Curriculum Planning Level: Specialist (SP)

Each marketing-research project is different. However, they are all the same in at least one aspect—they all require researchers to obtain data. What's the Source? (Obtaining Marketing-Research Data) will teach your students about primary and secondary marketing-research data, why they are used, and the advantages and disadvantages of each.LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Market research data definitely help businesses solve problems. But before businesses can collect these data, they must first identify the actual problem they are trying to solve. Use this LAP to help your students understand how businesses identify the root causes of problems so effective research objectives can be developed. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student...

Marketing researchers create their designs with the end goal in mind. Better by Design (Marketing Research Designs) 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 specific marketing research examples to increase student understanding. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all...

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. LAP-IM-285—Take Your Pick (Nature of Sampling Plans) teaches students why and when marketers use sampling and helps students discover different types of sampling designs. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a...

Marketing researchers need data about how customers think and feel as well as hard numbers and statistics. Hunting and Gathering (Data Collection Methods) outlines the various data collection methods that marketers use—what they are, how they work, and their advantages and disadvantages. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that...

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 with Know Go (The Nature of Knowledge Management). LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This...

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...

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 Cause and Effect (Buying Behavior), students will discover how final consumers and companies make buying decisions, as well as the practical implications that buying behavior has for...

Every business has goals, and every business needs employees to help it reach those goals. Act Now! (Employee Actions and Company Goals) teaches your students about the types of company goals, as well as the general and specific employee actions that can help companies work toward their goals. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

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 LAP-MK-019—Just Do It...Right (Company Actions and Results). LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

Marketing plans are essential tools for success in marketing and in business as a whole. This LAP explains the purpose, benefits, and components of a marketing plan. LAPs (Learning Activity Packages) 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 nature of marketing plans, a (So What?) discussion of why it's important to learn, ideas (Make...

Just as weather forecasts help you plan your week, sales forecasts enable businesses to better prepare and plan for the future. Futurecast (The Nature of Sales Forecasts) explains the different types of sales forecasts, how they work, factors that influence them, and the ways in which sales forecasting benefits all businesses, from startups to seasoned companies. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented...

Business interactions produce a great deal of information. Some documents arrive on paper. Others arrive as email or are produced and stored on company computers. Regardless of how records are created or arrive, important documents need to be kept for future reference. Businesses maintain records for financial, legal, and employee matters as well as tax purposes. This LAP explains why certain records are kept and also explains the methods for doing so. LAPs (Learning Activity Packages) are...

Environmental scanning, which involves gathering information about a business’s surroundings, analyzing that information, and determining its future impact, helps business leaders adapt their strategies to capitalize on opportunities and minimize threats. Proactive business leaders regularly scan their business environment so they can adapt strategies to remain competitive in an ever-changing market. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all...

Information management is one of the most important core business activities today. As a result, a strong comprehension of ethics is crucial in the business world. FYI (Ethics in Information Management) introduces students to the importance of ethics in information management. Students will also learn about the numerous ethical challenges within information management, including the growing need for an ethical understanding of artificial intelligence, data collection, and more. LAPs (Learning...

Businesses need plans when they undertake projects. Creating an effective plan can mean the difference between the success or failure of your project. Use LAP-OP-001—Chart Your Course (Developing a Project Plan) to teach your students more about the essential components of project plans, as well as how to develop and use them. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student...

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 for identifying them. With relevant examples and hands-on activities, students will master this skill and become stronger project managers. LAPs (Learning Activity Packages) are comprehensive instructional packages that...

Every business needs to manage its operating costs, or overhead expenses, if it wants to be successful. This LAP describes different types of operating costs, how they affect selling prices, and ways a business can keep its costs under control to increase profitability. LAPs (Learning Activity Packages) 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...

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...

Everything starts with a project—a short-term undertaking that creates a unique good or service. Projects help businesses maintain flexibility so they can take advantage of new opportunities quickly and effectively. Teach your students more about projects, the elements of a successful project, why projects are important, and how businesses manage them effectively. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented...

Quality control is a lot more than weeding out defective products! Use Take Control (Quality Control Measures) to teach your students about the quality-control methods and measures that contribute to customer satisfaction and business success. LAPs (Learning Activity Packages) 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 quality-control...

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. Use Above Board (Ethics in Operations) to teach your students more about ethical dilemmas that arise in operations. LAPs (Learning Activity Packages) 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...

Quid Pro No (Ethics in Purchasing) introduces students to ethical practices in purchasing. This LAP discusses the impact of unethical purchasing methods on businesses and the importance of developing socially responsible supplier relationships, as well as warning signs of potentially unethical practices. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT!...

Top of the (Supply) Chain (Nature of Supply Chain Management) introduces students to the essential functions and activities powering supply chain management (SCM). Students will explore emerging trends within SCM, including changes in technology, the evolving workforce, and growing consumer demand. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT!...

Chain Reaction (Impact of Supply Chains on Business Performance) introduces students to the impact that effective supply chains can have on business performance. This LAP discusses the basics of supply chains, details the characteristics of an effective supply chain, and outlines how effective supply chains benefit businesses and their customers. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

Global Crossroads (Supply Chain Trends and Risks) discusses exciting developments and challenges of supply chains and supply chain management. Students will learn about emerging technological, strategic, and geopolitical/economic trends, and they’ll explore internal and external supply chain risks, ranging from workforce disruptions to economic crises. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan....

Many Happy Returns (Reverse Logistics) introduces students to one of the most essential components of supply chains and supply chain management. Students will learn the fundamental characteristics of and activities involved in reverse logistics as well as common ethical dilemmas found in supply chain return systems. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout...

