FCPS Program of Studies

Career and Technical Ed Curriculum

Marketing

Students examine activities in marketing and business important for success in marketing employment and postsecondary education. Students will learn how products are developed, branded, and sold to businesses and consumers. Students will analyze industry trends and gain hands-on experience in the marketing of goods, services, and ideas. Topics will include professionalism in the workplace, product planning and positioning, promotion, pricing, selling, economic issues, and the impact of technology on the marketplace.

Teachers are to incorporate Virginia’s Workplace Readiness Skills, Virginia’s All Aspects of Industry elements, technology and global examples throughout the curriculum. Core Standards of Learning (SOL) in mathematics, science, English, and history/social science are enhanced by this course as identified. Computer/technology applications and DECA activities enhance the course. DECA, the co-curricular student organization, offers opportunities in leadership, community service, business partnerships and competitive events. The cooperative education method is available for this course. Students combine classroom instruction and supervised on-the-job training in an approved position with continuing supervision throughout the school year.

Last Updated: 07/23/10 06:23 PM

CTE.MKT

Standard 1

MARKETING COURSE

Benchmark 1.a

Understand How to Succeed in the Marketing Course

	Indicator 1.a.1
	Explain classroom policies, procedures and expectations

	Indicator 1.a.2
	Identify Internet safety issues and procedures

	Indicator 1.a.3
	Describe the cooperative education internship experience

CTE.MKT

Standard 2

PARTICIPATE IN A STUDENT ORGANIZATION

Benchmark 2.a

Learn About Opportunities of DECA and Competition

	Indicator 2.a.1
	Identify the purposes and goals of the student organization

	Indicator 2.a.2
	Explain the benefits & responsibilities of membership in organizations

	Indicator 2.a.3
	Demonstrate leadership skills

CTE.MKT

Standard 3

EXAMINE MARKETING AND BUSINESS

Benchmark 3.a

Develop a Basic Understanding of Marketing

	Indicator 3.a.1
	Define “marketing” and relevant vocabulary terms

	Indicator 3.a.2
	Explain the nature of business activities

	Indicator 3.a.3
	Explain the marketing concept and its historical development

	Indicator 3.a.4
	Explain the components of the marketing mix

	Indicator 3.a.5
	Identify the functions of marketing and their importance

	Indicator 3.a.6
	Describe trends in marketing

CTE.MKT

Standard 4

UNDERSTAND PRODUCT/SERVICE POSITIONING

Benchmark 4.a

Identify Terminology of Promotion & Relate Terms to Actual Situations

	Indicator 4.a.1
	Describe market identification, segmentation and competition

	Indicator 4.a.2
	Identify the target market of selected products/services

	Indicator 4.a.3
	Explain positioning and its relationship to a target market

	Indicator 4.a.4
	Determine the most effective retail outlets to for a selected product

CTE.MKT

Standard 5

DEVELOP PRODUCT/SERVICE PLANNING SKILLS

Benchmark 5.a

Identify Product Planning Strategies & Incorporate Product Life Cycle

	Indicator 5.a.1
	Identify the role of product/service planning in marketing

	Indicator 5.a.2
	Describe types of product mix strategies

	Indicator 5.a.3
	Describe product life cycles

	Indicator 5.a.4
	Identify steps of new product development

	Indicator 5.a.5
	Explain the importance of features and benefits in product planning

	Indicator 5.a.6
	Describe the importance of branding in marketing

	Indicator 5.a.7
	Explain the difference between brand name and brand

	Indicator 5.a.8
	Explain the use of national and private brand names in marketing

	Indicator 5.a.9
	Identify the functions of product packaging

CTE.MKT

Standard 6

COMMUNICATING IN THE WORKPLACE

Benchmark 6.a

Demonstrate Abilities of Proper Business Communication

	Indicator 6.a.1
	Define communications and the communication model

	Indicator 6.a.2
	Demonstrate the effects of nonverbal communication

	Indicator 6.a.3
	Demonstrate telephone etiquette

	Indicator 6.a.4
	Identify techniques to improve listening skills

	Indicator 6.a.5
	Demonstrate online etiquette

	Indicator 6.a.6
	Write various types of basic business communications

CTE.MKT

Standard 7

DEVELOPING PROFESSIONALISM IN THE WORKPLACE

Benchmark 7.a

Identify Professional Behavior in the Workplace

	Indicator 7.a.1
	Demonstrate appropriate workplace behavior

	Indicator 7.a.2
	Describe the importance of diversity within the work environment

