ME 11/12

Course Outline: Marketing 11 / Entrepreneurship 12 Split ClassCourse
Duration: One semester (approximately 18 weeks)

Overview:
This split-level course combines foundational marketing principles for Marketing 11 students with advanced entrepreneurial strategies for Entrepreneurship 12 students. Students will collaborate on two major group projects (Event Marketing and Luxury Business Development) but produce distinct deliverables: a marketing plan for Marketing 11 and a business plan for Entrepreneurship 12. An Independent Learning Unit allows students to pursue individual projects or self-directed learning. The course emphasizes hands-on, creative, and AI-driven tools to develop practical skills.Course Objectives:

  • Develop marketing and entrepreneurial skills through real-world project simulations.
  • Foster creativity, collaboration, and critical thinking using AI tools (e.g., Canva, PosterMyWall, AI video generators).
  • Understand the differences and synergies between marketing plans (Marketing 11) and business plans (Entrepreneurship 12).
  • Encourage independent learning and innovation through self-directed projects.

Skills Learned from AssignmentsAssignment #1: Event Marketing (Music Festival)

  • Marketing 11 (Marketing Plan):
    • Market Research: Identifying target audiences for a music festival and analyzing competitors.
    • Branding: Creating a festival name, logo, and cohesive brand identity.
    • Promotion: Designing posters, online ads, and social media campaigns using AI tools.
    • Product Development: Developing merchandise and swag aligned with brand identity.
    • Pricing Strategy: Setting ticket prices and bundle options to maximize revenue.
    • Digital Marketing: Building a website with SEO, photo galleries, and e-commerce functionality.
    • Creative Design: Using Canva and PosterMyWall for professional-grade visuals.
    • Project Management: Coordinating timelines, deliverables, and group tasks.
    • Bonus Skills: Video production (AI-generated concert videos), guerrilla marketing tactics, and innovative advertising (e.g., billboards).
  • Entrepreneurship 12 (Business Plan):
    • Business Modeling: Structuring a festival as a viable business, including revenue streams (tickets, merchandise, food/beverage).
    • Financial Planning: Budgeting for festival expenses (bands, venues, marketing) and projecting profits.
    • Operations Management: Planning logistics for parking, camping, and food services.
    • Strategic Planning: Developing a mission, vision, and operational strategy for the festival.
    • E-commerce: Designing a website with a store for merchandise sales.
    • Risk Analysis: Identifying potential challenges (e.g., weather, low attendance) and mitigation strategies.
    • Bonus Skills: Creating scalable business models for future festivals and innovative marketing strategies.

Assignment #2: Luxury Business Development

  • Marketing 11 (Marketing Plan):
    • Brand Development: Crafting a luxury brand name, logo, and slogan that convey exclusivity.
    • Advertising: Creating billboards, social media ads, and videos tailored to affluent audiences.
    • Digital Marketing: Developing a website with SEO, product descriptions, and a shopping cart.
    • Customer Engagement: Writing an elevator pitch and customer service plan to enhance brand loyalty.
    • Creative Design: Using AI tools to produce high-quality visuals for ads and swag.
    • Market Segmentation: Targeting high-net-worth individuals with tailored marketing strategies.
    • Bonus Skills: Designing multi-channel ad campaigns (print, bus stops, events) and sponsorship strategies.
  • Entrepreneurship 12 (Business Plan):
    • Business Strategy: Developing a luxury business model (e.g., real estate, jewelry) with clear value propositions.
    • Financial Projections: Estimating costs, pricing products, and forecasting revenue for 10–50 luxury items.
    • Operational Planning: Outlining logistics for product sourcing, inventory, and customer service.
    • Market Analysis: Researching competitors and market demand in the luxury sector.
    • E-commerce Strategy: Building a website with a functional shopping cart and SEO optimization.
    • Leadership and Communication: Crafting an elevator pitch to attract investors or partners.
    • Bonus Skills: Scaling a luxury business and integrating innovative advertising (e.g., air balloon ads).

Independent Learning Unit:

  • Self-Directed Learning: Researching industry trends, watching educational videos, or exploring business ideas.
  • Innovation: Developing a unique business or marketing concept tailored to student interests.
  • Time Management: Balancing independent work with group projects.
  • Critical Thinking: Evaluating resources (e.g., videos, articles) for relevance and credibility.
  • Entrepreneurial Mindset: Iterating on ideas, seeking feedback, and refining proposals.

