JA Marketing Principles 1

JA Marketing Principles<sup>™</sup> 1

JA Marketing Principles 1, part of the JA High School Experience courses, is a one-semester teacher-led course that introduces high school students to marketing and some basic marketing techniques. Volunteers engage with students through a variety of activities that includes subject matter guest speaking and coaching or advising for case study and project course work. 


Students will:

  • Learn the necessary concepts applicable to state and national educational standards.

  • Apply these standards-based concepts to the real world.

  • Synthesize elective concepts through cumulative, tangible deliverables (projects).

  • Analyze a business situation or principle through the use of a case study.

  • Demonstrate the skills necessary for future career pathway success.

Pillars of Student Success Entrepreneurship:  Financial-Literacy:  Work-Readiness: 
Program Implementation Program Grade-Level
Classroom-Based High School
Program Concepts Program Skills
Brand loyalty, Business ethics, Buying decision process, Changing prices, Class action, Competition, Competitive analysis, Consumer information searches, Culture, Cultural differences, Data mining, Ethics, E-commerce, Flowcharts, Global marketing, Global marketing strategies, Level of involvement, Level of risk, Life of a product, Manufacturing capacity, Market segments, Marketing accuracy, Marketing adaptation, Marketing and distribution channels, Marketing around the world, Marketing careers, Marketing messages, Marketing mix, Marketing position, Meaningless messages, Misleading messages, Media choices, Motivation, MSRP, Online information, Personas, Personally identifiable information, Planned obsolescence, Positioning, Price, Price range, Price war, Primary research, Primary sales, Privacy policies, Product adaptation, Product categories, Product development, Product placement, Promotion, Promotional activities, Purchase decisions, Purchase related research, Questionable claims, Reevaluate data, Seal of approval, Secondary research, Segmentation, Seven marketing functions, Slogan, Sociocultural factors, Sponsored content, Stakeholder, Stakeholder engagement, Technology and global marketing, The 4 Ps, Tools in international markets, Types of market segmentation, Value proposition, What is marketing Analyze information, Analyze real world situations, Apply information to real world situations, Compare and contrast, Create and give a presentation, Define a problem, Evaluate information, Make decisions, Participate in a discussion, Propose a solution, Research information, Role play a real world situation, Self evaluate, Think creatively, Think critically, Use data to inform decisions, Work with peers

Program Sessions

1.1 What is Marketing?


1.1 What is Marketing?

Students receive an introduction to the concept of marketing. They learn the seven marketing functions and how each supports and increases customer satisfaction and company profits.


Students will:

  • Demonstrate an understanding of the concept of marketing.

  • Explain how marketing can be used to build customer relationships.

  • Identify the seven marketing functions.

  • Illustrate how each of the seven marketing functions can support customer satisfaction while generating a profit for the company.

1.2 Communication Channels


1.2 Communication Channels

Students explore the increasing number of marketing communication channels and develop targeted marketing messages designed for different channels.


Students will:

  • Explore the different marketing communication channels.

  • Evaluate the appropriateness of a specific channel for a specific market.

  • Determine the best communication channel to transmit a specific message effectively.

  • Define market segmentation and describe how it is used.

  • Analyze how demographics can be used to identify target markets.

  • Create an effective message utilizing one of the channels of communications.

1.3 Marketing Benefits


1.3 Marketing Benefits

Students explore how marketing benefits motivates purchase decisions.


Students will:

  • Compare and contrast the benefits of marketing to the company versus to the consumer.

  • Investigate what motivates consumers to buy.

  • Interpret Maslow's Hierarchy of Needs.

  • Create a jingle for a product that identifies with one of Maslow's Hierarchy of Needs.

1.4 Ethics in Marketing


1.4 Ethics in Marketing

Students explore the issues of ethics in marketing, including the differences between legal and ethical marketing and new types of marketing messages masquerading as content.


Students will:

  • Explain ethical behavior and its impact on marketing.

  • Differentiate between legal versus ethical marketing practices.

  • Recognize the role of the FTC in advertising practices.

  • Demonstrate an understanding of claim validation.

  • Differentiate sponsored content from other advertising.

  • Write a sponsored story.

  • Analyze ethical and unethical methods used by marketers to obtain and use customers' personal information.

2.1 Consumer Decision Making


2.1 Consumer Decision Making

Students explore how consumers make buying decisions and how marketers tailor messages to take advantage of consumer behavior.


Students will:

  • Describe how consumer differences shape wants and needs.

  • Explain consumer-buying behavior.

  • Evaluate the stages of the consumer-buying decision process.

  • Compare actions of consumers at each stage in the decision process for a low- and a high-involvement product.

  • Generate situations for a marketer and a consumer for each stage in the buying decision process.

2.2 Market Segmentation


2.2 Market Segmentation

Students explore the area of market segmentation, including how marketers target specific groups of customers.


Students will:

  • Define market segmentation and describe how it is used.

  • Describe market segments targeted by companies.

  • Identify tools of market segmentation: demographics, psychographics, and geographics.

