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Digital Marketing Randolph Township Schools Randolph High School Digital Marketing “Marketing is no longer about the stuff you make, but about the stories you tell.” -Seth Godin Department of Science, Technology, Engineering and Math Michael Cascione, Supervisor Curriculum Committee: Martel Roberts Kevin Blair Curriculum Developed: July 2017 Date of Board Approval: October 17, 2017 1 Randolph Township Schools Department of Social Studies Digital Marketing Table of Contents Section Page(s) Mission Statement and Education Goals – District 3 Affirmative Action Compliance Statement 3 Educational Goals – District 4 Introduction 5 Curriculum Pacing Chart 6 APPENDIX A 43 2 Randolph Township Schools Mission Statement We commit to inspiring and empowering all students in Randolph schools to reach their full potential as unique, responsible and educated members of a global society. Randolph Township Schools Affirmative Action Statement Equality and Equity in Curriculum The Randolph Township School district ensures that the district’s curriculum and instruction are aligned to the state’s standards. The curriculum provides equity in instruction, educational programs and provides all students the opportunity to interact positively with others regardless of race, creed, color, national origin, ancestry, age, marital status, affectional or sexual orientation, gender, religion, disability or socioeconomic status. N.J.A.C. 6A:7-1.7(b): Section 504, Rehabilitation Act of 1973; N.J.S.A. 10:5; Title IX, Education Amendments of 1972 3 RANDOLPH TOWNSHIP BOARD OF EDUCATION EDUCATIONAL GOALS VALUES IN EDUCATION The statements represent the beliefs and values regarding our educational system. Education is the key to self-actualization, which is realized through achievement and self-respect. We believe our entire system must not only represent these values, but also demonstrate them in all that we do as a school system. We believe: • The needs of the child come first • Mutual respect and trust are the cornerstones of a learning community • The learning community consists of students, educators, parents, administrators, educational support personnel, the community and Board of Education members • A successful learning community communicates honestly and openly in a non-threatening environment • Members of our learning community have different needs at different times. There is openness to the challenge of meeting those needs in professional and supportive ways • Assessment of professionals (i.e., educators, administrators and educational support personnel) is a dynamic process that requires review and revision based on evolving research, practices and experiences • Development of desired capabilities comes in stages and is achieved through hard work, reflection and ongoing growth 4 Randolph Township Schools Department of Science, Technology, Engineering and Math Digital Marketing Introduction Digital Marketing is designed to explore channels of non-traditional (TV, Print, Radio) advertising. It is the promotion of products or brands via one or more forms of electronic media tools such as social media, online listening and monitoring, web analysis, search engine organization, and email marketing. Students will learn the fundamentals of marketing concepts with a heavy focus on the methods and challenges in the digital marketing arena. The application of the Career Readiness Practices will be utilized throughout the course. CRP1-Career Ready Practices: All students will act as a responsible and contributing citizen and employee. CRP2-Career Ready Practices: All students will apply appropriate academic and technology skills. CRP4-Career Ready Practices: All students will communicate clearly and effectively and with reason. CRP5-Career Ready Practices: All students will consider the environmental, social and economic impacts of decisions. CRP6-Career Ready Practices: All students will demonstrate creativity and innovation. CRP7-Career Ready Practices: All students will employ valid and reliable research strategies. CRP8-Career Ready Practices: All students will utilize critical thinking to make sense of problems and persevere in solving them. CRP9-Career Ready Practices: All students will model integrity, ethical leadership and effective management. CRP11-Career Ready Practices: All students will use technology to enhance productivity. CRP12-Career Ready Practices: All students will work productively in teams while using global competence. 5 RANDOLPH TOWNSHIP SCHOOL DISTRICT Curriculum Pacing Chart Digital Marketing SUGGESTED TIME UNIT NUMBER CONTENT - UNIT OF STUDY ALLOTMENT 2 weeks I Why Social Media? 