2017 – 2018
Florida Department of Education
Curriculum Framework 

Program Title:	E-Commerce Marketing
Program Type:	Career Preparatory
Career Cluster:	Marketing, Sales & Service

PSAV	
Program Number	M899992	
CIP Number	0252020802	
Grade Level	30, 31	
Standard Length	450 hours	
Teacher Certification	Refer to the Program Structure section.	
CTSO	Collegiate DECA	
SOC Codes (all applicable) 	41-2031 – Retail Salespersons
15-1199 – Computer Occupations, All Other	
CTE Program Resources 	http://www.fldoe.org/academics/career-adult-edu/career-tech-edu/program-resources.stml	
Basic Skills Level	Mathematics:	9
Language:	9
Reading: 	9	

Purpose

This program offers a sequence of courses that provides coherent and rigorous content aligned with challenging academic standards and relevant technical knowledge and skills needed to prepare for further education and careers in the Marketing, Sales and Service career cluster; provides technical skill proficiency, and includes competency-based applied learning that contributes to the academic knowledge, higher-order reasoning and problem-solving skills, work attitudes, general employability skills, technical skills, and occupation-specific skills, and knowledge of all aspects of the Marketing, Sales and Service career cluster. 

The purpose of this program is to prepare students for employment or advanced training in the Electronic Commerce (e-Commerce) Marketing industry.  The content includes, but is not limited to, employability skills, selling techniques, public relations and publicity, event planning and execution, and licensing, sponsorship, and endorsements.

Additional Information relevant to this Career and Technical Education (CTE) program is provided at the end of this document.

Program Structure

This program is a planned sequence of instruction consisting of two occupational completion points.

This program is comprised of courses which have been assigned course numbers in the SCNS (Statewide Course Numbering System) in accordance with Section 1007.24 (1), F.S.  Career and Technical credit shall be awarded to the student on a transcript in accordance with Section 1001.44(3)(b), F.S.

To teach the courses listed below, instructors must hold at least one of the teacher certifications indicated for that course.

The following table illustrates the postsecondary program structure:

OCP	Course Number	Course Title	Teacher Certification	Length	SOC Code	
A	MKA0432	Salesperson, Retail	ADVR PROM 7G
BUS ED 1 
MKTG 1
MKTG MGMT @7 7G
RETAILING @7 7G
TC COOP ED @7
WHOLESAL 7G	300 hours	41-2031	
B	MKA0455	(E-Commerce) Computer Specialist	BUS ED 1 @2
MKTG 1
MKTG MGMT @7 7G
RETAILING @7 7G	150 hours	15-1199	

Common Career Technical Core – Career Ready Practices

Career Ready Practices describe the career-ready skills that educators should seek to develop in their students.  These practices are not exclusive to a Career Pathway, program of study, discipline or level of education.  Career Ready Practices should be taught and reinforced in all career exploration and preparation programs with increasingly higher levels of complexity and expectation as a student advances through a program of study. 

1. Act as a responsible and contributing citizen and employee. 

2. Apply appropriate academic and technical skills. 

3. Attend to personal health and financial well-being. 

4. Communicate clearly, effectively and with reason. 

5. Consider the environmental, social and economic impacts of decisions. 

6. Demonstrate creativity and innovation. 

7. Employ valid and reliable research strategies. 

8. Utilize critical thinking to make sense of problems and persevere in solving them. 

9. Model integrity, ethical leadership and effective management. 

10. Plan education and career path aligned to personal goals. 

11. Use technology to enhance productivity. 

12. Work productively in teams while using cultural/global competence. 

Standards

After successfully completing this program, the student will be able to perform the following:

