2014 – 2015
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	MKTG 1
RETAILING @7 7G
MKTG MGMT @7 7G
BUS ED 1 @2	
CTSO	Collegiate DECA	
SOC Codes (all applicable) 	41-2031 – Retail Salespersons
15-1199 – Computer Occupations, All Other	
Facility Code	222  http://www.fldoe.org/edfacil/sref.asp (State Requirements for Educational Facilities)	
Targeted Occupation List	http://www.labormarketinfo.com/wec/TargetOccupationList.htm	
Perkins Technical Skill Attainment Inventory	http://www.fldoe.org/workforce/perkins/perkins_resources.asp 	
Industry Certifications	http://www.fldoe.org/workforce/fcpea/default.asp 	
Statewide Articulation	http://www.fldoe.org/workforce/dwdframe/artic_frame.asp 	
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 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.

The following table illustrates the post-secondary program structure:

OCP	Course Number	Course Title	Length	SOC Code	
A	MKA0432	Salesperson, Retail	300 hours	41-2031	
B	MKA0455	(E-Commerce) Computer Specialist	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 to the selected marketing industry.
09.0	Demonstrate applications of financing to the selected marketing industry.
10.0	Demonstrate applications of product/service planning to the selected marketing industry.
11.0	Demonstrate applications of marketing-information management to 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 to the selected marketing industry.
15.0	Demonstrate applications of safety and risk management to the selected marketing industry. 
16.0	Demonstrate applications of selling to 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 internet marketing campaign.
24.0	Apply entrepreneurial concepts to internet marketing.
25.0	Analyze global trends in the internet marketing industry.
26.0	Apply a career plan to internet marketing.
01.0	

