UNIT PLAN: Introduction to Business, Marketing Unit

1. Contextual Information
a. Student Characteristics
Students vary in grade level, from freshman to juniors, they also come from differing
income and home situations. Multiple students have jobs and disposable income to buy
products or services with. All students are aware of advertising and have seen and/or
been affected by some form of it. This unit will allow all students to connect products and
services they see everyday to marketing and business concepts that translate
worldwide.
2. Goals and Objectives
a. Standards Address
i.
Standard 4: Students will understand the concepts needed to market
products to achieve desired outcome
1. Objective 1: Demonstrate and understanding of basic marketing
principles
a. Understand and identify the marketing mix of products
(goods and services), place, price, and promotion
b. Understand what motivates consumer purchases
c. Explore various target markets and market segmentation
and demographics
2. Objective 2: Develop marketing strategies (digital marketing, logo,
direct marketing, personal selling, public relations, sales
promotions, advertising) and identify consumer motives
(emotional, rational, patronage) in purchasing
3. Objective 3: Apply marketing principles they have learned through
the creation of related documents in desktop publishing
a. Create forms of advertising media, including but not limited
to business cards, posters, magazine ads, brochures,
blogs, or websites.
b. Essential Understandings / Big Ideas / Core Ideas
i.
Identifying and understanding target markets and their buying motives are
paramount to successful selling
ii.
Marketing messages are the product of research, budgeting, and
communication
iii.
Marketing strategies are dependent on target market characteristics
c. Essential Questions
i.
What is the marketing mix?
ii.
How does a company identify their target market?
iii.
Why does a target market alter the marketing mix of a product or service?
iv.
What are the promotional channels of marketing?

3. Assessment Plan
a. Summative Assessment Plan: A pre and post test will be administered to the
students overviewing the above objectives and standards. See Appendix A for a
copy of the test.
b. Formative Assessment Plan: Students will periodically be assessed through
class review, one-on-one interactions, projects, and group work.
c. Assessment Organizer
Assessment

Assessment Description

Adaptations

Summative
Pretest

Google form test, administered on

school issued student laptops
http://goo.gl/forms/T0rHLdBxWc

Can be done on paper or orally

Formative

Ice Cream 4Ps Assignment

(Appendix A)

Can be done online, with partners,

orally, decrease amount of
companies/items researched

Formative

Oreo Segmentation project and

presentation (Appendix B)

Work individually, in partners,

present in a variety of mediums

Formative

Coca Cola video questions

(Appendix C)

Can be done orally or modified to fit

individuals needs

Formative

Intern Movie Questions

Orally, shortened, partners

Formative

Business Proposal Project

(Appendix D)

Shortened/modified,
individual/group

Summative
Posttest

Google form test, administered on

school issued student laptops
http://goo.gl/forms/3On48V4kMk

Can be done on paper or orally

4. Learning Plan for Unit

a. Unit topic and Rationale
i.
Marketing is how a company communicates with consumers. It
encompasses advertising, research, product development, pricing,
forecasting, global and local populations, targeting, and so much more.
Marketing is a crucial part of business, without it, consumers would not be
aware of how/what/where/when to purchase goods and services.
Marketing allows companies to target specific consumer markets for their
goods and services. This targeting is paramount for a companys
success- without customers a company would have no profit, and thus go
out of business.
We live in a global economy today and marketing is intertwined in
everything a business does. Marketing not only affects businesses and
their bottom line, but also consumers (students)- the prices at which they

purchase things, the reasoning behind purchases, brand loyalty, etc.

