Spreadsheet: 20d4bed5-0346-4cd5-b568-a6e9846ae4aa
Sheet: Sheet1

Marketing, Sales and Service | Unnamed: 1 | Unnamed: 2 | Unnamed: 3 | Unnamed: 4 | Unnamed: 5
Pathway: E-Marketing
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPG01.01 | Career Development | #5: Introduction to E-Marketing | Assess e-marketing career information to enhance opportunities for career success. | Analyze e-marketing careers to determine careers of interest. | Describe e-marketing’s impact on business.
 |  |  |  |  | Identify career opportunities in e-marketing.
 |  |  |  |  | Ascertain educational requirements/backgrounds of e-marketers.
 |  |  |  |  | Determine income ranges for e-marketers.
 |  |  |  |  | Determine perquisites (perks) associated with e-marketing.
 |  |  |  |  | Describe the lifestyles of e-marketers.
 |  |  |  |  | Explain the personal characteristics associated with e-marketing success.
 |  |  |  | Compare individual’s abilities, interests, and attitudes with those associated with e-marketing success to determine the match between the two. | Analyze desired lifestyle and that associated with e-marketing.
 |  |  |  |  | Discern between desired benefits and those associated with e-marketing.
 |  |  |  |  | Contrast personal characteristics with those associated with e-marketing success.
 |  |  |  |  | Examine similarities and differences between personal educational goals and educational requirements for e-marketing.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPG02.01 | E-Business Administration | #5: Introduction to E-Marketing | Acquire foundational knowledge of the Internet and e-commerce to understand its scope and impact on business and the economy. | Investigate the retail industry to explore the relationship between retailing and e-commerce. | Identify reasons for changes occurring in retailing.
 |  |  |  |  | Determine classifications of retailers.
 |  |  |  |  | Ascertain advantages/disadvantages associated with each classification of retailer.
 |  |  |  |  | Identify types of non-store retailers.
 |  |  |  |  | Explain the growth of non-store retailing.
 |  |  |  |  | Compare e-commerce with traditional commerce.
 |  |  |  |  | Determine issues and trends in retailing that impact e-commerce.
 |  |  |  | Explore the relationship between e-commerce and the Internet to understand the role of the Internet in e-commerce. | Identify the process that enables different types of computers and different operating systems to communicate with each other.
 |  |  |  |  | Recognize factors that affect the speed of an Internet connection.
 |  |  |  |  | Describe Internet-access options.
 |  |  |  |  | Explain the key components of the Internet.
 |  |  |  |  | Discuss the primary applications of the Internet (e.g., network communications, market intelligence, promotion, etc.).
 |  |  |  |  | Differentiate among e-commerce models.
 |  |  |  |  | Identify competitive advantages provided by the Internet.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Analyze the economic impact of e-commerce. | Determine investment opportunities associated with e-commerce.
 |  |  |  |  | Discuss the results of media spending for e-commerce.
 |  |  |  |  | Recognize the relationship between e-commerce and inflation.
 |  |  |  |  | Determine the impact of e-commerce on a business’s efficiency and effectiveness.
 |  |  |  | Ascertain the impact of e-commerce on international trade to understand the global marketplace. | Identify considerations in communicating with an international market.
 |  |  |  |  | Analyze factors affecting a business’s ability to sell to an international market.
 |  |  |  |  | Determine how e-commerce enables small businesses to compete internationally with large businesses.
 |  |  |  | Determine the impact of the Internet on marketing to determine the Internet’s usefulness in carrying out marketing activities. | Distinguish between the WWW and the Internet.
 |  |  |  |  | Compare and contrast the advantages/disadvantages of using e-mail as a marketing tool.
 |  |  |  |  | Determine the advantages/disadvantages of the WWW as a marketing tool.
 |  |  |  |  | Recognize the importance of Internet-use policies.
 |  |  |  |  | Scrutinize the impact of the Internet on each of the marketing functions.