01.0	Demonstrate human relations skills necessary for success in marketing occupations.
02.0	Demonstrate proficiency in applying communication and technology skills.
03.0	Demonstrate proficiency in applying math skills unique to marketing.
04.0	Identify economic principles.
05.0	Identify marketing and business fundamentals.
06.0	Identify effective selling techniques and procedures.
07.0	Select a marketing industry for career planning.
08.0	Demonstrate applications of distribution for the selected marketing industry.
09.0	Demonstrate applications of financing for the selected marketing industry.
10.0	Demonstrate applications of product/service planning for the selected marketing industry.
11.0	Demonstrate applications of marketing information management for the selected marketing industry.
12.0	Demonstrate pricing applications for the selected marketing industry.
13.0	Demonstrate promotion applications for the selected marketing industry.
14.0	Demonstrate purchasing applications for the selected marketing industry.
15.0	Demonstrate applications of safety and risk management for the selected marketing industry. 
16.0	Demonstrate applications of selling for the selected marketing industry.
17.0	Demonstrate an understanding of entrepreneurship.
18.0	Identify the uses of technology in marketing.
19.0	Discuss the Internet as a marketing tool.
20.0	Conduct a marketing analysis.
21.0	Develop a marketing-oriented website.
22.0	Identify and implement marketing support activities.
23.0	Manage an e-Commerce marketing campaign.
24.0	Apply entrepreneurial concepts to e-Commerce marketing.
25.0	Analyze global trends in the e-Commerce marketing industry.
26.0	Apply a career plan to e-Commerce marketing.