2 weeks II The Digital Marketing Landscape 2 weeks III Social Networks 2 weeks IV Personal Branding & Social Media Etiquette 2 weeks V Social Media Tools & Applications 2 weeks VI Social Influence & Advertising 2 weeks VII Engaging on Social Media 2 weeks VIII Social Media Analytics & Proving ROI 2 weeks IX Social Media Policies 6 RANDOLPH TOWNSHIP SCHOOL DISTRICT Digital Marketing UNIT I: Why Social Media? TRANSFER: Students will be able to identify the ways social media has changed communication and the way business is done today. STANDARDS / GOALS: ENDURING UNDERSTANDINGS ESSENTIAL QUESTIONS Standard 9.3.MK.1- Marketing: All students will implement market research to obtain and evaluate Social media has created a shift in marketing. information for the creation of a marketing plan. To what extent is social media involved in marketing? Standard 9.3.MK.9- Marketing: All students will communicate information about products, services, The current state of social media marketing. Why is social media marketing images and/or ideas to achieve a desired outcome. constantly changing? Standard 9.3.MK.10- Marketing: All students will apply marketing strategies and processes to determine The top 10 social networks: Facebook, Twitter, LinkedIn, What role do social networks play in and meet client needs and wants. Google+, Youtube, Foursquare, Tumblr, Instagram, effective marketing? Standard 9.3.MK-COM.1- Marketing Pinterest, and Flickr. Communications: All students will apply techniques and strategies to convey ideas and information through marketing communications. KNOWLEDGE SKILLS Standard 9.3.MK-COM.3- Marketing Communications: All students will access, evaluate Students will know: Students will be able to: and disseminate information to enhance marketing decision-making processes. The importance of using social media in a business Differentiate the use of social media for personal environment. and business use. Standard 9.3.MK-COM.4- Marketing Communications: All students will obtain, develop, maintain and improve a marketing communication Social media is relevant in marketing. Identify the benefits and detriments to a business product or service mix to respond to market opportunities. from the use of social media. Standard 9.3.MK-COM.5- Marketing Communications: All students will communicate The top 10 social networks. Utilize social media in marketing. information about products, services, images and/or ideas to achieve a desired outcome. 7 Current trends in social media marketing. Anticipate the effects of business performance as Standard 9.3.MK-MGT.7- Marketing Management: All students will communicate a result of social media. information about products, services, images and/or Social media is a communication tool. ideas. Distinguish what characteristics are measured to Standard 9.3.MK-RES.3- Marketing Research: All rank social media participation and performance. students will use information systems and tools to make marketing research decisions. Analyze the current state of social media Standard 9.3.MK-MER.6- Merchandising: All students will obtain, develop, maintain and improve a marketing. product or service mix to responds to market opportunities. Apply social networks effectively in marketing. Standard 9.3.MK-MER.7- Merchandising: All students will communicate information about retail products, services, images and/or ideas. Support the relevance of social media in marketing. Create and manage various social media accounts on different platforms. KEY TERMS: Social media, digital marketing, Facebook, Twitter, LinkedIn, Google+, Youtube, Foursquare, Tumblr, Instagram, Pinterest, Flickr. ASSESSMENT EVIDENCE: Students will show their learning by: Research project and analysis involving the current usage of social media platforms of three companies. Students will compare and contrast similarities and differences among the three companies and present their findings to the class. KEY LEARNING EVENTS AND INSTRUCTION: Model the usage of social media by a company. Identify current trends in social media campaigns using research from recent informational text articles. 8 RANDOLPH TOWNSHIP SCHOOL DISTRICT Digital Marketing Unit I: Why Social Media? SUGGESTED CONTENT-UNIT OF STUDY SUPPLEMENTAL UNIT RESOURCES TIME ALLOTMENT 2 Weeks Unit I: Why Social Media? Case studies on social media via HootSuite: “The Social media Virgin Story: How to Create an Irresistible Brand Digital marketing Using Social Media” with Laurie LaBelle Social media marketing “Introduction to Social Networks for Organizations” Social networks with Mike Allton “Marketing is Dead” with Pam Velazquez 9 RANDOLPH TOWNSHIP SCHOOL DISTRICT Digital Marketing UNIT II: The Digital Marketing Landscape TRANSFER: Students will be able to independently use digital tools to access, manage, and evaluate information in order to solve problems individually and collaboratively. STANDARDS / GOALS: ENDURING UNDERSTANDINGS
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