52.1999 - Marketing, Sales & Services Marketing & Entrepreneurship (2012 Implemented by Fall 2013) Consolidated

Plus Consolidated Standards

Plus I. ACADEMIC FOUNDATIONS
  Plus A. Demonstrate language arts knowledge and skills required to pursue the full range of post-secondary education and career opportunities.
    Plus 1. Select and employ appropriate reading and communication strategies to learn and use technical concepts and vocabulary in practice.
        a. Determine the most appropriate reading strategy for identifying the overarching purpose of a text (i.e. skimming, reading for detail, reading for meaning or critical analysis).
        b. Demonstrate use of content, technical concepts and vocabulary when analyzing information and following directions.
        c. Select the reading strategy or strategies needed to fully comprehend the content within a written document (i.e., skimming, reading for detail, reading for meaning or critical analysis).
        d. Interpret information, data, and observations to apply information learned from reading to actual practice.
        e. Transcribe information, data, and observations to apply information learned from reading to actual practice.
        f. Communicate information, data, and observations to apply information learned from reading to actual practice.
    Plus 2. Demonstrate use of the concepts, strategies, and systems for obtaining and conveying ideas and information to enhance communication in the workplace.
        a. Employ verbal skills when obtaining and conveying information.
        b. Record information needed to present a report on a given topic or problem.
        c. Write internal and external business correspondence that conveys and/or obtains information effectively.
        d. Communicate with other employees to clarify workplace objectives.
        e. Communicate effectively with customers and employees to foster positive relationships.
        f. Evaluate oral and written information for accuracy, adequacy/sufficiency, appropriateness, clarity, conclusions/solutions, fact/opinion, propaganda, relevancy, validity, and relationship of ideas.
        g. Comprehend key elements of oral and written information such as cause/effect, comparisons/contrasts, conclusions, context, purpose, charts/tables/graphs, evaluation/critiques, mood, persuasive text, sequence, summaries, and technical subject matter.
    Plus 3. Locate, organize and reference written information from various sources to communicate with co-workers and clients/participants.
        a. Locate written information used to communicate with co-workers and customers.
        b. Organize information to use in written and oral communications.
        c. Reference the sources of information.
    Plus 4. Evaluate and use information resources to accomplish specific occupational tasks.
        a. Use informational texts, Internet web sites, and/or technical materials to review and apply information sources for occupational tasks.
        b. Evaluate the reliability of information from informational texts, Internet Web sites, and/or technical materials and resources.
    Plus 5. Use correct grammar, punctuation and terminology to write and edit documents.
        a. Compose focused copy for a variety of written documents such as agendas, audio-visuals, bibliographies, drafts, forms/documents, notes, oral presentations, reports, and technical terminology.
        b. Edit copy to create focused written documents such as agendas, audio-visuals, bibliographies, drafts, forms/documents, notes, oral presentations, reports, and technical terminology.
        c. Compose multi-paragraph documents clearly, succinctly, and accurately.
        d. Use descriptions of audience and purpose when preparing and editing written documents.
        e. Use correct grammar, spelling, punctuation, and capitalization when preparing written documents.
    Plus 6. Develop and deliver formal and informal presentations using appropriate media to engage and inform audiences.
        a. Prepare oral presentations to provide information for specific purposes and audiences.
        b. Adapt language for audience, purpose, situation. (i.e. diction/structure, style).
        c. Identify support materials that will enhance an oral presentation.
        d. Prepare support materials that will enhance an oral presentation.
        e. Deliver an oral presentation that sustains listeners' attention and interest.
        f. Align presentation strategies to the intended audience.
        g. Implement multi-media strategies for presentations.
        h. Identify assumptions, purpose, outcomes/solutions, and propaganda techniques.
        i. Predict potential outcomes and/or solutions based on oral and written information regarding trends.
        j. Present formal and informal speeches including discussion, information requests, interpretation, and persuasive arguments.
    Plus 7. Interpret verbal and nonverbal cues/behaviors to enhance communication with co-workers and clients/participants.
        a. Interpret verbal behaviors when communicating with clients and co-workers.
        b. Interpret nonverbal behaviors when communicating with clients and co-workers.
  Plus B. Demonstrate mathematics knowledge and skills required to pursue the full range of post-secondary education and career opportunities.
    1. Identify whole numbers, decimals, and fractions.
    2. Demonstrate knowledge of basic arithmetic operations such as addition, subtraction, multiplication, and division.
    3. Demonstrate use of relational expressions such as equal to, not equal, greater than, less than, etc.
    Plus 4. Apply data and measurements to solve a problem.
        a. Recognize measurable attributes of objects
        b. Take measurements correctly
    5. Analyze Mathematical problem statements for missing and/or irrelevant data.
    Plus 6. Apply algebraic skills in marketing.
        a. Recognize patterns and mathematical relations
        b. Use algebraic symbols to represent, solve, and analyze mathematical problems
        c. Create mathematical models from real-life situations
        d. Represent changes in quantities mathematically
        e. Determine rate of change mathematically
        f. Interpret graphical and numerical data
    7. Construct charts/tables/graphs from functions and data.
    Plus 8. Analyze data when interpreting operational documents.
        a. Formulate questions effectively
        b. Collect relevant data
        c. Organize useful data
        d. Answer questions appropriately
        e. Employ appropriate statistical methods in data analysis
        f. Develop and evaluate inferences and predictions
        g. Apply basic concepts of probability
    Plus 9. Implement mathematical problem-solving techniques in marketing.
        a. Identify problem-solving techniques
        b. Apply a variety of problem-solving strategies
        c. Adjust problem-solving strategies, when needed
  Plus C. Demonstrate science knowledge and skills required to pursue the full range of post-secondary and career education opportunities.
    1. Evaluate scientific constructs including conclusions, conflicting data, controls, data, inferences, limitations, questions, sources of errors, and variables.
    2. Apply scientific methods in qualitative and quantitative analysis, data gathering, direct and indirect observation, predictions, and problem identification.
  Plus D. Understand the economic principles and concepts fundamental to business operations.