2017 – 2018
Florida Department of Education
Student Performance Standards

Program Title:	E-Commerce Marketing
PSAV Number:	M899992

Course Number:  MKA0432 
Occupational Completion Point:  A
Salesperson, Retail – 300 Hours – SOC Code 41-2031	
01.0	Demonstrate human relations skills necessary for success in marketing occupations – the student will be able to:	
01.01	Demonstrate ability to work cooperatively with team members, supervisors, and customers from diverse cultural backgrounds.  	
01.02	Define and discuss issues involving gender equity, disability, and age.  	
01.03	Demonstrate interpersonal skills (e.g., courtesy, loyalty, being a team player).  	
01.04	Identify and define friendliness, adaptability, empathy, and politeness as relates to business.  	
01.05	Define the concepts of integrity, credibility, reliability, and perseverance. 	
01.06	Demonstrate personality traits important to business (e.g., interest, enthusiasm, honesty, responsibility, flexibility).	
01.07	Maintain a professional personal appearance and attitude.	
01.08	Demonstrate the ability to use creative problem solving, decision-making, and critical thinking strategies.  	
01.09	Demonstrate self-management, initiative, and multitasking.	
01.10	Explain the concepts of self-knowledge, self-esteem, and self-image.  	
01.11	Demonstrate professional behavior and etiquette.  	
01.12	Demonstrate respect for the opinions, customs, and individual differences of others.  	
01.13	Set personal and career goals and develop a plan of action to achieve those goals.  	
01.14	Identify areas where personal and professional change and adjustment may be necessary.  	
01.15	Demonstrate the ability to offer and to accept feedback.  	
01.16	Identify and practice stress management and relaxation techniques.	
01.17	Recognize the importance of maintaining confidentiality in business matters.	
01.18	Support and follow company policies and procedures (e.g., attendance, tardiness, returns).	
01.19	Develop and demonstrate the human relations skills needed for successful entry and progress in the occupation selected by the student as a career objective. 	
02.0	Demonstrate proficiency in applying communication and technology skills – the student will be able to:	
02.01	Identify and apply effective workplace communication skills (e.g., verbal, nonverbal, written, electronic). 	
02.02	Demonstrate the ability to read and comprehend written communications.	
02.03	Identify a variety of forms of written business communications utilized in the workplace.  	
02.04	Identify a variety of internal and external business communications utilized in the workplace.	
02.05	Demonstrate the ability to speak effectively to customers/clients, co-workers, supervisors, and vendors using appropriate grammar and terminology.  	
02.06	Discuss the importance of developing networking skills to expand business contacts.  	
02.07	Prepare and deliver a business-related presentation.  	
02.08	Demonstrate active listening strategies that improve understanding and performance.  	
02.09	Describe positive customer relations.  	
02.10	Demonstrate conflict and dispute resolution techniques.  	
02.11	Identify means of nonverbal communication.  	
02.12	Demonstrate effective telephone and e-mail techniques and etiquette/netiquette in a business situation.  	
02.13	Discuss methods of resolving customer complaints.  	
02.14	Interpret business policies to customers/clients.  	
02.15	Discuss the importance of providing clear directions, descriptions, and explanations.  	
02.16	Demonstrate the ability to locate, understand, and interpret information found in trade journals, manuals, graphs, schedules, charts, diagrams, and Internet resources.  	
02.17	Explain how the Internet, technological advances, and computer software programs continue to shape the field of marketing and increase business productivity. 	
02.18	Identify types of computer applications and explain how these applications are used in business and marketing.  	
03.0	Demonstrate proficiency in applying math skills unique to marketing – the student will be able to:	
03.01	Perform addition, subtraction, multiplication, division, ratios, and percentage problems as related to the marketing industry.  	
03.02	Apply problem-solving techniques to sales-related transactions (cash, checks, debit cards, credit cards, discounts, layaway, COD, returns, gift certificates, and automatic fee withdrawals).  	
03.03	Interpret quantitative information from tables, charts, and graphs as related to the workplace.  	
03.04	Demonstrate ability to make change correctly. 	
03.05	Calculate tax, gratuity, commission, and miscellaneous charges.  	
03.06	Demonstrate the ability to collect, organize, and interpret data; predict outcomes relative to opening and closing procedures for a point-of-sale (POS) terminal. 	
03.07	Collect and analyze sales information to determine stock turnover and stock-to-sales ratio.  	
