Learning Modules

Interviews, focus groups, surveys, Internet tracking, and more—marketing researchers use a variety of qualitative and quantitative methods to collect the data they need. This LAP guides students through these methods—what they are, how they work, and their advantages and disadvantages. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about...

Marketers have to follow certain guidelines to make sure they are managing information efficiently and effectively. One way that they can do so is by following ethical principles. Info With Integrity (Ethics in Marketing-Information Management) is all about the importance of ethics when handling marketing information. It includes specific, relevant ethical conflicts in marketing-information management. The detailed examples and interactive activities will help students grasp this challenging...

Many types of data, such as customer data, competitor data, sales data, and more, are essential for informed marketing decision making. Thriving businesses take the time and effort to gather and analyze these data and use them to their best advantage. Teach your students how to identify useful marketing data from both internal and external sources. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout...

Each marketing-research project is different. However, they are all the same in at least one aspect—they all require researchers to obtain data. Teach your students about primary and secondary marketing-research data, why they are used, and the advantages and disadvantages of each. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about obtaining...

Before data can be collected, marketing researchers must identify the problem or root causes driving the research. This LAP explains how managers and researchers work together to determine the actual research problem so research objectives can be developed. Types of data, units of analysis, and relevant variables for marketing research studies are also discussed. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a...

Marketing researchers create their designs with the end goal in mind. Better by Design will help your students understand the importance of choosing the most effective research designs to acquire the needed information. This LAP discusses exploratory, descriptive, and causal research designs, presenting marketing research examples from Coca-Cola, DeWALT Tools, Frito-Lay, and more. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan....

When marketers undertake a marketing research project, one of their top priorities is to obtain clear and accurate data. They know that a “slice” of the population—a sample—can represent the whole quite precisely. Use this LAP to teach your students why and when marketers use sampling, and help them discover different types of sampling designs. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout...

Knowledge is as important in the business world as it is in your personal life. Sometimes, there can be so much knowledge in one place that it can be overwhelming. That’s why organizations need knowledge management. Teach your students about knowledge management and its key role in businesses today. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes...

Knowledge management has become increasingly important to organizations of all shapes and sizes. But do your students understand the role that ethics play in effectively managing knowledge? If they don’t, this LAP can help. Know What’s Right (Ethics in Knowledge Management) explains how knowledge management makes organizations more ethical. It also discusses ethical issues that can disrupt the knowledge management process. This comprehensive lesson includes engaging activities and relevant...

The marketing functions – market planning, product/service management, marketing-information management, pricing, channel management, promotion, and selling – all play significant roles in carrying out a business’s marketing plan and attracting the target customer to the business. Work the Big Seven explains each marketing function, its importance, and how the marketing functions work together to bring success. LAPs are comprehensive instructional packages that include all elements of a...

Marketing makes the world go round. It makes our lives better, provides us with a variety of goods and services, and encourages trade between nations. Marketing is essential for business success, yet many students know nothing about it. Use this LAP to introduce your students to marketing activities, the marketing concept, and the many ways that marketing impacts us every day. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each...

Show your students how the growth of sports and sport marketing impacts the world. The Wide, Wide World of Sport Marketing (Nature of Sport Marketing) explains how the popularity of sports has created a diverse industry that impacts everyone from corporate sponsors to soccer moms. Anyone leading an active lifestyle or watching a sporting event enjoys the recreational and entertainment benefits that sports provide. This LAP includes activities, videos, and more showing how sport marketing...

Consumers purchase products and services for a variety of reasons – from cultural influences, to personal preferences, to past experiences. Marketers know that their companies’ success depends on understanding the diverse influences affecting buying behavior and using those influences to their advantage. In this LAP, students will discover how final consumers and companies make buying decisions, as well as the practical implications that buying behavior has for marketers. LAPs are...

Every business has goals, and every business needs employees to help it reach those goals. Act Now! teaches your students the general and specific employee actions they can take to help companies work toward their goals. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about employee actions and company goals, a (So What?) discussion of why it's...

In the world of business, one thing leads to another. The actions companies take today will lead to the results, good or bad, that they face tomorrow. Teach your students about positive and negative company actions and results with Just Do It...Right. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about company actions and results, a (So What?)...

To sell products and services, marketers have to connect producers with consumers. And how can they do that? By using goals, strategies, and tactics! This LAP explains the importance of setting marketing goals, choosing strategies, and picking tactics. It also explains how the four elements of the marketing mix—product, price, place, and promotion—work together to help marketers get the job done. LAPs are comprehensive instructional packages that include all elements of a performance-oriented...

