Spreadsheet: 0e8d2bc9-5732-4077-bb6d-13c7df27c1e5
Sheet: Sheet1

Marketing, Sales and Service | Unnamed: 1 | Unnamed: 2 | Unnamed: 3 | Unnamed: 4 | Unnamed: 5
Pathway: Marketing Communications and Promotion
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPD01.01 | Professional Development | #5: Principles of Marketing Communications                        #6: Principles of Sales and Promotion                                   #7: Promotional Planning | Assess marketing communication and promotion career information to enhance opportunities for career success. | Analyze marketing communication and promotion careers to determine careers of interest. | Identify career opportunities in marketing communication and promotion.
 |  |  |  |  | Investigate the role and responsibilities of marketing communication and promotion employees.
 |  |  |  |  | Recognize factors that affect the scope of responsibilities of marketing communication and promotion employees.
 |  |  |  |  | Ascertain educational requirements for marketing communication and promotion careers.
 |  |  |  |  | Determine income ranges associated with marketing communication and promotion careers.
 |  |  |  |  | Assess working conditions associated with marketing communication and promotion careers.
 |  |  |  |  | Determine perquisites (perks) associated with marketing communication and promotion careers.
 |  |  |  |  | Describe the lifestyles of marketing communication and promotion employees.
 |  |  |  |  | Identify career paths in marketing communication and promotion careers.
 |  |  |  |  | Describe traits important to marketing communication and promotion success.
 |  |  |  |  | Assess the services provided by professional organizations in marketing communication and promotion.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Compare individual’s abilities, interests, and attitudes with those associated with marketing communication and promotion success to determine the match between the two. | Analyze desired lifestyle and that associated with marketing communication and promotion careers.
 |  |  |  |  | Discern between desired benefits and those associated with marketing communication and promotion careers.
 |  |  |  |  | Contrast personal characteristics with those associated with marketing communication and promotion success.
 |  |  |  |  | Examine similarities and differences between personal educational goals and educational requirements for marketing communication and promotion careers.
MKPD02.01 | Communication and Interpersonal Skills | #5: Principles of Marketing Communications | Employ communication and interpersonal skills to facilitate interactions with others. | Communicate with staff to clarify workplace objectives and maximize workflow. | Participate in meetings and problem-solving groups.
 |  |  |  |  | Resolve complaints.
 |  |  |  | Communicate and apply interpersonal skills to manage marketing communication and promotion activities. | Apply ethics to online communication.
 |  |  |  |  | Employ communication and interpersonal skills appropriate to the culture and audience.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPD03.01 | Business Administration | #7: Promotional Planning | Acquire foundational knowledge of marketing communication and promotion to understand its scope and impact on business. | Investigate the marketing communication and promotion industry to understand its background. | Describe the advertising industry.
 |  |  |  |  | Identify types of advertising agencies.
 |  |  |  |  | Explain departmental divisions of advertising agencies.
 |  |  |  |  | Identify reasons for changes occurring in marketing communication and promotion.
 |  |  |  |  | Recognize types of marketing communication and promotion activities.
 |  |  |  |  | Identify factors affecting the development and growth of the advertising industry.
 |  |  |  |  | Explain the economic and social effects of advertising.
 |  |  |  |  | Analyze the impact of technology on marketing communication and promotion.
 |  |  |  |  | Recognize the effects of international trade on marketing communication and promotion.
 |  |  |  |  | Identify issues and trends in marketing communication and promotion.
 |  |  |  |  | Determine types of technology needed by agency/ business.
 |  |  |  |  | Determine the impact of the Internet on marketing.
 |  |  |  |  | Identify issues and trends in e-commerce.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | 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.
 |  |  |  |  | Calculate amount of order/reorder.
 |  |  |  |  | Write purchase orders.
MKPD03.02 | Business Administration | #4: Advanced Business Technology Applications            #9: Integrated Marketing Communications | Apply technological tools in the workplace to expedite work flow and to prepare professional-looking materials. | Demonstrate basic desktop publishing functions to prepare promotional materials. | Identify examples of desktop publishing programs.
 |  |  |  |  | Recognize the capabilities of desktop publishing programs.
 |  |  |  |  | Determine the benefits of using desktop publishing software.
 |  |  |  |  | Employ elements of design in desktop publishing (i.e., lines, shapes, mass, texture, and color).
 |  |  |  |  | Apply principles of design when using desktop publishing (i.e., balance, proximity, alignment, repetition, contrast, and white space).
 |  |  |  |  | Identify considerations in selecting fonts/typefaces for use in documents.
 |  |  |  |  | Recognize the importance of desktop publishing planning.
 |  |  |  |  | Select grids to use in desktop publishing.
 |  |  |  |  | Scan images.
 |  |  |  |  | Wrap text around images.
 |  |  |  |  | Add color to document/image.
