Skip to main content

Marketing Fundamentals ©2024

Grades: 9 - 12

Marketing Fundamentals is the high school student’s guide to the dynamic world of marketing. Students will learn how to create marketing strategy, the role of the marketing mix, and the importance of differentiation in the marketplace. Foundational program for students enrolled in a Business CTE program or anyone interested in exploring the world of marketing.


Program Details

Discover the exciting worldof marketing

Marketing Fundamentals isthe high school student's entry into understanding the dynamic world ofmarketing. Marketing is no longer just for those wishing to become businessmajors or marketing professionals. Anyone who wants to build awareness andinfluence others should understand the basic principles of marketing.

●       Case studies and examples: Rich with examplesfrom companies and organizations big and small, students learn what strategiesand tactics work in marketing.

●       A modern marketing approach: From digitalmarketing to supply chain strategies, students learn the most up-to-datetechniques to influence businesses and consumers.

●       Teacher support: A 1,600-page online teacher'smanual provides a wealth of discussion questions, activities, practiceassignments, and more.

●       Empowering digital: An adaptive Smartbook,assessments, and simulations power student learning, while bonus resourcessupport career exploration and durable skills. Teacher resources streamlinelesson prep and strengthen instruction.

View Textbook Sampler

Get Instant Sample Access


Chapter 1:          Marketing Overview

Chapter 2:          Marketing Strategy

Chapter 3:          Today’s Marketplace

Chapter 4:          Understanding Your Customer

Chapter 5:          Segmentation, Targeting, and Positioning

Chapter 6:          Creating Value

Chapter 7:          Capturing Value

Chapter 8:          Delivering Value

Chapter 9:          Communicating Value