Within the world of business and our consumer society, marketing is an
important area to understand. Introduction to Business is a perfect course
to introduce this vital role in the world of business to students, so that they
may understand the basics, create strategies, and apply what they have
learned to the world around them.
b. Schedule:
Day 1
Essential Question:
What is the marketing mix?
How does a company identify their target market?
Learning Objectives:
By the end of class, I will be able to identify the 4Ps of the marketing mix
By the end of class, I will understand what a target market is and how a company
utilizes them
Assessment: Pretest and Ice Cream Assignment
Instructional Activities:
25 minutes- Pretest, allows for starting up of computers, troubleshooting issues,
and getting logged in, as well as taking the actual test via Google Forms.
5 Minutes- Discussion, how do we feel about pretest? Questions, Comments.
25 minutes- Slideshow and notes on marketing, concerning the 4Ps and target
markets
30 minutes- We All Scream for Ice Cream Individual assignment (Appendix B),
discussion
-Includes identifying the 4Ps of different ice cream companies
Materials: Student laptops, computer and SMARTboard for projection, Ice Cream
handout
Connections to student lives or experiences: As a person in society, we are all
consumers of goods and services, in many different places. How are our favorite product
marketed towards us?
Adaptations: Test can be taken via paper and pencil, or orally. Notes can be printed, or
brought up on personal computers. Ice Cream can be done individually,in pairs, groups,
orally, it can also be shortened/modified to best fit student needs.
Reflections: I feel like today went pretty well, the students are comfortable with me
which allows for jokes and some really good discussion. I think there were definitely
moments of Whoa! I totally have seen that in action before! but also moments of Yeah,
this sounds easy, lets move on. I think the lesson gave a good, clear overview of the
4Ps but I think the assignment could have been done better. Perhaps going over
searching strategies on the internet, or having a discussion or how we can find
information relating to dairies, etc. Also, maybe having different groups of student
research different types of food so we can compare and contrast how food producers
market their products.

Day 2
Essential Question:
Why does a target market alter the marketing mix of a product or service?
Learning Objectives:
By the end of class, I will be able to identify the 4Ps of the selected product
By the end of class, I will utilize my knowledge of market segmentation to market
the selected product to our target market
Assessment: Segmentation Activity and presentation
Instructional Activities:
30 minutes- Segmentation discussion and examples, group discussion and
relating segmentation to individuals lives, personal examples
40 Minutes- Segmentation group project and work time
20 minutes- Informal segmentation presentations
Materials: Student laptops, computer and SMARTboard for projection, segmentation
handout
Connections to student lives or experiences: Students see products marketed
everywhere- how do subtle differences in marketing apply to different market segments?
What attracts them as students/athletes/etc.
Adaptations: Discussion interactions can be in small groups, with partners, on paper,
via email, or pictures. Segmentation project can be done in a variety of ways (use of
technology, colors, pictures, different software, etc.) and can be split into smaller parts
for easier comprehension and completion.
Reflections: I think today was a very good learning day for students and myself.
Students were engaged and probed about the differences between target markets and
segments. This threw me for a bit of a loop, because I did not realize that they were hard
to distinguish verbally for me. That being said, I was able to come up with a metaphor of
a house and rooms to explain the differences. The house is the whole market, rooms
and segments, and people interested in certain products in the room are the target
market. For example, someone in the kitchen segment might be interested in new
blenders, therefore the blender target market would be that person (versus someone in
the kitchen that may already have a blender and is interested in microwaves). After
explaining markets this way I checked for comprehension through thumbs
up/middle/down, individual comments/examples, and the following informal
segmentation activity.
Day 3 - SUB PLAN: District Business Collaboration Day
Essential Question:
What is the marketing mix?
How does a company identify their target market?
Learning Objectives:
By the end of class, I will be able to identify the 4Ps of Coca Cola from the movie

By the end of class, I will be able to utilize my knowledge of market

segmentation, the marketing mix, and internet researching skills, to identify two
additional companies marketing mixes
Assessment: Coca Cola Documentary Questions and research
Instructional Activities:
60 minutes- CNBC Documentary on Coca Cola
30 minutes- Individual research and pair share time on additional 4Ps research
Materials: Student laptops, computer and SMARTboard for projection, segmentation
handout
Connections to student lives or experiences: Coca Cola is a world-known product,
one students can identify with and have seen in stores and in ads, it is a good example
of a common product and how marketing changes the way it is sold in different areas
and to different markets.
Adaptations: Documentary can have subtitles, be viewed on personal laptops,
discussed with partners, modified questions/discussion points as well.
Reflections: I was not here this day so I do not have much to reflect on. I hope the
students enjoyed learning about such a huge company and how it pertains to the
marketing mix that we have been learning about.
Day 4- OREO SEGMENTATION
Essential Question:
What is the marketing mix?
How does a company identify their target market?
What are the promotional channels of marketing?
Learning Objectives:
By the end of class I will be able to identify a target market for my selected
segment.
By the end of class I will be able to explain my groups choice of marketing
towards our selected segment.
Assessment: Group presentation and written Oreo Segmentation questions
Instructional Activities:
10 minutes- Select market segment from teacher, go over instructions, get into
groups
80 minutes- Group work time
Materials: Student laptops, computer and SMARTboard for projection, segmentation
handout
Connections to student lives or experiences: All students purchase goods and
services; by stepping into a marketers shoes, students can identify the reasoning behind
how certain products are marketed towards them or others.
Adaptations: Segments can be changed for better understanding, groups can be
modified, as well as assignment depending on individual needs.
Reflections: I really liked today because I felt it was the first time in this unit that the
students just got to go out on their own and be as creative as they wanted! I love group
work; it allows me to touch base with individuals more and gives me time to work with