    Plus 1. Describe fundamental economic concepts used in marketing.
        a. Distinguish between economic goods and services
        b. Explain the concept of economic resources
        c. Describe the concepts of economics and economic activities
        d. Determine economic utilities created by business activities
        e. Explain the principles of supply and demand
        f. Describe the functions of prices in markets
    Plus 2. Describe the nature of business to show its contributions to society.
        a. Explain the role of business in society
        b. Describe types of business activities
        c. Explain the organizational design of businesses
        d. Discuss the global environment in which businesses operate
        e. Describe factors that affect the business environment
        f. Explain how organizations adapt to today's markets
    Plus 3. Explain economic systems in which marketing activities are performed.
        a. Explain the types of economic systems
        b. Explain the concept of private enterprise
        c. Identify factors affecting a business's profit
        d. Determine factors affecting business risk
        e. Explain the concept of competition
        f. Describe market structures
    Plus 4. Acquire knowledge of the impact of government on business activities to make informed economic decisions.
        a. Determine the relationship between government and business
        b. Describe the nature of taxes
        c. Discuss the nature of monetary policy
        d. Discuss the supply and demand for money
        e. Explain the role of the Federal Reserve System
        f. Explain the concept of fiscal policies
        g. Describe the effects of fiscal and monetary policies
    Plus 5. Analyze cost/profit relationships to guide business decision-making.
        a. Explain the concept of productivity
        b. Analyze impact of specialization/division of labor on productivity
        c. Explain the concept of organized labor and business
        d. Explain the impact of the law of diminishing returns
        e. Describe the concept of economies of scale
    Plus 6. Describe economic indicators that can impact marketing activities.
        a. Describe the concept of price stability as an economic measure
        b. Discuss the measure of consumer spending as an economic indicator
        c. Discuss the impact of a nation's unemployment rates
        d. Explain the concept of Gross Domestic Product
        e. Describe the economic impact of inflation on business
        f. Explain unemployment and inflation tradeoffs
        g. Explain the economic impact of interest-rate fluctuations
        h. Determine the impact of business cycles on business activities
    Plus 7. Determine global trade’s impact on business decision-making.
        a. Explain the nature of global trade
        b. Describe the determinants of exchange rates and their effects on the domestic economy
        c. Discuss the impact of cultural and social environments on global trade
        d. Explain labor issues associated with global trade
  Plus E. Integrate sociological & psychological knowledge of group behavior to understand customer decision-making.
    Plus 1. Employ sociological knowledge to facilitate marketing activities.
        a. Analyze and interpret complex societal issues, events, and problems
        b. Analyze researched information and statistics
        c. Reach reasoned conclusions
        d. Examine social beliefs, influences, and behavior
        e. Analyze group dynamics
        f. Assess human behavior
    Plus 2. Apply psychological knowledge to facilitate marketing activities.
        a. Recognize factors influencing perception
        b. Identify sources of attitude formation
        c. Assess methods used to evaluate attitudes
        d. Identify basic social and cultural strata
        e. Determine behavioral effects of social and cultural strata
        f. Analyze effects of others on individual behavior
        g. Predict likelihood of conformity and obedience
        h. Determine significance of aggression
        i. Recognize factors affecting personality
        j. Evaluate the nature of change over a lifetime
        k. Identify sources of stress
        l. Detail reactions to stress
        m. Employ strategies for dealing with stress
        n. Investigate factors affecting motivation
        o. Analyze cues to basic drives/motives
        p. Analyze the development of motives
Plus II. COMMUNICATIONS
  Plus A. Develop and interpret tables, charts, and figures to support written and oral communications.
    1. Create tables, charts, and figures to support written and oral communications.
    Plus 2. Interpret tables, charts, and figures used to support written and oral communication.
        a. Utilize note-taking strategies
        b. Organize information graphically
        c. Select and use appropriate graphic aids
  Plus B. Apply active listening skills to obtain and clarify information.
    1. Interpret a given verbal message/information.
    2. Respond with restatement and clarification techniques to clarify information.
    Plus 3. Model behaviors that demonstrate active listening.
        a. Explain communication techniques that support and encourage speakers
        b. Follow oral directions
        c. Demonstrate active listening skills
  Plus C. Listen to and speak with diverse individuals to enhance communication skills.
    1. Apply factors and strategies for communicating with a diverse workforce.
    2. Demonstrate ability to communicate and resolve conflicts within a diverse workforce.
  Plus D. Exhibit public relations skills to increase internal and external customer/client satisfaction.
    Plus 1. Communicate effectively when developing positive customer/client relationships.
        a. Explain the nature of effective verbal communications
        b. Ask relevant questions
        c. Interpret others' nonverbal cues
        d. Provide legitimate responses to inquiries
        e. Give verbal directions
        f. Employ communication styles appropriate to target audience
        g. Defend ideas objectively
        h. Handle telephone calls in a businesslike manner
        i. Participate in group discussions
        j. Make oral presentations
    2. Use correct grammar to communicate verbally.
    3. Listen to a presentation and record important information. Report back identifying central themes and use key points to explain how the message applies to a similar situation.
  Plus E. Obtain and convey ideas and information in marketing to facilitate business operations.
    Plus 1. Read to acquire meaning from written material and to apply the information to marketing tasks.
        a. Identify sources that provide relevant, valid written material
        b. Extract relevant information from written materials
        c. Apply written directions to achieve tasks
        d. Analyze company resources to ascertain policies and procedures
    Plus 2. Write internal and external business correspondence in marketing.
        a. Explain the nature of effective written communications
        b. Select and utilize appropriate formats for professional writing
        c. Edit and revise written work consistent with professional standards
        d. Write professional e-mails
        e. Write and send business messages electronically
        f. Write business letters
        g. Write informational messages
        h. Write inquiries
        i. Write persuasive messages
        j. Write executive summaries
        k. Prepare simple written reports
        l. Prepare complex written reports
        m. Write proposals
    Plus 3. Communicate with staff to clarify workplace objectives.
        a. Explain the nature of staff communication
        b. Choose appropriate channel for workplace communication
        c. Participate in a staff meeting
        d. Provide directions for completing job tasks
        e. Update employees on business and economic trends
        f. Conduct a staff meeting
Plus III. PROBLEM-SOLVING AND CRITICAL THINKING
  Plus A. Solve problems using critical thinking skills (analyze, synthesize, and evaluate) independently and in teams. Solve problems using creativity and innovation.
