| (a) General requirements. This course is recommended
for students in Grades 9-12. Recommended prerequisite: Principles
of Business, Marketing, and Finance. Students shall be awarded one-half
credit for successful completion of this course.
(b) Introduction.
(1) Career and technical education instruction provides
content aligned with challenging academic standards and relevant technical
knowledge and skills for students to further their education and succeed
in current or emerging professions.
(2) The Marketing Career Cluster focuses on planning,
managing, and performing marketing activities to reach organizational
objectives.
(3) Advertising is designed as a comprehensive introduction
to the principles and practices of advertising. Students will gain
knowledge of techniques used in current advertising, including print,
broadcast, and digital media. The course explores the social, cultural,
ethical, and legal issues of advertising, historical influences, strategies,
media decision processes as well as integrated marketing communications,
and careers in advertising and sales promotion. The course provides
an overview of how communication tools can be used to reach target
audiences and increase consumer knowledge.
(4) Students are encouraged to participate in extended
learning experiences such as career and technical student organizations
and other leadership or extracurricular organizations.
(5) Statements that contain the word "including" reference
content that must be mastered, while those containing the phrase "such
as" are intended as possible illustrative examples.
(c) Knowledge and skills.
(1) The student demonstrates professional standards/employability
skills as required by business and industry. The student is expected
to:
(A) communicate effectively with others using speaking,
listening, and writing skills;
(B) demonstrate collaboration skills through teamwork;
(C) demonstrate professionalism by conducting oneself
in a manner appropriate for the profession and workplace;
(D) demonstrate a positive, productive work ethic
by performing assigned tasks as directed;
(E) show integrity by choosing the ethical course of
action and complying with all applicable rules, laws, and regulations;
(F) demonstrate time-management skills by prioritizing
tasks, following schedules, and tending to goal-relevant activities
in a way that uses time wisely and optimizes efficiency and results;
and
(G) demonstrate leadership skills, teamwork, and communication
skills by participating in career and technical education courses.
(2) The student knows the importance of marketing as
well as the functions of marketing. The student is expected to:
(A) recognize marketing functions and how they relate
to advertising;
(B) explain how each component of the marketing mix
contributes to successful advertising;
(C) identify the importance of target markets; and
(D) research trends affecting advertising marketing.
(3) The student knows the impact and value of diversity.
The student is expected to:
(A) examine elements of culture and discuss the need
for understanding cultural diversity; and
(B) identify how diversity affects advertising strategy.
(4) The student knows the nature and scope of advertising
marketing. The student is expected to:
(A) demonstrate knowledge of the history of advertising
as an industry and how it relates to today's marketplace;
(B) discuss major environmental influences that impact
advertising;
(C) research the advantages and disadvantages of the
types of advertising; and
(D) illustrate how international marketing affects
the advertising industry.
(5) The student knows that advertising requires knowledge
of demographics. The student is expected to:
(A) explain how the use of demographics has influenced
the industry;
(B) differentiate between buying habits and buying
preferences; and
(C) explain the impact of multiculturalism and multigenerationalism
on advertising marketing activities.
(6) The student knows that a career in advertising
requires knowledge of the industry. The student is expected to:
(A) research careers in the advertising industry;
(B) identify businesses related to advertising; and
(C) identify the role of professional organizations,
trade associations, and labor unions in the advertising industry.
(7) The student understands the importance of selling
in the advertising industry. The student is expected to:
(A) explain how selling contributes to the success
of an advertising agency; and
(B) employ the steps of selling, including prospecting,
pre-approach, approach, presentation, overcoming objections, close,
and follow-up.
(8) The student evaluates and uses information resources
to research careers in advertising and sales. The student is expected
to:
(A) use multimedia resources such as the Internet to
research careers in advertising and sales; and
(B) identify businesses related to advertising and
sales.
(9) The student develops and delivers presentations
using appropriate media to engage and inform audiences. The student
is expected to:
(A) prepare oral presentations to provide information
for specific purposes and audiences;
(B) identify and prepare support materials that will
enhance an oral presentation; and
(C) deliver an oral presentation that sustains listener
attention and interest.
(10) The student knows the marketing-information system.
The student is expected to:
(A) explain characteristics and purposes of a marketing-information
system;
(B) identify benefits and limitations of marketing
research; and
(C) analyze data used to make accurate forecasts.
(11) The student knows pricing policies, objectives,
and strategies. The student is expected to:
(A) compare and contrast pricing policies; and
(B) analyze the price of an advertising marketing product.
(12) The student knows the elements and processes of
product planning. The student is expected to:
(A) describe stages of new-product planning;
(B) analyze product mix; and
(C) identify stages of the product life cycle for new
or existing advertising marketing plans.
(13) The student knows that successful marketers must
develop, implement, and evaluate a promotional plan. The student is
expected to:
(A) identify components of the promotional mix such
as advertising, visual merchandising, and personal selling;
(B) demonstrate visual merchandising techniques for
advertising marketing goods, services, or ideas; and
(C) analyze a promotional plan for effectiveness.
(14) The student knows how technology affects advertising.
The student is expected to:
(A) examine how social media contributes to advertising;
and
(B) research the use of technology in advertising.
(15) The student understands how media planning should
achieve marketing objectives. The student is expected to:
(A) compare and contrast the different forms of media;
and
(B) distinguish between the four components of marketing,
including paid, earned, shared, and owned (PESO).
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