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JA Marketing Principles 1®

JA Marketing Principles curriculum cover

High School
Classroom Based

Pillars of Student Success
Work Readiness High Work Readiness
Entrepreneurship Moderate Entrepreneurship
Financial Literacy Minimal Financial Literacy
JA Marketing Principles 1, part of the JA High School Experience courses, is a one-semester, teacher-led course that introduces high school students to marketing and some basic marketing techniques. Volunteers engage with students through a variety of activities that may include subject-matter guest speaking, coaching, or advising for case study and project coursework.

This course has received California A-G approval from High School Articulation, Office of Undergraduate Admissions, University of California.

Following completion of this course, students will be able to:

-- Learn the necessary concepts applicable to state and national educational standards.
-- Apply these standards-based concepts to the real world.
-- Synthesize elective concepts through cumulative, tangible deliverables (projects).
-- Analyze a business situation or principle through the use of a case study.
-- Demonstrate the skills necessary for future career pathway success.

JA Marketing Principles 1 is part of the JA Work and Career Readiness Pathway. The course is a blended model that includes teacher-led content, volunteer-led opportunities, and self-guided content to support flexible implementation options. JA Marketing Principles 1 is available in classroom-based or remote live implementation. Robust support materials are available for teachers, including a pacing guide for semester-long implementation. . Your local JA area may have the opportunity to support interested districts that have formed a relationship with post-secondary institutions to facilitate dual credit.

As part of this course, JA teachers and volunteers are encouraged to use the resources available in JA Connect™ Learning Pathways, located at This self-guided experience includes interactives, JA Digital Career Book™, and games and apps for student use.

JA programs support national and state standards in reading, mathematics, social studies, and work and career readiness. See below for more information on alignment with national and state standards.

Program Concepts

Brand loyalty, Business ethics, Buying decision process, Changing prices, Class action, Competition, Competitive analysis, Consumer information searches, Culture, Cultural differences, Data mining, Ethics, E-commerce, Flowcharts, Global marketing, Global marketing strategies, Level of involvement, Level of risk, Life of a product, Manufacturing capacity, Market segments, Marketing accuracy, Marketing adaptation, Marketing and distribution channels, Marketing around the world, Marketing careers, Marketing messages, Marketing mix, Marketing position, Meaningless messages, Misleading messages, Media choices, Motivation, MSRP, Online information, Personas, Personally identifiable information, Planned obsolescence, Positioning, Price, Price range, Price war, Primary research, Primary sales, Privacy policies, Product adaptation, Product categories, Product development, Product placement, Promotion, Promotional activities, Purchase decisions, Purchase related research, Questionable claims, Reevaluate data, Seal of approval, Secondary research, Segmentation, Seven marketing functions, Slogan, Sociocultural factors, Sponsored content, Stakeholder, Stakeholder engagement, Technology and global marketing, The 4 Ps, Tools in international markets, Types of market segmentation, Value proposition, What is marketing

Skills Students Learn

  • Analyze information
  • Analyze real world situations
  • Apply information to real world situations
  • Compare and contrast
  • Create and give a presentation
  • Define a problem
  • Evaluate information
  • Make decisions
  • Participate in a discussion
  • Propose a solution
  • Research information
  • Role play a real world situation
  • Self evaluate
  • Think creatively
  • Think critically
  • Use data to inform decisions
  • Work with peers

Virtual Implementation

Remote live implementation is available for JA Marketing Principles 1.

JA High School Experience Overview

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