    Plus 1. Employ critical thinking skills independently and in teams to solve problems and make decisions (e.g., analyze, synthesize and evaluate).
        a. Identify common tasks that require employees to use problem-solving skills.
        b. Analyze elements of a problem to develop creative solutions.
        c. Describe the value of using problem-solving and critical thinking skills to improve a situation or process.
        d. Create ideas, proposals, and solutions to problems.
        e. Evaluate ideas, proposals, and solutions to problems.
        f. Use structured problem-solving methods when developing proposals and solutions.
        g. Generate new and creative ideas to solve problems by brainstorming possible solutions.
        h. Critically analyze information to determine value to the problem-solving task.
        i. Guide individuals through the process of recognizing concerns and making informed decisions.
        j. Identify alternatives using a variety of problem-solving and critical thinking skills.
        k. Evaluate alternatives using a variety of problem-solving and critical thinking skills.
    Plus 2. Employ critical thinking and interpersonal skills to resolve conflicts with staff and/or customers.
        a. Analyze situations and behaviors that affect conflict management.
        b. Determine best options/outcomes for conflict resolution using critical thinking skills.
        c. Identify with others’ feelings, needs, and concerns.
        d. Implement stress management techniques.
        e. Resolve conflicts with/for customers using conflict resolution skills.
        f. Implement conflict resolution skills to address staff issues/problems.
    Plus 3. Identify, write and monitor workplace performance goals to guide progress in assigned areas of responsibility and accountability.
        a. Write realistic performance goals, objectives and action plans.
        b. Monitor performance goals and adjust as necessary.
        c. Recognize goal achievement using appropriate rewards in the workplace.
        d. Communicate goal achievement with managers and co-workers.
    Plus 4. Conduct technical research to gather information necessary for decision-making.
        a. Align the information gathered to the needs of the audience.
        b. Gather technical information and data using a variety of resources.
        c. Analyze information and data for value to the research objectives.
        d. Evaluate information and data to determine value to research objectives.
Plus IV. INFORMATION TECHNOLOGY APPLICATIONS
  Plus A. Use Personal Information Management (PIM) applications to increase workplace efficiency.
    1. Manage personal schedules and contact information.
    2. Create memos and notes.
  Plus B. Employ technological tools to expedite workflow.
    Plus 1. Use information technology tools to manage and perform work responsibilities.
        a. Analyze the impact of technology on marketing
        b. Use software to automate services
        c. Use Marketing Operations Management software (i.e., software that automates marketing operations processes)
        d. Determine types of technology needed by company/agency
    2. Use email to share files and documents.
    3. Identify the functions and purpose of email systems.
    4. Use email to communicate within and across organizations.
    5. Access and navigate Internet (e.g., use a web browser).
    6. Search for information and resources.
    7. Evaluate Internet resources for reliability and validity.
    8. Prepare simple documents and other business communications.
    9. Prepare reports and other business communications by integrating graphics and other non-text elements.
    10. Prepare complex multi-media publications.
    11. Prepare presentations for training, sales and information sharing.
    12. Deliver presentations with supporting materials.
    13. Create a spreadsheet.
    14. Perform calculations and analyses on data using a spreadsheet.
    15. Manipulate data elements.
    16. Manage interrelated data elements.
    17. Analyze interrelated data elements.
    18. Generate reports showing interrelated data elements.
    19. Facilitate group work through management of shared schedule and contact information.
    20. Facilitate group work through management of shared files and online information.
    21. Facilitate group work through instant messaging or virtual meetings.
    22. Manage computer operations.
    23. Manage file storage.
    24. Compress or alter files.
    25. Operate computer driven equipment and machines.
    26. Use installation and operation manuals.
    27. Troubleshoot computer driven equipment and machines.
    28. Access support as needed to maintain operation of computer driven equipment and machines.
  Plus C. Demonstrate Digital Citizenship
    1. Identify legal and ethical issues related to the use of information and communication technologies (e.g., properly selecting and citing resources)
    2. Discuss possible long-range effects of unethical uses of technology (e.g., virus spreading, file pirating, hacking) on cultures and society
    3. Discuss and demonstrate proper netiquette in online communications
    4. Identify ways that individuals can protect their technology systems from unethical or unscrupulous users
    5. Create appropriate citations for resources when presenting research findings
    6. Discuss and adhere to fair use policies and copyright guidelines
Plus V. SYSTEMS
  Plus A. Describe the nature and types of business organizations to build an understanding of the scope of organizations.
    1. Describe the types and functions of businesses.
    2. Explain the functions and interactions of common departments within a business.
  Plus B. Implement quality control systems and practices to ensure quality products and services.
    1. Describe quality control standards and practices common to the workplace.
    2. Diagnose and make necessary corrections or improvements to a technical system in a business, industry, or simulated work place setting.
  Plus C. Understand the concepts, processes, and skills associated with identifying new ideas, opportunities, and methods and with creating or starting a new marketing project or business venture.
    Plus 1. Employ entrepreneurial discovery strategies in marketing.
        a. Analyze the impact of technology on marketing
        b. Discuss entrepreneurial discovery processes
        c. Assess global trends and opportunities
        d. Determine opportunities for venture creation
        e. Assess opportunities for venture creation
        f. Describe idea-generation methods
        g. Generate venture ideas
        h. Determine feasibility of venture ideas
    Plus 2. Develop concept for new marketing project or business venture.
        a. Describe entrepreneurial planning considerations
        b. Explain tools used by entrepreneurs for venture planning
        c. Assess start-up requirements
        d. Assess risks associated with venture
        e. Describe external resources useful to entrepreneurs during concept development
        f. Assess the need to use external resources for concept development
        g. Describe strategies to protect intellectual property
        h. Use components of business plan to define venture idea
    Plus 3. Determine needed resources for a new marketing project or business venture.