50 Lecture TopicsUnit 1: Foundations of Marketing and Entrepreneurship (Weeks 1–3)

  1. Introduction to Marketing vs. Entrepreneurship
  2. The Role of Marketing in Business Success
  3. What Makes a Business Plan Effective?
  4. Understanding Target Audiences and Market Segmentation
  5. The Power of Branding: Logos, Names, and Slogans
  6. Introduction to AI Tools for Marketing (Canva, PosterMyWall)
  7. Basics of Business Models and Revenue Streams
  8. Market Research: Tools and Techniques
  9. Consumer Behavior in Marketing
  10. The Entrepreneurial Mindset: Risk and Innovation

Unit 2: Event Marketing and Planning (Weeks 4–7)
11. Anatomy of a Successful Event: Case Studies
12. Creating a Festival Brand Identity
13. Designing Effective Posters and Online Ads
14. Using AI for Video Content Creation
15. Pricing Strategies for Tickets and Bundles
16. Developing Merchandise and Swag
17. Website Design for Events: Best Practices
18. SEO Basics for Event Websites
19. Logistics of Event Planning: Parking, Food, Camping
20. Guerrilla Marketing: Thinking Outside the Box
21. Budgeting for a Music Festival
22. Risk Management in Event Planning
23. Marketing Plan Structure and Components
24. Business Plan Structure and Components
25. Group Collaboration and Project Management Unit 3: Luxury Business Development (Weeks 8–11)
26. What Defines a Luxury Brand?
27. Market Research for Luxury Markets
28. Crafting a Luxury Brand Name and Slogan
29. Designing High-Impact Billboards and Ads
30. Social Media Strategies for Luxury Brands
31. Building an E-commerce Website for Luxury Products
32. Writing Product Descriptions That Sell
33. Pricing Strategies for Luxury Goods
34. Developing a Customer Service Plan
35. The Art of the Elevator Pitch
36. SEO for Luxury Brands
37. Financial Projections for a Luxury Business
38. Operational Planning for Luxury Businesses
39. Competitor Analysis in the Luxury Sector
40. Multi-Channel Advertising: Print, Digital, and Events Unit 4: Independent Learning and Innovation (Weeks 12–15)
41. Introduction to Self-Directed Learning
42. Finding and Evaluating Educational Resources
43. Developing a Personal Business or Marketing Idea
44. Time Management for Independent Projects
45. Pitching Your Idea: Presentation Skills
46. Using Feedback to Refine Ideas
47. Exploring Industry Trends via Videos and Articles
48. Scaling a Business Idea
49. Ethics in Marketing and Entrepreneurship
50. Course Wrap-Up: Reflecting on Skills and Projects

Rubrics for AssignmentsAssignment #1: Event Marketing (Music Festival)Marketing 11: Marketing Plan Rubric (100 points total)

  • Brand Identity (20 points):
    • Excellent (20–25): Festival name, logo, and theme are creative, cohesive, and audience-appropriate.
    • Good (15–19): Name and logo are clear but lack some creativity or cohesion.
    • Satisfactory (10–14): Name and logo are basic or partially complete.
    • Needs Improvement (0–9): Name or logo is missing or inappropriate.
  • Promotional Materials (20 points):
    • Excellent (17-20): Poster, online ad, and swag are professional, visually appealing, and on-brand.
    • Good (13-16): Materials are clear but lack polish or consistency.
    • Satisfactory (10–12): Materials are incomplete or lack professionalism.
    • Needs Improvement (0–9): Materials are missing or poorly designed.
  • Website and SEO (40 points):
    • Excellent (35-40): Website is functional, visually appealing, with clear SEO (100+ words).
    • Good (30-34): Website is functional but lacks polish or SEO is weak.
    • Satisfactory (20-30): Website is incomplete or SEO is minimal.
    • Needs Improvement (0-19): Website or SEO is missing.
  • Pricing and Merchandise (10 points):
    • Excellent (9-10): Ticket prices and merchandise are well-researched and justified.
    • Good (7-8): Pricing and merchandise are reasonable but lack detail.
    • Satisfactory (5-6): Pricing or merchandise is incomplete or unrealistic.
    • Needs Improvement (0–4): Pricing or merchandise is missing.
  • Creativity and Bonus (10 points):
    • Excellent (9-10): Bonus items (e.g., video, billboard) are innovative and enhance the plan.
    • Good (7-8): Bonus items are included but lack impact.
    • Satisfactory (5-6): Bonus items are minimal or incomplete.
    • Needs Improvement (0–4): No bonus items included.

Entrepreneurship 12: Business Plan Rubric (100 points total)

  • Business Model (25 points):
    • Excellent (20–25): Clear mission, vision, and revenue streams (tickets, merch, food).
    • Good (15–19): Business model is clear but lacks depth.
    • Satisfactory (10–14): Business model is vague or incomplete.
    • Needs Improvement (0–9): Business model is missing or unclear.
  • Financial Plan (25 points):
    • Excellent (20–25): Detailed budget and profit projections are realistic and well-supported.
    • Good (15–19): Budget and projections are reasonable but lack detail.
    • Satisfactory (10–14): Budget or projections are incomplete or unrealistic.
    • Needs Improvement (0–9): Financial plan is missing.
  • Operations Plan (20 points):
    • Excellent (20–25): Logistics (parking, camping, food) are thoroughly planned.
    • Good (15–19): Logistics are planned but lack detail.
    • Satisfactory (10–14): Logistics are incomplete or vague.
    • Needs Improvement (0–9): Logistics are missing.
  • Website and E-commerce (20 points):
    • Excellent (20–25): Website is functional, with a store and clear product listings.
    • Good (15–19): Website is functional but lacks polish or store functionality.
    • Satisfactory (10–14): Website or store is incomplete.
    • Needs Improvement (0–9): Website or store is missing.
  • Creativity and Bonus (10 points):
    • Excellent (20–25): Bonus items (e.g., video, guerrilla marketing) enhance the business plan.
    • Good (15–19): Bonus items are included but lack impact.
    • Satisfactory (10–14): Bonus items are minimal or incomplete.
    • Needs Improvement (0–9): No bonus items included.