  • Explain ways that segmentation can be used to identify target markets.

  • Analyze the variables used to identify target markets (e.g., goals, buying habits, benefits sought).

2.3 Influencing Consumer Behavior


2.3 Influencing Consumer Behavior

Students explore the impact of consumer behavior on the marketing process, including how consumer purchasing decisions are influenced by cultural, social, psychological, and personal differences.


Students will:

  • Describe the four main factors that influence consumer buying behavior, their significance, and how they affect promotional activity.

  • Describe the characteristics of changing domestic and global populations using market segmentation tools.

  • Develop a message (including a slogan) that generates a consumer need or desire to purchase a product/service.

2.4 Measuring and Adapting to Marketing Results


2.4 Measuring and Adapting to Marketing Results

Students explore the ways marketers develop and test their strategies and adapt them based on marketing results.


Students will:

  • Discuss the reasons for conducting marketing research.

  • Differentiate between primary and secondary sources of data and explain their use.

  • Explain how marketers gather and use personal data.

3.1 The Marketing Mix: Product


3.1 The Marketing Mix: Product

Students learn about the mix of activities that make up marketing: Product, Place, Price, and Promotion. They focus on product and learn how marketing comes into play during the product development cycle.


Students will:

  • Learn about the marketing mix of Product, Place, Price, and Promotion.

  • Classify products into consumer categories.

  • Identify and develop a new product with a unique value proposition.

  • Analyze the target market's wants and needs of the product and recognize how this drives product development.

  • Justify expectations for the new product's life cycle.

3.2 The Marketing Mix: Place


3.2 The Marketing Mix: Place

Students learn about distribution channels and the path a product takes from manufacturer to customer, including third-party intermediaries such as wholesalers, retailers, distributors, and e-commerce.


Students will:

  • Describe different locations for purchasing products.

  • Differentiate among distribution channels such as retail, wholesale, warehouses, online, e-commerce, etc.

  • Research the channels of distribution used to get product from manufacturer to consumer.

  • Design a distribution channel to move the new product from manufacturer to final user.

  • Develop ideas on accessing the right distribution channels. (Focus on purchasing at a particular place.)

3.3 The Marketing Mix: Price


3.3 The Marketing Mix: Price

Students learn about pricing strategy and how to price products to match the amount customers are willing to pay. They learn the role of market research and the company's strategy and objectives on setting the right price.


Students will:

  • Explain the difference between cost and price.

  • Research factors that contribute to the price of a product.

  • Formulate pricing strategies for a new product.

  • Generate questions and answers, and develop ideas on the best pricing for company and consumer.

3.4 The Marketing Mix: Promotion


3.4 The Marketing Mix: Promotion

Students learn about the role of promotion as part of the marketing mix, to attract customers' attention and motivate them to purchase.


Students will:

  • Learn why companies engage in promotional activities.

  • Identify various persuasive techniques (bandwagon, emotional appeal, etc.).

  • Research ways promotion affects consumer purchases.

  • Develop ideas about the best combination of promotional strategies for specific target markets, including social media, in-store, and coupons (focus on how to reach and time to reach target consumers).

4.1 Examining Your Current Market


4.1 Examining Your Current Market

Students learn about the role of cultural differences in marketing and the importance of cultural etiquette and communication.


Students will:

  • Learn the meaning of culture.

  • Describe the components of culture.

  • Analyze ways in which sociocultural factors affect domestic and international marketing.

  • Analyze the influence of technology in reaching a global market with your message.

  • Explore the experiences of a sociocultural group and develop methods of marketing products and services to that group.

4.2 Global Marketing


4.2 Global Marketing

Students learn about the ways companies adjust their marketing strategies to comply with regulations and market conditions in other countries. Making global sales has become easier due to the Internet and means of transporting goods across borders.


Students will:

  • Define global marketing.

  • Learn about global marketing strategies and the tools for creating them.

  • Assess the role of technology in enabling companies to compete effectively.

  • Examine companies with global marketing strategies and explain their benefits.

  • Research components of a global marketing strategy.

  • Identify a company that could benefit from global marketing and create a global marketing strategy for it.

4.3 Global Stakeholders


4.3 Global Stakeholders

Students learn how stakeholders affect and are affected by a company's objectives.

Students will:

  • Describe a stakeholder.

  • Identify who the stakeholders are for a specific business.

  • Compare and contrast types of stakeholders and their impact on business decisions.

  • Determine the benefits of stakeholders.

  • Develop a stakeholder engagement plan.

4.4 Competitive Analysis


4.4 Competitive Analysis

Students learn how companies analyze the differences and advantages of their market performance compared to their competitors and conduct competitive analysis themselves.


Students will:

  • Describe an example of competition.

  • Compare and contrast marketing strategies of competitors in a single industry.

  • Identify the role of the market leader, challenger, follower, and nicher in an industry.

  • Assess how a company's competition in an industry impacts its marketing strategy.

Case Study: Building a Brand

Students will discover the commonalities between personal identity and brand identity. They will learn and apply the steps for building a brand for a new company.