students that may need more help. I think having everyone market the same product to
different segments made students think differently about marketing and how it can work
within a company, product line, or product. This class enjoys the freedom that comes
with group work and I am happy to give it to them, I cant wait to see the final products
and ideas!
Day 5- SUB PLAN: DECA State
Essential Question:
What is the marketing mix?
How does a company identify their target market?
Learning Objectives:
By the end of class I will be able to identify what The Fits marketing mix is
By the end of class I will be able to explain why The Fit has chosen their target
market
Assessment: Intern movie questions sheet
Instructional Activities:
10 minutes- Attendance, start movie
80 minutes- Watch movie, The Intern, follow along, answer questions on
worksheet
Materials: Student laptops, computer and SMARTboard for projection, Intern Movie
handout
Connections to student lives or experiences: Many students will work in a team and
business environment, not only in school but in their future endeavors as well.
Adaptations: Movie can be viewed in multiple ways, can have subtitles, questions can
be done orally, or modified, can also be written or typed.
Reflections: I was not here for this class either (it is a busy time for DECA!). I think the
students will really enjoy this movie because it is so new, with famous actors, so it feels
like a vacation from class but they are learning about marketing!
Day 6Essential Question:
What is the marketing mix?
How does a company identify their target market?
What are the promotional channels of marketing?
Learning Objectives:
By the end of class I will be able to identify a target market for my selected
segment.
By the end of class I will be able to explain my groups choice of marketing
towards our selected segment.
Assessment: Group presentation and written Oreo Segmentation questions
Instructional Activities:
10 minutes- Check in, discuss how sub day went, where we are in movie,
questions, etc.

40 minutes- Finish The Intern, turn in questions, discuss business concepts in

movie
40 minutes- Present and discuss Oreo segmentation strategies and
advertisements
Materials: Student laptops, computer and SMARTboard for projection, Intern Movie
handout
Connections to student lives or experiences: Understanding how marketers market
towards their consumers gives students understandings on what and why they buy the
products they do.
Adaptations: Presentations and projects can be done in a variety of ways, electronic,
through speech, presentation, play, dance, etc.
Reflections: Sub day went well, they really like the sub they had, she is wonderful. We
finished the movie and discussed a bit of it, they liked it much better than Coca Cola
from the other day. We spent a few minutes fixing up our products then we shared and it
was so much fun! I loved seeing the different packaging ideas, celebrity endorsements,
and reasoning behind student decisions. It really showed me that they have a good
handle on what we have learned so far!
Day 7Essential Question:
How does a company identify their target market?
What are the promotional channels of marketing?
Learning Objectives:
By the end of class I will be able to formulate a plan for our business proposal
based on our target market.
By the end of class I will be able to create an appropriate company and business
card to match our target market for your business proposal project.
Assessment: Business Proposal Project
Instructional Activities:
10 minutes- Check in, explain activity, time for questions
60 minutes- Group work time
Materials: Student laptops, computer and SMARTboard for projection,
Connections to student lives or experiences: Any citizen has the ability to make
change in their community, by giving student the resources to start change, they now
know how to do it for themselves. Writing a business proposal also gives them
experience in writing professional letters which they can use for future colleges or jobs.
Adaptations: Project can be done in many ways, and modified to fit individual needs,
group size, segments or project, ways in which project is formatted ro made.
Reflections: This was another good learning day for all of us. I really asked a lot of the
students and introduced some new aspects of business to them. In hindsight, I wish I
would have broken this project up and given more background before dropping it all on
them, but I know they will shine- the are such a smart class and work well together! It is
another reminder for me to go slow and explain things piece by piece, I have a tendency
to want them to be as free as possible, but stucture can actually create a more creative