2014 – 2015
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	Explain 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 professional personal appearance and attitude.	
01.08	Demonstrate ability to use creative problem solving, decision-making, and critical thinking strategies.  	
01.09	Demonstrate self-management, initiative, and multi-tasking.	
01.10	Explain concepts of self-understanding, 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 ability to offer and accept feedback.  	
01.16	Identify and practice stress management and relaxation techniques.	
01.17	Maintain confidentiality of business matters.	
01.18	Support and follow company policies and procedures (e.g. attendance, tardiness, returns).	
01.19	Develop and demonstrate human relations skills needed for successful entry and progress in 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	Describe effective staff communication and its uses (e.g., inter-personal, departmental, inter-departmental, company). 	
02.03	Demonstrate ability to read and comprehend written communications.	
02.04	Identify a variety of forms of written business communications utilized in the workplace.  	
02.05	Prepare a business letter, memorandum, fax, and e-mail.	
02.06	Demonstrate ability to speak effectively to customers/clients, co-workers, supervisors, and vendors using appropriate grammar and terminology.  	
02.07	Discuss importance of developing networking skills to expand business contacts.  	
02.08	Prepare and deliver a business-related presentation.  	
02.09	Demonstrate active listening strategies that improve understanding and performance.  	
02.10	Describe positive customer relations.  	
02.11	Demonstrate conflict and dispute resolution techniques.  	
02.12	Identify means of nonverbal communication.  	
02.13	Demonstrate effective telephone and e-mail techniques and etiquette/netiquette in a business situation.  	
02.14	Discuss methods of resolving customer complaints.  	
02.15	Interpret business policies to customers/clients.  	
02.16	Discuss importance of providing clear directions, descriptions, and explanations.  	
02.17	Demonstrate ability to locate, understand, interpret information found in trade journals, manuals, graphs, schedules, charts, diagrams, and internet resources.  	
02.18	Identify types of technology/equipment used in the workplace. 	
02.19	Define hypertext, URL, links, Internet Service Provider (ISP), Bulletin Board Service (BBS), electronic storefront, e-mail, newsgroups, flames.  	
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 industry.  	
03.02	Apply problem solving techniques to sales related transactions including 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 ability to collect, organize, and interpret data, and predict outcomes relative to opening and closing procedures for a sales terminal. 	
03.07	Collect and analyze sales information to determine stock turnover and stock-sales ratio.  	
03.08	Apply standard industry formula to determine markup and markdown on merchandise.  	
03.09	Apply mathematical concepts to completing 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 concept of economics and economic activities. 	
04.02	Explain concept of economic goods and services.  	
04.03	Explain concept of economic resources.  	
04.04	Explain concept of utility (form, place, time, possession, information).  	
04.05	Explain concept of "supply and demand."  	
04.06	Explain concept of price.	
04.07	Identify, compare, and contrast major types of economic systems.  	
04.08	Explain relationship between government and business.	
04.09	Explain concept of private enterprise and business ownership.  	
04.10	Explain role of profit motive.  	
04.11	Explain concept of risk.  	
04.12	Explain concept of competition.	
04.13	Explain concept of productivity.  	
04.14	Identify components of Gross National Product (GNP) and Gross Domestic Product (GDP).  	
04.15	Explain 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 role.  	
05.02	Explain purpose of marketing in the free enterprise system.  	
05.03	Identify and explain the four foundations of marketing. 	
05.04	Identify and explain differences between indirect and direct marketing.  	
05.05	Identify and explain the functions of and differences between marketing and merchandising.  	
05.06	Explain relationship of marketing to business and the economy (e.g., SWOT analysis--strength, weakness, opportunity, threat).	
05.07	Explain importance and methods of conducting market research (e.g., sampling, surveys, focus groups, etc.	
05.08	Discuss major fields of business activity (extractive, subcontracting, manufacturing, wholesaling, retailing, services, cottage industries, urban street sales). 	
05.09	Identify, explain, compare, and contrast the different types of business ownership (sole-proprietorship, partnership, corporation, franchise, licensing).  	
05.10	Explain concept of marketing strategies.  	
05.11	Explain concept of market segmentation and demographics. 	
05.12	Explain importance and techniques of offering the right merchandising blend.  	
05.13	Explain nature of channels of distribution.  	
05.14	Explain elements that allow development of a marketing plan (e.g., research, advertising, public relations, direct and indirect marketing, promotions, merchandising, distribution, etc.).  	
05.15	Explain factors affecting pricing decisions.  	
05.16	Differentiate among the three basic categories of consumer goods (convenience, shopping, and specialty).  	
05.17	Discuss role e-commerce and social networking will play in the marketing of goods and services.  	
05.18	Explain network marketing (multilevel marketing) and how it differs from a pyramid scheme.  	
05.19	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 purpose, principles, and importance of selling.	
06.02	Identify qualities of a professional sales associate. 	
06.03	Identify an effective sales presentation for a target market, including 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, such as the casual looker, the decided customer, the undecided customer, and the difficult customer.	
06.05	Discuss importance of meeting specialized sales needs. 	
06.06	Demonstrate completing the sales transaction, including method of payment and counting back change; the proper way to fold, wrap, and bag merchandise after sale; and thanking the customer and inviting them to return.	
06.07	Discuss reasons for maintaining a client file.  	
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 including the internet.  	
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 duties, responsibilities, and needed skills and knowledge of a particular career.  	
07.05	Identify advantages and disadvantages of a particular career.	
07.06	Complete self-assessments and analysis of life-style 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 to 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 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 to the selected marketing industry--The student will be able to:	
09.01	Explain financial concepts used in making business decisions.  	
09.02	Explain concept of financial administration.  	
09.03	Explain 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 purposes and importance of credit.  	
09.07	Identify the positive and negative impacts of using credit in marketing situations.  	
09.08	Compare and contrast the use of different credit applications.  	
09.09	Analyze industry concepts of price, profit, competition, and productivity.  	
09.10	Calculate exchange rates.  	
10.0	Demonstrate applications of product/service planning to 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 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 both current and emerging technology on life-roles, life-styles, 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 stages of and discuss impact of product life cycle.  	
11.0	Demonstrate applications of marketing-information management to the selected marketing industry--The student will be able to:	
11.01	Explain concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.  	
11.02	Explain process of marketing-information management.	
11.03	Explain nature and scope of marketing operations. 	
11.04	Demonstrate knowledge of inventory control systems and shipping and receiving procedures.	
11.05	Identify procedures for gathering information using technology.  	
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 importance of advertising media.  	
13.04	Explain purposes and elements of advertising and display as related to the industry.  	
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, i.e., print, radio, television, internet, and others.  	
13.07	Use design principles in preparing such merchandise/service displays as windows, endcaps, kiosks, and point of sale.  	
13.08	Create an example of a non-personal sales technique such as use of magnets, buttons, T-shirts, or point-of-sale signs.  	
13.09	Write a promotional message to appeal to a target market. 	
13.10	Develop a sales promotion plan for a marketing organization	
13.11	Demonstrate public relations techniques as used in the marketing industry.	
13.12	Design a web site to promote a product/service.  	
14.0	Demonstrate purchasing applications to the selected marketing industry--The student will be able to:	
14.01	Explain relationship between stock turnover and purchasing. 	
14.02	Demonstrate proper purchasing procedures.	
14.03	Explain types of purchasing situations.	
14.04	Demonstrate techniques used to obtain the best terms when negotiating a purchase.  	
14.05	Demonstrate use of 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 to the selected marketing industry--The student will be able to:	
15.01	Explain how lack of knowledge and skill can cause accidents and health hazards in the workplace.  	
15.02	List reasons 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 correct procedures for recognizing and monitoring potential shoplifters.  	
15.08	Identify procedures used by industry to prevent internal theft and embezzlement.  	
16.0	Demonstrate applications of selling to the selected marketing industry--The student will be able to:	
16.01	Explain 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 importance of communication and listening in creating a positive buying climate.  	
16.06	Identify sales techniques to aid customers/clients in making buying decisions.  	
16.07	Prepare a list of skills necessary to maintain sales accounts	
16.08	Create a sales presentation using presentation software	
16.09	Identify strategies to build and maintain a clientele. 	
17.0	Demonstrate an understanding of entrepreneurship--The student will be able to:	
17.01	Define "entrepreneurship."  	
17.02	Discuss role of the entrepreneur in the domestic and global economy. 	
17.03	Discuss entrepreneurship as a career choice (e.g., characteristics, aptitudes, and skills necessary to be a successful entrepreneur).  	
17.04	Identify economic principles of entrepreneurship.	
17.05	Discuss the four parts of a business (production, finance, marketing, customer service).  	
17.06	Analyze current entrepreneurial trends in the marketplace. 	
17.07	Discuss importance of ethics in business.  	
17.08	Identify strategies and methods for generating a business idea. 	
17.09	Outline steps in planning a new business.  	
17.10	Identify types and sources of government regulations and taxation that may affect a business.  	
18.0	Identify the use of technology in marketing--The student will be able to:	
18.01	Explain 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, i.e., payroll, inventory control, etc	
18.04	Perform merchandising math data entry procedures such as-stock turnover, mark-up, mark-down, open-to-buy, pricing, invoicing, etc.  	
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.  	
18.08	Identify technology appropriate for marketing functions and practices related to a selected marketing career field. 	
18.09	Select and use a variety of electronic media, such as the internet, information services, and desktop-publishing software programs, to create, revise, and verify information.  	
	
