| (a) General requirements. This course is recommended
for students in Grades 11 and 12. Prerequisite: one credit from the
courses in the Marketing Career Cluster. Recommended prerequisite:
Practicum in Marketing. Students shall be awarded two credits 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) In Advanced Marketing, students will gain knowledge
and skills that help them become proficient in one or more of the
marketing functional areas. Students will illustrate appropriate management
and research skills to solve problems related to marketing. This course
covers technology, communication, and customer-service skills.
(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) demonstrate 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 activities such as career and technical student organizations.
(2) The student develops a project on a topic related
to the field of marketing and uses in-depth research to present findings.
The student is expected to:
(A) identify a topic to investigate or research;
(B) consult with an expert to investigate and discover
possible solutions to an issue; and
(C) present findings to an audience that includes experts
in the field.
(3) The student knows the concepts of market and market
identification. The student is expected to:
(A) perform a market analysis;
(B) conduct a strengths, weaknesses, opportunities,
and threats (SWOT) analysis for use in the marketing planning process;
and
(C) create a marketing plan.
(4) The student understands the roles of management.
The student is expected to:
(A) differentiate among levels of management;
(B) compare and contrast management styles;
(C) identify effective recruitment, selection, training
and development, and performance evaluation techniques;
(D) demonstrate an understanding of the process used
to train and monitor employees to ensure compliance with laws, regulations,
and self-regulatory measures;
(E) model techniques to use in difficult customer relations
situations; and
(F) analyze factors involved in facilities design,
maintenance, and improvement.
(5) The student identifies the need for professional
and career development. The student is expected to:
(A) identify types of media available such as LinkedIn
and industry-specific publications; and
(B) explain the role of professional organizations
and networking.
(6) The student integrates listening, reading, speaking,
writing, and nonverbal communication skills effectively. The student
is expected to:
(A) communicate effectively in a business management
setting; and
(B) understand appropriate protocol in a business meeting.
(7) The student knows the importance of emerging trends
and technologies in marketing. The student is expected to:
(A) discuss trends affecting marketing; and
(B) research emerging technologies in marketing.
(8) The student knows the impact and value of diversity.
The student is expected to:
(A) portray how cultural diversity affects marketing;
and
(B) discover legal responsibilities regarding diversity.
(9) The student identifies international economic factors
that affect marketing planning. The student is expected to:
(A) identify strategies for entering international
markets;
(B) illustrate cultural, economic, and political factors
to consider when engaging in international trade;
(C) distinguish between imports and exports;
(D) explain the interdependence of nations;
(E) analyze advantages and disadvantages of international
trade;
(F) determine the impact of global trade on business
decision making;
(G) describe the determinants of exchange rates and
their effects on the domestic economy;
(H) discuss the impact of cultural and social environments
on global trade; and
(I) interpret labor issues associated with global trade.
(10) The student identifies marketing research as a
specific inquiry to solve a problem. The student is expected to:
(A) express the importance of marketing research;
(B) describe areas of marketing research such as advertising,
product, market, and sales;
(C) explain the purpose of test marketing;
(D) identify trends affecting marketing research; and
(E) communicate benefits and limitations of marketing
research.
(11) The student knows the components of the marketing
research process in order to analyze demand, forecast sales, and make
other decisions. The student is expected to:
(A) state the marketing research process;
(B) identify methods of collecting data;
(C) describe ways technology is used in research;
(D) design and implement a study;
(E) analyze and interpret data collected;
(F) develop a research report; and
(G) make recommendations based on the research report.
(12) The student knows the importance of branding and
extended product features. The student is expected to:
(A) define branding elements;
(B) distinguish between warranties and guarantees;
and
(C) design a product package, brand, and label.
(13) The student analyzes the laws and regulations
that affect products. The student is expected to:
(A) differentiate among laws, regulations, and self-regulatory
measures for products; and
(B) clarify how business is affected by government
regulation of consumer protection.
(14) The student knows that public relations and publicity
can be used to promote a business or organization. The student is
expected to:
(A) prepare publicity materials;
(B) distinguish among activities that would encourage
positive public relations; and
(C) analyze potential impact of publicity and offer
possible strategies for dealing with the impact.
(15) The student knows that the purchasing process
occurs in a continuous cycle. The student is expected to:
(A) explain the process of identifying needs;
(B) describe the process of selecting suppliers and
sources;
(C) explain the negotiation process;
(D) explain how goods and services are ordered; and
(E) distinguish strategies used in evaluating purchases.
(16) The student knows that a buying plan identifies
products to be offered for sale for a particular period of time. The
student is expected to:
(A) describe and calculate merchandising-related discounts;
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