 |  |  |  |  | Employ repurposing tools.
 |  |  |  |  | Edit photographs.
 |  |  |  |  | Manipulate graphics to achieve desired image.
 |  |  |  |  | Arrange text and graphics on page.
 |  |  |  |  | Overlap graphics and text elements.
 |  |  |  |  | Add frame/box/border to a text document.
 |  |  |  |  | Prepare documents using desktop publishing program.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Integrate software applications to prepare professional-looking materials. | Identify situations in which integration of software applications is appropriate.
 |  |  |  |  | Move and copy information between applications.
 |  |  |  |  | Embed information in applications.
 |  |  |  |  | Link objects between applications.
 |  |  |  |  | Prepare documents that require software applications integration.
 |  |  |  | Recognize tools used in web site creation to understand their capabilities. | Recognize capabilities of web site creation tools.
 |  |  |  |  | Explain typography used in web site creation.
 |  |  |  |  | Identify graphics options for web site creation.
 |  |  |  |  | Describe navigation tools/requirements in web site creation.
 |  |  |  |  | Determine features/benefits of shopping carts.
 |  |  |  |  | Explain reasons and considerations in using hyperlinks and buttons on web pages.
 |  |  |  |  | Recognize the use of drop down menus.
 |  |  |  |  | Describe the use of site templates to facilitate page creation.
 |  |  |  |  | Determine the purpose of text editors.
 |  |  |  |  | Identify software applications that can be used to create mock-ups of web pages.
 |  |  |  |  | Compare and contrast the capabilities of software applications in web page creation.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPD03.03 | Business Administration | #7: Promotional Planning | Implement business ethics, regulations, and safeguards to protect the business and to create trust. | Apply ethics and regulations to protect an agency/business. | Implement managerial ethics.
 |  |  |  |  | Identify legal considerations in e-commerce.
 |  |  |  | Plan and implement security measures to minimize loss and to create trust. | Maintain data security.
 |  |  |  |  | Develop strategies to protect digital data.
 |  |  |  |  | Identify strategies for protecting business’s web site.
 |  |  |  |  | Identify strategies for protecting online customer transactions.
MKPD03.04 | Business Administration | #7: Promotional Planning | Use organizing, leading, and planning to manage marketing communication and promotion activities. | Organize work efforts and staff to enhance work flow. | Coordinate efforts of multifunctional teams.
 |  |  |  |  | Coordinate activities with other departments.
 |  |  |  | Lead staff to improve their job performance. | Recognize management’s role in the achievement of quality.
 |  |  |  |  | Mentor/coach staff members.
 |  |  |  | Plan and implement activities and strategies to guide staff. | Identify factors that affect planning.
 |  |  |  |  | Implement tactics to accomplish strategies.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPD04.01 | Marketing Communication and Promotion Activities | #9: Integrated Marketing Communications | Manage marketing communication and promotion activities to facilitate business’s development and growth and to contribute to customer satisfaction. | Acquire foundational knowledge of marketing communication and promotion activities to gain an understanding of their nature and scope. | Explain the nature and scope of marketing communication and promotion in the advertising industry.
 |  |  |  |  | Identify factors affecting international marketing communication and promotion.
 |  |  |  | Advertise to communicate with targeted audiences. | Describe the use of color in advertisements.
 |  |  |  |  | Develop advertising headlines.
 |  |  |  |  | Select illustrations for advertisements.
 |  |  |  |  | Determine copy strategies.
 |  |  |  |  | Select type style and font for advertisements.
 |  |  |  |  | Create advertising layouts.
 |  |  |  |  | Prepare advertisements.
 |  |  |  |  | Check advertising proofs.
 |  |  |  |  | Write direct-mail letters.
 |  |  |  |  | Compare and contrast online advertisements with traditional advertisements.
 |  |  |  |  | Explain e-mail marketing.
 |  |  |  |  | Write content to use on the Internet.
 |  |  |  |  | Explain e-mail marketing.
 |  |  |  |  | Execute targeted e-mails.
 |  |  |  |  | Select strategies for online advertising.
 |  |  |  |  | Develop direct advertising strategies.
 |  |  |  |  | Conceptualize web site design/components.
 |  |  |  |  | Pre-test advertising.
 |  |  |  |  | Measure media audience.
 |  |  |  |  | Select advertising media.
 |  |  |  |  | Select placement of advertisements.
 |  |  |  |  | Buy advertising time/space.
 |  |  |  |  | Schedule media.
 |  |  |  |  | Conduct advertising tracking studies.
 |  |  |  |  | Evaluate effectiveness of advertising.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Conduct publicity and public relations to create goodwill and to remind others about business activities. | Obtain publicity.
 |  |  |  |  | Coordinate news releases.
 |  |  |  |  | Analyze costs/benefits of company participation in community activities.
