Course Duration: 8 Weeks (Twice Weekly Sessions) Grade Level: High School Total Lessons: 16 Assessments: Quiz (Week 4, Lesson 8), Final Exam (Week 8, Lesson 16)
This course introduces students to the fundamentals of marketing, including consumer behavior, branding, market segmentation, product life cycles, and competitive strategy. Through real-world examples and interactive activities, students will learn how marketing strategies shape business success and influence consumer choices.
Lesson 1: Marketing - A Historical Perspective – The evolution of marketing and its impact on businesses today.
Lesson 2: Foundations of Marketing - Who’s Your Competition? – Understanding competitive analysis and positioning.
Lesson 3: Innovative Ideas Come from Need – How consumer needs drive marketing innovation.
Lesson 4: Consumer Behavior Lesson 1 - Shopping with “Pretty Woman” – Introduction to consumer decision-making.
Lesson 5: Factors Affecting Purchasing Behavior – Psychological, social, and economic influences on buying decisions.
Lesson 6: Consumer Behavior Lesson 2 - The Buying Process – How marketers influence different stages of consumer purchasing.
Lesson 7: Consumer Behavior Lesson 3 - Segmentation and Maslow’s Hierarchy of Needs – Understanding customer needs and market segmentation.
Lesson 8: Market Segmentation (Quiz at the End of Class) – Applying segmentation techniques to marketing strategies.
Lesson 9: The Product Life Cycle – How products evolve and what it means for marketing.
Lesson 10: Societal Marketing – Ethical marketing and corporate social responsibility.
Lesson 11: What Is Your Brand? – Defining brand identity and its importance.
Lesson 12: Brand Strategy – Developing a brand that resonates with consumers.
Lesson 13: Brand Equity – How brands create long-term value beyond the product itself.
Lesson 14: Brand Promotion – Advertising, PR, and campaigns to strengthen brand identity.
Lesson 15: You Are Your Brand – Personal branding and how to market yourself.
Lesson 16: Let’s Play a Game! (Competition Strategy) (Final Exam at the End of Class) – A competitive simulation applying key marketing concepts.
Class Participation & Engagement: 25%
Midpoint Quiz (Lesson 8): 25%
Final Exam (Lesson 16): 50%
By the end of the course, students will:* Understand fundamental marketing concepts, including branding, consumer behavior, and market segmentation.* Analyze how competition and innovation influence marketing strategies.* Apply the principles of branding to both businesses and personal branding.* Learn about ethical marketing and the societal impact of marketing decisions.* Demonstrate their knowledge through a competitive strategy game and final exam
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