	Indicator 7.a.3
	Identify professional expectations of the workplace

	Indicator 7.a.4
	Demonstrate positive working relationships

	Indicator 7.a.5
	Use customers’ and managers’ feedback to improve performance

	Indicator 7.a.6
	Examine ethical behavior in the workplace

	Indicator 7.a.7
	Resolve customer and co-worker conflicts

CTE.MKT

Standard 8

UNDERSTANDING ECONOMICS

Benchmark 8.a

Develop a Basic Understanding of Economics

	Indicator 8.a.1
	Investigate the nature of economics, economic activities and resources

	Indicator 8.a.2
	Explain the effects of economic change on business and employment

	Indicator 8.a.3
	Describe the relationship between supply and demand & effect on price

	Indicator 8.a.4
	Compare different types of business ownership

	Indicator 8.a.5
	Compare and contrast economic systems

	Indicator 8.a.6
	Analyze the role of government in business and the economy

	Indicator 8.a.7
	Explain the role of profit in private enterprise

	Indicator 8.a.8
	Explain the effects of competition in profit/non-profit organizations

CTE.MKT

Standard 9

SEMESTER EXAM

Benchmark 9.a

Demonstrate an Understanding of Marketing Information

	Indicator 9.a.1
	Complete a semester exam/participate in a DECA event

	Indicator 9.a.2
	Introduce students to the options for other marketing courses

CTE.MKT

Standard 10

SELL PRODUCTS AND SERVICES

Benchmark 10.a

Identify the Types of Selling & the Relationship with Customer Service

	Indicator 10.a.1
	Identify various types of selling and the tools used for each

	Indicator 10.a.2
	Explain the importance of customer service

	Indicator 10.a.3
	Demonstrate positive customer service decision making

	Indicator 10.a.4
	Explain the functions of a planogram in selling merchandise

	Indicator 10.a.5
	Explain customer buying motives

	Indicator 10.a.6
	Demonstrate the selling process for a selected product or service

CTE.MKT

Standard 11

MARKET INFORMATION AND RESEARCH

Benchmark 11.a

Identify the Methods of Market Research

	Indicator 11.a.1
	Identify the role of marketing information and its importance

	Indicator 11.a.2
	Explain market research methods

	Indicator 11.a.3
	Identify the difference between primary and secondary research data

	Indicator 11.a.4
	Explain the role of ethics in marketing research

CTE.MKT

Standard 12

EXAMINE DISTRIBUTION

Benchmark 12.a

Understand Channels of Distribution and Their Effect on Cycles

	Indicator 12.a.1
	Explain the concept of distribution

	Indicator 12.a.2
	Identify the channels of distribution

	Indicator 12.a.3
	Discuss the different channels of distribution for products

CTE.MKT

Standard 13

UNDERSTAND RISK MANAGEMENT

Benchmark 13.a

Identify Types of Business Risk and the Importance of Managing Risk

	Indicator 13.a.1
	Explain the nature and types of business risk

	Indicator 13.a.2
	Describe methods for managing risk

CTE.MKT

Standard 14

PRICE PRODUCTS AND SERVICES

Benchmark 14.a

Determine How Products and Services are Priced by Companies

	Indicator 14.a.1
	Explain the key factors in determining selling price

	Indicator 14.a.2
	Explain the differences between pricing a good and a service

	Indicator 14.a.3
	Identify various pricing strategies and techniques

CTE.MKT

Standard 15

PROMOTE PRODUCTS AND SERVICES

Benchmark 15.a

Identify the Necessity of a Promotional Mix & How it is Used

	Indicator 15.a.1
	Examine the concept of the promotional mix

	Indicator 15.a.2
	Identify the promotional mix of an existing product or service

	Indicator 15.a.3
	Describe the technological tools/methods used to market goods/services

	Indicator 15.a.4
	Compare the benefits of various types of promotional media

	Indicator 15.a.5
	Prepare an advertisement that encompasses the marketing mix

	Indicator 15.a.6
	Create a press release

	Indicator 15.a.7
	Explain the concept of sales promotion

	Indicator 15.a.8
	Explain the concepts of push and pull

CTE.MKT

Standard 16

EXAMINE CAREER CHOICES

Benchmark 16.a

Examine Career Choices in Marketing/Business & Apply Job Search Skills

	Indicator 16.a.1
	Analyze personal interest, personality traits, and skills

	Indicator 16.a.2
	Research career opportunities in marketing

	Indicator 16.a.3
	Use various job search strategies

	Indicator 16.a.4
	Create an electronic resume

	Indicator 16.a.5
	Update a cover letter

	Indicator 16.a.6
	Complete a job application

	Indicator 16.a.7
	Complete an employment interview and follow-up

	Indicator 16.a.8
	Describe networking skills for professional development

	Indicator 16.a.9
	Develop a personal marketing plan

	Indicator 16.a.10
	Identify the purposes/types of employment tests & personality profiles

