BMI3C
Marketing, Grade 11
Prerequisite: None
Course Outline
Module 1 Overview: Understanding Marketing
Guiding Question:
What is Marketing and why is it necessary for all businesses?
Philip Kotler, Professor of International Marketing at the Kellogg School of Management at Northwestern University, defines marketing as “meeting the needs of your customer at a profit”. To be able to successfully achieve this, a business must be able to identify what the needs of its customer are, create a solution to meet those needs and present that solution in such a way that their target customers are willing to pay enough to allow the business to make a profit.
Module 2 Overview: The Marketing Mix
Guiding Question:
What are the Marketing terms and concepts used in developing a Marketing Plan?
The Marketing Mix determines which combination of business activities most effectively markets a product to its target market. The Marketing Mix breaks the business activities into four board categories known as the 4 P’s – Product, Price, Promotion, and Place.
Module 3 Overview: Trends in Marketing
Guiding Question:
What are the information technology trends in marketing?
The Internet has transformed how business is done and how people interact with each other, from both a personal perspective as well as a business perspective. We are now in what has been called the digital age, where information is the driving force in business. In this module, we are going to learn how businesses are able to gather, analyze and interpret information can become leaders in their fields and enjoy the fruits of success.
Module 4 Overview: The Marketing Plan
Guiding Question:
What is a Marketing Plan and how does it help marketers achieve their goals?
In this module, we will look at the structure and content of a Marketing Plan and how it builds a narrative to describe the product, service or event it addresses. What you learn in this module will be used to complete your Culminating Activity
Module 5 Overview: Marketing Careers
Guiding Question:
What are the career opportunities in marketing?
Marketing offers a wide variety of career opportunities directly, and indirectly, in all the Marketing Mix functions to suit individual interests and preferences. The opportunities are expanding with the growth in technology, offering new and unique careers that didn’t exist a few years ago.