and less confused environment, allowing for ideas to flow. The big takeaway I had was
to break things down and go step by step. Students were confused at first but as I went
around and explained in more detail, things got better for everyone.
Day 8Essential Question:
What is the marketing mix?
How does a company identify their target market?
Why does a target market alter the marketing mix of a product or service?
What are the promotional channels of marketing?
Learning Objectives:
By the end of class I will be able to create a correctly-formatted business
proposal
By the end of class I will be able to ace the posttest for the marketing unit!
Assessment: Business Proposal Project and Posttest
Instructional Activities:
70 minutes- Finish Business Proposal Project and turn in
20 minutes- Take Posttest
Materials: Student laptops, computer and SMARTboard for projection,
Connections to student lives or experiences: Students will not only have the knowhow to write a business letter, but also an understanding of basic marketing items such
as target markets, the 4Ps and promotional channels that they can identify and use on
their everyday lives.
Adaptations: Test can be taken via paper and pencil, or orally, on desktop/laptop/phone
etc.
Reflections: Today was fun and a relief to be honest. As time goes on, I realize my
responsibility towards these children more and more and I want to always do right by
them. Their final projects looks fabulous! I would love to go further with this and actually
contact local government to see their ideas and perhaps see them on a bill or come to
fruition. I am excited to see the results of the post test compared to the pretest, I think
there will be some good growth!

APPENDIX
APPENDIX A: WE ALL SCREAM FOR ICE CREAM!

WE ALL SCREAM FOR ICE CREAM!

MARKETING MIX WEBSITE COMPARISON
For this project you will go to three websites and fill in the answers to the questions
regarding the Marketing Mix for each company. Then we will discuss the similarities
and differences in our findings either in pairs, groups, or as a class.The websites are:
http://www.haagendazs.us/
http://www.benjerry.com/
http://www.breyers.com/

Breyers

Product
(Show packaging)

Product
How many flavors
does each brand
offer?

Product
Does the company
sell other
products besides
ice cream? If so
list.

Product
What is the

Haagen-Dazs

Ben and Jerrys

slogan?

Product
Does the company
identify its top
flavors? If so, list
the most popular
flavors.

Place
Where are the
dairies that make
the ice cream
located?

Blue Bell

Ben & Jerrys

Place
What stores are
these products
sold in?

Price
How much does
each product
cost?

Promotion
How did you like
the website? List
strengths and
weaknesses of

Strengths

Strengths

Strengths

each

Weaknesses

Weaknesses

Weaknesses

Promotion
Does the website
offer any
coupons?

Promotion
What other
promotions are
offered on the
website?

Promotion
Does the company
support any
causes or charity?

APPENDIX B: OREO SEGMENTATION

Market Segmentation Activity

Your Marketing Team has been given the task of developing a marketing strategy for
New Oreo Thins Cookies. An independent research firm has helped to determine a
target market for you in different parts of the country. Your group will develop a
marketing mix to promote the brand to the chosen target market.

Proposed Marketing Mix

Product:

Price:

Place:

Promotion:

Advertising Message:
APPENDIX C: COCA COLA VIDEO

Coca-Cola Video Worksheet

1. While watching the movie, Coca Cola: The Real Story behind the Real Thing,
please identify 3-4 examples in each of the 4Ps that Coca-Cola does as part of its
business strategy.

Product

Ex. Unique contour shape of bottle

Place
Promotion

Ex. World Cup Sponsorship

Price
2. After the Coca-Cola movie, research 2 additional companies that you like and
identify their 4 Ps:

Company 1

Company 2

Name____________ Name______________

__

Product
Place
Promotion
Price

APPENDIX D: BUSINESS PROPOSAL PROJECT

Business Proposal: Fort Collins Teen Community
The Fort Collins Chamber of Commerce is interested in pursuing new channels of teen
enjoyment and have reached out to locals for ideas. The teen community is large, with
four high schools in the local area, and others near by. What kind of activity/recreational
area/etc can be implemented in Fort Collins? Answer the following questions and
complete the bolded assignments. 30 pts
1. What are the specific demographics, and psychographics of your target market
on Fort Collins?

2. What is an area you see that can be improved, implemented, or changed for the
teenage community? Why do you think this is?

3. What is your idea?

4. Where would your proposed venture be located specifically in fort collinsinclude a map
5. What is your foreseen budget for this venture? Break it down into a few large
areas.

6. Create a menu/item list of customer pricing when your concept is open to the
public.
7. Write a formal business proposal, use the followin link to help you format it
correctly: http://smallbusiness.chron.com/write-effective-business-proposal-letter56783.html
8. Create a business card to represent your company/brand and the new venture
you hope to pursue with the chamber.
a. Check out below for some cool ideas:
http://www.pastemagazine.com/articles/2014/08/50-business-carddesigns-that-make-doing-business.html
b. Include the company name, address, phone, website/email