Florida Department of Education
Curriculum Framework

Program Title:	Sales and Customer Management
Career Cluster:	Marketing, Sales & Service

CCC	
CIP Number	0252180400	
Program Type	College Credit Certificate (CCC)	
Program Length	12 credit hours	
CTSO	Collegiate DECA, FBLA-PBL	
SOC Codes (all applicable) 	Assignment pending.	
CTE Program Resources 	http://www.fldoe.org/academics/career-adult-edu/career-tech-edu/program-resources.stml	

Purpose

This certificate program is part of the Marketing Management AS degree program (1252140101).  

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.).

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 & 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 & Service career cluster. 

The content includes but is not limited to the fundamental knowledge of Customer Relationship Management (CRM) software, effective selling foundations (understanding and initiating buyer/customer relationships/prospecting), and expectations in sales environments.

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 12 credit hours.

Standards

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

01.0	Demonstrate the ability to communicate skillfully.
02.0	Utilize effective selling techniques and procedures for the marketing of products and services.
03.0	Demonstrate knowledge of personal selling.
04.0	Utilize digital tools, social networks, and a variety of media to create awareness and promote products and services to consumers and businesses.
05.0	Demonstrate knowledge of business-to-business marketing.

Florida Department of Education
Student Performance Standards

Program Title:	Sales and Customer Management
CIP Number:		0252180400
Program Length:	12 credit hours
SOC Code(s):		

This certificate program is part of the Marketing Management AS degree program (1252140101).  At the completion of this program, the student will be able to:	
01.0	Demonstrate the ability to communicate skillfully – the student will be able to:	
01.01	Demonstrate proficiency in the effective use of speech and vocabulary.	
01.02	Demonstrate the importance of good listening skills.	
01.03	Discuss the role communication plays in marketing and entrepreneurship.	
01.04	Demonstrate the components of the communication process.	
01.05	Demonstrate effective written communication skills.	
01.06	Demonstrate oral communication skills.	
01.07	Understand how to plan and conduct an in-person meeting using invitations, agenda, follow-up, action items, and minutes. (Optional)	
01.08	Demonstrate knowledge of proper methods and understand the tools needed for conducting online meetings.	
02.0	Utilize effective selling techniques and procedures for the marketing of products and services – the student will be able to:	
02.01	Explain and define personal and non-personal selling.	
02.02	Consider the ethical and legal aspects of personal selling.	
02.03	Conduct a case study analysis.	
02.04	Demonstrate the steps of a sale.	
02.05	Recognize consumer buying motives.	
02.06	Identify the types of consumer behavior.	
02.07	Identify various types of customer approaches (e.g., greeting, merchandise, service, etc.).	
02.08	Identify techniques for handling different customer types (e.g., the casual looker, the loyal customer, the discount customer, the undecided customer, etc.).	
02.09	Develop a written feature-benefit review sheet for a product, as part of a competitive analysis.	
02.10	Develop an effective sales presentation.	
02.11	Observe, evaluate, and critique a sales demonstration.	
02.12	Understand the basic personality types of buyers/consumers and of business owners/decision-makers.	
03.0	Demonstrate knowledge of personal selling – the student will be able to:	
03.01	State the importance of personal selling skills as a retail function.	
03.02	Define and state the essentials of a sales presentation.	
03.03	Identify the steps of the selling process.	
03.04	Explain the purpose of the pre-approach.	
03.05	List and explain the various approach categories.	
03.06	Explain how listening, questioning, and observation skills can help the salesperson determine wants and needs.	
03.07	Explain the importance of the demonstration.	
03.08	Analyze the major types of customer objections; identify the techniques to overcome each type of objection.	
03.09	Identify the natural process involved in closing a sale.	
03.10	Explain various techniques for closing a sale.	
03.11	Define and explain suggestive selling.	
03.12	Demonstrate an understanding of the role of sales in a small business and the tools and options to maximize the impact of personal selling.	
04.0	Utilize digital tools, social networks, and a variety of media to create awareness and promote products and services to consumers and businesses – the student will be able to:	
04.01	Demonstrate knowledge of the pervasiveness of technology; analyze the technologies that can be used to reach prospects, covert them into customers, and sustain and grow those customer relationships.	
04.02	Demonstrate knowledge of how to plan and develop a marketing information system.	
04.03	Demonstrate knowledge of how to plan and develop digital promotional strategies and tactics.	
04.04	Demonstrate knowledge of marketing processes that leverage the Internet.	
04.05	Demonstrate knowledge of the website development process (e.g., the design, needs determination, purpose statement).	
04.06	Demonstrate knowledge of the importance of CRM.	
04.07	Demonstrate the knowledge required to integrate digital marketing with face-to-face marketing.	
05.0	Demonstrate knowledge of business-to-business marketing – the student will be able to:	
05.01	Investigate the activities involved in selling goods and services to a business.	
05.02	Understand the process of selling goods and services to a business.	

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.

Career and Technical Student Organization (CTSO)

Collegiate DECA and Future Business Leaders of America-Phi Beta Lambda (FBLA-PBL) are 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. 

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.

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