Assignment #2: Luxury Business DevelopmentMarketing 11: Marketing Plan Rubric (100 points total)

  • Brand Identity (25 points):
    • Excellent (20–25): Name, logo, and slogan are luxurious, cohesive, and audience-appropriate.
    • Good (15–19): Name and logo are clear but lack luxury appeal.
    • Satisfactory (10–14): Name or logo is basic or partially complete.
    • Needs Improvement (0–9): Name or logo is missing or inappropriate.
  • Promotional Materials (25 points):
    • Excellent (20–25): Billboard, social media ads, and swag are professional and on-brand.
    • Good (15–19): Materials are clear but lack polish or consistency.
    • Satisfactory (10–14): Materials are incomplete or lack professionalism.
    • Needs Improvement (0–9): Materials are missing or poorly designed.
  • Website and SEO (20 points):
    • Excellent (20–25): Website is functional, with a shopping cart and strong SEO (100+ words).
    • Good (15–19): Website is functional but lacks polish or SEO is weak.
    • Satisfactory (10–14): Website or SEO is incomplete or minimal.
    • Needs Improvement (0–9): Website or SEO is missing.
  • Customer Engagement (20 points):
    • Excellent (20–25): Elevator pitch and customer service plan are compelling and detailed.
    • Good (15–19): Pitch and plan are clear but lack depth.
    • Satisfactory (10–14): Pitch or plan is incomplete or vague.
    • Needs Improvement (0–9): Pitch or plan is missing.
  • Creativity and Bonus (10 points):
    • Excellent (20–25): Bonus items (e.g., print ads, event posters) enhance the luxury appeal.
    • Good (15–19): Bonus items are included but lack impact.
    • Satisfactory (10–14): Bonus items are minimal or incomplete.
    • Needs Improvement (0–9): No bonus items included.

Entrepreneurship 12: Business Plan Rubric (100 points total)

  • Business Strategy (25 points):
    • Excellent (20–25): Clear mission, vision, and value proposition for the luxury business.
    • Good (15–19): Strategy is clear but lacks depth or specificity.
    • Satisfactory (10–14): Strategy is vague or incomplete.
    • Needs Improvement (0–9): Strategy is missing or unclear.
  • Financial Plan (25 points):
    • Excellent (20–25): Detailed budget, pricing, and projections for 10–50 products are realistic.
    • Good (15–19): Budget and projections are reasonable but lack detail.
    • Satisfactory (10–14): Budget or projections are incomplete or unrealistic.
    • Needs Improvement (0–9): Financial plan is missing.
  • Operations Plan (20 points):
    • Excellent (20–25): Logistics for sourcing, inventory, and customer service are well-planned.
    • Good (15–19): Logistics are planned but lack detail.
    • Satisfactory (10–14): Logistics are incomplete or vague.
    • Needs Improvement (0–9): Logistics are missing.
  • Website and E-commerce (20 points):
    • Excellent (20–25): Website is functional, with a shopping cart and detailed product listings.
    • Good (15–19): Website is functional but lacks polish or functionality.
    • Satisfactory (10–14): Website or store is incomplete.
    • Needs Improvement (0–9): Website or store is missing.
  • Creativity and Bonus (10 points):
    • Excellent (20–25): Bonus items (e.g., air balloon ad, event sponsorship) enhance the plan.
    • Good (15–19): Bonus items are included but lack impact.
    • Satisfactory (10–14): Bonus items are minimal or incomplete.
    • Needs Improvement (0–9): No bonus items included.

Independent Learning UnitStructure:

  • Duration: 4 weeks (integrated throughout Weeks 12–15, with flexible scheduling).
  • Components:
    • Option 1: Video-Based Learning
      Students watch industry-related videos (e.g., TED Talks, marketing case studies) and submit a 5 SLIDE PRESENTATION
    • Option 2: Individual Project
      Students develop a business or marketing idea, or a prototype (e.g., mock website, ad campaign).

Rubric for Independent Learning Unit (25 points total)

  • Effort and Engagement (25 points):
    • Excellent (20–25): Demonstrates strong commitment to self-directed learning, with consistent effort across tasks.
    • Good (15–19): Shows consistent effort but limited depth or engagement.
    • Satisfactory (10–14): Minimal effort or incomplete work.
    • Needs Improvement (0–9): Little to no engagement or effort shown.