Marketing & Management II:

Advanced Strategies
Primary Career Cluster: Marketing
Program Manager: Ilene D. Karp, (615) 770-3870, Ilene.D.Karp@tn.gov
Course Code(s): C12H30
Prerequisite(s): Marketing & Management I: Principles (C12H29)
Credit: 1
Grade Level: 11 - 12
Focused Elective This course satisfies one of three credits required for an elective
Graduation Requirements: focus when taken in conjunction with other Marketing courses.
This course satisfies one out of two required courses that must be
POS Concentrator: taken from a single program of study to meet the Perkins V
concentrator definition requirements.
Programs of Study and This is the third course in the Marketing Management and
Sequence: Entrepreneurship programs of study.
Aligned Student DECA: http://www.decatn.org
Organization(s): Steven Mitchell, (615) 532-2829, Steven.Mitchell@tn.gov
Teachers who hold an active WBL certificate may offer placement
for credit when the requirements of the state board’s WBL
Coordinating Work-Based
Framework and the Department’s WBL Policy Guide are met. For
Learning:
information, visit https://www.tn.gov/content/tn/education/career-
and-technical-education/work-based-learning.html
Available Student Industry
None
Certifications:
030, 035, 052, 054, 152, 153, 158, 202, 204, 311, 430, 435, 436, 471,
Teacher Endorsement(s):
472, 474, 475, 476
Required Teacher
None
Certifications/Training:
https://www.tn.gov/education/career-and-technical-
Teacher Resources:
education/career-clusters/cte-cluster-marketing.html.

Course Description
Marketing & Management II: Advanced Strategies is a study of marketing concepts and principles used
in management. Students will examine the challenges, responsibilities, and risks managers face in
today's workplace. Subject matter includes finance, business ownership, risk management,
marketing information systems, purchasing, promotion, and human resource skills.

Amended January 27, 2017

Note for instructors: This course assumes many students are engaged in a work-based learning (WBL)
experience such as cooperative education, internships, school-based enterprises, or similar types of
worksite experiences with a local partner business. Projects in the course could benefit significantly from
the use of resources and data from local businesses. Instructors are encouraged to leverage existing
partnerships and to build on advisory committee relationships as they reach out to business owners or
managers for authentic scenarios, materials, and other business information from which students could
learn.

Program of Study Application

This is the third course in the Marketing Management program of study. For more information on the
benefits and requirements of implementing this programs in full, please visit the Marketing website
at https://www.tn.gov/education/career-and-technical-education/career-clusters/cte-cluster-
marketing.html

Course Standards

Business Ownership

1) Identify the forms of business ownership (such as sole proprietorship, partnership, and
corporation). Compare the advantages and disadvantages of each; explore at least four ways
to start a business as part of a class discussion. Cite under what circumstances it would be
advantageous for a business to form a limited liability company.

2) Using supporting data obtained from public sources such as the Bureau of Labor Statistics,
explain why entrepreneurship is important to the U.S. economy. Compare and contrast the
role of the entrepreneur to that of a manager.

Management Skills

3) Distinguish the differences between horizontally organized and vertically organized

companies. Explain how self-management teams function and illustrate how a student
organization could be organized around particular processes or specializations with teams
providing support.

4) Discuss why all three functions of management (planning, organizing and controlling) involve
decision making and leadership. Describe the steps that should be included in the decision-
making process.

5) Demonstrate effective management skills by role-playing how you would manage a difficult
workplace scenario.

6) Identify three motivational management techniques that do not include money and describe
the characteristics of the situation in which each may be chosen to motivate employees.

7) Create a company orientation manual, including sections on, but not limited to, the
following.
a. Hiring
b. Compensation

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 c. Scheduling, including vacation, sick, and paid time off
d. Social media compliance policy
e. Handling grievances
f. Addressing customer feedback
g. Performance assessments, including performance improvement and rewards
h. Promotions, transfers, and dismissals
i. Ethics in the workplace

Role of Marketing in Business

8) Create a six-month marketing plan aimed at increasing business profitability for the work-
based learning partner or another local business. Include the following.
a. An executive summary with a situational analysis identifying both SWOT (Strengths,
Weaknesses, Opportunities, and Threats) and PEST (Political/legal, Economic,
Sociocultural, and Technological) factors
b. Marketing strategies
c. Cost analysis
d. Implementation plan
e. Marketing audit evaluation instrument

Legal and Ethical Issues

9) Prepare a presentation on a federal statute encompassing consumer or trade laws or

business practices (such as the Sherman Antitrust Act, the Robinson-Patman Act, or the
Consumer Product Safety Act) that can affect businesses.