	Indicator 16.a.11
	Identify procedures to follow in resigning from a position

CTE.MKT

Standard 17

DEVELOP WORKPLACE READINESS SKILLS: PERSONAL QUALITIES & PEOPLE SKILLS

	Benchmark 17.001
	Demonstrate Positive Work Ethic

	Benchmark 17.002
	Demonstrate Integrity

	Benchmark 17.003
	Demonstrate Teamwork Skills

	Benchmark 17.004
	Demonstrate Self-Representation Skills

	Benchmark 17.005
	Demonstrate Diversity Awareness

	Benchmark 17.006
	Demonstrate Conflict-Resolution Skills

	Benchmark 17.007
	Demonstrate Creativity and Resourcefulness

CTE.MKT

Standard 18

DEVELOP WORKPLACE READINESS SKILLS: PROFESSIONAL KNOWLEDGE AND SKILLS

	Benchmark 18.008
	Demonstrate Effective Speaking and Listening Skills

	Benchmark 18.009
	Demonstrate Effective Reading and Writing Skills

	Benchmark 18.010
	Demonstrate Critical-Thinking and Problem-Solving Skills

	Benchmark 18.011
	Demonstrate Healthy Behaviors and Safety Skills

	Benchmark 18.012
	Demonstrate an Understanding of Workplace Organizations, Systems, etc.

	Benchmark 18.013
	Demonstrate Lifelong-Learning Skills

	Benchmark 18.014
	Demonstrate Job Acquisition and Advancement Skills

	Benchmark 18.015
	Demonstrate Time, Task, and Resource-Management Skills

	Benchmark 18.016
	Demonstrate Job-Specific Mathematics Skills

	Benchmark 18.017
	Demonstrate Customer-Service Skills

CTE.MKT

Standard 19

DEVELOP WORKPLACE READINESS SKILLS: TECHNOLOGY KNOWLEDGE AND SKILLS

	Benchmark 19.018
	Demonstrate Proficiency with Technologies Common to an Occupation

	Benchmark 19.019
	Demonstrate Information Technology Skills

	Benchmark 19.020
	Demonstrate an Understanding of Internet Use and Security Issues

	Benchmark 19.021
	Demonstrate Telecommunications Skills

CTE.MKT

Standard 20

UNDERSTAND ALL ASPECTS OF INDUSTRY

	Benchmark 20.022
	Examine Planning at Individual Business and Overall Industry Levels

	Benchmark 20.023
	Explain Management Methods

	Benchmark 20.024
	Examine Finance: Decisions, Raising Capital, Expansion, etc.

	Benchmark 20.025
	Describe Technical and Production Skills for Production Techniques

	Benchmark 20.026
	Examine Underlying Principles of Technology

	Benchmark 20.027
	Examine Labor Issues: Worker Rights, Labor Unions, etc.

	Benchmark 20.028
	Describe Community Issues

	Benchmark 20.029
	Examine Concepts of Health, Safety & Environmental Issues

CTE.MKT

Standard 21

ADDRESS ELEMENTS OF STUDENT LIFE

	Benchmark 21.030
	Identify the Purposes and Goals of the Student Organization

	Benchmark 21.031
	Explain the Benefits and Responsibilities of Organization Membership

	Benchmark 21.032
	Demonstrate Leadership Skills Through Participation in Activities

	Benchmark 21.033
	Identify Internet Safety Issues & Comply with Acceptable Use Standards

Essential - Standard, benchmark, or indicator from the VDOE Standards of Learning document. In the absence of VDOE standards for a given course, content subject to testing such as AP and IB can be labeled Essential.
Expected - Standard, benchmark, or indicator added by the FCPS Program of Studies to provide a context, a bridge, or an enhancement to the Essential SBIs.
Extended - Standard, benchmark, or indicator added by the FCPS Program of Studies generally used to differentiate instruction for advanced learners (Honors/GT)