be able to:
1.Identify types of international media.
2.Explain teaching techniques used to evaluate media.
3.Explain promotional budget methods domestically and internationally.
4.Define and discuss different types of advertising media.
5.Calculate rates charged for different types of advertising media outlets.
6.Explain the role of international advertising agencies.
7.Identify main components of print advertising.
8.Explain the principles of preparing an international or domestic layout.
9.List advantages and disadvantages of using color in advertising.
10. Describe how type faces and sizes add variety and emphasis to print advertisements.
11. Draw a graphic organizer to show how types of media are used for advertising.
12. List and identify characteristics of information materials.
Activities:
· Identify and discuss how customers could learn about a business’s products without traditional advertising?
· Have students form pairs. Give each pair a magazine advertisement and have them guess the type of magazine it came from and its targeted market.
· Read, outline and answer related text questions to international advertising.
· Create your own chart of different types of international advertising.
· Successfully complete chapter tests and document based activities.
· Create an advertisement about the 2008 Summer Olympics for your own T.V. Company.
· Complete a chart of cultural and political advertising.
· Develop an advertisement about Global Warming to be shown on a major T.V. network.
· Lead a discussion asking students how they feel about receiving direct mail advertising.
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Develop a film advertisement to
be shown globally about the war in
· Think of different ways you can get your product and services promoted.
· Discuss, in groups of four, the concept of cultural appeal. Explain the idea that different cultures have different preferences that require different advertising at times.
Topic/Unit 3: Sports
Marketing, Products Outlets,
Licensing, Promotion & Careers Approximate # Weeks: 3
Standards: 6.1, 6.2, 6.3, 6.4, 6.5, 6.6
Essential Questions:
1.Who is the sports consumer?
2.How do sports generate sporting goods and services?
3.How do marketing sports products impact the economy?
4.Why is sports marketing a growing business?
5.Do you think college athletes should earn money for playing sports?
6.Why do you think ESPN added more channels recently?
7.Do you think women’s professional sports will grow? Why?
8.Why are sports products very much in demand?
9.Who are the consumers of sports products?
10. How would you identify sport products?
11. What is the impact of sports marketing?
12. How are sports products licensed, priced, and distributed?
13. What is the importance of branding, endorsement, and sponsorship?
14. What is the relationship between sales and advertising?
Objectives:
Each student will be able to:
1.Discuss the history of sports and entertainment.
2.Explain risk and risk management of sports and entertainment.
3.Identify differences between marketing sports and entertainment products.
4.List five types of careers in sports.
5.Discuss one way that sports and entertainment history has affected marketing today.
6.Discuss the significance of international sports.
7.Explain the significance of women’s sports and title.
8.Name five or more international sports.
9.Discuss the relationship between sports products and sports services.
10. Identify the four stages in a product’s life cycle.
11. Explain the importance of sports’ sponsorships and endorsements.
12. Explain a budget process in sports marketing.
13. Identify the roles of advertising and sales promotion.
14. Explain the role that the various media plays in public relations.
15. Discuss the diversity of career skills used in the sports marketing industry.
Activities:
· Use the internet to explore at least one career in sports. Describe that career.
· Read, outline and answer related text questions.
· Complete a chart of sports and entertainments’ best paid individuals.
· Successfully complete chapter tests and document based activities.
· Create a chart or graphic organizer that explains cross promotion. Display it and discuss in class.
· Use the internet to research sports products that are most popular in another country.
· Research, in teams of four students, three areas that a sporting goods manufacturer might use to develop better sports equipment.
· Use the internet to research marketing in a foreign country. Give an oral report to the class.
· Work with four students to prepare and present a multimedia presentation of a major sports team.
· Use a computer or art supplies to create a name and logo for a sports product of your choice and post your flyer in class.
· Work with another student. One of you is a sports agent; the other is a sponsor. ‘Sell’ your client, who is a famous or promising athlete, to the sponsor.
Topic/Unit IV: The Entertainment Market, Price,
Market,
Image, Licensing, Promotion,
and Careers Approximate # Weeks: 2
Standards: 6.1, 6.2, 6.3, 6.4, 6.5, 6.6
Essential Questions:
1.What business helped the entertainment industry expand in the 20th Century?
2.Why is prime important to marketers?
3.Have you played an electronic game related to a film?
4.What type of entertainment is a theme park?
5.What is branding in the entertainment field?
6.What types of things can be trademarked and sound marked?
7.Is entertainment a business of high risk and high return?
8.What are some ways entertainment marketing research might be similar to sports marketing research?
9.What factors may a child entertainment company consider when marketing products in a multi-ethnic population?
10. What do researchers want to find out through product testing?
11. How might understanding demographics relate to choosing a concert venue?
Objectives:
Each student will be able to:
1.Define entertainment marketing.
2.Identify different types of entertainment media.
3.Explain the economics of entertainment marketing.