03.08	Apply standard industry formulas to determine markup and markdown on merchandise.  	
03.09	Apply mathematical concepts to complete purchase orders, invoices, packing slips, and shipping and handling charges.  	
03.10	Analyze standard industry formulas relative to discount date and due date to determine the amount of payment on an invoice.  	
03.11	Identify components of a break-even analysis.	
03.12	Compute and analyze a break-even point.	
04.0	Identify economic principles – the student will be able to:	
04.01	Explain the concepts of economics and determine economic activities and the types of economic indicators used to measure the economy. 	
04.02	Explain the concept of economic goods and services.  	
04.03	Explain the concept of economic resources and the scarcity of resources.  	
04.04	Explain the concept of utility (form, place, time, possession, information).  	
04.05	Explain the concept of "supply and demand."  	
04.06	Explain the concept of price.	
04.07	Identify, compare, and contrast major types of economic systems.  	
04.08	Explain the relationship between government and business.	
04.09	Explain the concept of private enterprise and business ownership.  	
04.10	Explain the role of profit motive.  	
04.11	Explain the concept of risk.  	
04.12	Explain the concept of competition and recognize the government regulations monitoring competition.	
04.13	Explain the concept of productivity and the factors of production needed to produce goods and services.  	
04.14	Identify components of the Gross National Product (GNP) and the Gross Domestic Product (GDP).  	
04.15	Explain the function of the Federal Reserve Board.  	
05.0	Identify marketing and business fundamentals – the student will be able to:	
05.01	Define marketing and its benefits.  	
05.02	Explain the purpose and scope of marketing in a free enterprise system.  	
05.03	Identify and explain the four foundations of marketing and describe each marketing core function. 	
05.04	Explain how each component of the marketing mix contributes to marketing.  	
05.05	Compare and contrast consumer and organizational markets.  	
05.06	Explain the relationship of marketing to business and the economy (e.g., SWOT analysis – strength, weakness, opportunity, threat).	
05.07	Describe how marketers use knowledge of the market to sell products.	
05.08	Discuss major fields of business activity (extractive, subcontracting, manufacturing, wholesaling, retailing, services, cottage industries, urban street sales, e-Commerce). 	
05.09	Explain marketing strategies and marketing concepts.  	
05.10	Differentiate between mass marketing and market segmentation. 	
05.11	Explain the importance and techniques of offering the right merchandising blend.  	
05.12	Explain the nature of channels of distribution.  	
05.13	Explain the elements that allow development of a marketing plan (e.g., research, advertising, public relations, direct and indirect marketing, promotions, merchandising, distribution).  	
05.14	Explain the “4 P’s” of marketing: price, place, promotion, and product.  	
05.15	Define and analyze a target market.  	
05.16	Discuss the roles e-Commerce and social networking play in the marketing of goods and services.  	
05.17	Explain network marketing (multilevel marketing) and how it differs from a pyramid scheme.  	
05.18	Discuss the role of federal regulatory agencies [e.g., Food and Drug Administration (FDA), Consumer Product Safety Commission (CPSC), Environmental Protection Agency (EPA), Securities and Exchange Commission (SEC), Federal Trade Commission (FTC), Occupational Safety and Health Administration (OSHA)].  	
06.0	Identify effective selling techniques and procedures – the student will be able to:	
06.01	Explain the purpose, principles, and importance of selling and how it relates to the marketing concept.	
06.02	Identify qualities of a professional sales associate and the responsibilities of sales management. 	
06.03	Identify an effective sales presentation for a target market; include steps of a sale, consumer buying motives, approaches through greeting, merchandise, and service, proper time to approach a customer to open sale, feature-benefit analysis, building and closing the sale, and suggestion and substitution selling.	
06.04	Handle different customer types and analyze how customers make buying decisions.	
06.05	Discuss the importance of meeting specialized sales needs and describe legal and ethical sales issues. 	
06.06	Describe the importance of analyzing sales trends and the use of current technologies, including CRM to the sales function.	
06.07	Analyze the use of websites, social media, email, and customer loyalty programs to maintain a customer database.  	
07.0	Select a marketing industry for career planning – the student will be able to:	
07.01	Identify current employment opportunities in marketing-related fields.  	
07.02	Identify sources of information for career planning.  	