 |  |  |  | Compare and contrast in-store merchandising with online merchandising to determine their similarities and differences. | Distinguish between merchandising and marketing.
 |  |  |  |  | Ascertain the importance of merchandising to retailers and to e-tailers.
 |  |  |  |  | Distinguish between merchandising for brick-and-mortar retailers and for online retailers.
 |  |  |  |  | Identify merchandising activities.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Identify the impact of the Internet on a business’s purchasing activities to appreciate the value added by the Internet. | Investigate the online purchasing process.
 |  |  |  |  | Identify ways that the Internet facilitates purchasing activities.
 |  |  |  |  | Determine constraints associated with online purchasing.
 |  |  |  | Place orders/reorders to maintain appropriate levels of materials/equipment/supplies. | Identify factors to consider when placing orders/reorders.
 |  |  |  |  | Describe the use of smart cards in placing orders/reorders.
 |  |  |  |  | Identify the components of purchase orders.
 |  |  |  |  | Calculate amount of order/reorder.
MKPG02.02 | E-Business Administration | #5: Introduction to E-Marketing | Implement e-business ethics, regulations, and safeguards to protect the business and to create trust. | Apply ethics and government regulations to protect the e-business. | Take ethical actions with online communications.
 |  |  |  |  | Identify legal considerations in e-commerce.
 |  |  |  |  | Record and report sales tax, when appropriate.
 |  |  |  | Secure company and customer data to minimize loss and to create trust. | Identify strategies for protecting business’s web site.
 |  |  |  |  | Select strategies for protecting online customer transactions.
MKPG02.03 | E-Business Administration | #5: Introduction to E-Marketing | Acquire needed skills to create a web presence. | Employ technological tools to create a web presence. | Demonstrate basic desktop publishing functions.
 |  |  |  |  | Integrate software applications.
 |  |  |  |  | Identify tools used in web site creation.
 |  |  |  |  | Explain basic programming languages.
 |  |  |  |  | Identify capabilities of Internet/Web programming.
 |  |  |  |  | Select Web host.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPG02.04 | E-Business Administration | #5: Introduction to E-Marketing | Organize, control and plan work efforts to manage e-business activities. | Organize work to facilitate e-business success. | Develop an e-commerce project plan.
 |  |  |  | Control costs to minimize expenses and maximize return. | Identify costs associated with e-commerce.
 |  |  |  |  | Determine return on investment (ROI) for e-commerce.
 |  |  |  | Plan an e-business to maximize return and minimize expense. | Incorporate e-commerce considerations into a business plan.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPG03.01 | Marketing Functions | #9: E-Business Development and Growth                                                 #12: Advanced Appplications of E-Marketing | Manage marketing activities to facilitate e-business development and growth. | Utilize distribution knowledge and skill to manage supply-chain activities. | Explain distribution issues and trends in e-commerce.
 |  |  |  |  | Process incoming merchandise.
 |  |  |  |  | Resolve problems with incoming shipments.
 |  |  |  |  | Process returned/damaged product.
 |  |  |  |  | Establish receiving schedules.
 |  |  |  |  | Store merchandise.
 |  |  |  |  | Select appropriate storage equipment.
 |  |  |  |  | Plan storage space.
 |  |  |  |  | Explain the nature of e-CRM.
 |  |  |  |  | [NAME] orders.
 |  |  |  |  | Select best shipping method.
 |  |  |  |  | Analyze shipping needs.
 |  |  |  |  | Analyze capabilities of electronic business systems to facilitate order fulfillment.
 |  |  |  |  | Assess order fulfillment processes.
 |  |  |  |  | Maintain inventory levels.
 |  |  |  |  | Complete inventory counts.
 |  |  |  |  | Plan/organize inventory counts.
 |  |  |  |  | Describe inventory control systems.
 |  |  |  |  | Identify types of unit inventory control systems.
 |  |  |  |  | Determine inventory shrinkage.
 |  |  |  |  | Maintain inventory control systems.
 |  |  |  |  | Develop inventory control systems.
 |  |  |  |  | Develop collaborative relationships with channel members.
 |  |  |  |  | Establish system for processing dead/excess merchandise.
 |  |  |  |  | Value inventory (LIFO, FIFO).
 |  |  |  |  | Evaluate inventory (stock turnover, gross margin, return on inventory, open to buy).
