Canada · Ontario Curriculum Expectations
Grade 11 Marketing.
This Grade 11 Marketing course introduces students to the fundamental concepts of product marketing, including the marketing of goods, services, and events. Students will examine how trends, issues, global economic changes, and information technology influence consumer buying habits and will develop a comprehensive marketing plan.
01Marketing Fundamentals
This unit explores the core concepts of marketing, including the marketing mix, the product life cycle, and the role of marketing in a business.
Students investigate product, price, place, and promotion, and how they interact to form a cohesive marketing strategy.
An examination of the stages a product goes through from introduction to decline, and how marketing strategies adapt at each stage.
Students explore the psychological and social factors that influence why consumers buy certain goods and services.
02Research and Market Segmentation
Students learn how to gather, analyse, and interpret market research data to identify target markets and segment consumers.
An introduction to the methods used to collect original data and the use of existing data to inform marketing decisions.
Students learn to define specific target markets using demographic, psychographic, and geographic segmentation.
An exploration of direct and indirect competition, and how businesses position themselves to gain a competitive advantage.
03Product Development and Branding
This unit focuses on the creation of new products, the importance of brand identity, and the impact of packaging.
Students trace the journey of a new product from idea generation and screening to commercialization.
An analysis of how brands are built, the value of brand equity, and the elements of a strong brand identity including logos and slogans.
Students examine the functional and promotional roles of packaging, as well as the legal requirements for labelling in Canada.
04Promotion and Advertising Strategies
Students explore the promotional mix, advertising mediums, and the ethical considerations of marketing campaigns.
An overview of advertising, sales promotion, public relations, and personal selling as integrated marketing communications.
Students evaluate various advertising mediums (digital, print, broadcast) and the principles of effective advertisement design.
A critical look at ethical issues in marketing, such as greenwashing, advertising to children, and the rise of influencer marketing.
05The Marketing Plan
The culminating unit where students synthesize their learning to develop a comprehensive marketing plan for a specific good, service, or event.
Students learn to set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for a marketing campaign.
An examination of various pricing strategies, including penetration pricing, skimming, and psychological pricing, and their impact on profitability.
Students compile their research, strategies, and promotional materials into a formal marketing plan presentation.