07.03	Conduct in-depth career research including requirements for entry and advancement, career ladders, and opportunities related to the career field.  	
07.04	Explain the duties, responsibilities, required skills and knowledge for a particular career in the marketing industry.  	
07.05	Identify the advantages and disadvantages of a particular career in marketing.	
07.06	Complete self-assessments and an analysis of lifestyle goals and career aspirations.  	
07.07	Develop an individualized education and career plan related to a major marketing field.  	
07.08	Write a job description for a selected marketing occupation.	
08.0	Demonstrate applications of distribution for the selected marketing industry – the student will be able to:	
08.01	Explain the concepts and processes needed to move, store, locate, and/or transfer ownership of goods and services. 	
08.02	Explain the concepts of physical distribution and transportation systems related to the industry.  	
08.03	Identify and analyze appropriate transportation services for the industry. 	
08.04	Develop appropriate plans utilizing the channels of distribution for the selected marketing industry. 	
08.05	Demonstrate skills required for materials and service management.	
08.06	Analyze information related to routing and tracking merchandise.	
08.07	Explain the relationship between customer service and distribution.  	
09.0	Demonstrate applications of financing for the selected marketing industry – the student will be able to:	
09.01	Explain the financial concepts used in making business decisions.  	
09.02	Explain the concept of financial administration.  	
09.03	Explain the difference between income (credit) and expense (debit).	
09.04	Describe and prepare a cash-flow statement.  	
09.05	Identify various types of credit policies and procedures.	
09.06	Explain the purposes and importance of credit.  	
09.07	Identify the positive and negative impacts of using credit in marketing situations and understand the legislation affecting credit.  	
09.08	Compare and contrast the use of different credit applications, types of credit accounts, and the differences between debit and credit cards.  	
09.09	Analyze industry concepts of price, profit, competition, and productivity.  	
09.10	Calculate exchange rates.  	
10.0	Demonstrate applications of product/service planning for the selected marketing industry – the student will be able to:	
10.01	Explain the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.  	
10.02	Explain the steps involved in decision-making (e.g., assessment, planning, implementation design, and evaluation).  	
10.03	Explain the importance of product and service technology as it relates to customer satisfaction.  	
10.04	Identify sources of product knowledge.  	
10.05	Demonstrate awareness of impact of current and emergent technologies on life-roles, lifestyles, careers, and marketing occupations. 	
10.06	Explain product and service quality as applicable to grades and industry standards.  	
10.07	Discuss product-liability risks.	
10.08	Explain warranties and guarantees.   	
10.09	Develop a product/service plan for a marketing area.	
10.10	Describe factors used by marketers to position products/business. 	
10.11	Identify the stages and impact of product life cycle.  	
11.0	Demonstrate applications of marketing information management for the selected marketing industry – the student will be able to:	
11.01	Explain the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.  	
11.02	Explain the process of marketing information management.	
11.03	Explain the nature and scope of marketing operations. 	
11.04	Demonstrate knowledge of inventory control systems and shipping and receiving procedures.	
11.05	Identify procedures for the use of technology to gather information.  	
11.06	Utilize appropriate marketing information management forms.  	
12.0	Demonstrate pricing applications for the selected marketing industry – the student will be able to:	
12.01	Explain concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value.  	
12.02	Explain pricing objectives, policies, and strategies. 	
12.03	Explain price-marking techniques.  	
12.04	Explain procedures for changing prices.  	
12.05	Demonstrate decision-making skills required for determining pricing relative to the competition.  	
12.06	Demonstrate problem-solving skills required when considering profit and price.  	
13.0	Demonstrate promotion applications for the selected marketing industry – the student will be able to:	
13.01	Explain the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome.  	
13.02	Identify types of promotion used in the industry.	
13.03	Discuss the importance of advertising media and the role of digital and social media in advertising.  	
13.04	Explain the purposes and elements of advertising and display.	
13.05	Explain the impact on and uses of the Internet and Intranet in marketing products and services.  	
13.06	Use advertising guidelines to design appropriate media sample ads (e.g., print, radio, television, Internet).  	