10) Write a report on ethical dilemmas that could be encountered when conducting business
with international partners. Using media reports and/or case studies, cite examples of how
U.S. business practices differ from those of other countries.

Purchasing

11) Cite the differences between centralized buying and decentralized buying; identify benefits
and challenges of each.

12) Describe a six-month merchandise plan; identify factors to consider when selecting suppliers
and negotiating terms of sale. Based on findings, write recommendations for adding a new
product to the company’s inventory.

Pricing

13) Identify and describe market factors that can affect prices (such as embargos, natural
disasters, and overproduction), and cite legal and ethical considerations for price planning,
including price fixing and price discrimination, among others.

14) Explain the relationship between pricing and product life cycle. Write an argument
supporting either penetration pricing or price skimming as the best pricing strategy to

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 employ when launching a new product. Cite examples from news media or other
appropriate texts of how each strategy was used in recent product introductions.

15) Explain how a company’s profit relates to markup. Using the same product, demonstrate the
ability to calculate retail percentage markup and markdown in dollars and percentages.

Promotional Concepts

16) Analyze journal articles about effective institutional promotions (e.g. Macy’s Thanksgiving
Day Parade), identifying benefits achieved. Research a prominent example of an institutional
promotion; name the company sponsor, identify any nonprofit benefactors, and construct
an essay highlighting factors that contributed to the launch of the promotion as well as to its
continued existence. Address how social media tools have been leveraged to support your
selected example.

17) Design an institutional promotions plan for the WBL partner or another local business.
Include all elements of the promotional mix. Identify:
a. Goals
b. Target market
c. Message or theme
d. Coordination aspects
e. Action plan/implementation
f. Evaluation instrument

18) Investigate how social media contributes to both the promotional side and personal sales
side of marketing efforts in establishing and maintaining customer relationships. Identify
different social mediums used for marketing and discuss challenges (such as limited
exposure, time constraints, hiring knowledgeable employees for this type of marketing, etc.)
associated with each.

19) Describe how a business’ image is created and/or enhanced through architectural displays;
explain the importance of interior displays to a business’ overall image. Create a rubric for
evaluating the effectiveness of an architectural/interior display. In groups, divide a list of
local businesses to visit. Using the rubric, conduct site surveys to evaluate the displays at a
minimum of three businesses per group, and then share findings with the class in a
presentation.

Marketing Research and Information Management

20) Examine different types of marketing research and define methods for gathering marketing
research data; include primary and secondary research methods.

21) Assist in finding a solution to a problem for the WBL partner or another local business using
marketing information management. Identify the problem, investigate the problem, and
conduct research on potential ways to resolve the problem. Construct and administer a
survey of customers or potential customers to determine factors that could be contributing
to the problem; include open-ended, forced choice, and rating/ranking survey questions.

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 Present survey findings and recommendations for resolving the problem in a graphic
presentation to partner business and peers.

Risk Management

22) Identify the various types of business risk, describing ways in which businesses can manage
risk. Provide examples of how risk reduction or prevention can apply to the following areas:
a. Employee screening and training
b. Safety conditions and safety instructions
c. Employee theft
d. Shoplifting
e. Reduction in workplace threats

23) Cite the differences between and features of property and liability insurance. Obtain three
quotes for minimum liability insurance coverage for a business in your area, using square
footage and inventory on hand as factors on which to base the quote.

Business Financing and Financial Statements

24) Describe the differences between equity capital and debt capital and explain the advantages
and disadvantages of each.

25) To evaluate the credit worthiness of a business, lenders rely on the six C’s (character,
capability, capital, collateral, coverage, and conditions). Identify and explain the role each of
the six criteria play in a lender’s ability to determine overall risk and approve financing.

26) Identify the types of financial documents typically included in a business plan. Prepare
examples of the following:
a. Personal financial statement
b. Estimated startup costs
c. Projected business income statement for one quarter
d. Projected balance sheet after one year

Work-Based Learning Experience

27) Apply principles of marketing and management to a work-based learning opportunity such
as job shadowing, internships, or related work-based/work-site experiences.

28) Evaluate and apply principles of ethics as they relate to the work-based experience.

29) Employ safety principles to the work-based experience.

30) Compose and maintain a journal that documents work-site experiences, time management,
and ethical workplace behaviors.

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Standards Alignment Notes

*References to other standards include:

• P21: Partnership for 21st Century Skills Framework for 21st Century Learning
o Note: While not all standards are specifically aligned, teachers will find the
framework helpful for setting expectations for student behavior in their classroom
and practicing specific career readiness skills.

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