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Introduction
In today’s competitive workspace, investigating multiple career options is more challenging
than ever. Marketing Dynamics helps you meet that challenge. By studying this comprehensive
text, you will explore the framework needed to become a marketing professional.
The workplace is changing quickly. It is important to understand how social media and ethics
will influence your future career, as well as how DECA® Emerging Leaders features will expand
your professional knowledge base. Step-by-step narrative will lead you through the application of
the marketing standards as identified by the MBA Research and Curriculum Center.
One of the major goals of the text is to create your own marketing plan. To help you
accomplish this, each unit has a project-based activity designed to lead you through this
process. A template is available on the G-W companion website to assist you in writing your
own customized marketing plan.
In addition, building a college and career portfolio will help you pull all the pieces together
as you pursue volunteer, education and training, or career opportunities. A separate Math
Skills Handbook is also provided as a quick reference for basic math functions.
A new learning tool has been included to help you study. QR codes are provided to use
with your smartphone. They will take you directly to selected text activities. In addition, the
G-W Learning mobile site makes it easy for you to study on the go!
About the Authors
Brenda Clark is CTE director, marketing instructor, SBE advisor, and DECA advisor for
Jenison, Michigan, Public Schools. She was named Marketing Teacher of the Year at state and
national levels. She also is a consultant for MBA Research and Curriculum Center and is the
coauthor of Entrepreneurship. Clark’s program was named Business of the Year by the Jenison
Chamber of Commerce. Two of her marketing department’s school-based enterprises were
awarded Gold Certification in 2010 and 2013 respectively. She earned a bachelor degree in
marketing education, a master degree in educational leadership, and an EdD in educational lead-
ership with a concentration in career and technical education from Western Michigan University.
Cynthia Gendall Basteri, EdD, is a retired high school math and marketing teacher who
served as a DECA competitive events coordinator at the district, state, and international level.
Currently, Basteri is the grants coordinator for Tewksbury Public Schools and is the Director
of Marketing for a family-owned business. She continues to volunteer as a series director for
Massachusetts DECA competitive events.
Chris M. Gassen is the principal of an investment firm and formerly an equity mutual
fund manager, financial analyst, accountant, and college instructor. Gassen writes educational
materials and business valuations. He holds a master of business administration degree with a
concentration in finance from Indiana University and a bachelor of science degree in
management from Oakland University. He is a Chartered Financial Analyst (CFA) and served
as a grader for the national CFA exam.
Michelle Walker is the director of education at DECA Inc. She provides leadership in education
outreach, professional development for 5,900 advisors in the high school and collegiate divisions,
professional division recognition programs, and advisor services. She is a former associate professor
at the University of North Texas. Walker has a doctor of philosophy degree in applied technology,
training and development from the University of North Texas. She also taught marketing education
and was a DECA advisor in the Dallas Independent School District.