        a. Describe processes used to acquire adequate financial resources for venture creation/start-up
        b. Select sources to finance venture creation/start-up
        c. Explain factors to consider in determining a venture's human-resource needs
        d. Explain considerations in making the decision to hire staff
        e. Describe considerations in selecting capital resources
        f. Identify capital resources needed for the venture
        g. Assess the costs/benefits associated with resources
    Plus 4. Actualize new marketing project or business venture.
        a. Use external resources to supplement entrepreneur's expertise
        b. Explain the complexity of business operations
        c. Evaluate risk-taking opportunities
        d. Explain the need for business systems and procedures
        e. Describe the use of operating procedures
        f. Explain methods/processes for organizing workflow
        g. Develop and/or provide product/service
        h. Use creative problem-solving in business activities/decisions
        i. Explain the impact of resource productivity on venture success
        j. Create processes for ongoing opportunity recognition
        k. Develop plan to invest resources into improving current products or creating new ones
        l. Adapt to changes in business environment
    Plus 5. Select harvesting strategies for marketing project or business venture.
        a. Explain the need for continuation planning
        b. Describe methods of venture harvesting
        c. Evaluate options for continued venture involvement
        d. Develop exit strategies
  Plus D. Analyze accounting systems to examine their contribution to the fiscal stability of businesses.
    Plus 1. Acquire a foundational knowledge of accounting to understand its nature and scope.
        a. Explain the concept of accounting
        b. Explain the need for accounting standards (GAAP)
        c. Discuss the role of ethics in accounting
        d. Explain the use of technology in accounting
        e. Explain legal considerations for accounting
    Plus 2. Implement accounting procedures to track money flow and to determine financial status.
        a. Describe the nature of cash flow statements
        b. Prepare cash flow statements
        c. Explain the nature of balance sheets
        d. Describe the nature of income statements
  Plus E. Understand tools, strategies, and systems used to maintain, monitor, control, and plan the use of financial resources for marketing activities.
    Plus 1. Acquire a foundational knowledge of finance to understand its nature and scope.
        a. Explain the role of finance in business
        b. Discuss the role of ethics in finance
        c. Explain legal considerations for finance
  Plus F. Understand the tools techniques, and systems that marketers use to plan, staff, lead, and organize their human resources.
    Plus 1. Understand the role and function of human resources management in marketing.
        a. Discuss the nature of human resources management
        b. Explain the role of ethics in human resources management
        c. Describe the use of technology in human resources management
  Plus G. Understand the tools, techniques, and systems that marketers use to create, communicate, and deliver value to customers and to manage customer relationships in ways that benefit the organization and its stakeholders.
    Plus 1. Describe marketing’s role and function in business.
        a. Explain marketing and its importance in a global economy
        b. Describe marketing functions and related activities
    Plus 2. Acquire foundational knowledge of customer/client/business behavior to understand what motivates decision-making.
        a. Explain customer/client/business buying behavior
        b. Discuss actions employees can take to achieve the company's desired results
        c. Demonstrate connections between company actions and results (e.g., influencing consumer buying behavior, gaining market share, etc.)
    Plus 3. Determine a company’s unique selling proposition to recognize what sets the company apart from its competitors.
        a. Identify company's unique selling proposition
        b. Identify internal and external service standards
  Plus H. Understand the techniques and strategies used to foster positive, ongoing relationships with customers.
    Plus 1. Foster positive relationships with customers to enhance company image.
        a. Explain the nature of positive customer relations
        b. Demonstrate a customer-service mindset
        c. Explain management's role in customer relations
    Plus 2. Reinforce company’s image to exhibit the company’s brand promise.
        a. Identify company's brand promise
        b. Determine ways of reinforcing the company's image through employee performance
    Plus 3. Describe the nature of customer relationship management to show its contributions to a company.
        a. Discuss the nature of customer relationship management
        b. Explain the role of ethics in customer relationship management
        c. Describe the use of technology in customer relationship management
  Plus I. Monitor, plan, and control the day-to-day activities required for continued business operations.
    Plus 1. Describe operation’s role and function in business.
        a. Explain the nature of operations
        b. Discuss the role of ethics in operations
        c. Describe the use of technology in operations
    Plus 2. Implement purchasing activities to obtain business supplies and equipment.
        a. Explain the nature and scope of purchasing
        b. Place orders/reorders
        c. Maintain inventory of supplies
        d. Manage the bid process in purchasing
        e. Select vendors
        f. Evaluate vendor's performance
    Plus 3. Explain production’s role and function in business.
        a. Explain the concept of production
        b. Describe production activities
    Plus 4. Implement quality-control processes to minimize errors and to expedite workflow.
        a. Identify quality-control measures
        b. Utilize quality control methods at work
        c. Describe crucial elements of a quality culture
        d. Describe the role of management in the achievement of quality
        e. Establish efficient operating systems
Plus VI. SAFETY, HEALTH AND ENVIRONMENTAL
  Plus A. Implement personal and jobsite safety rules and regulations to maintain safe and healthful working conditions and environments.
    Plus 1. Assess workplace conditions with regard to safety and health.
        a. Align safety issues with appropriate safety standards to ensure a safe workplace/jobsite.
        b. Identify safety hazards common to workplaces.
    Plus 2. Select appropriate personal protective equipment as needed for a safe workplace/jobsite.
        a. Inspect personal protective equipment commonly used for selected career pathway.
        b. Use personal protective equipment according to manufacturer rules and regulations.
    3. Employ a safety hierarchy and communication system within the workplace/jobsite.
    4. Implement safety precautions to maintain a safe worksite.
    Plus 5. Adhere to health and safety regulations to support a safe work environment.
        a. Describe health and safety regulations in business
        b. Report noncompliance with business health and safety regulations
    Plus 6. Implement safety procedures to minimize loss.
        a. Follow instructions for use of equipment, tools, and machinery
        b. Follow safety precautions
        c. Maintain a safe work environment
        d. Explain procedures for handling accidents
        e. Handle and report emergency situations
    Plus 7. Determine needed safety policies/procedures to protect employees.
        a. Identify potential safety issues
        b. Establish safety policies and procedures
    Plus 8. Implement security policies/procedures to minimize chance for loss.
        a. Explain routine security precautions
        b. Follow established security procedures/policies
        c. Protect company information and intangibles
    Plus 9. Develop policies/procedures to protect workplace security.
        a. Identify potential security issues
        b. Establish policies to protect company information and intangibles
        c. Establish policies to maintain a non-hostile work environment
        d. Establish policies and procedures to maintain physical security of the work environment
  Plus B. Complete work tasks in accordance with employee rights and responsibilities and employers obligations to maintain workplace safety and health.