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, www, 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 political, ethical and legal issues of using the internet.   	
19.07	Define and discuss netiquette. 	
19.08	Discuss history and emerging trends.  	
19.09	Discuss security issues (e.g., firewalls, hacking, viruses, e-commerce).  	
19.10	Discuss 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 principles of navigating a browser (e.g., Netscape, Internet Explorer).  	
19.13	Discuss search engines (e.g., Yahoo, Excite).	
19.14	Discuss criteria for selecting an Internet Service Provider (ISP)(e.g., bandwidth, hard drive space	
19.15	Identify process for securing a domain name. 	
19.16	Discuss copyright and registered trademark issues in securing a domain name.  	
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 product marketing efforts (e.g., direct marketing, cable, print, media, newspaper) as it relates to e-commerce marketing.  	
20.03	Develop product business plan (e.g., sales revenue projection, expenses, cash flow, profit). 	
20.04	Identify products best suited for internet marketing.	
20.05	Identify target market for a selected product	
20.06	Develop message for target market (e.g., niche market).  	
20.07	Determine optimum message delivery method.	
20.08	Research and analyze current marketing methods including those of the competition.	
20.09	Determine legal issues that may affect on-line marketing (e.g., where a sale is located, privacy issues, collecting and paying sales tax across state or international borders, emerging internet laws).	
20.10	Compare and contrast Internet law with traditional business law.  	
20.11	Conduct a cost analysis.	
20.12	Select optimum internet marketing method(s).	
20.13	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 [e.g., Java, Hypertext Markup Language (HTML), Cold Fusion, and Flash]. 	
21.02	Develop and test market storyboard for the message (e.g., interpret test market results and modify design changes).	
21.03	Design text and corresponding multi-media elements required by a storyboard (e.g., graphics, audio-visual).	
21.04	Create website content.	
21.05	Test 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 (e.g., shopping cart software, electronic malls, order entry systems, smart cards).	
22.0	Identify and implement marketing support activities--The student will be able to:	
22.01	Identify role of website in marketing mix (e.g., marketing department, human resources, public relations, customer service and support, database references, file transfer protocol, sales, newsletters).  	
22.02	Develop potential customer database (e.g., demographic, purchase preferences, address, e-mail).	
22.03	Identify products or services appropriate for push-technology advertising.  	
22.04	Subscribe to outside groups to enhance presence (e.g., use groups, list servers, newsgroups, databases).	
22.05	Identify sites for 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 and electronic malls).	
22.07	Identify processes to improve visibility in search engines.	
22.08	Establish means to identify your 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) (e.g., search engines, link management, push technology).	
23.02	Determine appropriate search engines for listing 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., metatags, titling, keyword repetition).	
23.05	Establish and manage links with other sites.	
23.06	Discuss 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 upon analysis results (e.g., streamline graphics, add metatags).	
23.10	Publicize E-Commerce Marketing through non-internet means (e.g., mail, press releases, letters, TV, networking).	
23.11	Express importance of establishing customer service guidelines (e.g., communication skills, tech support, follow through, seeking prospects). 	
23.12	Discuss the search engine interface, the purpose of robots and robots.txt file.	
23.13	Discuss Page Rank (PR) and Search Engine Result Pages (SERP)	
23.14	Discuss Keyword vs. Key phrase and the benefits of each.	
23.15	Understand the concept of meta tags and why they are important to the marketing of a website.	
23.16	Establish methods to incorporate target market keywords into meta tags.	
23.17	Discuss the importance of aqa sitemap and how it relate 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 importance of entrepreneurship to related industries.  	
24.02	Discuss the impact of internet entrepreneurs.	
24.03	Conduct an interview with an individual involved with internet marketing.	
24.04	List advantages and disadvantages of ownership of an internet business.  	
24.05	Identify risks involved in ownership of an internet related business	
24.06	Develop a business plan to establish an internet related business or develop a creative marketing research project (see DECA Guide).	
25.0	Analyze global trends in the e-commerce marketing (formerly internet marketing) industry--The student will be able to:	
25.01	Identify global marketing trends in the internet marketing industry (e-commerce).	
25.02	Analyze impact of global 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 impact of Electronic Data Interchange (EDI) on e-commerce.  	
25.06	Discuss impact of e-commerce on business world and job market (e.g., automatic sourcing, EDI).  	
25.07	Explain impact of the shifting 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, including training and educational requirements, needed skills and abilities, and steps for reaching career goals in the chosen career.	
26.02	Demonstrate 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 for inclusion in a marketing career portfolio.	
26.05	Discuss the changing hardware and software environment as it applies to internet marketing.  	

