2014 – 2015
Florida Department of Education
Curriculum Framework 

Program Title:	Marketing Operations 
Career Cluster:	Marketing, Sales & Service

CCC	
CIP Number	0252140111	
Program Type	College Credit Certificate (CCC)	
Program Length	30 credit hours	
CTSO	College DECA	
SOC Codes (all applicable) 	41-1011 – First-Line Supervisors of Retail Sales Workers	
Targeted Occupation List	http://www.labormarketinfo.com/wec/TargetOccupationList.htm	
Perkins Technical Skill Attainment Inventory	http://www.fldoe.org/workforce/perkins/perkins_resources.asp 	
Statewide Articulation	http://www.fldoe.org/workforce/dwdframe/artic_frame.asp 	

Purpose

This certificate program is part of the Marketing Management AS degree program (1252140100). 

A College Credit Certificate consists of a program of instruction of less than sixty (60) credits of college-level courses, which is part of an AS or AAS degree program and prepares students for entry into employment (Rule 6A-14.030, F.A.C.).

The purpose of this program is to prepare students for employment as advertising and display specialists, marketing, advertising, public relations manager (13011013), public relations specialists (34008191), or to provide supplemental training for persons previously or currently employed in these occupations.  The content should include, but not be limited to, advertising and displaying of merchandise and managing this function.

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. 

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

Standards

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

01.0	Demonstrate the human relations skills necessary for success in promotion.
02.0	Demonstrate the ability to communicate skillfully.
03.0	Perform merchandising math operations unique to products and services marketing.
04.0	Demonstrate knowledge of the principles of promotion.
05.0	Demonstrate knowledge of advertising.
06.0	Demonstrate knowledge of display.
07.0	Demonstrate knowledge of basic economic principles.
08.0	Demonstrate knowledge of public relations.
09.0	Demonstrate knowledge of personal selling.
10.0	Demonstrate knowledge of management functions.
11.0	Demonstrate an understanding of entrepreneurship.

2014 – 2015
Florida Department of Education
Student Performance Standards

Program Title:	Marketing Operations
CIP Numbers:	0252140111
Program Length:	30 credit hours
SOC Code(s):		41-1011

This certificate program is part of the Marketing Management AS degree program (1252140100).  At the completion of this program, the student will be able to:
 	