13.07	Use design principles to prepare such merchandise/service displays as windows, endcaps, kiosks, and point of sale signs.  	
13.08	Write a promotional message to appeal to a target market. 	
13.09	Develop a sales promotion plan for a marketing organization.	
13.10	Demonstrate public relations techniques as used in the marketing industry.	
13.11	Design a website to promote a product or service.  	
14.0	Demonstrate purchasing applications for the selected marketing industry – the student will be able to:	
14.01	Explain the relationship between stock turnover and purchasing. 	
14.02	Demonstrate proper purchasing procedures.	
14.03	Explain different types of purchasing situations.	
14.04	Demonstrate techniques used to obtain the best terms when negotiating a purchase.  	
14.05	Demonstrate use of the forms required for purchasing.	
14.06	Evaluate merchandise or services using industry standards or company assessments.  	
15.0	Demonstrate applications of safety and risk management for the selected marketing industry – the student will be able to:	
15.01	Explain how a lack of knowledge and/or skill can cause accidents and health hazards in the workplace.  	
15.02	Explain how anger, worry, drugs, alcohol, fatigue, and illness can cause accidents.  	
15.03	Describe actions that various agencies take to prevent accidents on the job.  	
15.04	Demonstrate an understanding of environmental problems that impact health and safety.  	
15.05	Explain procedures for handling and reporting accidents. 	
15.06	Identify security procedures for the marketing industry.	
15.07	Identify techniques for preventing security problems, including the correct procedures for recognizing and monitoring potential shoplifters.  	
15.08	Identify the procedures used to prevent internal theft and embezzlement.  	
15.09	Explain the nature and scope of risk management.	
15.10	Identify various types of business risks.	
15.11	Describe ways businesses can manage risks, including purchasing insurance.	
16.0	Demonstrate applications of selling for the selected marketing industry – the student will be able to:	
16.01	Explain the concepts and actions needed to determine client needs and wants and develop a personalized communication that will influence purchase decisions and enhance future business opportunities. 	
16.02	Describe the appropriate relationship between buyer and seller.  	
16.03	Demonstrate sales knowledge of industry, company, products, and competition.  	
16.04	Analyze potential prospects and customer buying behavior.	
16.05	Analyze the importance of communication and listening to create a positive buying climate.  	
16.06	Identify sales techniques to aid customers/clients in making buying decisions.  	
16.07	Create a sales presentation using presentation software.	
16.08	Identify strategies to build and maintain a clientele. 	
16.09	Explain the purpose and goal of the selling function and how it relates to the marketing concept.	
16.10	Explain the steps in a sale and how to handle objections.	
17.0	Demonstrate an understanding of entrepreneurship – the student will be able to:	
17.01	Define entrepreneurship.	
17.02	Identify, explain, compare, and contrast the different types of business ownership (sole-proprietorship, partnership, corporation, franchise, licensing).  	
17.03	Discuss the role of the entrepreneur in the domestic and global economy. 	
17.04	Discuss entrepreneurship as a career choice (e.g., characteristics, aptitudes, skills necessary to be a successful entrepreneur).  	
17.05	Understand the importance of small business in various economies.	
17.06	Read and reconcile financial statements.  	
17.07	Discuss the four parts of a business (production, finance, marketing, customer service).  	
17.08	Analyze current entrepreneurial trends in the marketplace. 	
17.09	Discuss the importance of ethics in business.  	
17.10	Identify the strategies and methods for generating a business idea. 	
17.11	Outline the legal steps involved in planning a new business.  	
17.12	Identify the types and sources of government regulations and taxation that may affect a business.  	
17.13	Describe the advantages and risks of entrepreneurship.	
18.0	Identify the uses of technology in marketing – the student will be able to:	
18.01	Explain the importance and uses of computers and the Internet in marketing.  	
18.02	Utilize word processing software to create a career/industry-related document.  	
18.03	Perform data entry procedures (e.g., payroll, inventory control).	
18.04	Perform merchandising math data entry procedures (e.g., stock turnover, mark-up, mark-down, open-to-buy, pricing, invoicing).  	
18.05	Demonstrate marketing spreadsheet data entry and output procedures.  	
18.06	Utilize spreadsheet software to enhance decision-making skills. 	
18.07	Utilize integrated software programs to generate marketing reports and solve marketing problems.  	
	
