Marketing and Promotion 11

Curricular Competencies

Students are expected to be able to do the following:

Applied Design

Understanding context

  • Conduct user-centred research to understand opportunities and barriers


  • Establish a point of view for a chosen marketing and promotion opportunity
  • Make decisions about premises and constraints that define the marketing design space


  • Generate ideas and enhance others’ ideas to create possibilities, and prioritize the possibilities for prototyping
  • Work with users throughout the design process


  • Identify and use a variety of sources of inspiration and information
  • Choose an appropriate form and level of detail for prototyping
  • Plan procedures for prototyping multiple ideas
  • Construct prototypes, making changes to tools, materials, and procedures as needed
  • Record iterations of prototyping


  • Identify and obtain critical feedback with a relevant audience to evaluate effective test marketing
  • Based on feedback received and evaluated, make changes to product and/or service plan or processes as needed


  • Identify tools, technologies, materials, processes, cost implications, and time needed for development and implementation
  • Use project management processes when working individually or collaboratively to coordinate or create processes or products
  • Share progress to increase opportunities for feedback, collaboration, and, if applicable, marketing


  • Decide on how and with whom to share or promote their product or service and creativity
  • Critically reflect on their design thinking and processes, and identify new marketing goals
  • Assess their ability to work effectively, both individually and collaboratively

Applied Skills

  • Apply safety procedures for themselves, co-workers, and users in both physical and digital environments
  • Identify and assess skills needed for marketing and design interests, and develop specific plans to learn or refine them over time
  • Demonstrate the ability to apply a framework for problem solving

Applied Technologies

  • Explore existing, new, and emerging tools, technologies, and systems and evaluate their suitability for marketing and promotion interests
  • Evaluate impacts, including unintended negative consequences, of choices made about technology use
  • Analyze the role and personal, interpersonal, social, and environmental impacts of technologies in societal change
  • Examine how cultural beliefs, values, and ethical positions affect the development and use of technologies on a national and global level

MediaSmarts Resources


Students are expected to know the following:

  • marketing and promotion opportunities within the local community
  • role of advertising in domestic and international contexts
  • marketing processes, including the AIDA (Attention, Interest, Desire, Action) model
  • social marketing and ethical marketing, including the ethics of cultural appropriation
  • marketing and promotion strategies, including test marketing, segmentation, targeting, and positioning
  • ways to improve marketability of products and services
  • types of advertising that can influence diverse target market groups offline and online
  • risk assessment associated with marketing products and services
  • influence of corporate sponsorship, including naming rights
  • event planning, coordination, and facilitation skills
  • interpersonal and public relations
  • skills to promote products or services and to interact with potential customers
  • career options in marketing and promotions

MediaSmarts Resources