Page 112 - Business Studies 11-12 (2006)

MARKETING: GOODS, SERVICES, EVENTS, GRADE 11, COLLEGE PREPARATION (BMI3C) 111
Trends in Marketing
Overall Expectations
By the end of this course, students will:
• explain the effects of new information technologies on marketing strategies and consumer trends;
• identifyanddescribevariousenvironmental,ethical,social,andlegalissuesthataffect marketing activities;
• demonstrate an understanding of the potential for participation in the global marketplace;
• summarize,onthebasisofcomputerresearch,careerpathwaysinmarketing.
Specific Expectations
Information Technology in Marketing
By the end of this course, students will:
– identify advances in electronic commerce applications (e.g., web-page design, order entry systems, database design for market research) and describe how these advances have affected business-to-business and business-to-consumer marketing;
– explain how emerging information tech- nologies (e.g., wireless communication, digital technology) have affected the dynamic nature of marketing and stimu- lated the rate of change in marketing strategies;
– describe the effects that new communica- tion technologies have on marketing in a business environment (e.g., with respect to business etiquette, use of language, literacy standards in business);
– describe how fashion, fads, and trends (e.g., buying behaviour, conspicuous con- sumption) are influenced by the immedi- acy characteristic of the electronic age.
Issues, Ethics, and Social Responsibility in Marketing
By the end of this course, students will:
– identify marketing issues created by changes in information technology (e.g., expanding markets; privacy issues; con- sumers’ reactions to junk mail, spam, and information overload);
– describe ways in which marketing activi- ties (e.g., packaging, labelling) have been influenced by increasing concern for the environment;
– explain the need for firms to demonstrate good corporate citizenship and organiza- tional ethics in their day-to-day marketing practices (e.g., truth in advertising, confi- dentiality of marketing research, observing regulations regarding advertising to children, informing consumers of safety issues);
– identify examples of businesses that include corporate social responsibility as a compo- nent of their marketing philosophy (e.g., not using animals in product testing, sponsoring charitable events, hosting children’s camps, engaging in responsible environmental practices);
– identify channels through which con- sumers can express objections to specific marketing activities (e.g., the Canadian Advertising Foundation, the Consumers’ Association of Canada, the Canadian Radio-Television and Telecommunications Commission).
International Markets
By the end of this course, students will:
– outline the relative importance of major consumer and industrial markets around the world (e.g., China; the Pacific Rim; the European Union; North, Central, and South America);