 |  |  |  |  | Create interactive public relations.
 |  |  |  |  | Develop a public relations plan.
 |  |  |  | Employ sales promotion activities to inform or remind others. | Recognize the use of slogans in sales promotion.
 |  |  |  |  | Create promotional signs.
 |  |  |  |  | Design company brochures.
 |  |  |  |  | Develop sales packets for clients.
 |  |  |  |  | Design catalogs.
 |  |  |  |  | Design frequency marketing program.
 |  |  |  |  | Analyze use of specialty promotions.
 |  |  |  |  | Create online sales promotions.
 |  |  |  |  | Develop a sales promotion plan.
 |  |  |  | Manage promotional activities and staff to expedite work, to coordinate activities, and to maximize the value of marketing communication and promotion. | Select techniques for promoting web sites.
 |  |  |  |  | Use past advertisements to aid in promotional planning.
 |  |  |  |  | Select techniques to improve online response rates.
 |  |  |  |  | Predict and control promotional expenditures.
 |  |  |  |  | Prepare promotional budgets.
 |  |  |  |  | Employ a computerized promotional budget system.
 |  |  |  |  | Develop an advertising campaign.
 |  |  |  |  | Develop promotional plan for a business.
 |  |  |  |  | Incorporate e-commerce considerations into promotional plan.
 |  |  |  |  | Select strategies for delivering promotional materials to clients.
 |  |  |  |  | Determine effectiveness of promotional efforts.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
MKPD05.01 | Marketing Functions | #11: Media Buying and Planning | Manage marketing activities to facilitate business development and growth. | Utilize distribution knowledge and skill to manage supply-chain activities. | Interpret channel strategies.
 |  |  |  |  | Select channels of distribution.
 |  |  |  |  | Evaluate channel members.
 |  |  |  | Employ financial knowledge and skill to make business decisions. | Identify strategies for electronic payment.
 |  |  |  |  | Explain the importance of business credit.
 |  |  |  |  | Identify risks associated with obtaining business credit.
 |  |  |  |  | Recognize sources of business financing.
 |  |  |  |  | Explain loan evaluation criteria used by lending institutions.
 |  |  |  |  | Determine financing needed for business operations.
 |  |  |  |  | Complete loan application package.
 |  |  |  | Manage marketing information to make business decisions. | Recognize privacy issues in e-commerce.
 |  |  |  |  | Identify data available through online tracking methods.
 |  |  |  |  | Use web site tracking methods for decision making.
 |  |  |  |  | Employ online marketing research tools/techniques to collect primary and secondary data.
 |  |  |  |  | Maintain customer database.
 |  |  |  |  | Recognize the value of data mining in marketing communication and promotion.
 |  |  |  |  | Use results of data mining to make marketing decisions.
 |  |  |  |  | Develop customer/client profile.
 |  |  |  |  | Assess trading areas.
 |  |  |  |  | Identify factors to consider when selecting a business site.
 |  |  |  |  | Conduct location feasibility study.
 |  |  |  |  | Implement target marketing for marketing communication and promotion activities.
 |  |  |  |  | Identify online target market.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Manage pricing strategies to maximize return and meet customers’ perceptions of value. | Identify factors affecting marketing communication and promotion services prices.
 |  |  |  |  | Set prices for marketing communications and promotion services.
 |  |  |  | Manage product/service management activities to assist in obtaining, developing, maintaining, and improving a product/service mix that responds to market opportunities. | Describe marketing communication and promotion services.
 |  |  |  |  | Maintain/update web site.
 |  |  |  |  | Identify customization strategies for e-commerce activities.
 |  |  |  |  | Evaluate effectiveness of advertising services.
 |  |  |  |  | Select personalization strategies for 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.
 |  |  |  |  | Develop strategies to position product/business.
 |  |  |  |  | Evaluate e-customer experience.
Code | Topic | Course | Knowledge and Skill | Performance Element | Measurement Criteria
 |  |  | (CONTINUED) | Manage the sales function to determine client needs and wants and to respond through planned, personalized communication. | Identify unique aspects of Internet sales.
 |  |  |  |  | Recognize the nature of customer support for online sales.
 |  |  |  |  | Determine strategies for online customer support.
 |  |  |  |  | Explain the use of brand names in selling.
 |  |  |  |  | Distinguish between online consumer and organizational buying behavior.
 |  |  |  |  | Develop a plan for online suggestion selling.
 |  |  |  |  | Train sales staff in use of the Internet.
 |  |  |  |  | Analyze technology for use in the sales function.
 |  |  |  |  | Develop plan for selling online.
 |  | Additional Recommended CTE/Degree Major Courses:
 |  | #3: Marketing
 |  | #8: Principles of Marketing Research
 |  | #10: Consumer Behavior
 |  | #12: International Marketing