Do your students understand the word “market,” and how it is used to describe mass groups of consumers as well as smaller, more specific groups? Can they benefit from understanding how marketers use information to locate and identify specific consumers based on demographic, geographic, psychographic, and behavioral traits? The LAP Have We Met? explains mass marketing and market segmentation with examples from Adidas, the NBA, and the Massachusetts Institute of Technology, as well as...

No one can see the future in perfect clarity—but sales forecasts can help! This LAP explains the importance of sales forecasts and how businesses use this essential tool to predict sales and plan production, promotion, prices, and much more. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about the nature of sales forecasts, a (So What?)...

Success is hard to achieve without careful planning, especially in marketing. Whether a business is just starting up or has been established for decades, it must have a marketing plan in place to succeed. This LAP teaches the purpose, benefits, and components of a marketing plan. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about the nature...

Just as people have personal goals and ambitions, businesses have their own goals for corporate success. One way that companies measure their progress toward their goals is by evaluating their strengths, weaknesses, opportunities, and threats (SWOT). In this LAP, students will learn how to conduct a SWOT analysis for their own companies as well as the benefits of SWOT analysis for long-term success. In the activities, students will have the opportunity to conduct SWOT analyses for real-life...

Old documents may seem useless. However, accurate business records contain valuable information that help businesses pay their taxes, prepare budgets, and acquire new clients. Records may be stored in electronic cloud storage or in paper file cabinets. Regardless of how records are stored, they need to be accurate and accessible so information can easily be retrieved. This LAP will help your students understand the importance of good record keeping. LAPs are comprehensive instructional...

Technology has drastically changed how we work and conduct business. Teach your students about some of the technologies that modern businesses use, as well as the ways that technological innovation has altered and influenced the business world. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about the technology's impact on business, a (So...

Environmental scanning helps business leaders adapt their strategies to capitalize on opportunities and minimize threats. By regularly gathering and analyzing information about their environment, they can determine the future impact of many changing elements, including demographics, society and culture, technology, competition, and more. Use this LAP to teach students about these different environmental factors, the environmental scanning process, and trends that businesses are grappling with...

Information management is the process of accessing, processing, maintaining, evaluating, and disseminating knowledge, facts, or data for the purpose of assisting business decision making. A business’s information management program collects internal and external data, stores it, processes it into information, and presents it in a useful format. Learn how information management can help your business! LAPs are comprehensive instructional packages that include all elements of a...

Businesses need plans when they undertake projects. Creating an effective plan can mean the difference between the success and failure of your project. Use this LAP to teach your students more about the essential components of project plans, as well as how to develop and use them. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about developing...

Do your students understand what purchasing specialists do and what the ultimate goal of purchasing is? If not, teach them with Buy Right. Students will learn about the importance of purchasing, the types of purchasing, and how purchasing specialists can help their companies. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about purchasing, a...

Quality control might not seem glamorous, but without it, exciting products and flashy marketing campaigns are pointless. Teach your students about the quality-control methods and measures that contribute to customer satisfaction and business success. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about quality-control measures, a (So What?)...

Production creates profit, but every business also has operating expenses that are essential for efficiency and success. Teach your students about these operating costs and their effects on business. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about overhead/operating costs, a (So What?) discussion of why it's important to learn, ideas (Make...

Production is all around us and crucial to businesses and society. This LAP gives a detailed look at the resources used in production and the importance of each stage of the production process—from planning and purchasing to routing and dispatching. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about the nature of production, a (So What?)...

The LAP Buck Busters highlights ways that employees can help control business expenses so that companies can reinvest more of their profits and improve their facilities, equipment, and products. When employees have a good work ethic, they can produce higher quality work while also minimizing company costs and expenses. The LAP also discusses the importance of time management, limiting personal activities at work, and treating customers professionally. Activities ask students to consider cost...

Everything starts with a project - a short-term undertaking that creates a unique good or service. Projects help businesses maintain flexibility so that they can take advantage of new opportunities quickly and effectively. Teach your students more about projects, why they’re important, and how businesses manage them effectively. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT!...

Just how important is the operations function to successful businesses? Teach your students the importance of every activity involved in the operations process—from planning and logistics to maintenance and expense control—and the impact they have on the overall production of goods and services. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information...

Business owners, managers, and employees must learn how to handle big ethical conflicts as well as minor ones that come up in day-to-day operations. Teach your students more about the ethical conflicts that may arise in business operations—when using company equipment, conducting inventory management, purchasing, reporting safety and environmental violations, etc. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a...