    1. Identify rules and laws designed to promote safety and health in the workplace.
    2. State the rationale of rules and laws designed to promote safety and health.
  Plus C. Employ emergency procedures as necessary to provide aid in workplace accidents.
    1. Use knowledge of First Aid procedures as necessary.
    2. Use knowledge of CPR procedures as necessary.
    3. Use safety equipment as necessary.
  Plus D. Employ knowledge of response techniques to create a disaster and/or emergency response plan.
    1. Complete an assessment of an emergency and/or disaster situation.
    2. Create an emergency and/or disaster plan.
Plus VII. LEADERSHIP AND TEAMWORK
  Plus A. Use leadership and teamwork skills in collaborating with others to accomplish organizational goals and objectives.
    Plus 1. Employ leadership skills to accomplish organizational goals and objectives.
        a. Analyze the various roles of leaders within organizations (e.g. contribute ideas; share in building an organization; act as role models to employees by adhering to company policies, procedures, and standards; promote the organization’s vision; and mentor others).
        b. Exhibit traits such as empowerment, risk, communication, focusing on results, decision-making, problem solution, and investment in individuals when leading a group in solving a problem.
        c. Exhibit traits such as compassion, service, listening, coaching, developing others, team development, and understanding and appreciating others when acting as a manager of others in the workplace.
        d. Exhibit traits such as enthusiasm, creativity, conviction, mission, courage, concept, focus, principle-centered living, and change when interacting with others in general.
        e. Consider issues related to self, team, community, diversity, environment, and global awareness when leading others.
        f. Exhibit traits such as innovation, intuition, adaptation, life-long learning and coachability to develop leadership potential over time.
        g. Analyze leadership in relation to trust, positive attitude, integrity, and willingness to accept key responsibilities in a work situation.
        h. Describe observations of outstanding leaders using effective management styles.
        i. Participate in civic and community leadership and teamwork opportunities to enhance skills.
    Plus 2. Employ organizational and staff development skills to foster positive working relationships and accomplish organizational goals.
        a. Implement organizational skills when facilitating others’ work efforts.
        b. Explain how to manage a staff that satisfies work demands while adhering to budget constraints.
        c. Describe how staff growth and development to increase productivity and employee satisfaction.
        d. Organize team involvement within a group environment.
        e. Work with others to develop and gain commitment to team goals.
        f. Distribute responsibility and work load fairly.
        g. Model leadership and teamwork qualities to aid in employee morale.
        h. Identify best practices for successful team functioning.
        i. Explain best practices for successful team functioning.
    Plus 3. Employ teamwork skills to achieve collective goals and use team members' talents effectively.
        a. Work with others to achieve objectives in a timely manner.
        b. Promote the full involvement and use of team member's individual talents and skills.
        c. Employ conflict-management skills to facilitate solutions.
        d. Demonstrate teamwork skills through working cooperatively with co-workers, supervisory staff, and others, both in and out of the organization, to achieve particular tasks.
        e. Demonstrate teamwork processes that provide team building, consensus, continuous improvement, respect for the opinions of others, cooperation, adaptability, and conflict resolution.
        f. Develop plans to improve team performance.
        g. Demonstrate commitment to and a positive attitude toward team goals.
        h. Take responsibility for shared group and individual work tasks.
        i. Assist team members in completing their work.
        j. Adapt effectively to changes in projects and work activities.
        k. Negotiate effectively to arrive at decisions.
    Plus 4. Establish and maintain effective working relationships with all levels of personnel and other departments in order to accomplish objectives and tasks.
        a. Build effective working relationships using interpersonal skills.
        b. Use positive interpersonal skills to work cooperatively with co-workers representing different cultures, genders and backgrounds.
        c. Manage personal skills to accomplish assignments.
        d. Treat people with respect.
        e. Provide constructive praise and criticism.
        f. Demonstrate sensitivity to and value for diversity.
        g. Manage stress and control emotions.
    Plus 5. Conduct and participate in meetings to accomplish work tasks.
        a. Develop meeting goals, objectives and agenda.
        b. Assign responsibilities for preparing materials and leading discussions.
        c. Prepare materials for leading discussion.
        d. Assemble and distribute meeting materials.
        e. Conduct meeting to achieve objectives within scheduled time.
        f. Demonstrate effective communication skills in meetings.
        g. Produce meeting minutes including decisions and next steps.
        h. Use parliamentary procedure, as needed, to conduct meetings.
    Plus 6. Employ mentoring skills to inspire and teach others.
        a. Use motivational techniques to enhance performance in others.
        b. Provide guidance to enhance performance in others.
Plus VIII. ETHICS AND LEGAL RESPONSIBILITIES
  Plus A. Know and understand the importance of professional ethics and legal responsibilities.
    Plus 1. Apply ethical reasoning to a variety of workplace situations in order to make ethical decisions.
        a. Evaluate alternative responses to workplace situations based on legal responsibilities and employer policies.
        b. Evaluate alternative responses to workplace situations based on personal or professional ethical responsibilities.
        c. Identify personal and long-term workplace consequences of unethical or illegal behaviors.
        d. Explain personal and long-term workplace consequences of unethical or illegal behaviors.
        e. Determine the most appropriate response to workplace situations based on legal and ethical considerations.
        f. Explain the most appropriate response to workplace situations based on legal and ethical considerations.
    Plus 2. Interpret and explain written organizational policies and procedures to help employees perform their jobs according to employer rules and expectations.
        a. Locate information on organizational policies in handbooks and manuals.
        b. Discuss how specific organizational policies and procedures influence a specific work situation.
  Plus B. Understand business’s responsibility to know and abide by laws, regulations, and ethical behavior that affect business operations and transactions.