4.Discuss the global impact of entertainment marketing.
5.Explain different types of businesses in the entertainment industry.
6.Identify forms of entertainment marketed to consumers.
7.Explain why marketing is involved in entertainment product development.
8.Explain the importance of programming primary and secondary markets.
9.Describe the customers of electronic and video games.
10. Explain how celebrities are brands.
11. Define gross and net profit.
12. Identify different pricing goals.
13. Identify factors that determine CD and concert ticket prices.
14. Discuss how demographics are used in entertainment marketing.
15. Identify methods of conducting entertainment market research.
16. Identify criteria for selecting outlets and venues.
17. Discuss the importance of licensing in the entertainment industry.
18. Identify the role of advertising in entertainment promotion.
19. Compare media and non-media advertisements.
Activities:
· Name five entertainment companies you know.
· You are a freelance writer who has a film script to sell to a major studio. Write a one page summary of your script.
· Use copies, clippings, sketches, and so on to create a collage of entertainment forms. Discuss in class.
· Create a chart to organize the information on pricing methods used in the entertainment field.
· Use complete graphics to create a new trade mark, sound mark, or motion mark for your favourite entertainment product. Display your design in class.
· Create a current poster for a concert of your favorite music group and use a language other than your native language.
Teacher Resources (i.e., textbooks, related books):
· Marketing Essentials. Farese, Kimbrell and Woloszyk. Glencoe 2009.
· Sports and Entertainment Marketing. Farese, Grossman, Nicholson and Wardimski. Glencoe 2005 – 2006.
· Financial Planning Program by National Endowment for Financial Education. 2008.
Major Forms of Assessment:
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Selected response quizzes, tests
and text questions.
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Product assessments (research,
reports, charts, document-based activities, advertisements, multimedia
presentation, summaries, collage, poster)
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Performance assessments (presentations)
CCCS – Social Studies:
Standard 6.1: All students will utilize historical thinking, problem solving, and research skills to maximize their understanding of Civics, History, Geography and Economics.
Standard 6.2: All students will know, understand and appreciate the values and principles of American democracy and the rights, responsibilities, and roles of a citizen in the nation and the world.
Standard 6.3: All students will demonstrate knowledge of world history in order to understand life and events in the past and how they relate to the present and the future.
Standard 6.4: All students will demonstrate knowledge of
Standard 6.5: All students will acquire an understanding of key economic principles, characteristics, and basic needs of organisms and will investigate the diversity of life.
Standard 6.6: All students will apply understanding knowledge of spatial relationships and other geographic skills to understand human behaviour in relation to the physical and cultural environment.
Career Education & Life
Skills:
Standard 9.2.A.1 Apply communications
and data analysis to the problem-solving and decision making processes in a
variety of life situations.
Standard 9.2.A.2 Describe and apply constructive responses to criticism.
Standard 9.2.A.3 Apply the use of symbols, pictures, graphs, objects, and other
visual information to a selected project in academic and/or occupational
settings.
Standard 9.2.A.4 Recognize bias, vested interest, stereotyping and the manipulation
and misuse of information while formulating solutions to problems that
interfere with forming clear opinions and making open-minded decisions.
Standard 9.2.B.1 Revise and update the personal growth plan to address multiple life
roles.
Standard 9.2.B.2 Apply project planning and management skills in academic and/or occupational settings.
Standard 9.2.B.3 Compare and contrast
methods for maximizing personal productivity.
Standard 9.2.C.1 Model interpersonal and
effective conflict resolution skills with peers and teachers, who will also
model the behavior of effective and intelligent argument through debate.
Standard 9.2.C.2 Communicate effectively in a variety of settings with a diverse
group of people.
Standard 9.2.D.1 Analyze how character
influences work performance.
Standard 9.2.D.2 Identify and research privileges and duties of citizens in a
democratic society.
Standard 9.2.D.3 Discuss consequences and sanctions when on-the-job rules and laws
are not followed.
Standard 9.2.D.4 Compare and contrast a professional code of ethics or code of
conduct from various work fields and discuss similarities and differences.
Standard 9.2.D.5 Apply a professional code of ethics to a workplace problem or issue.
Technological
Literacy:
Standard 8.1.B.1 Describe the potential
and implications of contemporary and emerging computer applications for
personal, social, lifelong learning, and workplace needs.
Standard 8.1.B.2 Exhibit legal and ethical behaviours when using information and
technology, and discuss consequences of misuse.
Standard 8.1.B.7 Evaluate information sources for accuracy, relevance, and
appropriateness.
Standard 8.1.B.11 Identify a problem in a content area and formulate a strategy to
solve the problem using brainstorming, flowcharting, and appropriate
resources.
Standard 8.2.A.3 Provide various examples of how technological developments have shaped American history.
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Dr. |
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Faculty Member’s
Name Date Submitted
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Dr. Mary Lynn De Pierro |
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Supervisor’s
Name Date Approved