Course Number:  MKA0455
Occupational Completion Point:  B
(E-Commerce) Computer Specialist – 150 Hours – SOC Code 15-1199	
19.0	Discuss the Internet as a marketing tool – the student will be able to:	
19.01	Define the Internet and industry-related terms (e.g., protocol, ISP, URL, bandwidth).  	
19.02	Identify services the Internet provides (e.g., file transfer protocol, news lists, e-mail).	
19.03	Identify advantages and disadvantages of marketing on the Internet (e.g., cost, accessibility).  	
19.04	Identify forms of communication (e.g., website, e-mail, newsgroups, chat rooms).  	
19.05	Identify the differences between unsolicited commercial messages and opt-in e-mail.  	
19.06	Discuss the political, ethical and legal issues of using the Internet.   	
19.07	Define and discuss netiquette. 	
19.08	Discuss the history of the Internet and emerging trends.  	
19.09	Discuss security issues (e.g., firewalls, hacking, viruses, e-Commerce).  	
19.10	Discuss the social impact of the Internet (e.g., commerce, relationships, gathering personal research, validity of data).  	
19.11	Discuss demographics of Internet users.  	
19.12	Demonstrate the principles of navigating a web browser.	
19.13	Discuss and utilize search engines.	
19.14	Discuss the criteria for selecting an Internet Service Provider (ISP) based on bandwidth, host capabilities, and other aspects.	
19.15	Identify the process for securing a domain name. 	
19.16	Discuss copyright and registered trademark issues in securing a domain name.  	
19.17	Explain the use of mobile devices and smart televisions in e-Commerce.	
19.18	Explain the use of databases for e-Commerce marketing.	
20.0	Conduct a marketing analysis – the student will be able to:	
20.01	Compare and contrast e-Commerce marketing options for a variety of products. 	
20.02	Assess current e-Commerce product marketing efforts (e.g., direct marketing, cable, print, media, newspaper).  	
20.03	Develop a product business plan (e.g., sales revenue projection, expenses, cash flow, profit). 	
20.04	Identify products best suited for Internet marketing.	
20.05	Identify the target market for a selected product.	
20.06	Determine the optimal message delivery method.	
20.07	Research and analyze current marketing methods; include those methods used by the competition.	
20.08	Determine legal issues that may affect online marketing (e.g., location of buyer/seller, privacy issues, collecting and paying sales taxes across state or international borders, emerging Internet laws).	
20.09	Compare and contrast Internet law with traditional business law.  	
20.10	Conduct a cost analysis.	
20.11	Select the best Internet marketing method(s).	
20.12	Conduct a formal presentation of a market analysis and recommended solutions (e.g., to supervisor, to client).	
21.0	Develop a marketing-oriented website – the student will be able  to:	
21.01	Research and analyze software and hardware requirements.	
21.02	Develop and test market a storyboard for the message; interpret test market results and make design modifications.	
21.03	Design text and corresponding multimedia elements required for a storyboard (e.g., graphics, audiovisual).	
21.04	Create website content.	
21.05	Test the website for effectiveness (e.g., loading, graphics, view from different browsers, link integrity).	
21.06	Establish security measures (e.g., firewalls, backups, virus protection).	
21.07	Analyze e-Commerce solutions for back-end management.	
22.0	Identify and implement marketing support activities – the student will be able to:	
22.01	Identify the role of websites in the marketing mix (e.g., marketing department, human resources, public relations, customer service and support, database references, file transfer protocol, sales, newsletters).  	
22.02	Develop a potential customer database (e.g., demographics, purchase preferences, address, e-mail).	
22.03	Define push technology and identify products or services appropriate for push technology advertising.  	
22.04	Subscribe to outside groups to enhance presence.	
22.05	Identify sites for a linking strategy and determine associated costs.	
22.06	Identify steps for establishing e-Commerce (e.g., securing credit card services, implementing security, database, setting up shopping cart software, electronic malls).	
22.07	Identify processes to improve visibility in search engines.	
22.08	Establish means to identify a customer base and marketing profile (e.g., surveys, hit counters, on-site registration, log-in data analysis).	
23.0	Manage an e-Commerce marketing campaign – the student will be able to:	
23.01	Determine methods for promoting a universal resource locator (URL).	
23.02	Determine appropriate search engines for listing a URL (e.g., industry specific, news group related, general).	
23.03	Determine methods to register with a selected search engine (e.g., manual, securing a service).	
23.04	Discuss strategies for improving visibility in search engines (e.g., meta tags, titling, keyword repetition).	
23.05	Establish and manage links with other sites, including reciprocal links.	
23.06	Discuss the viability of banner advertising.  	
23.07	Determine methods to generate hit analysis data.	
23.08	Calculate and analyze site effectiveness (e.g., statistical hits, click-throughs).	
23.09	Compose updates based on analysis results (e.g., streamline graphics, add meta tags).	
23.10	Publicize e-Commerce marketing through non-Internet means (e.g., mail, press releases, letters, TV, networking).	
23.11	Express the importance of establishing customer service guidelines (e.g., communication skills, tech support, follow-through, seeking prospects, availability of chat rooms).  	
23.12	Discuss the search engine interface, the purpose of robots, and types of robots.	
23.13	Discuss page rank (PR) and the search engine results page (SERP).	
23.14	Discuss keyword versus key phrase and the benefits of each type.	
23.15	Understand the concept of meta tags and the importance of meta tags in the marketing of a website.	
23.16	Establish methods to incorporate target market keywords into meta tags.	
23.17	Discuss the importance of a sitemap and how it relates to search engine marketing.	
23.18	Understand methods for optimization to ensure the site and all pages are indexed by search engines. 	
24.0	Apply entrepreneurial concepts to e-Commerce marketing – the student will be able to:	
24.01	Describe the importance of entrepreneurship to related industries.  	
24.02	Discuss the impact of Internet entrepreneurs.	
24.03	List the advantages and disadvantages of ownership of an Internet business.  	
24.04	Identify risks involved in ownership of an Internet-related business.	
24.05	Develop a business plan to establish an Internet-related business or develop a creative marketing research project.	
25.0	Analyze global trends in the e-Commerce marketing industry – the student will be able to:	
25.01	Identify global marketing trends in e-Commerce.	
25.02	Analyze the impact of Internet marketing on traditional marketing methods.  	
25.03	Analyze multicultural influences on global Internet marketing trends. 	
25.04	Discuss the risks of marketing across international borders (e.g., legal, distribution issues).  	
25.05	Discuss the impact of Electronic Data Interchange (EDI) on e-Commerce.  	
25.06	Discuss the impact of e-Commerce and social networking on the business world and job market (e.g., automatic sourcing, EDI).  	
25.07	Explain the impact of the shift of the purchasing function from the supplier to the purchaser.  	
26.0	Apply a career plan to e-Commerce marketing – the student will be able to:	
26.01	Develop a plan for pursuing a specific career in Internet marketing; include training and educational requirements, skills and abilities, and steps for reaching career goals in the chosen career.	
26.02	Demonstrate the competencies required at the career-sustaining level in a chosen marketing position.	
26.03	Demonstrate proficiency in software and hardware related to the student’s selected marketing career plan.	
26.04	Develop forms of documentation (including electronic résumés) for inclusion in a marketing career portfolio.	
26.05	Discuss the changing hardware and software environment as it applies to e-Commerce marketing.  	