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Employ financial knowledge and skill to make e-business decisions. | Identify strategies for electronic payment.
 |  |  |  | Manage marketing-information to make e-business decisions. | Explain privacy issues in e-commerce.
 |  |  |  |  | Identify data available through online tracking methods.
 |  |  |  |  | Use online marketing research tools/techniques to collect primary data.
 |  |  |  |  | Maintain customer database.
 |  |  |  |  | Explain the use of data mining.
 |  |  |  |  | Use results of data mining to make marketing decisions.
 |  |  |  |  | Use web site tracking methods for decision-making.
 |  |  |  |  | Identify online target market.
 |  |  |  |  | Incorporate e-commerce considerations into marketing plan.
 |  |  |  | Acquire knowledge of e-pricing strategies to maximize return and meet customers’ perceptions of value. | Describe the impact of the Internet on pricing decisions.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Obtain, develop, maintain, and improve a product/service mix to respond to market opportunities. | Maintain/update web site.
 |  |  |  |  | Explain the use of customization strategies in e-commerce activities.
 |  |  |  |  | Identify personalization strategies for use in e-commerce activities.
 |  |  |  |  | Optimize business’s web site placement with major search engines and directories.
 |  |  |  |  | Use the Internet to build brand equity.
 |  |  |  |  | Identify customer service issues in e-commerce.
 |  |  |  |  | Evaluate e-customer experience.
 |  |  |  |  | Explain the nature of merchandise plans (budgets).
 |  |  |  |  | Plan stock.
 |  |  |  |  | Plan reductions.
 |  |  |  |  | Plan purchases.
 |  |  |  |  | Determine what to buy.
 |  |  |  |  | Determine quantities to buy.
 |  |  |  |  | Determine when to buy.
 |  |  |  |  | Plan gross margin.
 |  |  |  |  | Prepare merchandise plan (budget).
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Utilize promotional knowledge and skill for communicating information to achieve a desired outcome. | Describe online advertisements.
 |  |  |  |  | Explain e-mail marketing.
 |  |  |  |  | Write content for use on the Internet.
 |  |  |  |  | Execute targeted e-mails.
 |  |  |  |  | Select strategies for online advertising.
 |  |  |  |  | Create interactive public relations.
 |  |  |  |  | Identify sales promotion techniques for e-commerce.
 |  |  |  |  | Select techniques for promoting web site.
 |  |  |  |  | Select techniques to improve online response rate.
 |  |  |  |  | Incorporate e-commerce into promotional plan.
 |  |  |  | Manage the e-sales function to determine client needs and wants and to respond through planned, personalized communication. | Identify unique aspects of Internet sales.
 |  |  |  |  | Describe customer support for online sales.
 |  |  |  |  | Manage online customer support.
 |  |  |  |  | Determine strategies for online customer support.
 |  |  |  |  | Recognize the use of brand names in selling.
 |  |  |  |  | Distinguish between online consumer and organizational buying behavior.
 |  |  |  |  | Develop a plan for online suggestion selling.
 |  |  |  |  | Evaluate online prospects.
 |  |  |  |  | Train sales staff in use of the Internet.
 |  |  |  |  | Develop plan for selling online.
 |  | Additional Recommended CTE/Degree Major Courses:
 |  | #3: Principles of Sales and Promotion
 |  | #4: Marketing
 |  | #6: Principles of Marketing Research
 |  | #7: Principles of Sales Management
 |  | #8: Principles of Marketing Communications
 |  | #10: Principles of Merchandising
 |  | #11: Consumer Behavior
 |  | #13: International Marketing