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)