Additional Information

Laboratory Activities

Laboratory investigations that include scientific inquiry, research, measurement, problem solving, emerging technologies, tools and equipment, as well as, experimental, quality, and safety procedures are an integral part of this career and technical program/course. Laboratory investigations benefit all students by developing an understanding of the complexity and ambiguity of empirical work, as well as the skills required to manage, operate, calibrate and troubleshoot equipment/tools used to make observations. Students understand measurement error; and have the skills to aggregate, interpret, and present the resulting data. Equipment and supplies should be provided to enhance hands-on experiences for students. 

Special Notes

MyCareerShines is an interactive resource to assist students in identifying their ideal career and to enhance preparation for employment. Teachers are encouraged to integrate this resource into the program curriculum to meet the employability goals for each student.  Access MyCareerShines by visiting: www.mycareershines.org.

Career and Technical Student Organization (CTSO)

Collegiate DECA is the intercurricular career and technical student organization(s) providing leadership training and reinforcing specific career and technical skills. Career and Technical Student Organizations provide activities for students as an integral part of the instruction offered. 

Cooperative Training – OJT

On-the-job training is appropriate but not required for this program.  Whenever offered, the rules, guidelines, and requirements specified in the OJT framework apply. 

Basic Skills (if applicable)

In PSAV programs offered for 450 hours or more, in accordance with Rule 6A-10.040, F.A.C., the minimum basic skills grade levels required for postsecondary adult career and technical students to complete this program are:  Mathematics 9, Language 9, and Reading 9.These grade level numbers correspond to a grade equivalent score obtained on a state designated basic skills examination.  

Adult students with disabilities, as defined in Section 1004.02(7), Florida Statutes, may be exempted from meeting the Basic Skills requirements (Rule 6A-10.040). Students served in exceptional student education (except gifted) as defined in s. 1003.01(3)(a), F.S., may also be exempted from meeting the Basic Skills requirement.  Each school district and Florida College must adopt a policy addressing procedures for exempting eligible students with disabilities from the Basic Skills requirement as permitted in Section 1004.91(3), F.S.

Students who possess a college degree at the Associate of Applied Science level or higher; who have completed or are exempt from the college entry-level examination; or who have passed a state, national, or industry licensure exam are exempt from meeting the Basic Skills requirement (Rule 6A-10.040, F.A.C.)  Exemptions from state, national or industry licensure are limited to the certifications listed on the Basic Skills and Licensure Exemption List which may be accessed from the CTE Program Resources page.

Accommodations

Federal and state legislation requires the provision of accommodations for students with disabilities to meet individual needs and ensure equal access. Postsecondary students with disabilities must self-identify, present documentation, request accommodations if needed, and develop a plan with their counselor and/or instructors. Accommodations received in postsecondary education may differ from those received in secondary education. Accommodations change the way the student is instructed. Students with disabilities may need accommodations in such areas as instructional methods and materials, assignments and assessments, time demands and schedules, learning environment, assistive technology and special communication systems. Documentation of the accommodations requested and provided should be maintained in a confidential file.

Note: postsecondary curriculum and regulated secondary programs cannot be modified.

Additional Resources

For additional information regarding articulation agreements, Bright Futures Scholarships, Fine Arts/Practical Arts Credit and Equivalent Mathematics and Equally Rigorous Science Courses please refer to:
http://www.fldoe.org/academics/career-adult-edu/career-tech-edu/program-resources.stml