    Plus 1. Employ ethical actions in obtaining and providing information to acquire others’ confidence.
        a. Respect the privacy of others
        b. Explain ethical considerations in providing information
        c. Protect confidential information
        d. Determine information appropriate to obtain from a client or another employee
    Plus 2. Apply ethics to demonstrate trustworthiness.
        a. Explain the nature of business ethics
        b. Demonstrate responsible behavior
        c. Demonstrate honesty and integrity
        d. Demonstrate ethical work habits
    Plus 3. Manage internal and external business relationships to foster positive interactions.
        a. Treat others fairly at work
        b. Describe ethics in human resources issues
    Plus 4. Acquire foundational knowledge of business laws and regulations to understand their nature and scope.
        a. Discuss the nature of law and sources of law in the United States
        b. Describe the United States' judicial system
        c. Describe legal issues affecting businesses
    Plus 5. Explain the civil foundations of the legal environment of business to demonstrate knowledge of contracts.
        a. Identify the basic torts relating to business enterprises
        b. Describe the nature of legally binding contracts
    Plus 6. Explore the regulatory environment of United States’ businesses to understand the diversity of regulations.
        a. Describe the nature of legal procedure
        b. Discuss the nature of debtor-creditor relationships
        c. Explain the nature of agency relationships
        d. Discuss the nature of environmental law
        e. Discuss the role of administrative law
    Plus 7. Explain human resources laws and regulations to facilitate business operations.
        a. Explain the nature of human resources regulations
        b. Explain the nature of workplace regulations (including OSHA, ADA)
        c. Discuss employment relationships
    Plus 8. Apply knowledge of business ownership to establish and continue business operations.
        a. Explain types of business ownership
        b. Select form of business ownership
    Plus 9. Acquire knowledge of commerce laws and regulations to continue business operations.
        a. Explain the nature of trade regulations
        b. Describe the impact of anti-trust legislation
    Plus 10. Explain tax laws and regulations to adhere to government requirements.
        a. Explain the nature of tax regulations on business
        b. Explain the nature of businesses' reporting requirements
        c. Develop strategies for legal/government compliance
Plus IX. EMPLOYABILITY AND CAREER DEVELOPMENT
  Plus A. Know and understand the importance of employability skills.
    Plus 1. Identify and demonstrate positive work behaviors and personal qualities needed to be employable.
        a. Demonstrate self-discipline, self-worth, positive attitude, and integrity in a work situation.
        b. Demonstrate flexibility and willingness to learn new knowledge and skills.
        c. Exhibit commitment to the organization.
        d. Identify how work varies with regard to site, from indoor confined spaces to outdoor areas, including aerial space and a variety of climatic and physical conditions.
        e. Identify positive work-qualities typically desired in each of the career cluster's pathways.
    2. Manage resources in relation to the position (i.e. budget, supplies, computer, etc).
  Plus B. Understand concepts, tools, and strategies used to explore, obtain, and develop in a marketing career.
    Plus 1. Develop a personal career plan to meet career goals and objectives.
        a. Develop career goals and objectives as part of a plan for future career direction.
        b. Develop strategies to reach career objectives.
    Plus 2. Identify and explore career opportunities in one or more career pathways to build an understanding of the opportunities available in the cluster.
        a. Locate and identify career opportunities that appeal to personal career goals.
        b. Match personal interest and aptitudes to selected careers.
    Plus 3. Recognize and act upon requirements for career advancement to plan for continuing education and training.
        a. Identify opportunities for career advancement.
        b. Pursue education and training opportunities to acquire skills necessary for career advancement.
        c. Examine the organization and structure of various segments of the industry to prepare for career advancement.
        d. Research local and regional labor (workforce) market and job growth information to project potential for advancement.
        e. Manage employment relations to make career advancements.
    Plus 4. Continue professional development to keep current on relevant trends and information within the industry.
        a. Use self assessment, organizational priorities, journals, Internet sites, professional associations, peers and other resources to develop goals that address training, education and self-improvement issues.
        b. Read trade magazines and journals, manufacturers’ catalogues, industry publications and Internet sites to keep current on industry trends.
        c. Participate in relevant conferences, workshops, mentoring activities and in-service training to stay current with recent changes in the field.
    Plus 5. Examine licensing, certification and credentialing requirements at the national, state and local levels to maintain compliance with industry requirements.
        a. Examine continuing education requirements related to licensing, certification, and credentialing requirements at the local, state and national levels for chosen occupation.
        b. Identify training, education and certification requirements for occupational choice.
        c. Participate in career-related training and/or degree programs.
        d. Pass certification tests to qualify for licensure and/or certification in chosen occupational area.
        e. Examine the procedures and paperwork involved in maintaining and updating licensure, certification and credentials for chosen occupation.
        f. Align ongoing licensing, certification and credentialing requirements to career plans and goals.
    Plus 6. Examine employment opportunities in entrepreneurship to consider entrepreneurship as an option for career planning.
        a. Describe the opportunities for entrepreneurship in a given industry.
    Plus 7. Foster self-understanding to recognize the impact of personal feelings on others.
        a. Describe the nature of emotional intelligence
        b. Explain the concept of self-esteem
        c. Recognize personal biases and stereotypes
        d. Assess personal strengths and weaknesses
    Plus 8. Acquire self-development skills for success in marketing careers.
        a. Maintain appropriate personal appearance
        b. Demonstrate systematic behavior
        c. Set personal goals
        d. Use feedback for personal growth
    Plus 9. Develop personal traits to foster career advancement in marketing.
        a. Identify desirable personality traits important to business
        b. Exhibit a positive attitude
        c. Exhibit self-confidence
        d. Demonstrate interest and enthusiasm
        e. Demonstrate initiative
        f. Foster positive working relationships
    Plus 10. Participate in career-planning in marketing.
        a. Assess personal interests and skills needed for success in business
        b. Analyze employer expectations in the business environment
        c. Explain the rights of workers
        d. Identify sources of career information
        e. Identify tentative occupational interest
        f. Explain employment opportunities in business
    Plus 11. Implement job-seeking skills to obtain employment in marketing.
        a. Utilize job-search strategies
        b. Complete a job application
        c. Interview for a job
        d. Write a follow-up letter after job interviews
        e. Write a letter of application
        f. Prepare a résumé
        g. Use networking techniques to identify employment opportunities
    Plus 12. Utilize career-advancement activities to enhance professional development in marketing careers.
        a. Describe techniques for obtaining work experience (e.g., volunteer activities, internships)
        b. Explain the need for ongoing education as a worker
        c. Explain possible advancement patterns for jobs
        d. Identify skills needed to enhance career progression
        e. Utilize resources that can contribute to professional development (e.g., trade journals/periodicals, professional/trade associations, classes/seminars, trade shows, and mentors)
  Plus C. Demonstrate skills related to seeking and applying for employment to find and obtain a desired job.
