Apex Academy Courses

Marketing, Grade 11


Marketing, Grade 11

This course introduces the fundamental concepts of product marketing, which includes the marketing of goods, services, and events. Students will examine how trends, issues, global economic changes, and information technology influence consumer buying habits. Students will engage in marketing research, develop marketing strategies, and produce a marketing plan for a product of their choice.

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.

Assessment Breakdown

Course Work, Assignments, and Proctored Tests: 70%
Culminating Independent Study Project: 15%
Final Exam: 15%