| (a) General requirements. This course is recommended
for students in Grades 9-12. Recommended prerequisite: Principles
of Business, Marketing, and Finance or any marketing course. 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) Social Media Marketing is designed to look at
the rise of social media and how marketers are integrating social
media tools in their overall marketing strategy. The course will investigate
how the marketing community measures success in the new world of social
media. Students will manage a successful social media presence for
an organization, understand techniques for gaining customer and consumer
buy-in to achieve marketing goals, and properly select social media
platforms to engage consumers and monitor and measure the results
of these efforts.
(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 such as prioritizing
tasks, following schedules, and tending to goal-relevant activities
in ways that use time wisely and optimize efficiency and results;
and
(G) demonstrate leadership skills by participating
in career and technical student organizations.
(2) The student knows the nature and scope of social
media marketing. The student is expected to:
(A) differentiate between in-bound marketing and out-bound
marketing;
(B) explain the nature of in-bound marketing;
(C) identify the various social media platforms and
purposes;
(D) define social media marketing;
(E) identify and describe significant trends in the
development of social media;
(F) understand how the development of social media
has shaped online media and communications; and
(G) describe the social media marketing ecosystem and
its impact on traditional marketing strategy.
(3) The student knows the legalities, ethical implications,
and risks associated with social media marketing. The student is expected
to:
(A) apply legal boundaries and concepts affecting
social media;
(B) analyze ethical guidelines and codes of ethics
to explain how or why they are important to social media organizations;
(C) identify risk factors associated with social media
marketing;
(D) explain the concept of real-time marketing; and
(E) discuss the ramifications of real-time marketing.
(4) The student knows how to critically evaluate social
media and digital marketing tools. The student is expected to:
(A) evaluate and understand how social media has influenced
the function of marketing;
(B) evaluate and understand how social media has evolved
and influenced the way people communicate;
(C) analyze and evaluate the influence of social media
on individuals and how individuals influence social media; and
(D) identify potential risks, advantages, and limitations
of digital marketing tools.
(5) The student knows that strategic planning is essential
to the success of social media marketing. The student is expected
to:
(A) define the social media marketing process;
(B) understand participation as a key element of the
marketing mix;
(C) understand how to integrate social media marketing
into the Integrated Marketing Plan to promote brand/company awareness;
and
(D) develop a social media marketing plan.
(6) The student demonstrates how to use social media
as a marketing tool. The student is expected to:
(A) analyze, evaluate, and communicate information
effectively through the use of social networking platforms such as
Facebook, LinkedIn, and Twitter as marketing tools;
(B) analyze, evaluate, and communicate information
effectively through the use of social publishing platforms such as
Instagram, Pinterest, and Tumblr as marketing tools;
(C) analyze, evaluate, and communicate information
effectively through the use of social entertainment platforms such
as YouTube, Flickr, and Vine as marketing tools;
(D) analyze, evaluate, and communicate information
effectively through the use of social commerce platforms such as Groupon,
Yelp!, and 4Square as marketing tools; and
(E) analyze, evaluate, and communicate information
effectively through the use of emerging social media.
(7) The student knows how to use mobile marketing as
a marketing tool. The student is expected to:
(A) understand the nature and scope of mobile marketing;
(B) identify advantages and disadvantages of mobile
marketing; and
(C) demonstrate the ability to use mobile marketing
tools such as Short Message Service (SMS)/Multimedia Messaging Service
(MMS), Quick Response (QR) codes, mobile phone applications, and
mobile optimized websites.
(8) The student measures the success of a social media
marketing plan. The student is expected to:
(A) explain the role of social media in marketing research;
(B) understand the nature and scope of social media
analytics; and
(C) measure the success of social media marketing strategies
using analytics data.
(9) The student knows that a career in social media
marketing requires knowledge of the industry. The student is expected
to:
(A) research and describe careers in the field of social
media marketing; and
(B) research employment trends in the field of social
media marketing.
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