Big Ideas
Big Ideas
Marketing services and products can be designed through consultation and collaboration.
Personal design choices require the evaluation and refinement of skills.
Tools and technologies
tools that extend human capabilities
can influence people’s lives.
Content
Learning Standards
Content
marketing and promotion opportunities within the local community
for example, in the school community, for a local not-for-profit agency
role of advertising
including ambient advertising and digital or virtual advertising
in domestic and international contexts
marketing processes, including the AIDA
AIDA is an acronym for Attention, Interest, Desire, and Action, referring to the marketing and advertising stages from when a consumer first becomes aware of a product or brand through to when the consumer makes a purchase decision.
(Attention, Interest, Desire, Action) model
social marketing
Rather than financial effects, the primary goal is to achieve positive social effects.
and ethical marketing, including the ethics of cultural appropriation using or sharing a cultural motif, theme, “voice,” image, knowledge, story, song, or drama without permission or appropriate context or in a way that may misrepresent the real experience of the people from whose culture it is drawn
marketing and promotion strategies, including test marketing
The purpose of test marketing is to find out how users/consumers receive promotion ideas before the marketing strategy is launched on a larger scale.
, segmentation, targeting, and positioning
ways to improve marketability of products and services
types of advertising that can influence diverse target market groups offline and online
risk assessment
anticipating and addressing user/consumer effects (e.g., financial hardship and social-emotional impacts) and environmental challenges
associated with marketing products and services
influence of corporate sponsorship, including naming rights
event planning, coordination, and facilitation skills
interpersonal and public relations skills
for example, professional communications and courtesies; technological or visual supports to accompany marketing or demonstrations at conferences; social media and networking
to promote products or services and to interact with potential customers
career options in marketing and promotions
Curricular Competency
Learning Standards
Curricular Competency
Applied Design
Understanding context
- Conduct user-centred researchresearch done directly with clients to understand how they do things and why, their physical and emotional needs, how they think about the world, and what is meaningful to themto understand opportunities and barriers
Defining
- Establish a point of view for a chosen marketing and promotion opportunity
- Make decisions about premises and constraintslimiting factors, such as target market characteristics, available technology, expense, space, environmental impactthat define the marketing design space
Ideating
- Generate ideas and enhance others’ ideas to create possibilities, and prioritize the possibilities for prototyping
- Work with users throughout the design process
Prototyping
- Identify and use a variety of sources of inspirationmay include personal experiences; First Peoples perspectives and knowledge; the natural environment and places, including the land, its natural resources, and analogous settings; people, including users, experts, and thought leadersand informationmay include professionals; First Nations, Métis, or Inuit community experts; secondary sources; collective pools of knowledge in communities and collaborative atmospheres both online and offline
- Choose an appropriate form and level of detail for prototyping
- Plan procedures for prototyping multiple ideas
- Construct prototypes, making changes to tools, materials, and procedures as needed
- Record iterationsrepetitions of a process with the aim of approaching a desired resultof prototyping
Testing
- Identify and obtain critical feedback with a relevant audiencepeople who represent the target marketto evaluate effective test marketing
- Based on feedback received and evaluated, make changes to product and/or service plan or processes as needed
Making
- Identify tools, technologies, materials, processes, cost implications, and time needed for development and implementation
- Use project management processessetting goals, planning, organizing, constructing, monitoring, and leading during executionwhen working individually or collaboratively to coordinate or create processes or products
- Sharemay include showing to others or use by others, including the clientprogress to increase opportunities for feedback, collaboration, and, if applicable, marketing
Sharing
- Decide on how and with whom to share or promote their product or servicefor example, a physical product, event, service, strategy, processand creativity
- Critically reflect on their design thinking and processes, and identify new marketing goals
- Assess their ability to work effectively, both individually and collaboratively
Applied Skills
Apply safety procedures for themselves, co-workers, and users in both physical and digital environments
Identify and assess skills needed for marketing and design interests, and develop specific plans to learn or refine them over time
Demonstrate the ability to apply a framework for problem solving
Applied Technologies
Explore existing, new, and emerging tools, technologies, and systems and evaluate their suitability for marketing and promotion interests
Evaluate impacts, including unintended negative consequences, of choices made about technology use
Analyze the role and personal, interpersonal, social, and environmental impacts of technologies in societal change
Examine how cultural beliefs, values, and ethical positions affect the development and use of technologies on a national and global level