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 (Learning Activity Packages) are comprehensive instructional packages that...

The Supply Chain Standard (Ethics in Supply Chain Management) introduces students to the ethical considerations within supply chain management. Students will learn the importance of ethics in supply chain management, ethical issues today’s supply chain professionals face, and ethical practices they can adopt to resolve them. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student...

Creativity is important in all aspects of life! Teach your students how they can enhance and develop their own creative skills. LAPs (Learning Activity Packages) 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 demonstrating creativity, a (So What?) discussion of why it's important to learn, and a short (Gray Zone) case addressing ethical...

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 (Learning Activity Packages) are comprehensive instructional packages that include all elements of a...

Call to Action (Ethical Standards in Marketing) explores why ethical and professional standards are essential for modern marketers. This LAP covers the benefits of abiding by these standards and the consequences of going without, as well as common ethical challenges in marketing. It also explains why marketers can struggle to uphold these standards and highlights sources of information they can turn to for guidance. LAPs (Learning Activity Packages) are comprehensive instructional packages...

Climbing the Digital Ladder (Career Opportunities in Digital Marketing) introduces students to several of the most popular career options in digital marketing. This LAP discusses the types of businesses that need digital marketing professionals, why digital marketing is an exciting career option, and the skills and traits needed to work in the digital marketing field. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented...

Pricing is much more complicated than simply placing a tag on an item—in fact, many factors go into determining an effective price. Use The Price Is Right (Nature of Pricing) with your students and explore what makes pricing effective, who sets pricing, and why pricing objectives are so important. Discover the answers to these questions and more as you learn about the key role that pricing plays in the marketing mix. LAPs (Learning Activity Packages) are comprehensive instructional packages...

Pricing With Purpose (Ethics in Pricing) introduces students to the importance of ethics in pricing. This LAP explores factors that impact prices and highlights the benefits of ethical pricing practices. Students will learn to identify strategies that businesses use to implement ethical pricing practices. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT!...

Many sports and event consumers look for prices that give them the most bang for their buck. Others are willing to pay top dollar for an elite product or to attend a big event. Teach your students the many factors that help marketers determine and establish prices for sport/event products. LAP-PI-047—Gauge Your Prices (Pricing the Sport/Event Product) explains price’s power to distinguish products, segment the market, and convince consumers to buy. LAPs (Learning Activity Packages) are...

Sellers don’t just pull prices out of thin air. Each business goes through its own unique process for pricing products. Teach your students what factors go into a product’s final selling price, what expenses the price needs to cover, and how companies use selling price to reach their goals. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that...

Product/Service management is important for all businesses—large, small, and in between! Use Serving Up Products (Nature of Product/Service Management) to explain the factors that influence product/service management, the ways that product/service management affects marketing, and the phases of product/service management that all businesses must handle. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan....

Deciding what products to offer is one of the most important decisions a company makes. Use Mix and Match (The Nature of the Product Mix) to delve into the components of the product mix, explain product mix dimensions, and explore the strategies used by businesses to manage their product mixes. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission)...

What makes a brand name good? Why is branding so important? And does every product need to be branded? It’s a Brand, Brand, Brand World! (Nature of Product Branding) explains brand strategies and the important stages of the branding process. LAPs (Learning Activity Packages) 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 nature of product...

Between choosing wording for labels, selecting packaging materials, and monitoring product quality, product managers often face serious ethical dilemmas. In this LAP, students will examine several common ethical issues that product managers deal with on a daily basis—and gain an in-depth understanding of the importance of ethical behavior in product/service management. In the Gray Zone, students will consider the case of a product manager who is facing pressure to label a new product with “no...

Every product needs a position! Positioning shows customers how a product is unique. Getting Piece of Mind (Factors Used to Position Products/Services) will teach your students about this important marketing activity, detail several different positioning strategies, and explain how the four P’s of marketing can be used to assist with positioning. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP...

New product ideas don’t appear out of thin air. Instead, businesses use many creative-thinking techniques to generate product ideas, such as brainstorming, mind mapping, attribute listing, and many more. Use this LAP to help your students understand the importance of ideation to businesses, sources of new product ideas, and creative-thinking strategies. LAPs (Learning Activity Packages) are comprehensive instructional packages that include all elements of a performance-oriented lesson plan....

Licensed sport products are around us every day. Sign Here: Licensing for Profit (Licensing in Sports/Event Marketing) teaches your students how the licensing system works, why trademarks are important, and how licensing differs from branding, sponsorship, and endorsement. This LAP will also help your students understand the differences between a licensor and a licensee, as well as the advantages and disadvantages of both roles. LAPs (Learning Activity Packages) are comprehensive instructional...

In today’s competitive market, businesses want to stand out, and one great way to get noticed is with celebrity endorsements. Use Play the Name Game (Celebrity Endorsements) to show your students why businesses spend millions to have superstars promote their products. This LAP will teach your students several types of endorsements, the advantages and disadvantages of celebrity endorsement, and the ways in which celebrities make consumers pay attention and buy promoted products. LAPs (Learning...

Corporate brands are way more than just logos—they're all the combined customer impressions and experiences associated with a particular company. Corporate Identity (Nature of Branding) explains why corporate brands are so important and what companies do to build them. LAPs (Learning Activity Packages) 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...

Consumer protection measures attempt to minimize the risks of purchasing and using consumer products. Protect and Serve (Consumer Protection) teaches your students about the need for consumer protection and the steps that businesses and the government take to keep consumers safe. LAPs (Learning Activity Packages) 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...