01.0	Demonstrate the human relations skills necessary for success in promotion--The student will be able to:	
01.01	Discuss the importance of such interpersonal skills as punctuality, initiative, courtesy, loyalty, and honesty.	
01.02	Discuss the importance of being able to work cooperatively with others.	
01.03	Explain the importance of good human relations skills.	
01.04	Outline the steps in effective problem-solving and decision making.	
01.05	Discuss the importance of professional grooming and dress.	
02.0	Demonstrate the ability to communicate skillfully--The student will be able to:	
02.01	Describe the importance of clear and concise writing.	
02.02	Demonstrate a proficiency in the effective use of speech and vocabulary.	
02.03	Explain the importance of good listening skills.	
02.04	Discuss the role communications play in marketing.	
02.05	Demonstrate the components of the communication process.	
02.06	Demonstrate effective written communication skills.	
02.07	Demonstrate effective oral communication skills.	
03.0	Perform merchandising math operations unique to products and services marketing--The student will be able to:	
03.01	Perform addition, subtraction, multiplication, and division.	
03.02	Complete problems using percentages, decimals and fractions.	
04.0	Demonstrate knowledge of the principles of promotion--The student will be able to:	
04.01	Define promotion.	
04.02	State the purposes of promotion.	
04.03	Explain the importance of promotion in a free enterprise system.	
04.04	Explain the role of promotion in marketing.	
04.05	List and define the elements of the promotional mix.	
04.06	List factors which can affect the promotional mix.	
04.07	List purposes of retail promotion.	
04.08	Discuss the limitations of retail promotion.	
05.0	Demonstrate knowledge of advertising--The student will be able to:	
05.01	Explain the role of advertising in the promotional mix.	
05.02	Describe how advertising creates demand.	
05.03	Discuss the importance of identifying the "market".	
05.04	Recall the market classifications of advertising.	
05.05	Identify the parts of an written advertisement.	
05.06	Prepare a written ad layout.	
05.07	Identify the various advertising media.	
05.08	Evaluate and select the proper medium to carry the advertising message.	
06.0	Demonstrate knowledge of display--The student will be able to:	
06.01	Identify and describe the elements of display design.	
06.02	Name and describe the principles of display design.	
06.03	List sources of display ideas.	
06.04	Explain the effect of color on customer buying decisions.	
06.05	Name the "appeals" that should be considered when selecting merchandise for display.	
06.06	List the objectives of display.	
06.07	List the steps involved in planning and setting up a display.	
06.08	Define: display requisition, display planning calendar, display planning budget, functional prop, decorative prop.	
06.09	List factors that should be considered when evaluating a completed display.	
06.10	Explain the difference between promotional displays and institutional displays.	
07.0	Demonstrate a knowledge of basic economic principles--The student will be able to:	
07.01	Explain the role of marketing in the free enterprise system.	
07.02	List and compare the three major types of economic systems.	
07.03	Describe the channels of distribution.	
07.04	Identify and discuss economic resources.	
07.05	Discuss the role of the consumer in the free enterprise system.	
07.06	Define the concept "supply and demand".	
07.07	Identify and define the functions of marketing	
07.08	Identify and define the four types of product utility.	
07.09	Identify and explain the elements in the marketing mix (price, product, promotion, and place).	
07.10	Differentiate between the three basic categories of consumer goods (convenience, shopping, and specialty).	
07.11	Name current trends that have developed in retailing.	
07.12	List the major components of Gross National Product.	
08.0	Demonstrate knowledge of public relations--The student will be able to:	
08.01	Define public relations.	
08.02	List the objective of public relations.	
08.03	Identify the groups that a public relations campaign is designed to reach.	
09.0	Demonstrate knowledge of personal selling--The student will be able to:	
09.01	State the importance of personal selling skills as a retail function.	
09.02	Define and state the essentials of a sales presentation.	
09.03	Identify the steps of the selling process.	
09.04	Explain the purpose of the pre-approach.	
09.05	List and explain the various approach categories.	
09.06	Explain how listening, questioning, and observation skills can help the salesperson determine wants and needs.	
09.07	Explain the importance of the demonstration.	
09.08	Identify the major types of customer objections and techniques that can be used to overcome them.	
09.09	Identify the natural process involved in closing a sale.	
09.10	Explain various techniques for closing a sale.	
09.11	Define and explain suggestion selling.	
10.0	Demonstrate knowledge of management functions--The student will be able to:	
10.01	Explain the importance of good human relations skills in managing personnel.	
10.02	Identify the qualities of a good leader.	
10.03	Understand the functions of management.	
10.04	Describe how the work of managers is different from that of other employees.	
10.05	Identify the basic elements to be considered in organizing work.	
10.06	Describe the importance of assigning duties, delegating authority, and evaluating the completed work.	
11.0	Demonstrate an understanding of entrepreneurship--The student will be able to:	
11.01	Define entrepreneurship.	
11.02	Describe the importance of entrepreneurship to the American economy.	
11.03	List the advantages and disadvantages of business ownership.	
11.04	Identify the risks involved in ownership of a business.	
11.05	Identify the necessary personal characteristics of a successful entrepreneur.	
11.06	Identify the business skills needed to operate a small business efficiently and effectively.	

Additional Information

Laboratory Activities

Laboratory activities are an integral part of this program.  These activities include instruction in the use of safety procedures, tools, equipment, materials, and processes related to these occupations.  Equipment and supplies should be provided to enhance hands-on experiences for students. 

Special Notes

Career and Technical Student Organization (CTSO)

Collegiate DECA is the appropriate career and technical student organization for 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.  The activities of such organizations are defined as part of the curriculum in accordance with Rule 6A-6.065, F.A.C.

Accommodations

Federal and state legislation requires the provision of accommodations for students with disabilities as identified on the secondary student’s Individual Educational Plan (IEP) or 504 plan or postsecondary student’s accommodations’ plan 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.

Articulation

For details on articulation agreements which correlate to programs and industry certifications refer to http://www.fldoe.org/workforce/dwdframe/artic_frame.asp.