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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 world of marketing

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

  • Case studies and examples: Rich with examples from companies and organizations big and small, students learn what strategies and tactics work in marketing.
  • A modern marketing approach: From digital marketing to supply chain strategies, students learn the most up-to-date techniques to influence businesses and consumers.
  • Teacher support: A 1,600-page online teacher's manual provides a wealth of discussion questions, activities, practice assignments, and more. 
  • Empowering digital: An adaptive Smartbook, assessments, and simulations power student learning, while bonus resources support career exploration and durable skills. Teacher resources streamline lesson prep and strengthen instruction.
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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