About Marketing Education
Description of Marketing Education
The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This definition indicates that marketing is a process that involves a variety of activities designed to change behaviors or influence ideas. These activities include, but are not limited to advertising, logistics, marketing research, product design, and selling.
Historically, marketing has been characterized as dynamic and changing. However, the pace at which it is changing has accelerated due to environmental shifts taking place in the business world: downsizing, outsourcing, mergers, international competition, world markets, and technological innovations. These changes impact the skills, attitudes, and abilities needed for success in today's workplace.
Marketing must be viewed as a multi-faceted, critical business function that is guided by such social sciences as economics, psychology, and sociology. Its successful performance depends on the application of mathematics and English principles, the use of scientific problem solving, and the application of technology to marketing situations and problems. In this century, economic survival in business will depend on the ability to understand and execute marketing skills. Effective Marketing Education provides those skills.
Premises of the Marketing Education Curriculum
The Marketing Education curriculum should:
- Encourage students to think critically
- Stress the integration of and articulation with academics
- Be sequenced so that broad-based understandings and skills provide a foundation to support advanced study of marketing
- Enable students to acquire broad understandings of and skills in marketing so that they can transfer their skills and knowledge between and among industries
- Enable students to understand and use technology to perform marketing activities
- Stress the importance of interpersonal skills in diverse societies
- Foster a realistic understanding of work
- Foster an understanding and appreciation of business ethics
- Utilize a variety of types of interactions with the business community
Mission of Marketing Education
The mission of Marketing Education is to enable students to understand and apply marketing, management, and entrepreneurial principles; to make rational economic decisions; and to exhibit social responsibility in a global economy.
Curriculum Planning Levels
The performance indicators are assigned to one of five curriculum-planning levels that represent a continuum of instruction ranging from simple to complex. These levels can be used as the basis for developing an unduplicated sequence of instruction for articulation between high school and postsecondary marketing courses. In these cases, instructors can agree as to how far along the continuum students will advance in high school so that postsecondary instructors can initiate instruction at that point in the continuum. This will enable students to focus on new, more advanced subject matter rather than on content previously mastered. This will also prepare for the articulation agreements between secondary and postsecondary institutions in North Dakota.
The five curriculum planning levels are described as follows:
- Prerequisite (PQ)
- Career-Sustaining (CS)
- Specialist (SP)
- Supervisor (SU)
- Manager-Entrepreneur (ME)