No matter the size or nature of the projects, they all require planning. Plan On It! (Planning Projects) focuses on teaching students the importance of planning ahead when completing all kinds of projects — at work, at school, and in their personal lives. This LAP includes the benefits of planning projects, factors that impact project planning, tools for project planning, and steps to planning a project. LAPs are comprehensive instructional packages that include all elements of a...

While working on a project, it is important to check on its progress periodically to make sure the work is turning out the way it should be. Check Your (Project) Pulse (Monitoring Projects and Taking Corrective Actions) explains why it is important to monitor projects and what aspects of the project should be monitored. It also provides step-by-step instructions so students can learn how to monitor projects and take the necessary corrective actions to get their projects back on track. LAPs are...

Once a project has been completed, how do you know whether or not it was successful? At the end of any project, it is important to evaluate its success. This LAP guides students through the process of evaluating project success so they can understand what went well, what didn’t, and how to improve in the future. Students will also gain an understanding of why it is important to measure the success of a project. With hands-on activities and relevant examples, this LAP will help students master...

All types of projects require resources, even the simplest one. Without resources, you would not be able to achieve the project goal. Get What You Need (Identifying Project Resources) explains the different types of resources and guides students through the step-by-step process of identifying resources. With relevant examples and hands-on activities, students will master this skill and become stronger project managers. LAPs are comprehensive instructional packages that include all elements of...

Many traits are beneficial to project management. One of the most important ways to lead a project to success is by being ethical. Projects With Principles (Ethics in Project Management) teaches students the importance of being ethical throughout the course of a project. Students will also learn about common ethical dilemmas in project management, as well as ways to be ethical role models to project team members. LAPs are comprehensive instructional packages that include all elements of a...

Time-management skills can help students keep up in school, keep up with friends and family, and still have time left over for the activities they enjoy. Time is a valuable natural resource that we must use wisely. This LAP teaches the importance of time management, general principles of time management, and a step-by-step process for creating your own time-management plan. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Help your students understand how their personal appearance impacts their self-confidence, self-concept, self-esteem, and image that they present to others. Brand Me (Personal Appearance) teaches students the importance of a strong personal brand in interviews and in professional success. The provided examples, activities, videos, and more teach students the importance of making good first impressions, dressing appropriately, and developing good grooming and health habits. LAPs are...

With the right attitude and effort, anyone can develop and demonstrate creativity. Teach your students how to enhance their skills and follow the creative process. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout (with CopyIT! permission) that includes information about demonstrating creativity, a (So What?) discussion of why it's important to learn, and a short (Gray Zone) case addressing ethical...

Dreams and goals aren’t the same thing—if you want to accomplish something, you need to set a goal! This LAP explains the benefits and basics of goals, from the types of goals to the steps of the goal setting process. It also demonstrates what makes a goal SMART and effective. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about goal setting, a...

Decision-making skills are crucial for success in life, so prepare your students with Weigh Your Options. Not only does this LAP explain the benefits of using a decision-making model to make good decisions at home, school, and work, but it also teaches students an organized way to make decisions. The LAP provides student activities that promote critical thinking and include opportunities to make hypothetical personal and business decisions in their daily lives. LAPs are comprehensive...

Careers in business come in many shapes and sizes. The possibilities are endless, but it’s important to know what options are available. Teach your students more about different business careers and what it takes to succeed in the business world. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about careers in business, a (So What?) discussion...

Events are everywhere! Whether events are large sporting events or small community picnics, they all create career opportunities in sport and event marketing. Score a Career in Sport and Event Marketing (Careers in Sport/Event Marketing) will show your students the different talents, skills, and interests that can help them excel in a variety of sport/event marketing careers. Activities, videos, and much more show students many careers available in sport/event marketing and how they can pursue...

Do you have what it takes? It takes a lot to be a successful entrepreneur, including passion, determination, and creativity. This LAP explains characteristics and skills that all entrepreneurs need. It also details the benefits and risks of entrepreneurship and describes the differences between entrepreneurs, small-business owners, and managers. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. Each LAP includes a student handout...

There’s more than one way to solve any problem! This LAP explains some common tools used in problem solving, including intuition, the seven-step approach, and brainstorming. It also details three categories of problems, describes the differences between types of problems, and illustrates why problem solving can help people accomplish their personal and professional goals. LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Innovation. It drives business and economic growth. Businesses create, design, and redesign to compete in today’s changing market. This LAP, Ideas in Action (Innovation Skills), will teach your students the importance of innovation and how companies achieve it. Videos and activities expose students to some inventive products from the past as well as the newer innovations of 4D printing, autonomous driving, and virtual reality. LAPs are comprehensive instructional packages that include all...