    1. Use multiple resources to locate job opportunities.
    2. Prepare a résumé.
    3. Prepare a letter of application.
    4. Complete an employment application.
    5. Interview for employment.
    6. List the standards and qualifications that must be met in order to enter a given industry.
    7. Employ critical thinking and decision-making skills to exhibit qualifications to a potential employer.
    Plus 8. Maintain a career portfolio to document knowledge, skills and experience in a career field.
        a. Select educational and work history highlights to include in a career portfolio.
        b. Produce a record of work experiences, licenses, certifications and products.
        c. Organize electronic or physical portfolio for use in demonstrating knowledge, skills and experiences.
    Plus 9. Demonstrate skills in evaluating and comparing employment opportunities in order to accept employment positions that match career goals.
        a. Compare employment opportunities to individual needs and career plan objectives.
        b. Evaluate employment opportunities based upon individual needs and career plan objectives.
        c. Demonstrate appropriate methods for accepting or rejecting employment offers.
    Plus 10. Identify and exhibit traits for retaining employment to maintain employment once secured.
        a. Model behaviors that demonstrate reliability and dependability.
        b. Maintain appropriate dress and behavior for the job to contribute to a safe and effective workplace/jobsite.
        c. Complete required employment forms and documentation such as I-9 form, work visa, W-4 and licensures to meet employment requirements.
        d. Summarize key activities necessary to retain a job in the industry.
        e. Identify positive work behaviors and personal qualities necessary to retain employment.
Plus X. TECHNICAL SKILLS
  Plus A. Marketing-Information Management
    1. Acquire foundational knowledge of marketing-information management to understand its nature and scope.
    2. Understand marketing-research activities to show command of their nature and scope.
    3. Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue.
    4. Understand data-collection methods to evaluate their appropriateness for the research problem/issue.
    5. Evaluate marketing research procedures and findings to assess their credibility.
  Plus B. FINANCIAL ANALYSIS
    1. Implement accounting procedures to track money flow and to determine financial status.
    2. Manage marketing finances to monitor and measure return on marketing investment (ROMI).
    3. Explain the fundamental principles of money needed to make financial exchanges.
    4. Analyze financial needs and goals.
    5. Manage personal finances to achieve financial goals.
    6. Identify potential business threats and opportunities to protect a business’s financial well-being.
    7. Manage financial resources to ensure solvency.
  Plus C. HUMAN RESOURCE MANAGEMENT
    1. Recognize management’s role to understand its contribution to business success.
    2. Implement organizational skills to facilitate work efforts.
    Plus 3. Utilize techniques to staff an organization or a department within an organization.
        a. Evaluate adequacy of staffing levels
        b. Staff key marketing positions
    Plus 4. Utilize planning tools to guide organization’s/ department’s activities.
        a. Explain the nature of business plans
        b. Develop company goals/objectives
        c. Define business mission
        d. Conduct an organizational SWOT
        e. Explain external planning considerations
        f. Identify and benchmark key performance indicators (e.g., dashboards, scorecards, etc.)
        g. Develop action plans
        h. Develop business plan
    Plus 5. Control an organization’s/department’s activities to encourage growth and development.
        a. Describe the nature of managerial control (control process, types of control, what is controlled)
        b. Analyze operating results in relation to budget/industry
        c. Track performance of business plan
    6. Maintain property and equipment to facilitate ongoing business activities.
  Plus D. Channel Management
    1. Acquire foundational knowledge of channel management to understand its role in marketing.
    2. Manage channel activities to minimize costs and to determine distribution strategies.
    3. Assess channel-management strategies to improve their effectiveness and to minimize their costs.
    4. Employ marketing information to aid in making and evaluating channel-management decisions.
  Plus E. Pricing
    1. Explain the nature and scope of the pricing function
    2. Describe the role of business ethics in pricing
    3. Explain legal considerations for pricing
    4. Explain factors affecting pricing decisions
    5. Apply marketing information to facilitate product/service management decisions.
  Plus F. Product/Service Management
    Plus 1. Acquire a foundational knowledge of product/service management to understand its nature and scope.
        a. Explain the nature and scope of the product/service management function
        b. Identify the impact of product life cycles on marketing decisions
        c. Describe the use of technology in the product/service management function
        d. Explain business ethics in product/service management
    Plus 2. Generate product ideas to contribute to ongoing business success.
        a. Identify product opportunities
        b. Identify methods/techniques to generate a product idea
        c. Generate product ideas
        d. Determine initial feasibility of product idea
        e. Adjust idea to create functional product
        f. Identify champion to push ideas through to fruition
        g. Create processes for ongoing opportunity recognition
    Plus 3. Apply quality assurances to enhance product/service offerings.
        a. Describe the uses of grades and standards in marketing
        b. Explain warranties and guarantees
        c. Identify consumer protection provisions of appropriate agencies
        d. Evaluate customer experience
    4. Employ product-mix strategies to meet customer expectations.
    5. Position products/services to acquire desired business image.
    6. Employ product-development processes to maintain up-to-date product pipeline.
    7. Plan product/service management activities to facilitate product development.
    8. Assess product packaging to improve its function and to improve its brand recognition.
  Plus G. Promotion
    1. Acquire a foundational knowledge of promotion to understand its nature and scope.
    2. Understand promotional channels used to communicate with targeted audiences.
    3. Understand the use of an advertisement’s components to communicate with targeted audiences.
    4. Understand the use of public-relations activities to communicate with targeted audiences.
    5. Understand the use of trade shows/expositions to communicate with targeted audiences.
    Plus 6. Manage promotional activities to maximize return on promotional efforts.