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. 

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.

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 at http://www.fldoe.org/workforce/dwdframe/rtf/basicskills-License-exempt.rtf. 

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.

In addition to accommodations, some secondary students with disabilities (students with an IEP served in Exceptional Student Education (ESE)) will need modifications to meet their needs.  Modifications change the outcomes or what the student is expected to learn, e.g., modifying the curriculum of a secondary career and technical education course.  Note: postsecondary curriculum and regulated secondary programs cannot be modified.

Some secondary students with disabilities (ESE) may need additional time (i.e., longer than the regular school year), to master the student performance standards associated with a regular Occupational Completion Point (OCP) or a Modified Occupational Completion Point (MOCP).  If needed, a student may enroll in the same career and technical course more than once.  Documentation should be included in the IEP that clearly indicates that it is anticipated that the student may need an additional year to complete an OCP/MOCP.  The student should work on different competencies and new applications of competencies each year toward completion of the OCP/MOCP.  After achieving the competencies identified for the year, the student earns credit for the course.  It is important to ensure that credits earned by students are reported accurately.  The district’s information system must be designed to accept multiple credits for the same course number for eligible students with disabilities.

Articulation

This program has no statewide articulation agreement approved by the Florida State Board of Education.  However, this does not preclude the awarding of credits by any college through local agreements. 

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