        a. Explain the nature of a promotional plan
        b. Coordinate activities in the promotional mix
    Plus 7. Evaluate long-term and short-term results of promotional efforts.
        a. Identify metrics to assess results of promotional efforts
        b. Implement metrics to assess results of promotional efforts
  Plus H. Market Planning
    Plus 1. Develop marketing strategies to guide marketing tactics.
        a. Explain the concept of marketing strategies
        b. Identify considerations in implementing global marketing strategies
    Plus 2. Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).
        a. Explain the concept of market and market identification
        b. Identify market segments
        c. Select target market
    Plus 3. Employ marketing-information to develop a marketing plan.
        a. Explain the nature of marketing plans
        b. Explain the role of situation analysis in the marketing planning process
        c. Conduct market analysis (market size, area, potential, etc.)
        d. Conduct SWOT analysis for use in the marketing planning process
        e. Assess global trends and opportunities
        f. Conduct competitive analysis
        g. Explain the nature of sales forecasts
        h. Forecast sales for marketing plan
        i. Set marketing goals and objectives
        j. Select marketing metrics
        k. Set marketing budget
        l. Develop marketing plan
    Plus 4. Assess marketing strategies to improve return on marketing investment (ROMI).
        a. Describe measures used to control marketing planning
        b. Explain strategies for linking performance measures to financial outcomes
        c. Translate performance measures into financial outcomes
        d. Monitor and evaluate performance of marketing plan
        e. Assess cost-effectiveness of measurement tools
        f. Conduct marketing audits
  Plus I. Selling
    1. Acquire a foundational knowledge of selling to understand its nature and scope.
    2. Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.
    3. Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.
    4. Guide sales staff to improve their success rate and to minimize staff turnover.
    5. Influence sales procedures/activities to improve return on investment.
  Plus J. Operations
    1. Analyze security issues to protect employees and to minimize loss.
    2. Implement organizational skills to improve efficiency and work flow.
    3. Implement purchasing activities to obtain business supplies, equipment, and resources.
    Plus 4. Implement expense-control strategies to enhance a business's financial well-being.
        a. Track invoices
        b. Track marketing budgets
        c. Adjust marketing budget in response to new market opportunities
  Plus K. Social Media
    Plus 1. Understanding Social Media and Influence
        a. A true definition of social media
        b. Staggering statistics that will blow you away
        c. Determining your social influence
        d. Comparing social media with other forms of marketing
        e. Social media and the marketing funnel
        f. Creating goals in your social media marketing campaigns
    Plus 2. Describe the Social Media Ecosystem
        a. A true definition of social media
        b. Find out if social media is right for your business and industry
        c. Discovering the types of social media campaigns
        d. Understand why the leading platforms in social media are working and how they leverage true consumer engagement
    Plus 3. Understanding Social Media Strategies
        a. How to create specific social media goals that work
        b. The real cost of social media campaigns
        c. Why it’s a return on conversation,  investment and time
        d. Learn ways to find your audience and what they are doing
        e. Understand how to spy on your competition through social media
        f. Getting ranked: how to use your social presence
    Plus 4. Understand the Social Media Conversation
        a. Understand that it’s a conversation and not a one-way push
        b. Learn how to become part of the conversations that drive revenue
        c. Do’s and don’ts of an outline conversation
        d. Five crucial steps to getting someone’s attention online
    Plus 5. Recognize Business-to-Consumer (B2C) Social Media
        a. Social media B2C statistics that you have never heard of
        b. How Facebook is leading the way in B2C and how you can leverage it
        c. Top examples of B2C marketing in social media
        d. Find out what marketing tactics work in social media in a B2C environment
        e. Get ideas on creative campaigns to use for consumer-based marketing
        f. Learn which social networks are more akin to having better results for your B2C brand
        g. Understand the psychology behind why users use social media as a new means to buying products
    Plus 6. Recognize Business-to-Business (B2B) Social Media
        a. Social media B2B statistics that you have never heard of
        b. Common mistakes in social media that B2B companies make
        c. How to create an effective outreach strategy in B2B
        d. Learn why the sales cycle is longer in B2B and how to mange it
        e. Learn from the instructor on how he uses B2B social media strategies to increase leads and generate new sales
        f. Learn why Facebook may not be the right B2B solution for your company
        g. Learn how to effectively listen in on Twitter and engage appropriately from a B2B standpoint
        h. Understand that people want to talk to people, not necessarily brands, and how to leverage that in a B2B environment
    Plus 7. Understanding the Types of Social Media
        a. What are social news sites and how do they work?
        b. What is the definition of social networking, and how does it relate to social media?
        c. What is social bookmarking, and is it right for you?
        d. What is social sharing?
        e. Learn how to create social events that make you stand out
        f. Why blogs are so important and what you need to know to make them successful
        g. Is microblogging for you?
        h. Do wikis and forums still work?
    Plus 8. Describe how to leverage video embedding within Marketing sites
        a. How to use YouTube insights for video analytics
        b. How to create content inside of YouTube for higher viral success
        c. Find out which tool works best when optimizing your YouTube video
        d. How YouTube search different from regular search terms and the tools to use for keyword research strategies
        e. Why content is not king in YouTube
        f. How to utilize all social networks to increase overall YouTube views
        g. The secret of using commenting in YouTube
        h. Metrics and tracking of YouTube videos
        i. How to create a YouTube following
        j. Learn techniques of the most successful viral videos on YouTube
    9. Understanding Geo Location goals and how they differ from other types of marketing goals
    Plus 10. Understand how to Manage Social Media in Your Department
        a. Who internally owns your social media strategy and execution
        b. How to effectively measure your social media results and what tools do that for you
        c. Where to look for the right people when building a social media team
        d. Learn ways on how to get buy in from executives on your social media plan
        e. How to choose a social media consultant
        f. Why not to let your agency tweet for you
        g. How to identify an outline social media reputation crisis and ways to deal with it
XI. Marketing Management Pathway (consolidated into knowledge areas of I - X)